Consumer Values and Behaviour in Hong Kong, China

June 2021

This report visually explores everyday habits and behaviours that reflect consumers’ beliefs and values, linking behavioural trends with purchase and consumption habits in Hong Kong, China

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Hong Kong, China report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Hong Kong, China report answers:

  • How is the consumer mindset in Hong Kong, China changing? In Hong Kong, China, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Hong Kong, China purchase decisions?
  • Where and how do consumers shop in Hong Kong, China?
  • What health-related activities do consumers in Hong Kong, China participate in?
  • What megatrends should I focus on in Hong Kong, China (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer values and behaviour in Hong Kong, China
Busy urban consumers are willing to spend money to save time
Trying new products and services appeals to all generations
Gen X have the most confidence in the value of their investments
Outlook on financial future not as optimistic as global average
Consumers less inclined to shift to in-person activities in the future
Baby Boomers more concerned about their future finances
Future outlook more positive for community engagement
Impact of climate change a concern for Hong Kong residents
Gen Z more positive about impact of climate change over next five years
High levels of activity among all generations for virtual connections
G ood air quality is important for Hong Kong residents
Good access to public transport key to nearly half of respondents
High percentage choose to eat food from out of home
Lack of time and skills biggest barriers to cooking at home
Gen X more likely to go out to eat for convenience
Consumers look for healthy ingredients and read nutrition labels
Gen X most focused on seeking healthy ingredients in foods
Jobs that offer a good work-life balance appeal more to women…
…but all generations want jobs that allow for a strong work-life balance
Women more concerned with health and safety at work
All generations want to earn a high salary above all else
Consumers feel under pressure to find a way to simplify their lives
Baby Boomers feel under most pressure to get things done
Over a third of respondents socialise online every week
Next to socialising, online classes are popular among all generations
Leisure
Millennials and Gen X most avid cinema-goers
Walking and running most regular exercise habits
Running is the exercise of choice for younger generations
Women more inclined to look after their health and wellness than men
Gen Z not as active as older generations in looking after themselves
Nearly 60% of respondents are worried about impact of climate change
Older generations try to have a more positive impact on the environment
Plastics and food waste the biggest issues for consumers
Reducing plastics use and food waste key concerns for Baby Boomers
Respondents less likely to repair than replace items than global average
Using sustainable packaging and energy-efficient products important
30% of consumers ready to boycott brands that go against their beliefs
Gen Z feel strongly about buying from brands that support their values
Price is important, but buying less to afford higher quality also important
Getting the best price important for all generations, especially Boomers
Consumers are cutting back on unnecessary purchases
Millennials and Gen X more likely to seek out niche brands
Consumers prefer to purchase beauty and personal care items in person
Baby Boomers show clear preference for purchasing products in store
Consumers focus on increasing spending on their health and wellbeing
Gen X more focused on increasing spending on their health
Managing privacy settings and protecting personal data biggest concern
Older generations more likely to see targeted advertisements as invasive
A third of respondents interact with companies’ social media posts
Millennials most likely to share a purchase with their social network
Most frequent weekly activity is online banking from a mobile device
Consumers comfortable with making in-store mobile payments
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