Compared with 2020, when consumers in Hong Kong were adapting to their lifestyles after the emergence of COVID-19, the overall atmosphere in the consumer market in Hong Kong improved in 2021, as Hong Kong consumers were already used to the absence of travel, as well as more time spent at home because of social distancing and lockdown measures.
Whilst the majority of variety stores in Hong Kong improved their assortment of homewares and lifestyle products, MUJI, the well-known Japanese lifestyle products variety store, decided to put its focus on ready meals to ride the home seclusion trend in Hong Kong. Compared with 2020, as well as with pre-COVID-19 times, MUJI’s ready meals selection expanded significantly, as its range of curries increased to 43 by 2021, representing a wider variety of curry ready meals not only compared with other variety stores players, but also with supermarkets in Hong Kong.
Japan Home Centre, the locally founded homewares variety store, experienced a successful year compared with many other players in variety stores in Hong Kong in 2021. Besides the positive impact caused by the ongoing home seclusion trend on homewares retailers, the investment by Japan Home Centre’s parent company to form a strategic partnership with YOHO in 2021, an online e-commerce platform for consumer and home appliances, strengthened the storage, distribution and product offering capability of Japan Home Centre.
The popularity of Japanese products has long been recognised in Hong Kong. However, the origin of such products is not the only factor that will drive growth in demand over the forecast period.
The Japanese variety store Don Don Donki continued its expansion plan in Hong Kong throughout the COVID-19 pandemic. After entering Hong Kong in 2019, Don Don Donki opened three new outlets in 2020, and a further three outlets and a sushi shop in Hong Kong in 2021.
The COVID-19 pandemic unleashed Hong Kong consumers’ demand for grocery products, especially for those that are directly imported from the original source country. Hong Kong variety stores players whose positioning was primarily specialised in non-grocery products, such as MUJI and Japan Home Centre, therefore both expanded their grocery product offering in 2021.
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Understand the latest market trends and future growth opportunities for the Variety Stores industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories. Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories, although they may also sell grocery items. Includes fixed-price stores (e.g. dollar stores) and catalogue showrooms. Example brands include Dollar General, Woolworth (Germany), and Miniso.See All of Our Definitions
This report originates from Passport, our Variety Stores research and analysis database.
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