Snacks in Hong Kong registered robust current value growth in 2025, and more muted volume growth. The snacks industry in Hong Kong is undergoing notable shifts, particularly in volume and pricing strategies, across various categories. This trend is most evident within confectionery, sweet biscuits, and savoury snacks, where significant volume reductions have been implemented. For example, popular brands such as Frutips, Dreyer’s, Pretz, Oreo, and M&M’s have all adjusted their product sizes, meaning consumers effectively pay more per purchase. This change reflects a broader strategy among snack manufacturers to maintain profitability amid rising costs while also responding to consumer demand for convenience and variety. By offering smaller, more focused portions, brands appeal to health-conscious shoppers who prefer lighter snacking options. However, this shift raises questions about value perception. Brands must balance pricing strategies with innovative product offerings to retain customer loyalty, as consumers actively seek added value amid persistently rising living costs in the city. Local consumers increasingly prioritise lower prices when making purchases, as highlighted in Euromonitor International's Voice of the Consumer: Lifestyles Survey, which shows that 49.6% of respondents consider low price an influential product feature, compared to 22.8% in the previous year.
Over the past year, transformative trends have emerged in Hong Kong that reflect evolving consumer preferences and global influences. International indulgence trends have become increasingly popular, particularly in ice cream and chocolate confectionery, where demand for innovative flavours such as pistachio has surged. This flavour, once rare, has led to global pistachio shortages as local consumers clamour for unique taste experiences. By introducing exotic flavours, brands not only counter declining demand due to price sensitivity but also increase their visibility and shareability. Additionally, the virality of food continues to shape purchasing decisions, with brands that quickly embrace trending flavours gaining a competitive edge.
Global player Nestlé continues to lead the fragmented snacks arena in Hong Kong in 2025, thanks to the enduring popularity of key brands including Frutips, KitKat and Smarties. Nestlé successfully introduced affordable Dubai-inspired chocolate tablets ahead of other confectionery brands.
Following the pandemic, Hong Kong’s retail landscape has undergone significant shifts, particularly among offline retailers. As mobility increases, the reliance on e-commerce has diminished, leading to a gradual decline in share for many categories, particularly everyday items. Promotions, such as volume discounts, have gained popularity as they incentivise consumers to purchase larger quantities of their preferred products or items they anticipate requiring in the future.
The forecast for the snacks in Hong Kong indicates a rise in wellness trends, driven by technological advancements and evolving expectations for functional snacking. Looking ahead, local consumers are likely to seek snacks that provide additional benefits, such as dietary fibre, protein enhancement, and support for stress and relaxation. For example, Glico is set to launch functional milk chocolate containing "indigestible dextrin," which inhibits the absorption of fat and sugar. Similarly, chocolatier Venchi introduced a chocolate tablet with no added sugar, available in both 75% Extra Dark and Milk variants, in May 2025. Meanwhile, local bakery Bakehouse collaborated with Conspiracy Chocolate to create a unique Malted Dark Milk Sourdough chocolate bar, which was released in February 2025.
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