There is a growing focus on healthy eating and nutrition in Hong Kong with this impacting demand for food and beverages and dictating the strategies of manufacturers, retailers and foodservice establishments. Consumers had to juggle these growing health and wellness concerns with economic pressures in 2024 with many products seeing price increases due to the impact of rising input costs and inflation. Despite this, consumers continued to seek out products with clean labels, functional claims, an

2024 has been an interesting year for health and wellness hot drinks, with consumers looking to make healthier choices but on a budget. Consumers remained keen to invest in hot drinks with functional claims such as immunity support and energy boosting in post-pandemic Hong Kong but rising prices and other financial pressures pushed some consumers to prioritise value when it comes to their choice of product.

Sales of health and wellness soft drinks continued to benefit from increasing education and awareness around the importance of a nutritionally balanced diet and the potential harm of consuming too much sugar. While low and no sugar claims continued to grow in prominence in 2024, consumers also looked for functional soft drinks as well as products with clean labels and natural claims. Brands continued to respond with new products that meet these demands, while retailers increased their shelf spac

Despite increasing health awareness, demand for health and wellness snacks was negatively impacted by the consumer desire for indulgence alongside economic pressures in 2024. Nonetheless, sales continued to benefit from investment in new product development with local and regional players introducing new product lines with better for you and functional claims. In particular, there was a growing emphasis on products with high protein and plant-based claims.

Consumers in Hong Kong are increasingly looking to make healthier choices when it comes to dairy products and alternatives, with this being reflected in the healthy market growth seen in 2024. As demand for healthier options grows leading players are responding with new products with claims such as low fat, no sugar, good source of vitamins and minerals, probiotic, natural, organic, and more. There has also been a growing focus on plant-based dairy, with sales benefiting from the growing range o

Consumers in Hong Kong are becoming increasingly aware about the impact their food choices can have on their health and wellbeing and this had a positive impact on the market in 2024. Alongside increasing demand for better for you products that are low in salt, sugar and saturated fat, consumers are also looking for cooking ingredients and meals that are less processed, with natural claims gaining stronger relevance.

There remains a growing focus on healthy eating in Hong Kong with the pandemic having served to increase awareness around the role of diet and nutrition in health outcomes. Rising rates of obesity and diabetes, alongside growing concerns around cardiovascular health, have also encouraged consumers to pay more attention to what they eat. These factors helped to drive growth across health and wellness staple foods in 2024, with natural and organic claims proving particularly popular.

Hong Kong’s climate and rising health consciousness are supporting rising demand for bottled water, with many consumers looking for healthy, zero sugar, natural soft drinks. As people switch from other areas of soft drinks, the consumer base is expanding and the range of preferences diversifying, which is leading to innovation and an increasingly broad and diverse product offer.

Concentrates suffers from being ill-suited to key trends in consumer demand towards health and convenience. These products are often seen as overly processed, high in sugar and artificial, while they also take time to prepare and are generally not compatible with on-the-go consumption. However, players are working to make the offer more appealing to health conscious consumers through reduced sugar formulations and enrichment with nutrients such as vitamins. At the same time, formats such as powd

RTD tea benefits from a strong alignment with prevailing consumer trends towards health and wellness, and convenience in the Hong Kong market. The rise in consumer health consciousness is driving particularly strong growth in carbonated RTD tea and kombucha, but is also supporting rising demand for other products in the category, with RTD tea seen as a more natural and healthier alternative to other soft drinks. At the same time, the RTD format is strongly compatible with the busy lifestyles of

Soft drinks consumption in Hong Kong is being heavily influenced by the rise in consumer health consciousness. This trend is supporting rising interest in certain categories, such as sports drinks and RTD tea, while also driving developments within categories, with a growing focus on reduced sugar options and products offering functional benefits. Aside from the health and wellness trend, convenience is a key factor in purchasing decisions, with Hong Kong’s hectic urban lifestyle generating stro

Asian speciality drinks is seeing growth driven by its compatibility with the evolving health and wellness trend and manufacturers’ efforts to align their product ranges with the preferences of health conscious consumers. The category is also seeing sales boosted by an expanding product range due both to the innovation strategies of established players and the entry of new players, including international brands.

Players are working to leverage the inherent qualities of juice that align with the direction of the health and wellness trend, including vitamin content and natural origins. At the same time, they are trying to appeal to the growing consumer interest in novel and exotic flavours.

RTD coffee is well suited to the rapid pace of the typical urban Hong Kong lifestyles, with busy consumers looking for convenient and, increasingly, premium soft drink options. Local tastes have tended to shy away from the bitterness and strength of traditional coffee products, and have preferred milky or sweetened options, including products blended with tea. However, the category is seeing a growing consumer willingness to explore other options, including premium black coffee, supported by exp

Carbonates is seeing sales affected by the rise in consumer health consciousness, and particularly the growing concern about the potential health impacts of consuming too much sugar. As a result, reduced sugar options are seeing a notable rise in demand and playing a key role in the product innovation strategies of the major players.

Brand activity is playing a key role in driving growth in energy drinks. Manufacturers are engaging in innovation, including new flavours and health-focused variants, as well as investing in a range of consumer engagement activity, such as event sponsorship and celebrity endorsement.

Sports drinks is benefiting from the trend towards more active lifestyles amongst health conscious urban consumers in Hong Kong. In addition, the increasingly holistic approach to health and wellness is providing opportunities for major brands, such as market leader, Pocari Sweat, to look to extend the consumer base beyond athletes and fitness enthusiasts and incorporate those interested in areas such as yoga and mindfulness.

Retail value sales of luxury goods in Hong Kong experienced a mixed performance in 2025, influenced by a combination of ongoing macroeconomic challenges and shifting consumer dynamics. While the gradual recovery of inbound tourism provided some uplift to the market, total sales growth was moderated by persistent geopolitical tensions and a cautious consumer sentiment among key customer segments. The gradual strengthening of the Hong Kong dollar against major currencies, coupled with a slowdown i

In 2025, fine wines/champagne and spirits in Hong Kong demonstrated resilience, with retail value sales rising after a decline the previous year. The category's continued premiumisation trend was a significant driver, as consumers increasingly sought high-quality and exclusive beverages that boasted unique flavour profiles and exceptional craftsmanship. This shift was evident in both fine wines and luxury spirits, with the latter seeing strong demand for premium and artisanal selections — partic

In 2025, premium and luxury cars in Hong Kong experienced a rebound in demand, recording 29% retail volume growth following a decline the previous year. Demand was driven predominantly by evolving sustainability trends and enhanced ownership experiences, favouring electric and hybrid models as local consumers displayed a growing preference for environmentally responsible luxury motoring. The sustained popularity of brands with strong electric vehicle (EV) portfolios, such as Tesla, Mercedes-Benz

In 2025, experiential luxury in Hong Kong continued its positive growth trajectory, driven primarily by the dominant luxury hotels. Despite persistent macroeconomic uncertainties and regional competition, the category benefited from a steady increase in inbound tourism, with visitor numbers approaching pre-pandemic levels. However, the growth rate was tempered by factors such as the ongoing appreciation of the Hong Kong dollar against other currencies, which maintained high prices and impacted t

In 2025, retail value sales of designer apparel and footwear (ready-to-wear) in Hong Kong increased by 2% to reach HKD24.4 billion, marking a notably slower performance compared to the previous year. The category was profoundly shaped by market polarisation and tourist consumption, creating a dynamic where high-end brands thrived on exclusivity and experiential retail. Affluent tourists and local elites continued to drive demand for iconic luxury goods and limited editions, reinforcing the impor

In 2024, Hong Kong recorded a 5% increase in alcoholic drink packaging unit volumes, driven by several interconnected factors. The government’s decision to reduce the spirits tax significantly lowered costs, thereby prompting both importers and consumers to engage more actively in the market. This policy change not only stimulated demand, but also encouraged the introduction of premium and luxury spirits, often characterised by more elaborate packaging.

Value sales of NRT smoking cessation aids are seeing lowish growth in Hong Kong in 2025. Hong Kong has made significant progress in tobacco control, achieving a historic low in adult smoking prevalence. This reflects the effectiveness of sustained public health initiatives, which have included comprehensive education campaigns, stricter regulations on tobacco advertising, and increased taxation on tobacco products.