In 2024, video games in Hong Kong returned to growth after a year of decline, outperforming the regional average. The rise of subscription services and cloud gaming has made gaming more accessible to those who are looking for space-saving solutions. Mobile games continues to dominate, with hyper-casual games remaining popular. The competitive landscape is fragmented, but it benefits from government support and serves as a stepping stone for Chinese games looking to reach Western audiences.

In 2024, toys and games in Hong Kong experienced an increase in value sales, largely due to the growing popularity of video games and the kidult phenomenon. Cloud gaming emerged as a solution to space constraints, and well-known brands enjoyed a resurgence. The transition to online retail has necessitated more robust e-commerce strategies. The competitive landscape become less concentrated, with the top five companies holding lower value share overall.

In 2024, total soft drinks packaging volumes in Hong Kong rose, with 2% growth in total packaging retail volumes to reach 2.0 billion units. This increase was driven by evolving consumer preferences, with a notable shift towards premium and health-oriented beverages, including low sugar and organic options. Reduced sugar and sugar-free varieties gained strong momentum, with players focusing marketing efforts on products that reflected changing consumer preferences. Companies such as Swire Coca-C

In 2024, hot drinks packaging volumes rose by 3% to 90 million units in Hong Kong, driven by consumers' ongoing search for convenience and affordability amidst cost of living pressures. The demand for portion-controlled formats, such as single-serve sachets, continued to drive growth across packaging types. As consumers sought affordable options, brands responded by introducing innovative packaging solutions. The trend towards at-home consumption and premium hot drinks experiences also contribut

In 2025, gum in Hong Kong saw modest current value and volume growth. The category is facing significant stagnation, primarily due to its mature status and evolving local consumer habits. The widespread adoption of mask-wearing during the COVID-19 pandemic has notably reduced demand for gum in the longer term. A critical factor contributing to this stagnation is the lack of flavour innovation in comparison to other snacks categories. Hong Kong consumers are known for their willingness to explore

Sugar confectionery saw robust current value growth and more muted volume growth in 2025. Gummies and jellies registered the most dynamic performance, driven by versatile flavour profiles and stress-relief benefits.

Total volume sales of beer continued to rise in Hong Kong in 2024, fuelled by the gradual recovery of the economy and rising demand for craft beer. Both on-trade and off-trade sales increased, although the on-trade saw a slightly better performance. The category saw noticeable albeit slower than expected growth during the beginning of the year due to the lagging number of travellers. However, growth picked up pace in the latter half of the year as the local government initiated a number of polic

Total volume sales of alcoholic drinks saw a solid increase in Hong Kong in 2024, with sales rising across all categories. Growth was seen in both off-trade and on-trade volume terms. Off-trade sales remained dominant, with many consumers preferring to shop offline for alcoholic drinks due to cost considerations and the preference for home drinking amongst many consumers, which has endured even post-pandemic. Meanwhile, on-trade sales saw a stronger increase from a lower base, with the continued

Total volume sales of wine increased strongly in Hong Kong in 2024, with increases both off-trade, and in particular on-trade. Still light red wine dominated total volume sales in 2024, and also continued to see the most dynamic growth, with a double-digit increase. With Hong Kong’s economy being uncertain, some local consumers were seeking value-per-bottle wines. For general consumers, their tastes and preferences gravitate towards premium wines if the price point is reasonable for them (on ave

Total volume sales of cider/perry saw a modest increase in 2024, with sales rising both on-trade and off-trade, in spite of the current uncertain retailing landscape in Hong Kong. Most sales were of regular cider/perry, although non-alcoholic cider/perry saw higher growth. Cider/perry has continued to benefit from the greater interest amongst consumers in Hong Kong in health and wellness. According to trade sources, cider/perry is becoming increasingly popular due to a growing shift in consumer

Chocolate confectionery in Hong Kong registered robust current value growth in 2025, and more muted volume growth, with tablets enjoying the most dynamism. As global prices reached historic highs at the end of 2024, brands have been compelled to innovate to sustain consumer engagement. The ongoing supply chain shortages have led many companies to adopt shrinkflation strategies, allowing them to maintain price stability while adjusting product volumes. However, high living costs are prompting bra

Total volume sales of spirits increased strongly in Hong Kong in 2024, with off-trade sales seeing solid growth, and on-trade sales a double-digit increase. Personal consumption increased as the resilient economy meant that more people had more disposable income to spend. Off-trade sales of spirits saw noticeable growth as many consumers continued to enjoy drinking in the comfort of their own homes, as well as house parties being an enduring trend over the past year. The gradual recovery of tour

Current value sales of savoury snacks saw moderate growth in 2025 as brands continue to innovate in terms of flavour and variety. Such innovation is essential for maintaining consumer interest in savoury snacks, particularly as globally strong brands expand their offerings locally. To sustain current prices amid rising costs, these brands are focusing on creating new experiences for consumers and encouraging impulse purchases. This strategy is especially relevant in the context of volume changes

In 2025, protein bars emerged as the most dynamic subcategory within sweet biscuits, snack bars and fruit snacks in Hong Kong, with robust single-digit value growth. This can be attributed to the rising health and wellness trends in the overall category, with local consumers increasingly seeking high-nutrient options. Many new protein bar entrants contain approximately 20 grams of protein, which in turn has expanded shelf space within this segment. Brands that emphasise the health benefits of th

Total volume sales of RTDs saw a solid increase in Hong Kong in 2024, with growth both on-trade and off-trade. Premiumisation has been a notable trend in RTDs. The number of new RTDs has increased as a result of both local craft players and established international brands entering the market. In the local market, bars and other on-trade outlets continued their sales of premium pre-packaged cocktails, which gained popularity during the pandemic period, and have remained popular with locals to th

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, mean

Sales of ice cream declined in both volume and current value terms in 2025. Despite this, ice cream remains a popular choice in Hong Kong, especially during the hot and humid summer months. It serves as an ideal snack for both locals and tourists, given the city’s high temperatures. However, rising living costs in the city are prompting greater price-consciousness.

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

Hong Kong has significantly raised tobacco taxes in recent years, with an increase in 2023 followed by another hike in 2024. These tax adjustments are part of a deliberate strategy to make cigarettes less affordable and discourage smoking. By directly impacting the retail price, the government aims to reduce consumption through economic pressure - a method widely endorsed by global health authorities. The substantial tax hikes have demonstrably led to a reduction in overall cigarette consumption

Retail volume sales of tobacco in Hong Kong continued to decline in 2024. Hong Kong is taking significant steps towards stringent tobacco control to reduce the smoking rate, and the government is committed to tobacco control, aiming for a smoke-free environment. The new strategy includes short-, medium-, and long-term measures, such as banning alternative smoking products, prohibiting smoking in queues, and expanding no-smoking areas with a phased approach to manage public acceptance. The fine f

Overall category volume sales for cigars, cigarillos and smoking tobacco declined in Hong Kong in 2024. The general economic downturn naturally impacts discretionary spending, including luxury items like cigars. Cigarillos, meanwhile, are gaining ground within Hong Kong’s convenience stores.

In 2022, Hong Kong implemented a comprehensive ban on alternative smoking products (ASPs), encompassing reduced-harm and e-vapor products. From 30 April 2022, no person may import, promote, manufacture, sell, or possess for commercial purposes alternative smoking products, including electronic smoking products (electronic vaporisers), heated tobacco products and herbal cigarettes. This prohibition, which remains in effect, has effectively eliminated market sales for smokeless tobacco, e-vapor pr

Spectacles in Hong Kong confronted significant headwinds in 2024, mirroring the broader retail downturn as local consumption continues shifting northbound, and sales in 2025 continue to fall in both volume and value terms throughout the entire category. With more Hong Kong residents opting to purchase eyewear in mainland China - particularly in Greater Bay Area cities like Shenzhen - local optical retailers are experiencing declining foot traffic and sales. This trend has been exacerbated by agg

Eyewear in Hong Kong continues to face challenges in 2025 due to sluggish tourism recovery and changing local consumption habits. Mainland China contributed to 68% of Hong Kong’s inbound tourism volume before COVID-19 in 2019, according to Euromonitor’s Travel system. The slow return of mainland Chinese tourists, a critical driver of luxury and mid-range eyewear sales, has left a significant gap in demand, with spending levels still below pre-pandemic benchmarks. On top of sluggish tourist consu