Consumers in Hong Kong are drifting away from meat towards a diet boasting more fresh fruit and vegetables. Dietary awareness is a big motivator for the trend, but so are financial considerations – which may explain why fish consumption is also on the decline.
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According to the latest AC Nielsen Homescan consumer panel, which tracks grocery purchasing habits in 1,200 homes, fruit & veg was responsible for 8% of the growth in fresh food products bought last year, compared to fish (2.6%) and meat (3.4%). The most popular fruit is the orange, with choi sum heading the league of vegetables.
However, even with the added volumes, fruit & veg sales still account for just 38% of spending, compared with a combined 57% for meat and seafood. Fresh food accounts for an average 72% of spend, with frozen goods and convenience accounting for just 9% each. That said, sales of convenience foods, including ready meals, canned foods and instant noodles, are growing fast.
The survey data also revealed that supermarket shopping inched up by just 2% last year, while 80% of shoppers still prefer traditional wet markets to supermarkets.
