September 15th, 2021, Melissa Pang
Mid-Autumn Festival is one of the most important festivals in many Asian markets as it is the symbol of family reunions. As a celebration, many people would go back home to have dinner and mooncakes with their family and friends, appreciate the moon and light lanterns on this day. But since many Asian markets have practised social distancing under COVID last year, many of the festival celebrations have been held off.
With the roll-out of COVID vaccination and the markets reopening, are Asian consumers planning to celebrate the festival with family and friends? 52% are planning to celebrate the festival this year. This is more likely said by consumers with children aged under 18 at home (60%) than those without (47%).
YouGov investigates Asian consumers' preference on mooncakes and reveals the top mooncake purchasing channels, their motivators and barriers of selecting a certain mooncake brand.