July 29th, 2022, Samuel Tan
But what proportion of Hong Kongers buy a substantial amount of their food-related groceries online? And, among these consumers, which grocery stores and supermarket chains are most popular?
What proportion of consumers in Hong Kong shop online for food-related groceries?
Latest RealTime Omnibus research by YouGov reveals that – as of late June to mid-July – almost three in ten consumers in Hong Kong say they buy at least half of their food-related groceries online (29%), with one in ten making all or most of these purchases over the web (10%).
This is only a slight dip from some three months before – during mid-March to early April – when Hong Kong was battling a surge in COVID-19 cases. Almost a third of consumers in Hong Kong then had said they bought at least half of their food-related groceries online (32%), with one-eighth making all or most of such purchases over the web (13%).
Put together, this suggests the boost in online grocery shopping sparked by COVID-19 concerns has largely persisted even after the public health situation has recovered.
Analysing by age, the proportion of consumers who buy at least half of their food-related groceries online is largest among Millennials (34%) and Gen X (32%), followed by Gen Z (29%) and Baby Boomers (19%).
Which online retailers are most popular in Hong Kong?
HKTVmall is Hong Kong’s top online retailer: both during the COVID wave period of mid-March to early April – where close to two-fifths of consumers (38%) said they ordered from it within the past two weeks – and more recently from late June to mid-July – when over a third (35%) did.
Dairy Farm’s Wellcome and A.S. Watson’s PARKnSHOP are the next two most popular online retailers – across both periods – attracting purchases from some 13-15% of consumers.
Which online retailers are most popular by generation?
HKTVmall is the online retailer most purchased from across different generations of consumers: more than two-fifths of Millennials (43%), around a third of Gen Z (30.7%) and Gen X (36.4%), and just under a quarter of Baby Boomers (24.2%) count themselves as customers.
Wellcome is the second most popular online retailer among Millennials (17.1%), Gen X (15.3%) and Baby Boomers (12.8%), but is third among Gen Z (12.8%). PARKnSHOP is second most popular among Gen Z (13.2%), third among Millennials (15.2%) and Baby Boomers (11.5%), but fourth among Gen X (11.3%).
Dairy Farm’s Mannings is third most popular among Gen X (11.8%), but ranks fourth among Millennials (14.3%) and Baby Boomers (9.3%), and sixth among Gen Z (8.7%) – where Watsons is relatively more popular (10.7%).
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Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online from 17 March to 12 July 2022, with an online representative sample of 1,028 adults in Hong Kong (aged 16+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age and gender to be representative of the adult online population in Hong Kong (16 years or older), and reflect the latest Hong Kong Census and Statistics Department (C&SD) population estimates. Learn more about YouGov RealTime Omnibus.