Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| Graph - Scope | 2 | 1 |
| Disclaimer | 2 | 1 |
| Contents | 3 | 1 |
| Contents (CONT) | 4 | 1 |
| Consumer values and behaviour in Hong Kong | 5 | 1 |
| Highlights of consumer values and behaviours from our 2026 survey | 5 | 1 |
| Graph - Personal traits and values | 6 | 1 |
| Hong Kongers prioritise health and safety measures before going out | 7 | 1 |
| Graph - Personal traits and values % of respondents (agree or strongly agree) | 7 | 1 |
| Graph - Younger consumers are concerned about everyday costs rising | 8 | 1 |
| Graph - Hong Kongese enjoy experimenting with novel goods and amenities | 9 | 1 |
| Graph - Younger generations enjoy experimenting with novel goods and amenities | 10 | 1 |
| Hong Kong consumers expect to be happier in the next five years | 11 | 1 |
| Table/Chart: % of respondents | 11 | 1 |
| Table/Chart: Tabular Data Analysis | 11 | 1 |
| Younger generations anticipate an improvement in their quality of life | 12 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years by generation % of respondents | 12 | 1 |
| Table/Chart: Tabular Data Analysis | 12 | 1 |
| Younger generations anticipate an improvement in their quality of life (CONT) | 13 | 1 |
| At home, consumers connect with friends or family virtually | 14 | 1 |
| Graph - Frequency of home activities % of respondents (at least weekly) | 14 | 1 |
| Graph - Frequency of home activities by generation % of respondents (at least weekly) | 14 | 1 |
| At home, consumers connect with friends or family virtually (CONT) | 15 | 1 |
| Graph - Hong Kongese prefer to enjoy a meal at a restaurant | 16 | 1 |
| Graph - Weekly meal choices by generation % of respondents (at least weekly) | 16 | 1 |
| Consumers in Hong Kong indicate that dining at a restaurant is a more expedient option | 17 | 1 |
| Graph - Barriers to cooking at home | 17 | 1 |
| Younger generations state they do not have time to cook | 18 | 1 |
| Graph - Barriers to cooking at home by generation | 18 | 1 |
| Graph - 47% of Hong Kongese look for healthy ingredients in food and beverages | 19 | 1 |
| 47% of Hong Kongese look for healthy ingredients in food and beverages (CONT) | 20 | 1 |
| Older generations expect to find employment that provides time for personal and work life | 21 | 1 |
| Graph - Work-life balance | 21 | 1 |
| Consumers prioritise earning a high salary | 22 | 1 |
| Graph - Work priorities % of respondents | 22 | 1 |
| Graph - Work priorities by generation % of respondents | 22 | 1 |
| Graph - Younger generations are more likely to have a boundary between work and personal life | 23 | 1 |
| Graph - Graph/Chart Analysis | 23 | 1 |
| Younger generations are more likely to have a boundary between work and personal life (CONT) | 24 | 1 |
| Consumers engage in online social activities | 25 | 1 |
| Graph - Frequency of leisure activities | 25 | 1 |
| Graph - Younger generations socialise with friends online | 26 | 1 |
| The standard of cuisine or dining experience is a key priority when travelling | 27 | 1 |
| Graph - Most important features when planning a trip or vacation % of respondents | 27 | 1 |
| Younger generations want relaxation options when on vacation | 28 | 1 |
| Graph - Most important features when planning a trip or vacation by generation | 28 | 1 |
| Graph - Graph/Chart Analysis | 29 | 1 |
| Many consumers engage in walking or hiking for exercise | 30 | 1 |
| Graph - Frequency of exercise habits % of respondents | 30 | 1 |
| Younger generations are more likely to engage in running or jogging | 31 | 1 |
| Graph - Weekly exercise habits by generation % of respondents | 31 | 1 |
| Consumers in Hong Kong are interested in massages for stress-reduction | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months % of respondents | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months by generation % of respondents | 32 | 1 |
| Consumers in Hong Kong are interested in massages for stress-reduction (CONT) | 33 | 1 |
| Graph - Consumers in Hong Kong are worried about climate change | 34 | 1 |
| Consumers actively engage in adopting more sustainable behaviors | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life by generation % of respondents | 35 | 1 |
| Graph - Consumers are motivated to choose products designed to use energy more efficiently | 36 | 1 |
| Graph - Green behaviours and activism by generation % of respondents | 36 | 1 |
| Graph - Baby Boomers contribute to non-profit organisations and charitable institutions | 37 | 1 |
| Graph - Activism in political and social issues by generation % of respondents | 37 | 1 |
| Baby Boomers contribute to non-profit organisations and charitable institutions (CONT) | 38 | 1 |
| Consumers have a fondness for great bargains | 39 | 1 |
| Graph - Attitudes to shopping % of respondents | 39 | 1 |
| Older generations like to visit shopping malls | 40 | 1 |
| Graph - Attitudes to shopping by generation | 40 | 1 |
| Many consumers in Hong Kong try to lead a minimalist lifestyle | 41 | 1 |
| Graph - Shopping preferences | 41 | 1 |
| Younger generations are seeking shopping experiences customised to their preferences | 42 | 1 |
| Graph - Shopping preferences by generation | 42 | 1 |
| Consumers in Hong Kongese subscribe to digital platforms for streaming content | 43 | 1 |
| Graph - Current use of subscription services % of respondents | 43 | 1 |
| Consumers in Hong Kongese subscribe to digital platforms for streaming content (CONT) | 44 | 1 |
| Consumers set to increase spending on health and wellness | 45 | 1 |
| Graph - Spending intentions over the next 12 months % of respondents | 45 | 1 |
| Graph - Older generations foresee increasing spending on groceries the most | 46 | 1 |
| Over a third of consumers consistently set aside a portion of their earnings | 47 | 1 |
| Graph - Financial status and concerns % of respondents | 47 | 1 |
| Gen Z count on financial aid from close associates or relatives | 48 | 1 |
| Graph - I rely on financial support from friends or family | 48 | 1 |
| Younger generations expect to save money over the next 12 months | 49 | 1 |
| Graph - Spending and saving intentions over the next 12 months % of respondents | 49 | 1 |
| Graph - Intentions to increase spending and savings over the next 12 months by generation % of respondents (increase) | 49 | 1 |
| Younger generations expect to save money over the next 12 months (CONT) | 50 | 1 |
| Consumers are proactive in managing data sharing and privacy settings | 51 | 1 |
| Graph - Attitudes to technology % of respondents (agree or strongly agree) | 51 | 1 |
| Gen Z say it is important to foster an online identity | 52 | 1 |
| Graph - I prefer to communicate online | 52 | 1 |
| Consumers employ messaging or communication applications | 53 | 1 |
| Table/Chart: Frequency of online activities % of respondents | 53 | 1 |
| Table/Chart: Tabular Data Analysis | 53 | 1 |
| Graph - Younger generations regularly watch videos online | 54 | 1 |
| Graph - Generation Z compare prices and read consumers reviews | 55 | 1 |
| Consumers follow or like companies' social media feed or posts | 56 | 1 |
| Graph - Interactions with companies online in the previous six months % of respondents | 56 | 1 |
| Younger generations share insights on companies' offerings online | 57 | 1 |
| About the authors | 58 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 59 | 1 |
| Graph - Analysts in 100 countries | 59 | 1 |
| Tailor these insights to your business | 60 | 1 |
