bon appetit exploring hong kong - ipsos · milk-top tea brown sugar bubble milk fruit tea within...
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1 © 2019 Ipsos.
Bon Appetit – Exploring Hong Kong
people’s dining habits and food preferences
A SYNDICATED STUDY
All rights reserved. Contains Ipsos' confidential and proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
2 © 2019 Ipsos.
Introduction
“Dining Habits and Food Trends” is an invaluable resource for food retailers & app developers, service providers and restaurant groups to gain a thorough understanding of the current landscape of food services, the fast changing dining habits and needs of Hong Kong consumers, core drivers for food and outlet choice as well as the impact of digital tools.
It is the first study of its kind to integrate both primary survey and passive data, providing the holistic view which will facilitate your marketing strategy development and innovation for products & services.
3 © 2019 Ipsos.
Comprehensive scope to identify key trends for food and food services
CONSUMER SURVEY
• Dining out/ Takeaway habits
• Preferences for restaurant / food by occasions
• Top brands for QSR, café, Japanese chains, Chinese chains
• Usage behaviour of food delivery services/ apps, satisfaction and unmet needs
• Usage behaviour of food related touchpoints, apps and portals
• Other trends (vegetarian, environmental friendly initiatives, Michelin experiences etc)
Key topics
N=2,000 Aged 16-64 Hong Kong residents
SOCIAL DATA ANALYSIS
Identify new food trends in Hong Kong for product innovation
1 Consumer sentiments and perceptions of restaurant types, offers and environments
2
• What are the related top 10 ingredients and flavors?
• What are the hot discussion topics towards the top 10 ingredients and flavors?
• What are the motivations driving each trend?
• What are the consumer sentiments towards various restaurant/ eatery types?
• What are consumers’ expectations of various restaurant types?
• What drives positive and negative customer experiences?
4 © 2019 Ipsos.
Billings of food services in 2018 totaled to HK$119.6 Billion; with 6.1% incremental rate YOY
56% and 32% have the habit of doing afternoon tea and supper respectively
53% of meals are out of home – 13 meals a week
Average spending for eating out per week: HK$990
25 meals per week
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Birthday (62%) is the most frequent occasion to dine out,
followed by Mother’s Day (55%) and
Parents’ Birthday (48%)
Buffet is the most popular choice for own birthday
(23%) and Christmas (24%)
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Western QSR
33%
12%
11%
Cha Chaan Tang
22%
16%
14%
Tea Shop
14%
18%
31%
Favorite Brands of …
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Online food delivery is a strong driver for takeaway business - Revenue is estimated around US$519m in 2019*
Alone during weekends (39%)
Friends gathering (42%)
Top Platform-to-consumer food delivery APPs
Top cuisines ordered from Platform-to-consumer food
delivery APPs
Cantonese dishes/ 小菜 39%
Thai food 19%
Pizza 18%
HK Style rice box/ 港式碟頭飯 16%
Korean fried chicken 16%
Roast meat 14%
Hamburger 14%
Sushi 13%
Taiwanese dishes 13%
Pasta 11%
*Source: Statista, March 2019, Natural Earth
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Eat Trendy, Eat Healthy
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Inevitably, these are highly spoken food/ beverage on forums, blogs, and social media in the past 12 months
Fresh Fruit tea Cheese/Milk-top Tea
Soufflé pancake Crepe cake
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JUL. 2017 OCT. 2017 JAN. 2018 APR. 2018 JUL. 2018 OCT. 2018 JAN. 2019 APR. 2019
Milk-top Tea
Brown Sugar Bubble Milk
Fruit Tea
Within the freshly brewed tea category, Brown Sugar Bubble Tea and Fresh Fruit Tea are fading trends while Milk-top Tea sustains its popularity post the opening of HEYTEA and McCafe Cheese-top series.
Dec 2018: 1st Heytea store
in Shatin
May 2019: Launch of
McCafe Cheese Series
Aug 2018:Heytea in Shenzhen and planning for HK
Hot topics about Milk-top Tea
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20%Eat less beef
16%Eat less pork
17%Eat less seafood
Fear of swine fever
Reduce carbon emission
Allergy
Health related consideration is the main reason for reduced consumption of meat and seafood compared to a year ago
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JUL. 2017
OCT. 2017
JAN. 2018
APR. 2018
JUL. 2018
OCT. 2018
JAN. 2019
APR. 2019
Quinoa
Kale
Plant-based meat
Launch of Omnipork
Shares of Beyond Meat surged after
1st day of trading in
Wall Street
Ming Court (Cordis) & JW
Marriot created vegetarian dish with Omnipork
Plant-based meat is the new rising star after the launch of Omnipork in Hong Kong
13 © 2019 Ipsos.
What you get from the subscription….
Full subscription – HK$118,000
One full report with Macro Outlook, Consumer Survey and Social Media Analytics
Partial subscription – HK$98,000
One full report with Macro Outlook and Consumer survey
10% discount for early bird subscription before 15 July 2019
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Fieldwork June 2019
Report Delivery Mid August 2019
Key Timelines
Contact for subscription or further information:
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Thanks