Infographic: How are HK consumers getting their hands on their favourite mooncakes?

The mid autumn festival is one of the biggest festivals in many Asian countries. In the marketing industry, we’ve seen many international brands banking on customized Mooncake flavours, packaging and branding to reach out to their target audience. The occasion allows brands to build a stronger cultural relationship with its Chinese customers.

According to a recent YouGov survey across Hong Kong, Taiwan, China, Malaysia and Singapore, on average, 42% of Asian consumers said that are planning to have mooncakes this Mid-Autumn Festival and have purchased/ plan to purchase mooncakes via online retailers/ sellers (versus 43% via offline retailers/ sellers). Younger consumers are more likely than older consumers to purchase online. Those between 18-24 stand at 50% and 25-34 stand at 47%.

However, the most common path to Purchase in Hong Kong is still through offline mooncake retailers and sellers (53%). This outshines online players with only 31% of the population seeking out online merchants. Meanwhile, purchasing from hypermarkets and supermarkets stands in 21%.

This is in stark contrast to buying behaviours in Mainland China where majority of buys occur in hypermarkets and supermarkets (54%). Meanwhile, offline mooncake retailers and sellers usually attract 49% of the population while online mooncake retailers and sellers come in at 48%.

In Taiwan, the percentage of purchase across channels seems to be a little bit more consistent with hypermarkets and supermarkets being the most commonly used channel at 45%. Not far behind are online retailers and offline retailers at 44% and 42% respectively.

According to QYResearch, as of 2018, the global mooncake market value was at US$1.64 billion dollars, and it is expected to reach US$1.9 billion in 2025, with an annual growth rate of 4%. Meanwhile, mooncake gift boxes are most commonly used for marketing. 

Recently, brands hoping to reach the Chinese consumer have now partnered with restaurants to create bespoke tastes and branded products. For example The Met and Shanghai Museums partnered with snack food retailer, Lyfen, to launch mooncake boxes inspired by objects the museums' collection. Meanwhile, the Louvre Museum teamed up with Häagen-Dazs China to roll out ice cream mooncakes that feature goddesses throughout art history.

(Photo courtesy: 123rf)

Related articles:

Branded mooncakes: The newest trend for Mid-Autumn marketing?
Counterfeit Louis Vuitton branded mooncakes seized by HK authorities
St. Regis KL partners Swarovski to dazzle fans with crystal-studded mooncake trunk