Survey: Over 60% of HK grocery shoppers use digital loyalty programmes

A striking 75% of Hong Kong shoppers use supermarket apps to access discounts and promotions, while over 60% of them turn to digital loyalty programmes, a survey found. 

The findings stem from YouGov's latest report titled “The rise of value shoppers: APAC grocery retail report 2025”, which surveyed 1,032 Hong Kong adults online between 25 March and 6 April. Beyond Hong Kong, the research also examines other markets, including Australia, Singapore, Indonesia, and Thailand, to explore how digital tools, shifting lifestyles, and rising costs have reshaped the habits, preferences, and priorities of value-driven shoppers in supermarkets and hypermarkets.

Despite the growing popularity of digital channels, physical retail continues to dominate in Hong Kong. According to the survey, supermarkets remain the top choice for consumers, with 51% preferring to shop in-store, followed by hypermarkets (15%) and discount retailers (10%).

This preference for in-store shopping is consistent across age demographics: around half of Millennials (54%), Gen X +(50%), and Gen Z (45%) all show a clear inclination towards physical supermarkets.

When selecting a preferred supermarket, nearly 66% of Hong Kong consumers prioritise price and value for money, with convenience following closely at 56%. Other factors include product quality and freshness (44%) and product variety and assortment (37%), while fast delivery (10%), customer service (10%) and sustainability initiatives (7%) rank the lowest.

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While value and convenience clearly drive purchasing decisions, digital engagement also plays a growing role in shaping consumer perceptions and brand visibility.

The study revealed that 75% of Hongkongers use supermarket apps to access discounts and promotions. Meanwhile, 66% use price comparison websites or apps, while 61% engage with digital loyalty programmes.

Furthermore, the survey found that 51% of respondents report noticing grocery ads on social media platforms such as Facebook, Instagram, and TikTok, while a similar 49% encounter ads within supermarket apps. This contrasts with markets such as Thailand and Indonesia, where social media accounts for a significantly larger share of ad exposure—82% and 77% respectively.

Other channels where grocery ads are noticed include TV commercials (42%), billboards and in-store displays (39%), YouTube ads (37%), online search results (31%), and SMS or email promotions (24%). Notably, only 10% of respondents say they do not notice grocery ads at all.

In terms of how these ads influence behaviour, social media stands out: 23% of consumers report that it triggers instant grocery-purchasing decisions. Meanwhile, both social media (57%) and YouTube ads (56%) are effective at helping shoppers discover new products. On the other hand, SMS and email promotions (27%) play a more functional role, excelling at reminding consumers of planned grocery purchases.

Meanwhile, only 52% of Hongkongers are open to trying out a new product or a new brand that they are not familiar with when doing grocery shopping, much fewer than those in Singapore (63%) and Australia (65%). Less than half of the surveyed Hong Kong grocery shoppers rely on online reviews before trying out a new product or brand, while 60% of Indonesians and 65% of Thai turn to online reviews when trying out a new product. 

While in Singapore, physical supermarkets remain the go-to for both Gen Z (61%) and Gen X+ (60%), while Millennials lean more toward online platforms, signaling a clear generational divide in shopping habits.

Meanwhile, price remains king in Singapore’s grocery choices. Nearly seven in 10 shoppers say value for money is their top priority, followed by convenience and product freshness. Yet sustainability initiatives barely register, with only 7% considering it important. 

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