Ahead of Asiafruit Logistica held in Hong Kong in September, NielsenIQ Hong Kong site leader Edwin Sun provides an in-depth market report on the region’s robust fresh produce sector
As Hong Kong navigates a period of economic uncertainty, several pressing concerns are shaping the daily lives of its residents. Among the most significant are increasing food prices, a potential economic downturn or recession, and growing worries about physical health and rising healthcare costs. These challenges influence not only how people live but also how they shop – especially when it comes to essential items like fresh fruit.
Despite the economic headwinds, Hong Kong’s in-home fruit market remains robust, with an estimated value of HK$5bn (US$627mn). On average, each household shops for fruit once every nine days, spending approximately HK$2,000 (US$255) per year, or HK$50 (US$6.35) per visit. This consistent purchasing behaviour underscores the importance of fruit in the local diet, even as households become more cost-conscious.
When it comes to fruit preferences, oranges and apples continue to top the list as the most frequently purchased fruits. However, kiwifruit has emerged as the fastest-growing fruit category, reflecting a shift in consumer interest toward more diverse and possibly more nutritious options.
Shopping habits also reveal interesting insights. Wet markets and fruit and vegetable stores account for 50 per cent of total fruit sales, followed by supermarkets at 30 per cent. Notably, 60 per cent of households use both channels interchangeably, indicating a flexible approach to shopping that blends traditional and modern retail experiences. In contrast, online fruit sales remain minimal at just 1 per cent, likely due to concerns over delivery fees, the inability to see or touch the product, and freshness – factors that are especially important when buying perishable goods.
In this context, value for money and low prices are the most important factors consumers consider when choosing where to shop. With inflation and economic uncertainty at top of mind, shoppers are becoming more selective, seeking retailers that offer both affordability and quality.
To stay competitive, businesses can benefit from retail measurement and consumer panel insights, which help track market trends and understand shopper behaviour. These tools support smarter decisions on pricing, product mix, and promotional strategies – key to driving growth in a challenging market.
In conclusion, while Hong Kong faces significant economic and social pressures, the fruit market remains a vital and dynamic sector. By understanding consumer preferences and leveraging data-driven insights, businesses can adapt to current challenges and position themselves for sustainable growth in the future.
Edwin Sun is speaking at Asiafruit Knowledge Centre in an Asiafruit Business Forum session spotlighting the Hong Kong market on 3 September 2025.
