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Beer in Hong Kong, China

Hong Kong Beer Market: New insights

Total volume sales growth of beer in 2014 was recorded at 2%. Competition remained strong in 2014. However, most players are relocating their resources to spend less on advertising in order to achieve better operating profit figures. Beer also faces competition from spirits and wine.

Increasing sophistication acquired from international exposure and media coverage encouraged consumers to experiment with beers of various origin. This resulted in imported mid-priced lager recording the fastest total volume sales growth of 3% in 2013.

Growing consumer sophistication through international travel and exposure to global media encouraged greater willingness to try out various beers.

Further boosted by increased disposable incomes, consumers looked to trade-up to premium beer to enjoy better product quality and taste.

This supported the positive total volume growth performance for beer in 2012, though there was some maturity at the end of the review period due to already high penetration.

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