Mainland travel fuels premium spending amongst HK shoppers

These consumers also favour convenient products, such as snacks and packaged food.

Hong Kong consumers who frequently travel to China are making more supermarket visits and spending on premium products, creating opportunities for retailers to capture higher-value purchases, according to NIQ.

“Around 79% of frequent travellers visit supermarkets in China to buy products, whilst 21% shop at premium supermarkets,” said Leon Chan, director and head of customer success at NIQ (Hong Kong) during the Retail Asia Summit 2026 in Hong Kong.

Chan said frequent travellers also make around 60% more supermarket trips than the general Hong Kong population, reflecting how cross-border mobility is influencing shopping habits and spending patterns.

These consumers are also more inclined to purchase convenient products, including ready-to-eat items, snacks and packaged food.

Chan said convenience encourages these consumers to spend more, particularly on products such as snacks and packaged food that can be consumed immediately.

Moreover, he noted that female frequent travellers (27%) are spending on services such as foot care, massage, dental care and haircuts in China.  

He said these consumers also seek premium products such as wine, yoghurt and cheese, where product quality, formulation and provenance can influence purchasing decisions.  

Chan used the example of Mary, an illustrative 40-year-old Hong Kong professional in a dual-income, no-kids (DINK) household, to show how lifestyle changes are influencing consumer spending.

He said consumers in this segment may allocate more of their spending to premium food, fitness, wellness and pet care.

The shift is also evident in other everyday purchases, as Chan cited an upgrade from a basic coffee machine to a fully automatic model costing around $765 (HK$6,000), representing an increase of more than 600% in spending.

“Additionally, consumers are moving beyond basic vitamins towards specialised supplements, including bone and joint products, as they become more knowledgeable about fitness and recovery,” Chan said.

He added that demographic changes are important for understanding these opportunities.

Generation X accounts for around 23% of Hong Kong's population, according to figures presented by NIQ, whilst the growing DINK segment and changing household structures are also influencing consumption.

($1=HK$7.85)