Why Gen Z in Hong Kong Is Ditching Global Giants for Sparkling Tea Alternatives

To better understand consumer mindset around soft drink brands in Hong Kong, we conducted a multi-dimensional brand perception and recall analysis across the region. A total of 1,200 participants were surveyed through a mix of online questionnaires (70%) and in-person intercept interviews (30%), collected from shopping hubs (Mong Kok, Central, Tsim Sha Tsui) and public transit zones. The sample was representative across gender (50/50), income bands, and age groups: Gen Z (18-24: 22%), Millennials (25-39: 34%), Gen X (40-55: 29%), and Boomers (55+: 15%). The study excluded functional beverages like energy drinks or bottled teas sold as health drinks, focusing purely on flavored carbonated soft drinks, lemon teas, sparkling fruit sodas, and flavored waters.

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Unaided Brand Recall
When prompted without any cues, Coca-Cola emerged as the most spontaneously mentioned soft drink brand, with 78% unaided recall, reflecting its market ubiquity. Pepsi followed at 44%, and the locally loved Vita Lemon Tea captured 37% unaided mentions. Other notable brands included Sprite (22%), Fanta (17%), Watson's (16%), and niche options like Suntory (11%), Hey! Sparkle (5%), and Green Dot Dot Sparkling (3%), indicating some traction from modern, health-conscious alternatives.

Aided Brand Recall
When respondents were shown a comprehensive list of brands, aided recall scores spiked across the board. Coca-Cola saw near-universal awareness (98%), followed by Pepsi (91%), Vita (89%), Sprite (86%), Watson's (78%), and Suntory (65%). Japanese and Korean brands such as Pokka and Milkis received higher awareness among Gen Z, hinting at growing East Asian beverage influence. The younger cohort also showed above-average recall for newer sparkling fruit water brands with strong social media presence.

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This release was published on openPR.