Hong Kong brands lead in consumer trust for safety and reliability

A report by KPMG China and GS1 Hong Kong reveals that 74% of local consumers choose Hong Kong brands due to their perceived safety and reliability. This preference is most pronounced in the airline sector (78%) and the food and beverage industry (71%).

In the Greater Bay Area (GBA), 61% of consumers also select Hong Kong brands for these same reasons. While Hong Kong brands hold an advantage in trust, Mainland Chinese brands are primarily associated with value for money, a factor cited by 81% of local consumers.

KPMG noted that to maintain their edge as Mainland competitors improve their safety credentials, Hong Kong brands must integrate their reputation for reliability with increased innovation, faster execution, and competitive pricing. Consumer priorities also vary by demographic: 73% of Hong Kong consumers prioritize value for money, a figure that rises to 57% among shoppers aged over 55.