价值购物者的崛起：亚太地区杂货购物报告

The rise ofvalue shoppers: APAC grocery retail report 2025 /Research Reality Contents 01Introduction Grocery shopping habits & preferences 03Value driven shoppers 04Digital tools & ads impact 05Shopper mindsets Introduction From Singapore’s sprawling supermarkets to Hong Kong’s bustling hypermarkets, onetrend is reshaping grocery shopping in Australia, Singapore, Hong Kong, Indonesia, andThailand: the pursuit of value. As costs rise, lifestyles shift, and digital tools empowersmarter choices, consumers in these markets are redefining how they buy essentials,seeking savings without sacrificing quality. The rise of value first shopping in APAC report explores the habits, preferences, andpriorities of value-driven shoppers in the supermarkets and hypermarkets of these fivemarkets. Whether chasing promotions, exploring new brands, or switching retailers forbetter deals, these shoppers are strategic and influential. Inside this report: Digital & loyaltytools Grocery habits &preferences Value-consciousshoppers Shopper mindsets Attitudes around budgeting,impulse buying, and brandloyalty. How inflation and mindfulspending are shapinggrocery choices The role of digital platforms,ads, and loyalty programs ininfluencing behavior. Where, how often, and whyconsumers shop forgroceries. Grocery shoppinghabits & preferences Physical supermarkets are the top visited overall. Physical supermarkets are the most popular overall (54%), but in markets like Indonesia and Thailand, consumers rely moreon a mix of convenience stores, wet markets, and provision shops. Most preferredgrocery store Across APAC, grocery preferences differ-physicalsupermarkets are the top choice in Singapore(55%), Hong Kong (51%) and Australia (53%),while convenience stores lead in Indonesia (26%)and Thailand (31%). Most preferredgrocery store (contd.) Where do different generations shop for groceries? In Australia, physical supermarkets remain the dominant grocery shopping channel across all generations, with 61% of Gen X+favouring them the most. This group also shows a notable interest in discount retailers. In addition, Millennials also show preferenceto shop through online grocery platforms (17%). Where do different generations shop for groceries? (contd.) In Hong Kong, physical supermarkets are similarly the top choice, especially among Millennials, with 54% identifying them astheir preferred channel. Where do different generations shop for groceries? (contd.) In Indonesia, convenience stores are the most preferred grocery shopping channel across generations, particularly among Gen X+ (29%). Youngergroups like Gen Z and Millennials also show a strong presence in provision stores. Where do different generations shop for groceries? (contd.) In Singapore, physical supermarkets are the top choice for both Gen Z (61%) and Gen X+ (60%). However, preferences start to diverge acrossgenerations—Gen X+ show a stronger inclination toward hypermarkets, while Millennials are more likely to shop through online platforms, suggestinga growing digital adoption among this group. Where do different generations shop for groceries? (contd.) In Thailand, convenience stores are the preferred grocery shopping location, especially among Gen Z at 36%. Hypermarkets aremore popular withGen X+, while fresh/wet markets are favored by Gen Z. Australians visitsupermarkets themost, at least oncea week, comparedto other markets. Q: In the last month how frequently have you shopped, either online or in-store supermarkets/hypermarkets for grocery items?Base: Respondents who shop at supermarkets, online grocery platforms and hypermarkets Across APAC,price is king. Top factors for choosing a supermarket Across APAC markets, shoppers consistently citePrice/Value for money, Convenience (location,opening hours), and Product Quality/Freshness astheir top three considerations when choosing asupermarket. However, Indonesia stands out asthe exception, while price remains the mostimportant, Product Variety/Assortment takessecond place, pushing convenience out of the topthree. Supermarket choice factors: market-specific highlights In Indonesia, store environment (32%) is a clear outlier—the highest across all markets, indicating strong sensitivity to cleanliness and layout,as well as having product variety and assortment(46%). Supermarket choice factors: market-specific highlights (contd.) In Singapore, price is the standout factor with almost 7 in 10 agree it is one of the most important factors. Supermarket choice factors: market-specific highlights Loyalty programs and rewards stand out as more important in Australia and Hong Kong than in most other markets (27% and 24% respectively),highlighting the appeal of reward-driven shopping. Supermarket choice factors: market-specific highlights (contd.) Supermarket choice factors: market-specific highlights In Thailand, product variety (46%) is the highest among all markets, reinforcing its role as a