Reader's Digest Trusted Brand 2012 Survey: Hong Kong Consumers Downplay Support for Local Brands and Ignore Product Labels

HONG KONG, May 22, 2012 /PRNewswire-Asia/ -- Reader's Digest Trusted Brand Survey 2012 (the "Survey") reveals that consumers in Hong Kong prefer international brands to home-grown brands: Despite 72% agreeing that consuming local brands contributes to the growth of local economy, only 22% indicated likelihood to purchase a local brand. The proportion of local brand support in Hong Kong is lowest amongst 8 Asian regions surveyed.

The Survey, in its 14th consecutive year, is one of the most representative and transparent consumer surveys in Asia. Conducted by top custom research firm Ipsos, the Survey was carried out in October 2011 in 8 Asian regions -- Mainland China, Hong Kong, Singapore, Taiwan, Thailand, India, the Philippines and Malaysia. 8,000 respondents were interviewed by questionnaires and phone, in which 1,000 were from Hong Kong.

The Survey uncovers that although 72% of respondents in Hong Kong agree that consuming local brands contributes to the growth of local economy, only 22 % are likely to purchase a local brand over an international brand, 25% lower than Asia average and the lowest amongst 8 surveyed regions. Bottom three of the chart together with Hong Kong are Singapore and Mainland China, where only 27% and 32% of respondents prefer a local brand. In contrast, Thailand ranks highest with 73% of respondents likely to support a local brand.

The survey also shows that compared to the other 7 surveyed regions, consumers in Hong Kong are relatively less attentive to product labels. When asked whether they would read information on product labels before purchase, the percentage of local consumers reading product labels to examine product ingredients, nutrition and manufacturer information are lower than the average in Asia. In addition, only 61% of local consumers will read product labels for information about product ingredients, once again the lowest among all surveyed regions.

Survey Highlights:

1. There are 43 categories in Hong Kong's Reader's Digest Trusted Brands Survey 2012, in which 4 of them are new categories: Provident Fund (MPF), Smartphone, English Learning Centre and Property Management Company.
2. There are a total of 85 winners in the Survey this year. The awards are given to 80 brands, 48 of which are international brands and 32 (40%) are local brands.
3. 72% respondents in Hong Kong agree that consuming local brands contributes to the growth of local economy, but only 22% are likely to purchase a local brand over an international brand.
4. With regards to product label, only 61% of Hong Kong respondents read product labels to examine product ingredients. The percentage is lowest among all surveyed regions. 68% and 58% of Hong Kong respondents will read product label for nutritional and manufacturer information respectively; the percentages are also lower than Asia average.
5. Only 47% of Hong Kong respondents are likely to purchase an eco-friendly product or service - this percentage is lowest amongst 8 surveyed regions. 80% of Hong Kong consumers consider minimal packaging is an important factor when considering an eco-friendly product. Comparatively Hong Kong respondents put less focus on the source of ingredients (58%).
6. The most trusted television hosts in Hong Kong, News / Current Affairs: Akina Fong Kin Yee / Anthony Fong Tung Shing; Entertainment/ Variety: Carol Cheng Yu Ling.

About Reader's Digest:

The Reader's Digest Association, Inc. is a global multi-brand media and marketing company that educates, entertains and connects audiences around the world. The company uses its marketing, editorial and content-delivery skills to serve communities of customers. With offices in 44 countries, it markets books, magazines, music, video and educational products to a customer database of more than 130 million in 78 countries. It publishes 90 magazines, including 50 editions of Reader's Digest, the world's largest-circulating magazine, operates 83 branded websites generating, and sells approximately 40 million books, music and video products across the world each year. It is headquartered in New York, USA. Reader's Digest Asia's website is www.rdasia.com.