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SCMP Reporter

Consumers are turning their backs on expensive restaurants and heading for the frozen dim sum sections at supermarkets, a survey has found.

Frozen dim sum topped the list of best-selling products in an ACNielsen study comparing sales in the 12 months to September 2000 with sales in the previous 12 months.

The trend is seen by researchers as reflecting Hong Kong's leaning towards less lavish living and increased austerity after the regional economic crisis.

'Dim sum could have become an alternative to eating out, with consumers trading down because they have less disposable income,' said Dwight Watson, ACNielsen client services director.

The product's popularity could also be due to attractive pricing and expanded product range, such as assortment packs, he said. Frozen dim sum was followed by sweets and chewing gum, biscuits, milk powder, confectionery and chocolate in a list of the best-selling products last year.

Skin moisturisers, which topped sales the previous year, dropped to ninth in the latest ACNielsen Fast-Moving Consumer Goods index. Retailers said that consumer demand for frozen dim sum was due more to trendiness than thrift.

'Dim sum is just a product that people like - it's convenient when they can't get to a take-out restaurant,' said Wellcome supermarkets marketing director Doug Brown. 'Hong Kong is a very trendy place and we see a lot of convenience categories doing very well.' Products such as dim sum, confectionery and chocolate were largely unaffected by the price war that had raged since July 1999, he said.

Mr Watson said most price promotions failed to boost sales because shoppers simply stocked up on goods.

'But frozen dim sum was attracting new consumers or increased consumption during promotions, probably due to its positioning in the market and very attractive pricing,' he said.

Professor Francis Lui Ting-ming, science and technology economist at the University of Hong Kong, said fast-food remained popular during an economic downturn, but consumers were open to alternatives.

'Hong Kong people still like tea houses but if they see they can buy it [dim sum] from the supermarket and consume it at home, they may consider it a close substitute,' he said.

Graphic: DIM10GET



Restaurants left out in the cold as people warm to frozen dim sum