Hong Kong’s Favorite Fizz: Brand Recall, Perception, and Personality Mapping of Soft Drink Brands

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.

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.

Top of Mind Recall

Coca-Cola again topped the list for top-of-mind recall, with 61% of respondents naming it as the first soft drink that comes to mind. Interestingly, Vita Lemon Tea, a culturally iconic local beverage, was second at 21%, far ahead of Pepsi at 10%. Among Gen Z, Vita outpaced Pepsi entirely, suggesting local emotional resonance and lifestyle alignment could be outweighing global branding power in youth segments.

Brand Perception Attributes 

Key insights from this data show that Coca-Cola continues to lead on core brand performance metrics, especially in taste and trust. However, Vita Lemon Tea ranks highest in cultural identity, reflecting its deep connection with local traditions and everyday consumption. Suntory impresses with its modern image and packaging popular among younger respondents who perceive it as trendy and minimalist.

Emotional Connection With the Brand

Coca-Cola and Vita were nearly tied in emotional attachment scores, with Coca-Cola averaging 8.9/10 and Vita at 8.7/10. Coca-Cola’s associations with global celebrations, advertising nostalgia (especially during holidays), and red-packaged joy still resonate. However, Vita’s edge lies in daily consumption and school-day nostalgia, especially among Gen X and Millennials. Pepsi scored lower (7.2/10), struggling to differentiate itself emotionally from Coca-Cola. Suntory again performed well among Gen Z, with emotional scores rising to 8.1/10 within that segment.

Perception vs Brand Positioning

This shows that Pepsi’s global positioning as an “alternative” brand struggles locally due to Coke’s dominance, while Vita succeeds due to perfect alignment between perceived and intended identity.

Brand Personality Mapping – Aaker’s Dimensions 

Coca-Cola maintains a balanced and universal appeal, while Suntory stands out in sophistication and excitement, crucial for modern youth branding. Vita shines in sincerity, further reinforcing its emotional role in the Hong Kong soft drinks space.

Key Trends Summary

Coca-Cola still dominates recall and trust, but local favorites like Vita are closing the emotional gap, especially among younger consumers.

Japanese and Korean brands are on the rise, with Suntory leading in aesthetic appeal and social media presence.

Emotional connection is being driven by cultural identity and nostalgia, not just advertising.

Packaging and lifestyle alignment are increasingly important for Gen Z.

Brands with unclear positioning (e.g., Pepsi) risk falling into the “forgettable middle” zone.

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