Consumers in Hong Kong are drifting away from meat towards a diet boasting more fresh fruit and vegetables. Dietary awareness is a big motivator for the trend, but so are financial considerations - which may explain why fish consumption is also on the decline. According to the latest AC Nielsen Homescan consumer panel, which tracks grocery purchasing habits in 1,200 homes, fruit & veg was responsible for 8% of the growth in fresh food products bought last year, compared to fish (2.6%) and meat (3.4%). The most popular fruit is the orange, with choi sum heading the league of vegetables.