Milkit Sales Increase 82.7% During Monsoon Season
Top Seller is 'Peacock Odeng Sikdang Budae Jjigae'
[Asia Economy Reporter Seungjin Lee] Due to an unprecedented long rainy season, the number of consumers refraining from going out has increased, leading to a significant rise in 'meal kit' sales.
Emart announced on the 9th that meal kit sales increased by 82.7% from the 1st of last month to the 6th of this month, and the sales proportion of soup-based meal kits reached 68%. Since pre-prepared ingredients allow consumers to enjoy completed dishes with simple cooking, it is analyzed that meal kits have replaced dining out demand on rainy days.
Analyzing the sales of about 40 meal kit products sold by Emart, soup-based meal kits occupied 9 out of the top 10 items. In particular, meal kits for dishes requiring many ingredients and difficult-to-prepare components were highly preferred.
The top-selling product was 'Peacock Odeng Sikdang Budae Jjigae,' released in collaboration with the master of Uijeongbu Budae Jjigae restaurant 'Odeng Sikdang' in April this year. Since its launch, over 52,000 units of 'Peacock Odeng Sikdang Budae Jjigae' have been sold, ranking first in meal kit sales in the first half of this year.
Following that, 'Peacock Uijeongbu Budae Jjigae' and 'Peacock Songtan-style Budae Jjigae' ranked 5th and 8th respectively, proving the popularity of budae jjigae meal kits.
The 3rd and 9th bestsellers were 'Peacock Altang' and 'Peacock Spicy Cod Stew,' which are seafood-based. These meal kits contain seafood portioned just enough for one meal along with a special sauce, making cooking easy despite the difficulty of preparing seafood.
Meal kits are also popular at campsites, which have become a trend this year due to the impact of COVID-19. Emart's six direct-fire container meal kits, sequentially released since last year and completed in lineup by April this year, have seen monthly sales increase as the camping trend continues.
With the vacation season approaching, sales in July increased by 8.3% compared to April. Representative products 'Amazing Budae Jjigae' and 'Instant Tteokbokki' sold about 53,000 and 11,000 units monthly on average, establishing themselves as camping essentials.
Park Nayeon, buyer of Emart Peacock Deli Team, said, "Direct-fire container meal kits are perfect for camping and outings as they can be boiled directly in the pot without separate cooking utensils," adding, "We plan to release new products such as assorted hot pot in the second half of the year."
Emart plans to continue popularizing meal kits by holding a discount event for popular meal kit products from the 13th to the 19th of this month. Peacock Choma Jjamppong, Mat-i China Jjajang, Yunochubo Udon, Wonju-style Jang Kalguksu, Shrimp Rose Pasta, and Peacock Dowroom Carbonara will be sold at a 30% discount.
Additionally, to welcome the full-fledged vacation season after the rainy season, Amazing direct-fire container convenience foods including Amazing Wagyu Beef Bulgogi, Amazing Korean Pork Bone Potato Stew, and Amazing Dookki Tteokbokki will be sold for 8,150 won each.
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