Daily Life Hit by Corona... Drinking at Home, Convenience Store Delivery Also the Trend

Elevation of 'Social Distancing', Cancellation of Company Dinners and Year-End Gatherings
'Home Drinking' Trend... Increased Alcohol Sales at Marts and Convenience Stores
More Customers Seeking Whiskey and Wine for Year-End Atmosphere
Delivery Available from Nearby Convenience Stores and Starbucks

[Image source=Yonhap News]

[Asia Economy Reporter Seungjin Lee] This year, the spread of the novel coronavirus infection (COVID-19) has brought changes to the overall consumer culture. As COVID-19 cases surged during the year-end atmosphere, 'home drinking' increased significantly, and delivery orders from convenience stores near homes have become routine.

According to the distribution industry on the 2nd, when 'social distancing' was raised in November, alcohol sales at large supermarkets and convenience stores increased significantly. Based on November 27-29, Emart's alcohol sales rose 23.5% compared to October 16-18. Lotte Mart's alcohol sales from November 27-29 increased by 4.7% compared to October 30-November 1.

In the case of large supermarkets, overall sales declined in November compared to October due to the sharp increase in COVID-19 cases, but alcohol sales increased. This is interpreted as consumers purchasing major food ingredients through online dawn delivery services, while only buying alcohol, which cannot be delivered.

Alcohol sales at convenience stores also rose uniformly as 'social distancing' was strengthened. Based on November 24-29, alcohol sales at convenience stores such as GS25 and CU increased by more than 20% compared to October 27-November 1, before the social distancing upgrade. During this period, sales of ready-to-eat foods like chicken and convenience meals also increased by more than 15%, indicating that many customers purchased snacks to enjoy with home drinking.

In particular, as restaurants were prohibited from operating after 9 p.m. and there was a general atmosphere of refraining from gatherings and company dinners, sales of not only soju and beer but also whiskey and wine increased significantly. For GS25, whiskey and wine sales from November 24-29 increased by 28% and 50%, respectively, compared to a month earlier. CU's whiskey sales also rose by 30% compared to the previous month.

This appears to be due to an increase in people enjoying year-end gatherings and parties at home, leading to more customers seeking whiskey and wine suitable for the occasion. A convenience store industry official said, "This year, the convenience store industry strengthened its wine and whiskey lineup in line with the spread of 'home drinking.' Although the year-end atmosphere was formed in November, as social distancing levels were raised, sales of products like wine, which were mainly consumed during dining out, increased significantly."

At 1 p.m. on the 2nd, Starbucks bakery products sold through SSG.com’s dawn delivery were sold out.

Along with 'home drinking,' delivery services are also becoming more widespread. Delivery from large supermarkets' dawn delivery services as well as convenience stores near homes has increased significantly.

GS25's delivery orders from November 23-29 increased by about 55% compared to the same period last month. Especially, late-night deliveries after 9 p.m. surged, which seems to be influenced by the social distancing upgrade. Popular delivery items included chicken and steamed buns, with many sold as late-night snacks or drinking accompaniments. CU also saw a 27% increase in delivery orders from November 24-29 compared to the previous month, with nighttime deliveries from 9 p.m. to 5 a.m. increasing by 13%.

As social distancing was strengthened and cafe store visits became impossible, related delivery demand also increased significantly. Since the opening of the 'Starbucks Online Shop' on SSG.com last month, dawn delivery order volume, sales, and new customers have all increased. From November 25-29, orders increased by 10% and sales by 20% compared to the same period the previous week.

On the first and second days of the Starbucks Online Shop opening, all prepared quantities of 'Classic Scone,' 'Cheese Bagel,' and 'Blueberry Bagel' sold out, causing shortages. In response, the supply has been increased more than threefold to meet customer demand in real time. Nevertheless, Starbucks bagels and scones, which can only be ordered through SSG.com's dawn delivery, are so popular that they sell out by 2 p.m.

A distribution industry official explained, "This year, home drinking and delivery have become widespread due to COVID-19, and with the recent surge in COVID-19 cases, usage is increasing even more. As this non-face-to-face consumption culture becomes established in daily life, it is expected to continue even after the COVID-19 situation improves."