Changes in Consumer Behavior Due to COVID-19... Popularity of Bread as Meal Replacement

Morning rolls, bread, croissants sales increased by 35% year-on-year in January-February
High growth rate of healthy breads like 'Ul Hodusikppang' and 'Almond Croissant'
Sales of snack breads such as cream bread, red bean paste bread, and sausage bread decreased

[Asia Economy Reporter Lim Hye-sun] As home-cooked meals have become routine due to the prolonged COVID-19 pandemic, consumption of meal-replacement breads that offer cost-effectiveness and convenience is increasing.

According to Shinsegae Food on the 2nd, sales of meal-replacement breads such as morning rolls, sliced bread, croissants, and bagels at the bakery store "E-Bakery," operated within E-Mart, increased by 35% in January and February compared to the same period last year. In particular, among the approximately 30 products sold at "E-Bakery," the sales volume of morning rolls, which ranked second in sales in January and February last year, rose by 31% this year, making it the top seller. Following were "Gukmin Sliced Bread," "Fresh Cream Croissant," and "Wheat Bran Walnut Bread." On the other hand, the sales rankings of dessert and snack breads such as glutinous sesame bread, red bean cream puff bread, and sausage bread, which were among the top sellers last year, declined.

Shinsegae Food analyzed that this change in bread consumption behavior is due to the prolonged stay-at-home situation caused by COVID-19, which has increased the burden of having to prepare three meals a day at home, leading more consumers to purchase convenient meal-replacement breads. In particular, morning rolls, sliced bread, and bagels are easy to eat when combined with jam, cream, or cheese, and are highly versatile for various menus such as sandwiches and toast. Additionally, their reasonable prices make bulk purchases less burdensome, which is also cited as a reason for the increase in sales.

In fact, Shinsegae Food’s "Gukmin Sliced Bread," launched in 2019 with a cost-effectiveness concept, surpassed 3 million units in cumulative sales by December last year, gaining popularity among consumers who prioritize cost-effectiveness amid the prolonged economic downturn compounded by COVID-19.

Moreover, as consumer interest in health has increased due to COVID-19, meal-replacement breads made with healthy ingredients are also showing strong growth. The "Wheat Bran Walnut Bread," made using wheat bran?the inner husk of wheat?cranberries, and nuts such as walnuts, which is rich in dietary fiber, saw its sales volume increase by 114% last month compared to the previous year, rising seven ranks from 11th place last year to 4th place this year.