"Baking Trends Changed by Staying Home"

Market Kurly's Bakery Sales Growth Rate Higher Than Ready Meals, Health Supplements, and Seafood

Market Kurly Whole Wheat Bread.

[Asia Economy Reporter Yuri Kim] Market Kurly announced on the 9th that bakery trends are changing, with a wider variety of popular bakery products and home baking gaining attention.

Analyzing bakery sales data from January last year to February this year, Market Kurly found that the average monthly sales growth rate in the bakery category was 8%. This figure is higher than other popular categories such as convenience foods (7%), health supplements (6%), seafood (6%), and side dishes (6%). The continuous growth in bakery sales is attributed to the increase in consumers seeking bread as a meal substitute amid more frequent home-cooked meals due to COVID-19.

The variety of popular bakery products is also expanding. As of February, the number of bread products sold on Market Kurly increased by 62% compared to the same period last year, while the increase in traditional popular products such as sliced bread, morning rolls, and bagels was only about 31%. In contrast, the number of whole wheat bread and baguette products increased by 300% and 100%, respectively, followed by scones at 91% and ciabatta at 67%. Vegan bread made exclusively with plant-based ingredients also saw a 104% increase in product numbers, establishing itself as a new trend. Among jams that pair well with bread, fig and apricot joined strawberry, kaya, and blueberry as new popular varieties. Unique spreads such as avocado pur?e, clotted cream, and hummus also ranked high in sales.

Home baking products that can be easily prepared using air fryers, ovens, or waffle pans to enjoy freshly baked bread are also popular. The reason for home baking’s popularity is that it alleviates boredom from staying at home and allows for diverse activities with children. Since the first launch of frozen bread dough products in May last year, sales have increased by an average of 82% each month through February this year. The number of products sold has also nearly doubled. Initially, the dough product line focused mainly on croissants, but now a variety of types such as whole wheat bread, fig bread, butter rolls, cinnamon cream bread, and apple pie have been released, maintaining steady popularity.

Market Kurly stated, "To offer consumers differentiated bakery products, we are presenting various items exclusively available on Market Kurly through 'Kurly Only,' featuring products from famous offline bakeries." They explained, "Various products from renowned bakeries such as Baken, Richmond Pastry Shop, Montsangclair, Baroque, Noah Bakery, and Bread Factory Thierry are sold on Market Kurly, and new arrivals include Fave Bakery’s almond croissant, Kyoto Marble’s Danish slice bread, and Monchouchou’s fruit roll."