Shinsegae Food Expands Product Line Amid Sandwich Popularity

Emart and Traders See 73% and 82% Growth in Sandwich Sales

Shinsegae Food Sandwich Product Appearance

[Asia Economy Reporter Seungjin Lee] As COVID-19 continues for a long time, sandwiches, which allow for a quick meal instead of rice, are gaining popularity.

According to Shinsegae Food on the 10th, the sales volume of Shinsegae Food's sandwiches sold at E-Mart and Traders from January to May increased by 73% and 82%, respectively, compared to the same period last year.

Shinsegae Food analyzed that this is because as more people cook at home due to COVID-19, cooking fatigue accumulates, and the culture of eating alone, or ‘honbap’, has taken root in workplaces to minimize contact with others, leading more consumers to purchase sandwiches that can be easily packed or enjoyed via delivery.

Also, sandwiches were mainly sold as snacks at cafes, convenience stores, and bakeries, but recently, each company has introduced premium sandwiches with improved quality and taste, as well as frozen sandwiches that can be heated in an air fryer and eaten immediately, at large discount stores like E-Mart or Traders at reasonable prices, which has been effective for consumers who prefer cost-effectiveness.

Accordingly, Shinsegae Food has launched a full-scale attack on the sandwich market.

First, since March, Shinsegae Food has upgraded and renewed the sandwiches previously sold at E-Mart, introducing seven types including ‘BELT Sandwich’, ‘Egg Dumppuk Sandwich’, ‘Ricotta Cranberry Sandwich’, ‘Tuna Salad Sandwich’, ‘9-layer Pork Cutlet Sandwich’, and ‘Whole Shrimp Wrap’.

Using fresh vegetables and premium ingredients tailored to the characteristics of each sandwich, the taste and quality have been enhanced. Currently, major products sell about 1,000 units daily and more than 30,000 units monthly on average, achieving continuous sell-outs.

No Brand Burger Pepperoni Sandwich.

Also, noting that the sales volume of the ‘Milk & Honey Basil Cheese Ciabatta Sandwich’ sold at the warehouse-type discount store Traders increased by 82% from January to May compared to the same period last year, surpassing 400,000 units in cumulative sales, Shinsegae Food plans to launch a new product, the ‘Milk & Honey Honey Camembert Ciabatta Sandwich’, in July and expand sales to general retail stores to enhance purchasing convenience.

Along with this, Nobrand Burger, operated by Shinsegae Food, will release a new sandwich menu item, ‘Pepperoni Ciabatta’, on the 15th. Following the two types of ‘Pepperoni Burgers’ launched in May, this new menu features spicy and savory pepperoni with grilled cheese, making it a light oven sandwich suitable for meals.

A Shinsegae Food official said, “Consumers are increasingly preferring sandwiches from quick meals for busy commutes to leisurely brunches,” and added, “We expect sandwich sales to grow by more than 30% compared to last year by the end of this year. We plan to accelerate our attack on the sandwich market by introducing various products targeting the tastes of the MZ generation with fresh refrigerated premium sandwiches filled with healthy ingredients, as well as high-end ingredients like basil and Camembert cheese.”