Proportion of 5060 Customers Among New Customers from January to May Rises from 18% Last Year to 26% This Year
Order Amount and Purchase Frequency of 5060 Customers Increase by 95% and 102% Respectively
Spend Over 43% More per Purchase Compared to Customers in Their 20s... Purchases Include Fruits, Daily Necessities, and Soups
[Asia Economy Reporter Kim Yuri] Market Kurly announced on the 15th that the growth rate of new '5060' customers in the first half of this year was about twice the average growth rate of all new customers.
The number of new 5060 customers who joined Market Kurly from January to May this year increased by 188% compared to the same period last year. This is about twice the average growth rate (95%) across all age groups. It far surpasses the growth rates recorded by customers in their 20s (64%) and 30s (51%). The proportion of 5060 customers among all new customers also rose from 18% last year to 26% this year. It is analyzed that the 5060 generation, becoming accustomed to non-face-to-face shopping due to the impact of COVID-19, accelerated the shift from offline-centered grocery shopping to online.
As the influx of 5060 customers has significantly increased, related sales have also surged. This is because the 5060 group shows growth rates far exceeding the overall average in purchase frequency and order amount. From January to May this year, the amount ordered by 5060 customers on Market Kurly increased by 95% compared to the same period last year, recording a higher growth rate than the core existing customer group of 3040 customers (73%). The purchase frequency of the 5060 generation also rose by 102% year-on-year, indicating a significant increase in usage frequency compared to other age groups. Another characteristic of 5060 customers is that they spend a large amount per shopping trip. The average purchase amount per order by 5060 customers on Market Kurly was 13% higher than the average per order across all age groups. It was a remarkable 43% higher than the average purchase amount of customers in their 20s, and also 8% higher than that of customers in their 30s, demonstrating strong purchasing power.
5060 customers mainly purchase fruits, milk, and home meal replacement (HMR) products on Market Kurly, an online grocery shopping platform. The sales rankings of fruits such as bananas, avocados, oranges, and lemons were higher compared to other age groups, and the tendency to purchase daily necessities like milk, eggs, and bottled water was relatively stronger. Soups, stews, and jjigae (Korean stew) products, which allow convenient meal preparation, were also popular. Market Kurly stated, "As 5060 customers accumulate satisfying purchase experiences in online grocery shopping and become familiar with related services, it is analyzed that their consumption is expanding not only to fresh foods but also to convenient meals and soup products for easier meal preparation."
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