"Watching the Olympics Amid Heatwave and Social Distancing" Market Kurly Sees Increase in Anju and Non-Alcoholic Beverage Sales

Anju products from Market Kurly (Photo by Market Kurly).

[Asia Economy Reporter Yuri Kim] Market Kurly announced on the 5th that the sales of side dishes and non-alcoholic beverages significantly increased from July 23, when the 2020 Tokyo Olympics opened, to August 3 compared to the previous period. They explained that the sales of related products increased even more on the 'Korean Super Day,' when big matches involving Korean athletes were held. This was analyzed to be due to an increase in consumers enjoying Olympic games at home at night because of the Level 4 social distancing and the heatwave.

Market Kurly analyzed the sales volume of major side dishes on July 30, the day before the Korean Super Day (July 31), when Korean soccer, baseball, volleyball, and archery games were held consecutively, compared to the previous day. The sales of grilled chicken gizzard (dakttongjip), a popular drinking snack, increased by 125%. The sales of sundae (Korean blood sausage), which can be used in various dishes, increased by 39%, while chicken and French fries increased by 23% and 14%, respectively.

The sales of non-alcoholic beverages such as Tsingtao, Heineken, Carlsberg, Kloud, and sparkling wine also increased by 19% compared to the previous day. Similarly, on July 27, ahead of the soccer match against Honduras on the 28th, sales of makchang (beef large intestines) increased by 232%, gopchang (beef small intestines) by 24%, and boiled pork slices by 23% compared to the previous day. On July 28, ahead of the baseball match against Israel on the 29th, sales of odolbbyeo (cartilage) increased by 48%, pork skin by 46%, and chicken feet by 26%, showing popularity.

The high sales of side dishes are analyzed to be because people chose to watch the Olympics at home with their families instead of going out, leading to an increase in demand for easy-to-eat foods and alcoholic beverages. Looking at the entire Tokyo Olympics period, the trend of popularity for easy-to-enjoy foods at home and non-alcoholic beverages was clearly evident.

From July 23 to August 3, a 12-day period, sales of skewers increased by 96% compared to the previous period (July 11?22), and sales of daechang (beef large intestines) and chicken gizzard increased by 90% and 52%, respectively. Among side dishes, sundae, which can be easily heated using a microwave, double boiler, or steamer, accounted for 36% of total sales and was the most popular. Skewers containing chicken thigh meat, heart, mushrooms, and ginkgo nuts accounted for 11%, followed by jokbal (pig’s trotters), gopchang, and chicken feet. During the same period, sales of non-alcoholic beverages increased by 23%. Foreign alcoholic beverages such as Heineken (31%), Tsingtao (18%), and Carlsberg (7%) ranked high, followed by Kloud (7%) and Hite (6%).

Foods that the whole family can enjoy also gained popularity. Sales of takoyaki and chicken nuggets, which are good as drinking snacks and also preferred as children’s snacks, increased by 78% and 55%, respectively. For sweet desserts enjoyed after meals, sales of pies containing walnuts and pecans increased by 116%, and mini cakes reduced in size by 47%, and roll cakes by 31%, also gained popularity.