Hyundai Green Food's 'Greeting' Captures the Taste of '3040'... 30s Customer Sales Up 61%

Hyundai Green Food Greeting

[Asia Economy Reporter Seungjin Lee] Hyundai Green Food's healthy meal brand 'Greeting' is gaining popularity among women in their 30s and 40s.

Hyundai Green Food, a comprehensive food company affiliated with Hyundai Department Store Group, announced on the 26th that an analysis of Greeting's sales by age group from January 1 to October 25 this year showed that sales growth among customers in their 30s and 40s increased by 61.3% and 51.7%, respectively, compared to the same period last year. During the same period, sales to customers in their 20s increased by 11.1%, and sales to customers aged 50 and above rose by 17.2%.

The proportion of customers in their 30s and 40s in Greeting's total sales also increased by 10.4 percentage points, from 38.3% last year to 49.7% this year. In other words, one out of every two purchasers is a customer in their 30s to 40s.

Hyundai Green Food analyzes that Greeting's increased purchases by housewives, who are interested in healthy and safe food for their families, are due to the use of premium ingredients and a well-balanced nutritional profile, unlike ready meals sold on the market.

Greeting is made using premium ingredients such as ▲animal welfare certified meat ▲over 150 nutritional ingredients ▲more than 70 additive-free sauces developed in-house, based on the optimal nutrient ratio designed by professional researchers. Representative products include 'Animal Welfare Pork Kimchi Stew' made with domestic animal welfare pork and 5-year aged fish soy sauce, 'Garlic Jujube Chicken Thigh Roast' made with Korean beef bone broth, traditional soybean paste, and domestic antibiotic-free chicken, and '3-No Jajang Sauce' which contains no sugar, coloring, or MSG.

A Hyundai Green Food official said, "As word spreads that these are foods families can enjoy with peace of mind, it appears that customers in their 30s and 40s, who are major buyers in online food malls, are increasingly seeking Greeting. In particular, sales of kids' ready meals, launched to meet the demand of housewives wanting to provide healthy food for their children, have increased significantly." In fact, monthly sales of the kids-only line 'Greeting Kids,' launched in October last year, have increased more than tenfold compared to the initial launch period.

The healthy meal plan themed on the eating habits of global longevity villages, introduced for the first time by a domestic food company, also played a role in attracting housewives in their 30s and 40s. Earlier this year, Hyundai Green Food launched the ready meal 'Eating Habits of the World's Longevity Villages, Healthy Meal Plan,' which reflects the dietary habits of the 'Blue Zones,' regions worldwide with a high proportion of people aged over 100, with 65% of total sales coming from customers in their 30s and 40s.

A Hyundai Green Food official said, "Perceptions of home meal replacements have changed from the past, with a stronger tendency to choose premium products that provide higher psychological satisfaction rather than just simple and inexpensive meals." He added, "We plan to continue various efforts to positively influence customers' dietary lifestyles in the future."