"2.5 Million Vegetarians" ... Emart Begins Full-Scale Alternative Meat Sales

Selling Four Types of Pure Plant-Based Meat 'Unlimit' at 20 Livestock Stores in the Seoul Metropolitan Area

[Asia Economy Reporter Jo In-kyung] Emart announced that starting from the 2nd, it will sell plant-based meat alternatives in the livestock sections of 20 stores in the Seoul metropolitan area.

The products being sold are from the pure plant-based meat alternative brand "Unlimit" by the food tech startup "Jiguin Company," including four types: 'Unlimit Mince (300g·8,980 KRW)', 'Unlimit Burger Patty (230g·7,980 KRW)', 'Unlimit Slice for Grilling (230g·6,980 KRW)', and 'Unlimit Pulled Barbecue (270g·7,980 KRW)'.

These products are characterized by high protein content using 100% plant-based protein and contain no cholesterol or trans fats. To replicate the color and texture of meat, ingredients such as beet, pomegranate, and cocoa powder are added depending on the product, and nutrition is enhanced with chickpeas, lentils, and other legumes.

Emart displays and sells these meat alternatives in the livestock section, considering them as one type of livestock product alongside beef and pork rather than processed foods. This approach aims to create a customer-centric store layout for meat shopping and provide customers with new choices. This trend also reflects the practices of large supermarkets in countries like the U.S., where vegetarian culture is well-developed and meat alternatives are established, increasing the proportion of meat alternatives within the same space while still focusing on traditional meats.

Emart and Jiguin Company plan to continuously expand their range of meat alternative products by developing various flavors, forms, and sauces, including refrigerated meat alternatives, and will gradually increase the number of stores selling these products to actively participate in value-driven consumption activities.

The reason Emart is selling these meat alternative products is due to the increasing number of consumers who practice vegetarianism for environmental protection, animal welfare, dietary improvement, and health promotion, and who prefer plant-based diets.

According to the Korea Vegetarian Union, the number of people practicing vegetarianism in Korea has surged from 150,000 in 2008 to 2.5 million this year. Market research firm Euromonitor also expects the domestic meat alternative market to grow about 35% this year to 15.5 billion KRW, following a 40% increase to 11.5 billion KRW last year.

Meanwhile, Emart operates a "Vegetarian Zone" in 33 stores, gathering vegetarian products made solely from plant-based ingredients. They sell a variety of items ranging from meal options like meat alternatives, nuggets, dumplings, and fried rice to desserts such as ice cream.

Shin Dong-hoon, Emart's meat buyer, said, "As more consumers practice vegetarianism based on value-driven consumption beliefs, vegetarianism is becoming a part of food culture. We will respond to changes in customer lifestyles by continuously expanding meat alternative products and creating customer-focused stores."