Salad Market Surpasses 1 Trillion Won... Premium and Subscription Services Gain Popularity

[Asia Economy Reporter Seungjin Lee] The salad market is experiencing significant growth as more consumers adopt healthy diets amid the impact of COVID-19. The salad market, which surpassed 1 trillion won in 2020, is expected to continue growing this year based on premium products and subscription services.

According to MyChef on the 15th, salad sales from January 1 to 12 this year increased about threefold compared to the same period last month. This surge in demand is attributed to New Year's resolutions focused on dieting and maintaining body shape and health.

MyChef, which targeted salad enthusiasts last year by launching numerous 'salad cooking meal kits,' plans to release various premium steamed salad products this year. Last year, MyChef introduced a step-up in premium salad dishes beyond typical salads made mainly with fresh vegetables and fruits, including steamed salads, noodle salads, and pita bread salads wrapped with vegetables.

As the salad market continues to grow, the food industry is diversifying salad products. Pig in the Garden, a salad brand operated by SPC Group, launched five new products for winter, including ▲Snowing Garden Salad ▲Just Egg Bowl Salad ▲Snowing Grilled Eggplant Salad, among others. Vips’ salad specialty brand, Vips Salad Meal, also introduced the ‘Salad Meal,’ which satisfies taste, nutrition, and satiety as a proper dish.

Meanwhile, as the salad market expands, subscription services are also growing. Consumers who purchase salads multiple times a week as everyday meals are seeking more reasonable subscription options.

MyChef operates a paid membership subscription service called ‘Save Club.’ By joining the Save Club, members receive benefits worth up to 40,000 won per month, including free shipping and discount coupons based on purchase amounts. Paris Baguette runs a monthly subscription service that allows customers to consistently enjoy salads for a month. Customers can prepay for the ‘Salad & Sandwich Subscription Service’ at stores and later use it by verifying a mobile barcode on the Happy App.

Salad specialty companies are expanding their regular subscription services. FreshCode, a salad and healthy convenience food subscription and delivery service, expanded its ‘Salad Subscription Service’ nationwide last year. In Seoul and the metropolitan area, regular subscriptions are available through FreshCode’s hub delivery system called ‘Fco Spot’ and early morning delivery, while other regions can use the subscription service via nationwide courier delivery.