'Pukpuksal' Also Takes Off... Processed Chicken Meat Market Nears 400 Billion Won

Health Food Boom and COVID Impact
80% Increase in 3 Years... Refrigerated Products Triple
Per Capita Annual Consumption Up by 1.2kg

Diverse Cooking Methods by Brand
Unique Products Like Snacks and Yukpo Introduced
Expansion of Ready Meals for Home and Camping, Including Dakgaejang and Special Cuts

[Asia Economy Reporter Eunmo Koo] As interest in healthy diets grows, the demand for chicken, which provides a familiar and convenient source of protein, is rapidly increasing every year. In response to market demand, the industry is introducing various products, and the domestic processed chicken market is expected to exceed 400 billion KRW this year.

According to market research firm Euromonitor on the 8th, the size of the domestic processed chicken market in 2020 was 314.6 billion KRW, marking a 21.8% growth compared to the previous year. Compared to 175.9 billion KRW in 2017, the market has grown by 78.9% over three years, with the refrigerated chicken market tripling during the same period, showing significant growth. As the market continues its upward trend, it is forecasted to surpass 400 billion KRW this year.

Along with market growth, both the frequency and volume of chicken consumption have increased. According to the National Institute of Animal Science, in 2014, about 52.6% of households consumed chicken at least once a week, roughly half, but this steadily rose to 70.8% by 2020. The annual per capita chicken consumption also increased by 1.2 kg from 14.57 kg in 2017 to 15.77 kg in 2020. Notably, due to the impact of COVID-19, while dining out slightly decreased, in-home consumption rose by 1.21 kg.

The recent growth in the processed chicken market is attributed to the health food trend sweeping society becoming a daily routine rather than a temporary fad, leading to increased consumption of various chicken-based products. Above all, the chicken breast, once known as "peukkpeuksal" (dry meat) and less preferred, is now recognized as a high-protein food, driving demand especially among dieters aiming for weight loss and muscle gain, which has boosted the overall market size.

As consumer demand rises, chicken-specialized brands such as “Heodak,” “Masitdak,” and “I’m Dak” are competing to launch products with various cooking methods and flavors like sous-vide and smoked chicken. Online platforms like “Ranking Dakcom,” which allow consumers to compare products by brand, have also emerged, improving accessibility. Last year, CJ CheilJedang launched the “The Healthier Chicken Breast” brand featuring low-temperature aging techniques and is expanding its lineup this year, reflecting increased participation from large corporations. Recently, unique products such as Sajo Daerim’s “Chicken Breast Kkokko Chips” and Goobne’s “Chicken Breast Dumplings” have been released, utilizing chicken breast in snacks, jerky, and dumplings.

Besides the demand for healthy foods, the increase in home meals due to COVID-19 has also accelerated the diversification of processed chicken products and market growth. With the rise of “home cook” consumers and increased air fryer penetration, various fried chicken products have been launched. As chicken dishes that were previously only available through dining out or delivery can now be prepared at home, companies like Harim, Shinsegae Food, and CJ CheilJedang are actively introducing related products such as fried chicken breast, grilled chicken, and chicken nuggets.

In addition to fried products, the entry of comprehensive food companies and dining businesses into the market has diversified retort foods and meal kits. The product range of chicken meat extract processed foods, which was mainly focused on samgyetang (ginseng chicken soup), has expanded to include chicken spicy soup, chicken broth soup, and boiled chicken. With the increase in single-person households, solo drinking, and camping populations, there is also a growing trend of processed foods and drinking snacks using special chicken parts, such as Daesang Cheongjeongwon’s “Anjuya.”