Golf Courses Targeting MZ Generation with 'Unique Snacks'... From Taste to Fun

Various Products Released Including Golf Ball-Shaped Bread, 18-Hole Mini Bar, and Golf Drinks
Snack Market Expected to Expand Due to High Golf Course Food Prices

Shinsegae Food 'Safe Bread'. Photo by Shinsegae Food

[Asia Economy Reporter Seohee Lee] Unique food products launched by the food and beverage industry targeting golf enthusiasts are gaining popularity. As the number of 20s and 30s visiting golf courses has recently increased, it is analyzed that these unique snacks, which focus not only on taste but also on appearance and fun, have targeted consumer needs.

According to Shinsegae Food on the 14th, the sales volume of the company's 'Safe Bread' this year (as of October 10) has exceeded 8,000 units. The company explained that sales increased by 63% compared to the same period last year after the official golf season began in March.

This product is made to resemble the shape and size of a golf ball. It is gaining popularity as the rapidly increasing MZ (Millennial + Z) generation golfers spread the word through their personal SNS accounts.

Seok Hangyu, assistant manager of the PR team at Shinsegae Food, explained, "'Safe Bread' is named with the meaning of playing a safe game by avoiding OB (Out of Bounds) and hazards that occur during golf games," adding, "It seems that the unique and fun product name, as well as the taste, attracted the attention of young golfers."

Lotte Mart's 'Nice Bar' is also an eye-catching product. It is a kind of field snack containing protein and essential amino acids. In particular, the idea of individually packaging 18 bars so that one can be consumed per hole stands out. Each product package is printed with phrases such as 'Hole-in-One,' 'Albatross,' and 'Birdie,' and it is reported that golfers use them to decide shot order or for betting purposes on the field.

Song Jaewook, assistant manager of the PR team at Lotte Mart, said, "Sales of Nice Bar have been steadily increasing since last month," and predicted, "The market size for golf snacks targeting young people will grow even more in the future."

There are also beverages directly targeting the golf market. A representative example is 'On the Green,' a functional beverage recently launched by Kwangdong Pharmaceutical. The company explained that it contains about 80 mg of caffeine and is a low-calorie drink with 65 kcal.

The industry expects the snack market, which can replenish energy during rounds due to reluctance toward expensive clubhouse food, to continue growing.

An industry insider said, "As the burden of costs related to rounding, such as green fees and caddie fees, increases, interest in relatively inexpensive and easily portable snacks is growing," and predicted, "The market size will steadily increase."