[Distribution Hot People] 'Gyeotba-sokjjon' Tops Dessert Sales... Captivated Women's Hearts

Cream Canele, 83.9% Female Buyers
'Crispy Outside, Chewy Inside' Unique Texture
Sold Out Phenomenon Boosts Delivery & Pickup Increase

"Cream Canel? is overwhelmingly popular among female customers in their 20s and 30s. Women account for 83.9% of purchases, and over 80% of these are from customers in their 20s and 30s."

Jogahyeon, GS25 Dessert Product Planner (MD).
[Photo by GS Retail]

On the afternoon of the 15th, Jo Gahyeon, GS25 dessert product planner (MD), whom we met at the GS Retail headquarters in Gangnam-gu, Seoul, said, "I believe the novelty of being able to easily find the specialty dessert canel? at convenience stores is the key to its popularity," adding, "There was also synergy from collaborating with influencer Jeong Hyungyu, who is popular among women."

Cream Canel? is a differentiated dessert introduced in collaboration with the cozy cafe Billow. MD Jo explained, "It is a product differentiated for refrigerated dessert bread by adding cream to the popular room-temperature dessert canel?, which is mainly sold at specialty stores," and introduced it as "a donut-shaped canel? filled with cream in the center, characterized by the harmonious texture and taste of the canel?’s crispy outside and chewy inside combined with the cream’s softness."

Since its launch, Cream Canel? has ranked first in sales among refrigerated desserts. MD Jo said, "It has been about three months since the product was released, but it still maintains a sales rate of over 90%," and explained, "The inventory turnover period is 0.4 days, meaning it sells immediately upon arrival. Because this sold-out phenomenon continues, there are also quite a lot of delivery and pickup orders through the application (app)."

Cream Canel? is preparing for a revamp to cope with the hot and humid summer weather. MD Jo stated, "Since canel? is a dessert sensitive to temperature and humidity, we will ensure the texture remains firm according to the season," and added, "We plan to actively reflect customer reviews to improve the design, size, and other aspects."

Ideas for new dessert products are mainly gathered from social networking services (SNS). MD Jo said, "Basically, we conduct market research on desserts that sell well at both online and offline specialty stores," and added, "We also observe what desserts the main customer base of women in their 20s and 30s post on Instagram."

This year’s goal is to become GS25’s dessert hotspot. MD Jo emphasized, "We are diversifying the dessert lineup and continuously developing products," and said, "We want to steadily introduce products that were hard to find at convenience stores before, ultimately making GS25 the standard for dessert specialty stores."