[The Era of Convenience Foods] Do You Have to Cook Yourself for Homemade Meals? Tasty and Thoughtful Convenience Foods Have Become Staple Foods

8 out of 10 People... Increase in Population Relying on Convenience Foods as Staple Meals
Speed of Convenience Food Segmentation... Rising Development of Products Capturing Taste and Value

Ready meals have transformed their status from being a 'simple substitute for home-cooked meals' to becoming 'home-cooked meals themselves' in just a few years. This shift is due to the segmentation of ready meals into premium products that offer restaurant-quality table settings and a variety of product lines that can be prepared according to time and place, going beyond cost-effectiveness (performance relative to price) and convenience. In 2023, when 8 out of 10 people anticipate an era where 'ready meals become staple foods,' the industry is focusing on developing products that preserve the taste and quality of home-cooked meals while maintaining the inherent convenience of ready meals.

Visitors are browsing ready-to-eat meal products at Homeplus Mega Food Market Siwha branch.
[Photo by Homeplus].

Changing Perceptions of Home-Cooked Meals: "Do We Really Have to Cook Ourselves?"

Although the endemic era (periodic outbreaks of infectious diseases) has fully begun, reducing the burden of face-to-face dining, consumers' preference for home-cooked meals continues due to the sharply rising prices of eating out. However, the perception of home-cooked meals, which has become a cultural norm through the COVID-19 pandemic, is accelerating its change.

According to a survey on ready meals conducted by market research firm Embrain on March 31, targeting 1,000 adults aged 19 to 59 nationwide, as of mid-March when the indoor mask mandate was lifted and the endemic atmosphere matured, 47.7% of respondents said they usually prepare meals at home by cooking themselves. However, perceptions of home-cooked meals varied by age and situation. Among respondents in their 20s, unmarried individuals, and single-person households, the use of delivery, takeout, and ready meals was higher. Only 35.1% of single-person households said they prepare meals by cooking themselves, and the proportions were also below average for those in their 20s (39.1%) and unmarried individuals (42.1%).

When having a meal, people still prefer food made with care, and there is a strong willingness to cook with healthy ingredients for health reasons. However, the perception that cooking at home is not always necessary was strong. The number of people who think they must cook at home has decreased compared to the past, with 90.7% of all respondents agreeing. Additionally, 79.5% said they do not think it is necessary to make meals themselves. Female respondents empathized more with the changing meaning and methods of home-cooked meals than male respondents. By age, younger respondents tended to believe that "as long as the food tastes good, that's enough."

Continued Demand for Diversified Ready Meals with Taste and Quality... Market Growth Potential ↑

Recently, rising ingredient prices have increased the burden of cooking, especially among people in their 20s and 30s, but the desire to eat 'delicious food' even if it is just one meal remains high. This suggests a growing demand for meal replacement foods that offer tasty and valuable dining experiences.

In response to these consumer demands, health-oriented and premium ready meal products are gradually diversifying. CJ CheilJedang recently launched 'Temple Cuisine King Dumplings' after over two years of research. This product aims not only to popularize temple food but also to lead the health food trend. These dumplings exclude meat and five pungent vegetables (wild chives, garlic, leek, green onion, and onion), which are prohibited in Buddhism. Large pieces of vegetables such as cabbage, mung bean sprouts, radish, and Cheongyang chili peppers are included to enhance the texture, and only vegetable juice, salt, pepper, and sesame oil are used. CJ CheilJedang plans to successively introduce temple cuisine japchae, porridge, soy meat, and temple rice dishes. Pulmuone Foods recently launched new cold noodle meal kits such as Young Napa Cabbage Mul Naengmyeon and Pollock Sashimi Bibim Naengmyeon, promising a 100% refund to dissatisfied customers. This marketing emphasizes confidence in the taste and quality of the newly introduced premium meal kits.

Not only traditional food companies like CJ CheilJedang and Pulmuone but also large supermarkets, convenience stores, and hotels are introducing next-generation ready meals based on recent changes in consumer perceptions. Emart celebrated the 10th anniversary of its private label (PL) 'Peacock,' focused on premium home meal replacements, by launching eight types of 'Gourmet Planning.' The goal is to allow customers to enjoy global gourmet dining at home with restaurant-quality standards. These products were developed after 3 to 6 months of research by Peacock buyers and chefs traveling domestically and internationally. Lotte Mart revamped its brand concept, strategy, and packaging last year to launch 'Yorihada' to realize the 'Grocery No.1' vision. To enhance taste and quality, recipes were developed mainly by the Food Innovation Center (FIC) professional chefs and MZ generation (Millennials + Generation Z) product planners (MDs). In this month’s prestigious international competition, the '2023 Monde Selection,' all six submitted items won awards. Chosun Hotel & Resort, leveraging the skills of hotel chefs, offers dishes such as Chosun Hotel Unijjajang, Samseon Jjamppong, Sweet and Sour Pork, Chili Shrimp, Cream Shrimp, Samgyetang, Galbitang, and Yukgaejang, and recently launched 'Chosun Hotel Whole Chicken,' allowing customers to experience popular hotel chef dishes at home.

Thanks to these efforts, ready meals have become more diversified and their taste and quality continue to improve compared to before. However, consumer demand for a wider variety of ready meal products remains high, indicating the market’s growth potential. More than 8 out of 10 respondents (81.3%) predicted that more people will use ready meals (meal kits) as staple foods in the future. Additionally, 80.5% said that factors such as rising prices will influence the increase in ready meal users. Female respondents, in particular, felt the recent popularity of ready meal products more strongly and showed higher demand for diverse product launches.

Experts expect that ready meals will further diversify, segment, and upgrade in line with the 'Convenience Premium' trend, which pursues both convenience and premium quality. Professor Eunhee Lee of Inha University’s Department of Consumer Studies said, "Ready meals will become mainstream in the food market in the future," adding, "Research and development and investment to meet changing consumer demands will continue to expand product segmentation."