Large Mart, Watermelons Under 5kg 'Popular'
Rapid Increase in Watermelon Preparation Service Users
Convenience Stores Expand Small-Size and Cut Fruits
With the recent increase in single- and two-person households, small watermelons have become popular at large supermarkets and convenience stores. Unlike large watermelons, which can be burdensome to eat and store all at once and also create significant food waste disposal challenges, small watermelons offset these drawbacks while allowing consumers to enjoy the cool and sweet flesh as is.
According to Emart on the 3rd, sales of watermelons weighing less than 5 kg increased by 18.4% from the same period last year between the 1st and 28th of last month, while sales of watermelons over 5 kg remained flat. At Lotte Mart, sales of watermelons under 5 kg rose by 30%. At Homeplus, sales of watermelons under 5 kg jumped 23%, and the purchase share increased from 11% last year to 19% this year.
In particular, 'mini watermelons' that can be peeled and eaten like apples are the trend. At Emart, sales of Black Mango watermelons grew 36.7% compared to last year, and Camang Apple watermelons increased by 5.4%. Black Mango watermelons have yellow flesh and a black exterior and were developed in sizes under 4 to 5 kg, suitable for one to two people. Camang Apple watermelons are smaller than Black Mango watermelons, weighing around less than 3 kg. Lotte Mart sells mini watermelons such as Apple watermelons, Mini Black watermelons, and Black Sweet watermelons, with a sales growth rate of 20% year-over-year.
Use of fruit preparation services has also surged. Hyundai Department Store operates the 'Fresh Table' service at major stores such as Apgujeong Main Branch and The Hyundai Seoul. Fresh Table is a service that trims and packages fruits and vegetables purchased at Hyundai Department Store food halls according to customers’ desired size, thickness, and shape. The average daily number of Fresh Table users at The Hyundai Seoul is about 200, but during busy times, waiting times of 2 to 3 hours occur, causing 'open runs' (early morning rushes).
At Lotte Mart Zeta Plex branch’s 'Sweet Slice' corner, professional staff use ultrasonic cleaning to wash fruits, then peel and cut them into desired shapes and sizes before packaging. The price is 1,000 KRW per pack for washing only, and 2,000 KRW for washing and cutting. The number of users increased 2.5 times from the previous month between the 1st and 28th of last month, with about 90% of the service usage being for watermelon cutting.
Convenience stores have also expanded their offerings of small-sized and cut fruits to capture demand. CU currently offers five types of cut fruit products including apple, grape, and cherry tomato, with sales growth of 12% year-over-year. GS25 and 7-Eleven sell cut pineapple and orange products. These products are designed to allow easy consumption of fruits that are difficult to eat due to thick skins.
Emart24 introduced products such as skinless half watermelons (2.4 kg), Morning Opening Watermelon Lunchboxes (700 g), Boneless Watermelon (480 g), and Morning Opening Cup Watermelon (180 g). The skinless half watermelon is a product with the rind removed, allowing consumers to simply close the lid and store it if there are leftovers. The Morning Opening Watermelon Lunchbox, Cup Watermelon, and Boneless Watermelon are bite-sized cut watermelon pieces that enhance consumer convenience.
An industry insider said, "As single- and two-person households increase, consumption of small-sized watermelons that are less burdensome to eat at once is rising. We will continue to increase the supply of mini watermelons and add fully cut products to satisfy both taste and convenience."
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