Curly's Fresh Chicken for Samgyetang Sales 6 Times Higher Than Delivered Chicken
"High Inflation, Heatwave, and Monsoon Slow Down Dining Out Demand"
As the hottest period of the year, Boknal, approaches, more consumers are enjoying health-boosting meals at home. Instead of spending nearly 20,000 won per bowl on Samgyetang at restaurants, more consumers are opting to nourish their bodies affordably at home.
According to Market Kurly on the 21st, sales of fresh chicken for Samgyetang from the 1st to the 20th of this month increased about sixfold compared to the same period last month. Ingredients used in Samgyetang other than chicken increased 4.6 times, and ready-to-eat (HMR) Samgyetang products also sold 3.7 times more. This indicates a growing demand for making Samgyetang at home or substituting it with quick-preparation ready meals instead of buying it outside.
Although the impact of COVID-19 has completely subsided this year, it is estimated that fewer consumers chose dining out compared to last year due to rising dining prices, early heatwaves, and the rainy season. According to Gmarket, fresh chicken sales have surged 62% compared to the same period last year, and herbal ingredients and ready-to-eat Samgyetang increased by 20% and 22%, respectively. Other health foods such as Korean beef (Hanwoo) (112%), eel (30%), octopus (52%), and Okdom fish (86%) also sold better than last year. Even after Chobok (the first of the three hottest days, on the 11th), ‘Peacock Jinhan Samgyetang’ and ‘Peacock Nokdu Samgyetang’ sold by SSG.com maintained the first and second places in the refrigerated convenience food category.
Many consumers have also turned to home shopping for reasonable purchases. GS Retail’s home shopping division, GS Home Shopping, saw sales of health-boosting ready meals such as Samgyetang, Ban-gye-tang, and Chueotang increase by 182% from the same period last year, from the day before Chobok on the 10th to the day before Jungbok on the 20th. On the 8th, before Chobok (the 11th), Lotte Home Shopping sold 13,000 units of ‘Seolsung Ranch Hanwoo Gomtang,’ receiving high consumer response. This product from Seolsung Ranch, known for providing eco-friendly premium Hanwoo beef, sold at a rate of 200 units per minute. NS Home Shopping’s Samgyetang sales during last year’s Chobok and Jungbok periods were 400 million won, but this year, despite a similar number of broadcasts, sales nearly doubled to 800 million won.
Companies’ marketing efforts to capture Boknal demand are also fierce. They are encouraging purchases through ultra-low or half-price discounts. Coupang held an event selling ready meals for 300 won ahead of Jungbok and will continue discount events on ready meals from Harim, Ourhome, and Orga until the 24th. SSG.com is offering a 40% discount on Harim’s two-young-chicken (500g) products and about 30% discounts on ready-to-eat Samgyetang from Peacock, Pulmuone, and Olban.
A home shopping industry official explained, "With rising prices, demand for home-cooked meals has increased, and the availability of various health-boosting dishes as ready meals has driven the increase in sales." The official added, "In addition to soups like Galbitang and Samgyetang, we plan to increase sales of seafood health foods such as abalone until Malbok (the last of the three hottest days)."
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