Over 10% Growth Compared to 141 Billion KRW in 2022
Consumer Demand Shifts Due to High Inflation and Tightened Budgets
Crisp Technology Also Plays a Role... CJ Sobaba Surpasses 50 Billion KRW
The domestic frozen chicken market surpassed 150 billion KRW last year. As the price of chicken, including delivery fees, approaches 30,000 KRW, a phenomenon dubbed 'chickenflation (chicken + inflation)' has continued, shifting chicken demand to the convenience food market. Additionally, with the 'big player' CJ CheilJedang sparking a hit with its 'Gourmet Sobaba Chicken,' the frozen chicken market is steadily expanding. Alongside the traditional frozen chicken leader Sase, Daesang and others have consecutively launched competitors, and CJ CheilJedang is once again targeting the market with seasoned chicken.
According to industry sources on the 19th, the domestic frozen chicken market recorded sales of 155.8 billion KRW last year. This represents a 10.5% increase from 141 billion KRW in 2022.
Due to high inflation driving chicken prices upward, some consumers with lighter wallets have turned to frozen chicken instead of delivery chicken. While delivery chicken orders still surge during major sports events like the Asian Cup, the trend of substituting with frozen chicken on regular days is growing.
In the past, frozen chicken had the drawback of being soggy compared to delivery chicken. However, recently food companies have employed various techniques to produce products that are crispy as well, significantly changing consumer perceptions of frozen chicken. A representative product is CJ CheilJedang's Sobaba Chicken. The name is an abbreviation of 'Sauce Bared Crispy Chicken,' emphasizing crispiness. Based on their independently developed 'sauce coating' technology, the chicken is fried twice and coated with sauce thinly and evenly to prevent sogginess. As a result, Sobaba Chicken achieved sales of 10 billion KRW within two months of its launch in April last year. It surpassed 30 billion KRW in six months and exceeded 54 billion KRW in January, nine months after launch.
Riding on the popularity of Sobaba Chicken, other companies have also launched crispy frozen chicken products coated with sauce. Sase, which once dominated the frozen chicken market, introduced two varieties: 'Sase Sauce Chicken Wingbon Sweet and Salty Garlic Flavor' and 'Sase Sauce Chicken Boneless Sweet and Salty Garlic Flavor.' Sase also emphasized that their double frying method, frying twice at high temperatures, prevents sogginess. Daesang's Cheongjeongwon launched 'Boneless Crispy Honey Soy Sauce Chicken,' made with domestically sourced chicken breast marinated at low temperature for over 16 hours and coated with a batter containing multiple air layers, then fried twice. This product also features a special sauce thinly and evenly coated to maintain a crispy texture.
This spring, as food companies compete fiercely in the frozen chicken market, CJ CheilJedang is once again reshaping the market with seasoned chicken. CJ CheilJedang released two types of 'Gourmet Sobaba Chicken Seasoned' (boneless and wing). The special seasoning sauce, made with spicy seasoning mixed with honey and tomato paste, delivers a sweet and spicy flavor loved by all ages.
An industry insider said, "As the burden of dining out increases due to recent high inflation, processed foods are evolving as substitutes for dining out," adding, "With food companies enhancing product quality through technological advances, the frozen chicken market is expected to continue growing."
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