"Mom Going Out at 9 PM" Where Is She Going... Shopping Method Targeting Half-Price Sales Amid High Inflation [Jumeoni Talk]

Popularity of 'Markdown Products' Rises Amid High Inflation
Dining Out Prices Increase by Over 3% for Three Consecutive Years
"Markdown Discounts Expected to Remain Popular"

Editor's NoteIt is an era where one serving of Samgyeopsal costs 20,000 won and a bowl of Jajangmyeon is 7,500 won. The consumer price index in 2024 is 114.18 (2020=100), and in 2025, due to the continued high inflation, consumers' burden on their shopping baskets has increased. Through the Week+Money+Talk (JumunTalk) series, we aim to share stories about consumption closely connected to our wallets along with the ever-changing prices.

Citizens are shopping at Hanaro Mart Seongnam Branch in Seongnam, Gyeonggi-do. Photo by Jo Yongjun jun21@

As the burden of dining out increases, 'markdown products' nearing their expiration dates are gaining popularity. In the past, there was a strong negative perception of stock products, but due to high inflation, more consumers are seeking affordable products, creating a consumer segment that focuses exclusively on 'markdown products.' Along with this, 'imperfect products' with defects or slightly reduced marketability, and refurbished products with minor scratches are also attracting consumers who prioritize practicality.

"Afraid to Dine Out"... From Cafeterias to Triangle Kimbap, Prices Have All Risen

According to the National Statistical Office's National Statistics Portal on the 16th, last year's consumer price index for dining out was 121.01, a 3.1% increase compared to the previous year (117.38). Following increases of 7.7% in 2022 and 6.0% in 2023, prices have risen more than 3% for three consecutive years. In particular, prices of convenience store meals such as convenience store lunch boxes (4.9%) and triangle kimbap (3.7%)?menus that offer a light and inexpensive meal?have also increased. The prices of cafeteria menus, which were relatively affordable, have also surged. Cafeteria prices rose 6.9% compared to the previous year, marking the highest increase since statistics began in 2001.

The rise in dining out prices is related to poor crop yields caused by climate change. Last year, abnormal weather such as heatwaves and heavy rains reduced agricultural production, leading to sharp price increases. In particular, the prices of apples and pears rose significantly, giving rise to terms like 'golden apple' and 'golden pear.'

Dining out prices are likely to continue rising this year. Due to the emergency martial law situation and the inauguration of the Trump second administration, the won-dollar exchange rate surged, which is expected to increase prices of major imported food ingredients. The trend of global warming is also influencing price increases. According to the Bank of Korea's report last year titled 'The Impact of Climate Change on Domestic Inflation,' a temporary 1℃ rise in temperature due to heatwaves increases agricultural product price growth by 0.4 to 0.5 percentage points and the overall consumer price index by 0.07 percentage points.

Popularity of Markdown Products Increases Amid High Inflation

A separate "Discounted Products Corner" is set up at a supermarket in Yangcheon-gu, Seoul. Photo by Heo Midam damdam@

Given this situation, consumers are paying attention to markdown discounts at supermarkets. Large supermarkets usually start markdown discounts after 7 p.m., selling fresh foods and other items at 10 to 50% lower than the regular price. Especially, deli corner products such as sushi and chicken, which are produced and sold on the same day, have higher discount rates as the closing time approaches.

Kim, a 29-year-old office worker in his fourth year living alone in Guro-gu, Seoul, said, "With prices rising so much and living alone, it feels wasteful to buy fruits or vegetables at full price." He added, "To buy more cheaply, I go to traditional markets or use supermarket markdown discounts." He also mentioned, "I also use Market Kurly's markdown discounts online."

Markdown products are also popular at convenience stores. GS25 announced that sales of 'markdown' products grew 5.3 times over one year as of December last year. Customers using markdown discounts were mostly in their 20s (38%) and 30s (34%). Additionally, 50% of customers used markdown discounts more than twice. This phenomenon is a result of aligned interests between the distribution industry and consumers. The distribution industry can quickly sell products nearing expiration, and consumers can purchase products at lower prices.

Experts predict that the popularity of markdown products will continue as high inflation persists. Eunhee Lee, Professor Emeritus of Consumer Studies at Inha University, said, "In the past, consumers had to visit supermarkets in person to check discounted products, but now they can check discount information in real time through mobile applications, increasing accessibility." She added, "Due to the high inflation situation, the popularity of markdown products is expected to continue."