Sales Surge Among MZ Generation and Seniors
Diversification of Distribution Channels
Hyundai Green Food announced on June 12 that its specialized care food brand "Greeting" has achieved double-digit growth this year.
Hyundai Green Food stated that from January to May of this year, sales of Greeting increased by 18% compared to the same period last year.
Greeting is the first specialized care food brand launched in Korea by Hyundai Green Food. The brand offers care foods tailored to various health management purposes, such as high-protein, low-sugar, and low-calorie options. It also leads the domestic care food market by introducing the largest number of MFDS-certified medical foods (specialized diets for patients) in Korea.
The company analyzed that this year’s performance was driven by the launch of new care food products targeting both the elderly and the MZ generation. In September of last year, Hyundai Green Food introduced a senior-specific care food line designed to meet the nutritional needs of customers in their 70s and older. In January of this year, it launched the "Healthy Aging Meal Plan," which incorporates the slow-aging diet trend popular among the MZ generation. As a result, sales to customers in their 30s and younger surged by 53% year-on-year, while sales to customers in their 70s and older also increased by 36%.
A Hyundai Green Food representative said, "As interest in health management through healthy meals continues to rise across all generations, the introduction of customized care foods for each age group has led to more customers from a wider range of age groups seeking out Greeting, in addition to our main customer base in their 40s and 50s."
The company has also diversified its distribution channels. While Greeting was previously sold only through the official online store "Greeting Mall," Hyundai Green Food has expanded sales this year to new channels such as Coupang, Kurly, KakaoTalk Gift, and TV home shopping. From January to May of this year, sales through these alternative channels increased by approximately 4.6 times compared to the same period last year.
To further expand its care food customer base, Hyundai Green Food plans to introduce four new meal plans this year, not only specialized by age but also designed for specific purposes such as pre-health checkup nutrition or targeted nutrient supplementation. The company also intends to continuously increase the number of menu options in its existing meal plans, aiming to expand the total Greeting lineup from the current 481 products to around 650 by the end of the year.
A company representative emphasized, "Through Greeting, we will continue to introduce a variety of care food meal plans so that consumers of all ages can conveniently manage their health in their daily lives. We are committed to fulfilling our role as a company that provides healthy food options to consumers' tables."
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