Melon Emerges as a Trendy Summer Item
Estimated Sales of Melon-Flavored Products Reach 41.8 Billion Won
High Demand Among Consumers from Their 20s to Men Over 50
Recently, the distribution industry has been highlighting melon-flavored products to capture limited summer season demand. The unique aroma and sweetness of melon flavor are being expanded into various categories such as beverages, snacks, and ice cream. As more consumers seek to enjoy the seasonal experience through taste, melon flavor is emerging as a representative "trendy item" for summer, going beyond simply being a unique flavor.
According to a purchasing trend analysis by market research firm Embrain on August 23, the estimated purchase amount of "melon-flavored" products sold at large supermarkets and convenience stores over the past year as of the first half of this year reached 41.8 billion KRW, marking a 116.5% increase compared to the same period last year.
The "seasonal core" trend, in which consumers seek out and enjoy foods or fruits available only during specific seasons, has been spreading recently, drawing attention to melon as a representative summer fruit. While summer fruits such as watermelon and plum have already become familiar to consumers through a variety of product lines, melon is gaining attention for its relatively fresh taste. This suggests that not only curiosity about new flavors but also the rarity of being available only in a specific season is driving demand for melon-flavored products.
A notable feature of the recent melon craze is its widespread popularity across all age groups. According to Embrain, melon-flavored products have shown high purchase growth rates not only among those in their 20s and younger but also among men in their 30s and those aged 50 and above, indicating that melon-flavored products are being consumed widely beyond specific generations. Unlike the past, when unique or dessert-type products were mainly consumed by young women, the melon craze is establishing itself as a preference-based consumption trend that transcends generation and gender.
The beverage industry is by far the most proactive when it comes to melon. Starbucks Korea has reintroduced "The Melon of Melon Frappuccino," which sold over one million cups last year. This drink, featuring layers of cantaloupe melon chunks, melon base, and melon whipped cream, is gaining popularity for its visual appeal reminiscent of a whole melon and its refreshing flavor. Paul Bassett has also launched melon ice cream menus targeting the summer season. These menus, using muskmelon, include five types: soft melon ice cream, ice cream latte with melon pulp, frappe, ade, and dessert cup.
In the snack market, Nongshim's "Melon Kick," launched last April, has sold over seven million bags in just three months, leading the melon flavor trend. Melon Kick is a spin-off product following "Banana Kick," which was first released in 1978, and is said to appeal to both older and younger generations in their 20s and 30s. Starting this month, the company is actively targeting overseas markets by officially exporting to North America. Orion has also introduced "Chocochip Melon," the first fruit-flavored version of its "Chocochip" line launched in 1997. In addition, products such as "Freshberry Melon" and "Coco Melon Pieces" are being actively released, further expanding the range of melon-based offerings.
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