Haagen-Dazs Sees Two Consecutive Years of Convenience Store Sales Growth
Spread of “Value for Emotional Cost” Consumption Centered on Psychological Satisfaction
The premium ice cream market continues to show steady growth even during economic downturns. As more consumers prioritize psychological satisfaction (“value for emotional cost”) over simple cost-effectiveness, demand for premium desserts made with high-quality ingredients is expanding. Especially since the normalization of the “stay-at-home culture” following the COVID-19 pandemic, premium ice cream has established itself as a “small luxury” that helps relieve the fatigue of daily life. Analysts point out that it is now consumed not just as a simple snack, but as a symbol of self-comfort and reward.
The Era of Emotional Value... Premium Ice Cream Is on the Rise
Haagen-Dazs, recognized as a leading brand in Korea's premium ice cream market, continues its solid growth trend. According to Embrain Deep Data's analysis of “convenience store premium ice cream” purchase data released on November 13, estimated Haagen-Dazs ice cream purchases over the past year as of September reached 27.3 billion won. This figure marks a slight increase compared to the same period last year (25.1 billion won). Considering that the purchase amount for 2023 under the same criteria was around 15.9 billion won, the brand has achieved double-digit growth for two consecutive years.
This is attributed not only to the excellence of its taste, but also to a shift in consumer behavior toward purchasing the emotional experience and premium image offered by the brand. Industry experts analyze that this trend aligns with the “psychological ROI (return on investment in terms of emotional satisfaction)” consumption trend, resulting in stable demand for high-priced products.
Another noteworthy point is that Haagen-Dazs experiences minimal seasonal fluctuations in sales. While general ice cream sales surge in summer and drop sharply in fall and winter, Haagen-Dazs maintains a steady level of demand even during off-seasons, showing consistent sales throughout the year. This demonstrates that Haagen-Dazs is no longer perceived as just a “summer snack,” but rather as a premium lifestyle product enjoyed with coffee or dessert all year round.
"You Did Well Today"... The “Small Luxury” That Sells More at Night
Interestingly, Haagen-Dazs’ main purchasing time is concentrated between 9 and 10 p.m. Compared to general ice cream, the share of late-night consumption is higher, indicating a trend where consumers seek premium ice cream as a form of “reward consumption” to end their day.
Experts interpret this phenomenon as “a consumer mindset seeking small but certain happiness even during economic downturns.” As inflation and uncertainty have led to a reduction in large expenditures such as dining out or travel, a trend has emerged where people find comfort in “a cup of premium ice cream.”
Experts predict that as tastes become more sophisticated and segmented due to increased overseas travel and the spread of global brand experiences, the premium ice cream market will continue to grow. Attention is now focused on how the growth of premium ice cream will bring changes to the overall dessert market in the future.
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