Tangerine Prices Soar... Winter's Favorite Snack Doubles in Five Years [Week+Money+Talk]

Soaring Fruit Prices Add to Consumer Burden
Imported Fruits Like Pineapples and Mangoes Also See Price Hikes
Consumers Turn to Affordable "Imperfect" Fruits

Editor's NoteWe are living in an era where a single serving of pork belly costs 20,000 won and a bowl of Jajangmyeon is 7,500 won. The 2024 Consumer Price Index reached 114.18 (2020=100), and in 2025, the impact of high inflation continues to increase the burden on consumers' grocery baskets. Through the "Week+Money+Talk" series, we aim to share stories about consumption closely tied to our wallets, as prices fluctuate by the moment.

A customer visiting Cheongnyangni Fruit and Vegetable Market in Dongdaemun-gu, Seoul is asking a vendor about the price of tangerines. Photo by Kang Jinhyung

The price of tangerines, a representative winter fruit, has more than doubled over the past five years. As prices of major fruits such as apples, watermelons, and peaches have also surged, consumers are increasingly turning to relatively inexpensive "imperfect fruits" to ease their burden.

Prices Keep Rising... Tangerine Price Hike Stands Out

According to the National Data Office, last month’s consumer price index for tangerines was recorded at 205.05 (2020=100). This represents a 26.5% increase compared to the same month last year, and a 105.05% rise compared to 2020. The tangerine consumer price index has steadily increased each year: ▲100 in 2020 ▲104.02 in 2021 ▲121.53 in 2022 ▲144.75 in 2023 ▲211.65 in 2024.

Overall fruit prices have shown a similar trend. In recent years, abnormal weather events such as heatwaves and heavy rain have led to unstable production. As of last month, the prices of major fruits-apples (up 60.73%), watermelons (up 56.46%), peaches (up 50.20%), and grapes (up 27.26%)-have all risen significantly compared to five years ago.

In particular, tangerine prices soared last month due to both supply and demand factors. According to the Korea Rural Economic Institute’s recent publication "Fruit, December 2025 Issue," last month’s wholesale price for open-field tangerines was 16,500 won per 5kg, a 14.1% increase from the previous year. The main reasons were a delayed harvest due to slow ripening (poor coloration), which resulted in an initial supply shortage, and a surge in demand for tangerines after the prices of substitute fruits such as apples and pears rose in October.

The Korea Rural Economic Institute also expects open-field tangerine prices to continue rising this month. Although shipment volume is projected to increase by about 1.8% compared to last year, improvements in quality and steady demand are expected to keep the wholesale price (for premium produce at Garak Market) at around 18,000 won per 5kg. This is slightly higher than last year’s 17,200 won.

Imported fruit prices are also on the rise. According to the Korea Agro-Fisheries & Food Trade Corporation (aT), as of December 9, the retail price of a single pineapple was 7,938 won, up 23.1% from last year’s 6,449 won. The retail price of a mango was 6,893 won, a 28.9% increase from last year’s 5,347 won. This is attributed to the expiration of quota tariffs and a rise in exchange rates, which have increased import costs.

Taste Matters Most... "Imperfect" Fruits Gain Popularity

A customer is purchasing apples at Hanaro Mart Yangjae Branch in Seocho-gu, Seoul. Photo by Kang Jin-hyung

As the burden of fruit prices grows, demand for "imperfect fruits" is rapidly increasing. These are fruits that may have blemishes or irregular sizes, but taste and quality are nearly identical to regular products. Consumers benefit from lower prices compared to standard produce, helping to ease their financial burden.

The increase in demand for imperfect fruits is also reflected in sales figures. NS Home Shopping reported that it sold 1,149 tons of imperfect apples in the first half of this year (January to June). This is a 26% increase from the same period last year (910 tons), demonstrating that "imperfect produce" is emerging as an alternative for consumers as grocery prices soar due to abnormal weather events such as heatwaves and heavy rain.

Retailers are also expanding their offerings of related products. In June 2023, Market Kurly launched "Jegakgak," a brand dedicated to imperfect vegetables, while the subscription platform "Uglyus," which provides imperfect produce, surpassed 500,000 cumulative members last year. Homeplus is also increasing its range of products such as "Matnani" agricultural produce.