Peacock Jesu food during the Lunar New Year holidays sells 106% more than before Corona
“Buy simple meals for 3 or 4 people and have a high repurchase rate”
Models are presenting Peacock Jesu food at E-Mart’s Seongsu branch. Provided by E-Mart
As we enter the third year of the COVID-19 crisis, the landscape of preparing holiday food has changed. Since a large number of people cannot gather anyway, the method of using labor to make a large amount of food and sharing it when parting is being pushed out. Instead, the number of people who are replacing holiday meals with Home Meal (HMR) has increased significantly.
E-Mart announced on the 23rd that, as a result of analyzing the sales of its PB brand Peacoque Jesu Food for the 15 days before the holidays, the sales for the Lunar New Year and Chuseok increased by 34.1% and 11.1%, respectively, compared to the 2019 Lunar New Year, before Corona 19. In the online mall SSG.com, sales of Peacock Jesu food increased sharply during the Lunar New Year (106%) and Chuseok (86%) of last year compared to 2019. Jesu food from Shinsegae Food’s HMR brand Olban also saw sales increase by 21% compared to the previous year. In particular, sales in the three weeks before Lunar New Year and Chuseok jumped 39% and 47%, respectively.
The popularity of such HMR Jesu food is tied to the prolonged Corona 19. Last year, it was difficult for family and relatives to gather together due to the ban on private gatherings of more than five people nationwide during the Lunar New Year holiday and eight people on Chuseok. Private gatherings are limited to 6 people this year. According to the analysis of the distribution industry, the simple holiday table setting has become the trend under these circumstances, and the demand for simple Jesu food, centered on the existing one- and two-person households, has expanded to three- and four-person households.
As the non-face-to-face holidays were repeated rather than just a one-time event, the increase in the repeat purchase rate of customers who had tried HMR Jesu food once also played a part. An E-Mart official explained, “The repurchase rate is increasing because they are satisfied with the convenience of cooking and the product quality.”
In addition, the rise in the price of ingredients also raised the demand for ‘holiday food prepared only as much as needed’. As a result of a recent survey by the Korea Council of Consumer Organizations Price Monitoring Center on 25 items of Lunar New Year items from 90 markets and retailers in 25 autonomous districts in Seoul, the average cost for a four-person household was 238,923 won, 3.7 compared to last year’s survey. % (12,244 won) increased. An official from Shinsegae Food predicted, “The purchase of small-packed convenience meals for holiday table setting will increase further as the cost of ingredients increases and the number of millennials seeking efficiency and convenience of holiday housework is increasing.”
CU’s own lunchbox, ‘Happy Lunchbox’, was released for the Lunar New Year holiday. Provided by CU
During the holidays, when most restaurants are closed, the sales of lunch boxes at convenience stores, which are responsible for single-person households who spend alone, have also increased steadily. As a result of analyzing product sales for three days during the Lunar New Year holiday over the past three years, CU said that the sales growth rate of lunch boxes was 22.3% in 2019, 26.7% in 2020, and 30.8% in 2021, compared to the previous week. . By location, this trend is even more pronounced in one-room villages and officetels, where single-person households are concentrated, and it was found that the average daily sales of lunch boxes per store during the holidays was 30% higher in single-family residential areas than in general locations.
Park So-young reporter sosyoung@hankookilbo.com
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