Room Temperature Pouch Porridge 'CJ Bibigo Juk' Surpasses 100 Billion KRW in Cumulative Sales

[Asia Economy Reporter Choi Sunghye] CJ CheilJedang announced on the 27th that its Bibigo Juk has surpassed cumulative sales of 100 billion KRW (based on consumer price), leading market changes centered on pouch juk. This achievement came just 1 year and 5 months after its launch.

Along with the continuous expansion of the convenience food trend, Bibigo Juk's growth continues this year as well. It is gaining attention as a representative home meal replacement (HMR) of the 'Gashibi' trend, which saves time and effort, and with the postponement of school openings, in-home consumption has significantly increased.

Bibigo Juk is driving market growth and expanding its presence in the packaged juk market. According to Nielsen Korea statistics, the packaged juk market, which was around 72 billion KRW in 2017, doubled to 140 billion KRW last year, the year after Bibigo Juk was launched. Bibigo Juk recorded a market share of 34.6% last year and is currently chasing the first place (41.6%) with a 5 percentage point gap at 36.6% in the first quarter of this year.

This success is due to thorough market analysis and accurately understanding what consumers want from packaged juk to commercialize it. The key was enabling consumers to easily enjoy delicious and diverse juk menus at home at reasonable prices without having to visit specialty stores. In particular, the industry-first introduction of ambient pouch packaging and superior taste quality compared to existing packaged juk served as a catalyst for Bibigo Juk's explosive popularity. It also led to changes in consumer perception and consumption patterns of packaged juk itself. A new food culture trend called the 'dailyization of juk,' which can be enjoyed anytime and anywhere, is spreading.

In line with changes in food culture trends, Bibigo Juk contributed to market growth by launching ambient pouch juk for 1-2 servings and single-serving container products, which did not exist before. Especially, the share of pouch juk, which was around 5% of the packaged juk market, has continuously increased since the launch of Bibigo Juk, reaching 48% in February.

A CJ CheilJedang official said, “The enthusiastic response to Bibigo Juk is because the power of the Bibigo brand and differentiated taste quality technology satisfied rapidly changing lifestyles and consumer expectations,” adding, “We will continue to introduce premium new products with quality and menus comparable to specialty stores and expand the ‘dailyization of juk’ trend.”

This content was produced with the assistance of AI translation services.