Ahead of Chobok, a Hot 'Boyangsik Battle'... Seeking Convenient Samgyetang Meals

Rising Prices of Dining Out Health Foods and COVID-19 Increase Demand for Ready Meals
Industry: "Various Ready Meal Health Foods Discount Sales Marketing"

[Asia Economy Reporter Lee Seon-ae] The distribution and food industries are launching a "Health Food Battle" ahead of Chobok (the first of the three hottest days in summer) on the 16th. To ease the burden of dining out and prices for consumers, they are offering discounts on various convenient health food home meal replacement (HMR) products.

According to the Korea Consumer Agency on the 13th, as of May this year, the average price of a bowl of Samgyetang sold at dining-out establishments in Seoul was 14,462 KRW, a 6.4% increase over five years from 13,591 KRW in 2015. Additionally, this year, due to the COVID-19 pandemic's impact on consumer sentiment and social distancing measures, more consumers are turning their attention to affordable health food convenience meals that can be enjoyed at home. In fact, Shinsegae Food's 'Olban Samgyetang' convenience meal sales in June increased by 33% compared to the same period last year.

Moreover, companies expect high demand for health foods based on various consumer surveys. Market Kurly conducted an online survey of 500 men aged 20 to 60, with 95% of respondents stating they would eat health foods to prepare for this year's heat. Another survey by TMON of 500 customers showed that 86% planned to eat health foods on Boknal (the hottest days). Notably, more than half of respondents said they would eat health foods at home due to COVID-19. The most popular health food was Samgyetang, with 48.4% in the Market Kurly survey and 73% in the TMON survey choosing it as their preferred health food.

Accordingly, companies are actively responding. Shinsegae Food is running a promotion until the 29th, selling 'Olban Samgyetang' at nationwide E-Mart stores at a 40% discount, priced at 5,980 KRW, targeting the health food convenience meal market. Alongside this, with the increase in consumers purchasing health food convenience meals online, SSG.com is also selling Olban Samgyetang at the same price.

Shinsegae Food's Olban Samgyetang features a carefully selected domestic chicken boiled with domestic ginseng and glutinous rice, filtered to remove oil and impurities, resulting in a clean and mild broth. It uses five types of domestic agricultural products?glutinous rice, ginseng, garlic, onion, and ginger?making it a healthier option. Additionally, it is made as a shelf-stable convenience meal, allowing for online ordering and long-term room temperature storage, and can be easily prepared by heating the sealed package in boiling water for 15 minutes.

A Shinsegae Food representative said, "Ahead of Chobok, we are offering Olban Samgyetang at more than 50% cheaper than buying Samgyetang at regular restaurants to ease the burden of dining-out prices for consumers," adding, "We expect a strong response from consumers who want to conveniently maintain their health during the hot weather."

SSG.com is holding a Boknal food special exhibition until the 19th, selling Samgyetang ingredients, seasonal fruits, and more. For customers who want to cook themselves, over 80 fresh health food-related products such as raw chicken and dried jujubes from Konkuk University are offered at a 20% discount. Lee Jong-su, Executive Director of Product Management at SSG.com, said, "With this summer expected to be the hottest ever, we have prepared a well-curated Chobok health food special exhibition."

E-Mart is selling "Antibiotic-Free Young Chicken 2 pieces" (each 500g) at 5,584 KRW, 20% cheaper than the usual price, until the 15th. E-Mart is the first large retailer to sell antibiotic-free young chickens. These chickens are raised for about 30 days without antibiotics and are kept isolated from external contaminants. The reason antibiotic-free young chickens have been rare in large retailers is that many farms prefer regular chickens that grow larger and have shorter raising periods.

TMON is holding a special price week until the 14th, selling Harim Yukjil Tongdak (530g, 2 packs), fresh abalones from Wando (1kg), and octopus from Tongyeong (800g). These products are sold in the Fresh Free Return section, where customers can return items free of charge if there are quality issues after receiving fresh products.

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