Grilled 'Krople' Popular Among Moms in Their 30s and 40s... Raw Dough Sales Up 833%

Baking Mix and Others Increase by Over 40%

[Asia Economy Reporter Lim Hye-seon] As social distancing has increased the time spent at home, the number of 'snack DIY (Do it yourself) families' who make snacks for their children at home has also increased. Home baking itself allows spending time with children while also providing educational benefits.

On the 27th, an analysis of Emart's sales from February 1 to December 23 this year showed that sales of baking mixes, which allow easy baking of cookies and cakes at home, surged compared to the same period last year. Cookie and chocolate mixes increased by 43.9%, hotteok mixes by 27.4%, and cake mixes by 19%. Especially in December, which included the Christmas holidays, the sales growth rate became even steeper.

The hit product is undoubtedly the 'Krople' (a portmanteau of waffle and croissant). Krople is popular among young housewives with young children because it can be made simply by putting croissant dough into a waffle pan or waffle maker and baking it on low heat. From February to December 23 this year, sales of 'Peacock Mini Croissant Dough' increased by 833% compared to last year, growing about ninefold, and waffle makers also increased by 121.9%, more than doubling in growth.

The reason home baking is gaining popularity is that it is a suitable activity to spend time with children who are tired from prolonged staying at home. The method is simple, there is no risk of injury, and it also achieves educational purposes. With the increasing demand for children's snacks, it is also advantageous that cookies and cakes can be enjoyed in various ways by changing toppings or ingredients rather than only giving finished products.

In fact, on social networking services (SNS) such as YouTube, videos of easy home baking using mix products like 'home baking' or 'no-oven baking' can be easily found, and on Instagram, there are more than 260,000 posts related to Krople.

Choi Hoon-hak, Emart's marketing manager, said, "As the time spent at home with children increases, the demand for 'home baking' products that allow cooking and spending time together is also increasing," adding, "We will continue to strive to plan various products so that the whole family can gather and enjoy a diverse 'stay-at-home year-end'."

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