Sweeter 'Cho(超) Sugar Content' Corn and Tomatoes Also Appeal to the MZ Generation

Emart, High-Sugar Fresh Foods Like Machachonok Mango Gain Popularity

[Asia Economy Reporter Jo In-kyung] Super-sweet corn, Stevia tomatoes, and Mahachanok mangoes?‘super-sweet products’ introduced by Emart as part of its variety diversification?are gaining great popularity, especially among younger generations.

Emart announced that sales of super-sweet corn increased by approximately 132.1% compared to the same period last year, from the beginning of this month until the 24th. More than 500,000 units were sold individually.

Super-sweet corn is produced only between mid-May and July, with sugar content 2 to 3 times higher than regular corn and a crisp texture. With a moisture content exceeding 70%, it is also attracting attention as a diet food.

Moreover, the purchase ratio among consumers in their 20s and 30s has significantly increased. Looking at Emart’s sales performance in June 2019, before super-sweet corn was fully launched, the purchase ratio of the 20s and 30s age group for all corn products was 27.4%, which was less than half of the 58.1% purchase ratio of the 40s and 50s age group.

However, this year, the purchase ratio of the 20s and 30s age group for all corn products reached 39.6%, and notably, the purchase ratio of consumers in their 30s (35.8%) far exceeded that of those in their 40s (29.9%). Until now, corn was a popular food among middle-aged consumers, but Emart’s analysis shows that with the rise of high-sugar super-sweet corn as the trend, the overall purchasing age group has significantly lowered.

Stevia tomatoes, first introduced last year, are also gaining great popularity due to their high sugar content. Stevia is a natural sweetener with a sweetness level 200 to 300 times that of regular sugar but is not absorbed by the body. Emart launched ‘Stevia tomatoes’ in April last year, which are soaked in water diluted with stevia to increase sweetness, and in June this year (1st to 24th), more than 40 tons were sold by weight, proving its successful establishment in the market.

The ‘Mahachanok mango,’ unfamiliar to domestic consumers, has also caused a sensation since its first release this year. Mahachanok mangoes are characterized by thinner seeds and thicker flesh compared to regular mangoes. With an average sugar content of 16 Brix and a tanginess not found in regular mangoes, the popularity of Mahachanok mangoes helped Emart’s mango sales in June (1st to 24th) grow by 168.4% compared to the same period last year.

Kim Gap-gon, Emart’s vegetable buyer, said, “We are making various attempts, such as launching new varieties, to introduce sweet and unique agricultural products to customers,” adding, “We will continue to strive to satisfy customers’ diverse tastes through differentiated products.”

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