hy, H1 Meal Kit Sales Up 30%... Premiumization and Collaboration Worked

hy, 'Funstaurant' Meal Kit Jinttobaekki Spicy Steamed Short Ribs. Photo by hy

[Asia Economy Reporter Song Seung-yoon] hy announced on the 20th that its meal kit sales in the first half of the year increased by 30% compared to the same period last year.

Sales of 10 types of ‘Pyeonstorang’ products, which commercialize celebrity recipes, accounted for 24% of total sales in the first half of the year. The ‘Jinttobaegi Spicy Steamed Ribs,’ made using singer Lee Chan-won's recipe, sold more than 10,000 units within two months of its launch. This is interpreted as a result of focusing on meal kit premiumization and enhancing publicity through collaboration.

According to hy’s data analysis organization, the Data Center, the main customer base for meal kits was people in their 40s and 50s. The proportion of customers in their 40s and 50s, which was 66% in 2019, decreased to 60.2% this year, while the purchase rate of customers in their 20s and 30s increased from 26.1% to 30.1%. Meal kit orders were highest on Thursdays (21.9%) and Wednesdays (20.9%), and the preferred product receipt day was Thursday (20.3%). hy meal kits offer designated-day delivery through Fresh Manager.

The best-selling product in the first half of the year was ‘Nonhyeon-dong Budae Jjigae.’ It ranked first again this year, gaining popularity as an affordable meal kit with increased weight at the same price. ‘Chuck Flap Tail Chop Steak,’ ‘Hyunseon’s Instant Tteokbokki,’ and ‘Beef Brisket Soft Tofu Stew’ followed. The repurchase rate rose to 52% this year, up from the mid-45% range in 2019.

A hy official said, "Although meal kit sales were expected to decline after the endemic phase, they are steadily growing due to convenience and cost-effectiveness," adding, "We will make various efforts such as inter-industry collaboration and lineup expansion to establish hy’s unique meal kit competitiveness."

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