"Cold Outside, Stay Home?" Year-End Home Party Demand Soars

Impact of High Inflation and Severe Cold
Emart's Meal Kit Sales Up 60%
Strong Performance of Private Brand Products

[Asia Economy Reporter Lim Chun-han] Amid persistent high inflation and an unprecedented cold wave, more people are enjoying home parties instead of dining out during the year-end season. In particular, various meal kit products that allow even cooking beginners to create the flavors of famous restaurants with simple preparation are gaining great popularity.

According to Emart on the 28th, Emart's meal kit sales increased by 60% from the previous month between the 20th and 26th of this month. At Lotte Mart, meal kit sales rose by 50%, and at Homeplus, by 46%. Sales of ready-to-cook foods (deli) also surged. At Emart, sales of chicken (185%), barbecue (29%), and pizza (11%) increased compared to last year. At Lotte Mart, overall deli sales grew by 10% year-on-year, and at Homeplus, by 32%.

Private brand (PB) meal kits ranked high in sales at large supermarkets. At Emart, Peacock Gambas Al Ajillo, Peacock Mille-feuille Nabe, Peacock Uijeongbu-style Budae Jjigae, Peacock Dowroom Carbonara Pasta, and Peacock Hearty Altang were ranked first to fifth. At Lotte Mart, the top sellers were Yori-hada Uijeongbu-style and Songtan-style Budae Jjigae, Yori-hada Cloud Garlic Chop Steak, Home Party Gambas Al Ajillo, and Home Party Black Angus Chuck Steak, in that order.

Meal kit products also sold well on online malls. At SSG.com, meal kit sales increased by 46% compared to the previous month. Reflecting the year-end home party demand among younger generations, the highest sales growth rate (90%) was recorded among those in their 20s. At Gmarket, sales increased for pork ribs (163%), steak and pork cutlets (85%), salads (15%), and pasta (14%). At 11st, meal kit transaction amounts surged significantly with Korean food (145%), Western food (199%), Chinese and Southeast Asian food (422%), and snacks and late-night meals (78%). At Lotte On, meal kit and cooking box sales rose by 50%, and at Market Kurly, meal kit sales surged by 82%.

Peacock Gambas Al Ajillo. (Photo by SSG.com)

Despite the lifting of social distancing and outdoor mask mandates this year, many people still prefer staying at home. According to a survey conducted by SK Communications' public opinion polling service 'Nate Q' earlier this month targeting 3,013 adults about their 'year-end plans with family or loved ones,' 63% (1,899 respondents) said they planned to spend the time at home.

The distribution industry has launched campaigns to capture the year-end home party demand. Emart offers a 30% discount when purchasing two or more of seven Peacock meal kit varieties until the 28th. Lotte Mart directly sourced large, plump Canadian cooked lobsters to introduce a lobster party pack. SSG.com carefully selected famous restaurant meal kits, easy-to-prepare steaks, and hotel bakery items, offering up to 40% discounts. Market Kurly is selling various premium steak meats such as top-grade Korean beef, prime flower ribs, tomahawk, and pork ribs at up to 30% off until the 30th.

An industry official said, "Given the ongoing high inflation and the familiarity with home parties developed during COVID-19, we prepared special promotions featuring various products like steak and pasta for this year-end, anticipating that home parties will continue in the future." He added, "We expect the home party culture to persist next year as well."

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