Convenience Store Towel Cake Open Run?... MZ Generation Buys Desserts 'Here'

Fashion platform Ably announced on the 4th that its food category transaction volume more than tripled last year. It is analyzed that the number of users increased significantly as they onboarded products from dessert brands popular on social networking services (SNS) as well as famous bakery brands.

Ably revealed that last year, the food category transaction volume and order count increased by 3.2 times (220%) compared to the same period the previous year. The number of ordering customers grew by about 3 times (195%) during the same period. In particular, December, known as the dessert peak season due to concentrated anniversaries, saw food transaction volume grow by 3.3 times (230%) and order count by about 2.75 times (175%) compared to the previous year. Among major items, the growth rate of ‘cake’ approached 310%.

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This growth rate is analyzed to be influenced by quickly bringing in unique desserts popular on SNS and products from famous offline bakeries targeting the main customers, the MZ generation (Millennials + Generation Z). The transaction volume of ‘Cooker Bucket,’ a market selling ‘Jjondeuk Cookie’ which recently gained popularity for its unique texture, increased about 73 times (7188%) in December last year compared to the onboarding time (June 2023). The market ‘Okashi,’ selling popular Japanese snacks such as ‘Kinjo Jelly’ eaten with the skin and candies, saw its transaction volume increase more than 22 times (2138%) within about three months after onboarding in September last year.

Ably’s ‘Relay Dessert Pop-up Store,’ which featured famous dessert brands such as ‘Mandong Bakery,’ ‘Kokkiri Bagel,’ ‘Mud Scone,’ ‘Bake Back,’ and ‘Neighbor Tongtong-i,’ also played a key role in driving transaction volume growth. In fact, the transaction volume of the 8th dessert pop-up store held last January increased 5 times (400%) compared to the first dessert pop-up store held in April last year, and many participating markets sold out in less than 5 minutes after sales started.

An Ably representative said, “As more people find joy through desserts and the trend cycle is gradually accelerating, Ably has established itself as a representative ‘convenience store in your hand’ where trendy snacks can be quickly found,” adding, “Sellers are also expanding customer touchpoints and effectively generating sales results through various methods such as the ‘Ably Relay Dessert Pop-up Store’ and ‘themed exhibitions,’ making it a notable emerging food sales channel.”

Meanwhile, this year, diet management and health food brands have also shown remarkable growth. The transaction volume of ‘Benof,’ popular for its protein shakes, grew more than 200 times (20,124%) about two years after starting sales in December. The transaction volume of ‘I’m Dak,’ famous for chicken breast, increased about 6.4 times (536%) in December last year compared to July, and ‘Hankki Tongsal’ saw its transaction volume grow more than 5 times (405%) compared to May when it onboarded. It is understood that customer demand is increasing for various items beyond desserts within the food category.

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