An early heat wave and tropical nights are accelerating summer shopping trends in South Korea. Demand for cooling appliances, ice cream, and health foods is rising sharply as consumers seek relief from the heat. With the summer peak season arriving earlier than usual, industry expectations are growing.
According to the Korea Meteorological Administration, a heat advisory was issued for southeastern and southwestern Seoul at 2 p.m. on June 18, marking the earliest such warning since last year, which was issued on June 30. From June 13 to June 18, daytime temperatures in Seoul exceeded 30 degrees Celsius for six consecutive days. There is a 60% chance that average temperatures in June and July will exceed normal levels. In May, the national average temperature was recorded at 18.6 degrees Celsius, 1.3 degrees higher than the norm, making it the hottest since records began in 1973.
The early heat has led to a surge in sales of cooling appliances. E-Mart reported that from June 1 to June 17, sales of system air conditioners increased by 181.6% compared to the same period last year. Wall-mounted air conditioners saw a 31.5% rise, while stand-alone units increased by 12.6%. Similar trends were observed online, with price comparison platform Danawa noting that sales of dehumidifiers rose by 75%, fans and air coolers by 36%, and air conditioners by 10% during the same four-week period.
Convenience stores are seeing a spike in sales of products that provide immediate relief from the heat. GS25 reported that from June 1 to June 17, watermelon sales surged by 359.6% compared to the previous month. Sales of pouch drinks increased by 42.5%, ice cups by 39.3%, ice cream by 38.6%, and electrolyte drinks by 29%. During the same period, CU's ice cream sales rose by 18.3%, with premium ice cream increasing by 29.9%. Sales of ice and iced drinks also saw significant growth.
The increase in convenience store demand is partly due to changing consumer habits. More shoppers are opting for nearby convenience stores for small quantities of fruit and drinks instead of traveling to larger supermarkets. This trend is likely to continue as consumers prefer the shorter distances and easier access of convenience stores during the ongoing heat wave.
The landscape of health food consumption is also shifting. There is a growing preference for easy-to-prepare meals at home rather than dining out. According to the Korea Consumer Agency's price information portal, the average price of samgyetang (ginseng chicken soup) in Seoul was reported at 18,154 won last month. Some restaurants are charging over 20,000 won per bowl, driving demand for convenient home meal options. E-Mart's sales of samgyetang convenience meals increased by 86.2% compared to the same period last year. Shinsegae Food's 'Olban Samgyetang,' priced between 8,000 and 9,000 won, sold 20,000 units in May, a 15% increase from the previous year.
Rising prices are also contributing to the increased demand for convenience meals. The National Data Agency recently reported that the consumer price index rose to 119.92 in May, a 3.1% increase compared to the same month last year. This marks the first time in 26 months that the inflation rate has reached 3%. Dining out costs rose by 2.6%, prompting consumers to shift towards more affordable convenience meals.
An industry insider noted, "In previous years, demand for summer products typically increased after the rainy season, but this year, the heat began in May, pushing the peak season forward by about a month. As a result, competition among companies to capture demand for weather-sensitive appliances and food and beverages is expected to intensify."
* This article has been translated by AI.
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