In a convenience store in Yangcheon District, Seoul, 35-year-old office worker Lee Jong-hyuk fills his basket with a pack of refrigerated pork belly, portioned at 200 grams, along with a set of peeled garlic and leafy greens, and half a block of tofu. "I live alone, and buying in bulk at a large supermarket often leads to wasted ingredients that I can't finish," he said. "Buying just the right amount for dinner at the local convenience store is much more economical."
The competition for smaller packaging, which began with ready-to-eat meals and snacks, is now expanding to fresh foods like meat, vegetables, and fruits. Last year, one- and two-person households accounted for 66% of all households, prompting a shift in the retail industry's value proposition from 'the more you buy, the cheaper it gets' to 'buy only what you need and avoid waste.' Convenience stores are becoming a go-to shopping channel, while corporate supermarkets are transforming into low-cost, small-sized deli stores.
According to industry reports, sales of processed meat products at GS25 from January to July this year surged by 90% compared to the same period last year. The introduction of a 4,900 won (approximately $4) 'one-meal marinated meat' package, containing 200 grams of stir-fried pork and spicy pork belly, has proven effective. Recognizing the demand for small packaging aimed at single-person households, the company added two new marinated meat options using domestic pork and low-sugar sauces this month. Additionally, the 'one-meal vegetable' product launched in February, which includes 14 types of ingredients like mushrooms, lettuce, green onions, cucumbers, and garlic, has surpassed 60,000 units in cumulative sales.
CU is also enhancing its fresh food offerings. From January to July, sales of fruits and vegetables at CU increased by 19.7%, while meat sales rose by 23.4%. The number of stores operating fresh fruit kiosks grew from about eight in January to around 50 in June, with sales increasing nearly ninefold during the same period. Convenience stores, once focused on lunch boxes and instant foods, are now evolving into channels for purchasing fruits, vegetables, and meats.
In large supermarkets, pre-cut fruits and vegetables are taking the place of bulk items. Sales of 600-gram sliced watermelons at E-Mart increased by approximately 51% in June and July compared to the previous year. Reducing the portion size to a more manageable amount and removing the rind has helped decrease food waste. E-Mart has established cutting equipment and dedicated production lines at its fresh logistics center, 'Fresh Center,' to enhance hygiene and quality control. From January to July, sales of pre-cut greens and frozen vegetables rose by about 5% and 13%, respectively.
Lotte Mart and Lotte Super increased the portion size of their sliced fruit from 150 grams to 200 grams in May while maintaining the price at 2,990 won (approximately $2.50). Sales of small-sized sliced fruits rose by 89% from January to July, and after the product revamp, sales jumped by 184% over two months. They offer a variety of fruits, including watermelon, melon, apples, and pineapples, as well as mixed fruit packs. They are also expanding their selection of pre-prepared vegetables, such as chopped green onions and onions, for immediate cooking use.
Corporate supermarkets are also entering the competition for small food products. GS The Fresh reported a 465% increase in sales of its 'Easy Meal' brand of ready-to-eat products for one- to two-person households in July compared to its launch month in February. Initially focused on fried foods, the product line has expanded to include meals like spicy pork lettuce wraps, snow cheese meat pasta, and assorted pork cutlets. Lotte Super is also increasing its range of small-sized deli products priced between 3,990 and 4,990 won, while E-Mart Everyday's deli sales in the first half of this year rose by 50.9% compared to the same period last year.
While small-sized products may be more expensive per weight compared to larger packages, they are favored for reducing costs associated with leftovers, storage space, and preparation time. Retailers are increasingly restructuring their product offerings and store operations to cater to one- and two-person households, aiming to boost purchase frequency and minimize waste.
An industry insider noted, "Single-person households consider not just the size of the package but also the costs of storage, preparation, and waste. In the future, competition will intensify to design packaging, pricing, and display methods that cater to the lifestyles of one- and two-person households."
* This article has been translated by AI.
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