Episode 1: Changes in Purchase Experience Rates for Products in the Rice Category
For this survey, we have divided the products in the rice category into four types, general microwavable rice, frozen fried rice, cupbahn, and porridge.
Changes in Purchase Experience Rates for Products in the Rice Category over the Period of 2016-2018
| product | Households purchased by year | Gap between 2016 and 2018 | ||
|---|---|---|---|---|
| 2016 | 2017 | 2018 | ||
| General microwavable rice (white rice and multigrain rice) | 627 | 689 | 756 | 129 |
| Frozen fried rice | 311 | 428 | 483 | 173 |
| Cupbahn | 219 | 363 | 432 | 213 |
| Porridge | 224 | 372 | 416 | 192 |
Number of households who have purchased a product in the category at least once in a given year
Source KWP. Duration: a period of one year, ending in September
- · The purchase experience rate for general microwavable rice is the highest among products in the rice category
- · The purchase experience rate for frozen fried rice is low compared to general microwavable rice but shows a steady increase over the period.
- · The purchase experience rate for cupbahn has increased most rapidly over the period.
- · The purchase experience rate for porridge shows a similar trend to cupbahn and has increased rapidly over the period.
Purchase experience rate refers to the number of households who have purchased a product in a given category at least once over the year. The changes in purchase experience rates that have occurred over the past three years can be construed as follows:
The following graphs compare the purchase experience rates for each category divided by life stage.
General Microwavable Rice (white rice and multigrain rice)
General Microwavable Rice (white rice and multigrain rice)
Life Stage-Specific Purchase Experience Rates for 2018
| Total | One - to two-person households | Households with preschool children | Households with grade-schoolers | Households with middle/high schoolers | Households with college students or older | Senior households |
|---|---|---|---|---|---|---|
| 7.56 million households | Highest overall | Slightly higher than overall | Slightly lower than overall | Slightly higher than overall | Slightly lower than overall | Lowest overall |
- · The purchase experience rate for rice products is the highest among one- to two-person households. In addition, households with young children such as those with preschoolers and with middle/high schoolers also show high purchase experience rates.
- · In the case of senior households, although they show a low purchase experience rate compared to other life stages, the increase in purchase experience rate over the three years is the sharpest among them (17.3% increase from 2016 to 2018).
Frozen Fried Rice
Frozen Fried Rice
Life Stage-Specific Purchase Experience Rates for 2018
| Total | One- to two-person households | Households with preschool children | Households with grade-schoolers | Households with middle/high schoolers | Households with college students or older | Senior households |
|---|---|---|---|---|---|---|
| 4.83 million households | Slightly lower than overall | Very high overall | Highest overall | Very high overall | Very low overall | Lowest overall |
- · Households with young children such as those with preschoolers and with middle/high schoolers show high purchase experience rates.
Cupbahn
Cupbahn
Life Stage-Specific Purchase Experience Rates for 2018
| Total | One- to two-person households | Households with preschool children | Households with grade-schoolers | Households with middle/high schoolers | Households with college students or older | Senior households |
|---|---|---|---|---|---|---|
| 4.32 million households | Slightly higher than overall | Slightly higher than overall | Slightly higher than overall | Highest overall | Slightly lower than overall | Lowest overall |
- · One- to two-person households and households with young children show high purchase experience rates, with the purchase experience rate among households with middle/high schoolers being the highest.
Porridge
Porridge
Life Stage-Specific Purchase Experience Rates for 2018
| Total | One- to two-person households | Households with preschool children | Households with grade-schoolers | Households with middle/high schoolers | Households with college students or older | Senior households |
|---|---|---|---|---|---|---|
| 4.16 million households | Slightly higher than overall | Slightly lower than overall | Slightly higher than overall | Highest overall | Slightly lower than overall | Lowest overall |
- · One- to two-person households, households with grade-schoolers, and households with middle/high schoolers show high purchase experience rates.
In this episode, we took a look at how Korean consumers’ HMR purchasing experience is changing in terms of products based on rice, which is a staple food in Korea. In the next episode, you will learn about the changes in regard to side dishes and snacks, which often accompany staple foods.