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Trend Insight

Researching the food culture trends of Korea

19년 상반기 HMR 신제품 디스플레이

1H 2019
HMR new product release trend

2019.09.30

Let’s look back on the characteristics of HMR products released in Korea in 1H 2019.

The following three characteristics are derived from analyzing the characteristics of over 1,400 new HMR products released in Korea in 1H 2018-19.

characteristics of HMR products released in Korea in 1H 2019

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characteristics of HMR products released in Korea in 1H 2019
No more plain old spicy flavors Unusual spicy flavors are trending Release of HMR products with ethnic spicy flavors
Products that can be cooked in an air fryer ‘Deep-fried’ to cook in an air fryer
All kinds of recipes to enjoy in meal kits Various recipes from non-Korean to ethnic foods in meal kits.
01

No more plain old spicy flavors, Unusual spicy flavors are trending

The flavors of new products released in 1H 2018 and 1H 2019 show that products based on spicy flavors take up 42% in 1H 2019, which is a relatively big portion, but on the decrease.
On the other hand, there is a movement to release products using new spicy flavors based on ‘mala’ sauce (malatang noodles, etc.) in ethnic food products.

Percentage change of spicy products

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Percentage change of spicy products
All products: 1H 2018 49%, 1H 2019 42%, 7% decreasing
Ethnic food products: 1H 2018 83%, 1H 2019 100%, 17% increasing

Source: CheilJedang’s analysis based on Mintel GNPD (Period: Jan. - Jun. 2018, Jan. - Jun. 2019)

02

Products to cook in an air fryer

Categorizing HMR products into staple foods, side dishes, snacks and convenience seasoning & condiments, it seems that new product release in the snack category (fried foods, hotdogs, etc.) is increasing.
In terms of distribution temperature, the share of frozen foods is increasing, which is due to the increase in releasing frozen snack HMR products that can be cooked in an air fryer.

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Percentage change by category
1H 2018 : Staple foods 38%, Side dishes 33%, Snacks 15%, Convenience seasoning & condiments 15%
1H 2019 : Staple foods 26%, Side dishes 36%, Snacks 24%, Convenience seasoning & condiments 14% - Snacks 8% increasing
Percentage change by temperature
1H 2018 : Frozen 37%, Chilled 33%, Ambient 30%
1H 2019 : Frozen 39%, Chilled 30%, Ambient 31% - Frozen 2% increasing
Terminology
· Staple foods : Products that can be eaten as a full meal such as rice and noodles
(frozen rice, refrigerated noodles, instant noodles, porridge, etc.)
· Side dishes : Products that can be eaten on the side rather than as a meal
(soup, broth, stew, steamed dishes, stir-fried dishes, seasoned and pan-fried delicacies, meatloaf, etc.)
· Snacks : Products that can be eaten as snacks
(fried food, cutlets, pizza, etc.)
· Convenience seasoning & condiments : Seasoning and condiments to increase convenience
(Dadam, God of Cooking, etc.)

Source: CheilJedang’s analysis based on Mintel GNPD (Period: Jan. - Jun. 2018, Jan. - Jun. 2019)

03

All kinds of recipes to enjoy in meal kits

Another thing to note is that the share of meal kits is also increasing, with the ingredients washed and divided for convenient cooking.
It accounts for 8% of all products in 1H 2019, showing a 5% increase compared to last year. The biggest feature of meal kits is that they are mostly released in non-Korean and ethnic food products rather than Korean food.
There is no difference in the share of meal kits in Korean food products, but the share of non-Korean and ethnic meal kits increased by 13% and 12%, respectively.

Percentage change in meal kit release

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Percentage change in meal kit release
All products : 1H 2018 3%, 1H 2019 8% - 5% increasing
Korean food products : 1H 2018 4%, 1H 2019 4%
Non-Korean food products : 1H 2018 2%, 1H 2019 15% - 13% increasing
Ethnic food products : 1H 2018 0%, 1H 2019 12% - 12% increasing

Source: CheilJedang’s analysis based on Mintel GNPD (Period: Jan. - Jun. 2018, Jan. - Jun. 2019)

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