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2023年的韩国食品杂货零售状况

食品饮料2023-04-02-麦肯锡野***

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"State of Grocery Retail in South Korea: Five Key Trends for 2023"

Introduction:

In the last five years, South Korea's grocery retail landscape has undergone significant transformation, driven by shifts in demographics, consumer behavior, and the rise of e-commerce. This report identifies five key trends that will define the grocery sector in 2023.

Trend 1: Demographic Shifts and Channel Preferences

Single Household Growth: Single households now account for nearly 35% of all households in South Korea, up ten percentage points from a decade ago.
Channel Shift: This demographic change has accelerated the shift from hypermarkets and supermarkets to online platforms and convenience stores.

Trend 2: Impact of COVID-19 on Shopping Habits

Vaccination Passes and Social Distancing: The implementation of vaccination passes and social distancing measures during the pandemic led to increased preference for online shopping and proximity-based convenience stores.
Elderly Shoppers Embrace Digital: Despite being older generations, South Koreans have become more digitally savvy, driving their shift towards mobile channels.

Trend 3: Competitive Landscape and Online Investment

E-commerce Giant Expansion: Major online players, such as Coupang, have made substantial investments in logistics infrastructure to enhance delivery speed, attracting significant capital.
Market Dynamics: The success of Coupang’s IPO has spurred interest among other players like Market Kurly, Oasis, and SSG.com, indicating a competitive race for market dominance.

Trend 4: Consumer Behavior and Product Adaptation

Convenience-Focused Spending: Consumers increasingly favor pre-packaged, partially cooked fresh meals and prepared food deliveries.
Growth in Home Meal Replacement (HMR) Sector: The HMR market has seen rapid growth, doubling in size over five years, reflecting a shift towards convenience in dining.
Premium Meal Kits: Meal kit offerings have become popular, particularly among higher-income groups, indicating a premium trend in meal preparation.

Trend 5: The Rise of Grocery Media Networks

Capital Markets Activity: The grocery sector has attracted significant capital, with multiple major players considering or pursuing similar market expansions.
Targeting Specific Demographics: There is a focus on targeting specific demographic groups, notably Generation Z consumers, through innovative strategies and product offerings.

Conclusion:

South Korea's grocery retail sector is poised for significant changes in 2023, driven by evolving consumer preferences, demographic shifts, and heightened competition. Retailers and brands must adapt to these trends by focusing on convenience, leveraging digital channels, investing in logistics, and tailoring products to meet the needs of specific consumer segments, particularly younger demographics.

Thestateofgroceryretail2023 SouthKorea March2023 Copyright©2023McKinsey&Company.Allrightsreserved. Thispublicationisnotintendedtobeusedasthebasisfortrading inthesharesofanycompanyorforundertakinganyothercomplex orsignificantfinancialtransactionwithoutconsultingappropriateprofessionaladvisers. NopartofthispublicationmaybecopiedorredistributedinanyformwithoutthepriorwrittenconsentofMcKinsey&Company. Coverimage: ©RUNSTUDIO/GettyImages Contents 6 FivetrendsthatwilldefineSouthKoreangroceryin2023 17 SouthKorea’snextsalesfrontier:Retailmedianetworks 29 UsingsustainabilitytotransformfoodsystemsinSouthKorea 13 Eat,play,love:HowGenZisshapingKorea’sgroceryretailers 23 HowtechnologycanelevategrocerystoresinSouthKorea StateofGrocerySouthKorea1 Foreword Overthepastfiveyears,themodernSouthKoreangrocerymarkethasbeenstagnant,withannualgrowthlimitedtoapproximately1percent.Whiletheoverallsizeofthemarkethasheldsteady,itsdynamicshavecompletelyshifted.Thehypermarketandsupermarketcategory,whichaccountedforabout20percentoftotalretailsalesinSouthKoreain2017,hadtraditionallybeenthedominantformat,butnowitissmallerthanboththeonlineandconveniencestorecategories.Thisshiftwascausedbyacombinationoffourmajorforces. Demographicchange.SouthKorea’spopulationdemographicshavechangeddramaticallyatanacceleratedpace.In2020,thecountryhitthe“populationdeathcross”—whenthenumberofnewbornsislessthanthenumberofthedeceased.1Inaddition,singlehouseholdsaccounted forapproximately35percentoftotalhouseholdsin2021,uptenpercentagepointsoverthepastdecade.Theincreaseinsinglehouseholdsacceleratesthechannelshiftfromhypermarketandsupermarkettoonlineandconveniencestores. IsolationduetoCOVID-19.DuringtheearlystagesoftheCOVID-19pandemic,theSouthKoreangovernmentenforceda“vaccinationpass”forpublicspaces,includinghypermarketsandsupermarkets.PeoplehadtoshowtheirvaccinepassoranegativePCRresulttoaccessstores.Ontopofthisrule,peoplewereafraidofgoingtopublicspacesbecauseoftheriskofinfection.Asaresult,peoplepreferredtogotoconveniencestoreswithinashortdistanceoftheirhomesortobuythingsonline,andthiscombinationacceleratedthemovementamongchannels. 1“Totalpopulationandpopulationgrowthrate,”KoreanStatisticalInformationService(KOSIS),accessedJanuary19,2023. Fiercecompetitionfrome-commerceplayers.Majoronlineplayerscontinuedtomakeheavyinvestmentsinlogisticstobuildupinfrastructureforfasterdelivery.Forexample,Coupangcommittedmorethan1.5trillionwon($1.25billion)toestablishnewlogisticscenters.2 Elderlyshoppersgomobile.OldergenerationsofSouthKoreansarebecomingmoredigitallysavvy.3ConsiderthatthelargestviewersegmentonYouTubeisnowpeopleovertheageof50,accountingforone-quarteroftotalhoursviewed.Thisfamiliaritywithonlinecontentisleadingoldershopperstoshifttheirspendingtomobilechannels.Inresponse,brandsareadaptingtheirproductsfortheelderly:forexample,healthyfoodsforconsumerswithdiabetesandfoodsthatareeasy toswallow. Groceryhasalsobecomeahotbedofactivityforcapitalmarkets.AfterCoupang’ssuccessfulIPOresultedinamarketcapofmorethan$100billion,4multiplemajorplayers—suchasMarketKurly,Oasis,andSSG.com—areeyeingasimilarpath. Thisreport,Unlockinggrowthopportunities:Thestateofgroceryretail2023SouthKorea,exploresingreaterdepththesetrendsandtheirpotentialimpactonthecountry’sgroceryretailers.In thenextfewchapters,wewillexploretherecentchangestoconsumerbehavior,newrevenueexpansionopportunitiesforretailers,andhowgroceryretailersandbrandscantargetspecificdemographicgroups,suchasGenZconsumers. OurgoalistohelpCEOsstayaheadofmarketshiftsandpursuegrowth.Wehopethisreportoffersvaluableinsightstosupportthatgoal. 2Eun-youngKim,“Coupangattracted1.4trillionwonininvestmentlastyear…halfofUSinvestmentinKorea,”ChosunBiz,January25,2022. 3EunbiLee,“TheYouTubeapp,themostusedgenerationis‘over50,’”YTN,February23,2021. 4JoshuaFranklin,JoyceLee,andChibuikeOguh,“Coupangsurgestoover$100billionvaluationafter$4.6billionIPO,”EconomicTimes,updatedMarch12,2021. YounghoonKang PartnerSeoul JeongkeunKimAssociatePartnerSeoul StateofGrocerySouthKorea3 Editors YounghoonKang YounghoonKangisapartnerinMcKinsey’sSeoulofficeandaleaderoftheAsiaConsumerandRetailPractice.Hehasservedaglobalprivateequityfirmseekinginvestmentopportunities,includingintheconsumerhealthindustry;aglobalconglomerateacquiringabeveragecompanyinAsia;andmultipleglobalprivateequityfirms,performingduediligenceinvarioussectors,includinge-commerce,fashion,andtravel.HehasalsoservedaleadinghypermartinKoreaonanend-to-endtransformationoftheirvalueproposition,assortment,andsupplychain,andhehasadvisedaleadingconsumerbeautycompanyonmultipletopicssuchasglobalexpansion,zero-basedbudgeting,anddigitalstrategy. JeongkeunKim JeongkeunKimisanassociatepartnerinMcKinsey’sSeoulofficeandaleaderoftheKoreaConsumerRetailandTransformationPractice.HehasledmultipleperformancetransformationprogramsforvariousB2Cplayersacrossindustries,includingbeverage,consumerappliances,consumerfinance,dairy,hypermartsandsupermarkets,andpharmaceuticals.HehasalsoledanorganizationtransformationforaleadingmediaandtelecomcompanyinK

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