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Koreans are returning to their roots, with plain, everyday food known as Jip-bab stepping into the spotlight
FOOD FORWARD TRENDS REPORTKOREA 2014
TREND 01 Affordable luxury- new, exotic and accessible
Do you shop at specialty supermarkets for foreigners?
Do you feel that there has been a recent increase in choice for food in Korea with regards to variety, products and brands?
As Korean customers continue to feel the insecurities of economic uncertainty, they are finding new ways to treat themselves.
Single living (and with that, dining for one) has become more the standard than the exception.
TREND 02 K.I.S.S. (keep it simple and solo)
TREND 03 “Hip”-bab: The taste of home is back
TREND 04 Into the (urban) wild
Camping has become a popular social activity and is having an impact on in-store offerings and restaurant flavours in Korea
of respondents purchase small packaged, or fast food once a week or more
How often do you dine out alone?
What do you consider most important when choosing where to dine?
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Tyler Kim
Managing Director, Korea+82 2 6250 [email protected]
Ihn Chee
Senior Vice President, Consumer Practice+82 2 6250 [email protected]
For more information on Food Forward 2014, please contact:
A country’s food culture – from health standards to trendy foodies to social sharing – can be seen as a litmus test to the diversity of that nation. Certainly it is food culture that has largely shaped civilisations and will no doubt continue to be a measurement of both living standards and social trends for generations to come.
As a global public relations agency, Weber Shandwick considers it our mission to be at the forefront of trends that engage others, not only in the communications sector but in each industry that we work in. And food trends are no different.
Food Forward Trends Report 2014 draws on insights from food experts across the country and from a survey of more than 750 Korean consumers, conducted by Weber Shandwick and survey company Qualtrics, to predict the biggest trends for the coming year.
4%
Most of the time
3%
Always
55%
Sometimes
32%
Rarely
6%
Never
In the midst of prolonged economic recession, even as consumers continue to hold o� on major international travel or purchasing designer bags, they now see gourmet foods as one area where they can splurge.
Eun-suk Leeeditor-in-chief of magazine CookAnd
84%
10%
Diet-conscious food
6%
Price
2%
Other
24%
Safety and cleanliness of
restaurant
12%
Comfort food
46%
Specialty dish that is hard to cook
at home
How important do you think it is to share or pass down family recipes?
11% Extremely important
33% Very important
40% Moderately important
13% Neither
important nor unimportant
2% Unimportant
1% Not at all important
84%
Have you ever been or are you willing to go camping?
27%Never been
but willing to
6%No, and
I don't intend to
8%Yes, I go often
59%Yes, I have experienced it
but I don't go regularly
62%At least sometimes
65%Some
6%An extreme
amount3%None
26%Quite a bit
A substantial increase in
choice.
33%Never
15%A few times a month
20%Less than
once a month
10%Three times a week or more
24%Once or twice a week
34%
Once a week or more
36%Lack of variety of food I can eat alone
35%Conscious of
other customers
19%Not
uncomfortable
10%Do not feel the need to dine
out when I can order takeaway food instead
If you ever felt uncomfortable eating alone at a restaurant, what was the reason?
Moderatelyto extremely
important
67%
Have been camping before
How often do you dine out?
17%Three times a week or more
41%Once or twice a week
31%A few times a month
10%Once a month
or less
1%Never
11%
Rarely or never
32%