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Kurly says packaged kimchi transaction value rose 35%, led by small packs
Версия 2: Two further outlets reported the same Kurly figures, adding previously unreported detail on the company's private-label kimchi growth, its first-place ranking in the chonggak kimchi category and a restaurant-recipe product launched in July with Daesang's Jongga.
Коротко
Kurly said its packaged kimchi transaction value in July-September rose 35% from a year earlier and the number of packaged kimchi products rose 28%. Small packs of 100g to 1kg grew fastest, up 39%, ahead of mid-size and large packs. Kurly attributed the demand to single- and two-person households and to sharply higher cabbage prices, which it said made consumers reluctant to make kimchi at home.
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Kurly said its packaged kimchi transaction value in the July-September period rose 35% from the same period a year earlier, and that the number of packaged kimchi products on its platform rose 28%, according to Yonhap and Asia Economy. The company released the figures on Oct. 6. [ 1 , 3 ]
By pack size, transaction value for small products of 100g to 1kg rose 39%, the largest increase of any category, according to Yonhap and Asia Economy; Newsis headlined the same 39% figure for small packs. Mid-size packs of 2kg to 4kg rose 26% and large packs of 5kg to 10kg rose 18%. Kurly said the growth was driven by single- and two-person households seeking to buy only the amount they need. [ 1 , 2 , 3 ]
Asia Economy reported further detail on Kurly's own and partner products. ‘제일맞게컬리’ 포기김치 and 총각김치, launched jointly with CJ CheilJedang in September last year, saw transaction value rise 56% in their first year as of September this year, and ‘제일맞게컬리 총각김치’ ranked first by transaction value in the overall chonggak kimchi category, it said. Kurly's own-brand ‘시원한 배추김치’ saw transaction value rise 58% over the recent three months, with its 1.5kg half-head pack ranked second in the overall kimchi category, according to the outlet. [ 3 ]
Asia Economy also reported that Kurly launched ‘산호원 김치’, based on a recipe from the Michelin one-star Korean restaurant Sanhowon, in July as a domestic exclusive in cooperation with Daesang's Jongga, and that its line-up runs from Jongga and Bibigo products to kimchi from the Josun and Walkerhill hotels. Competition in packaged kimchi has been intensifying in the retail industry, the outlet said. [ 3 ]
A Kurly official said that with cabbage prices rising sharply, consumers were turning to packaged kimchi to reduce the cost and effort of making it themselves and to choose products suited to their taste, and that the company would keep developing a range of kimchi products. Yonhap and Asia Economy both carried the explanation, which came from the company. [ 1 , 3 ]
The documents do not give figures for the rise in cabbage prices, and the explanation for the demand shift comes from Kurly itself. The figures cover Kurly's own transaction value and product count, not the wider market. [ 1 , 3 ]
Почему это важно
The figures are Kurly's own and cover one e-commerce platform, so they indicate how higher cabbage prices are shifting some Korean households toward buying packaged kimchi instead of making it. The same release shows the platform widening its kimchi line-up, from mass brands to hotel and restaurant recipes, which points to competition among retailers over packaged kimchi. The documents give no market-wide data, so the scale of any broader shift is not established.
Ключевые факты
- Kurly said its packaged kimchi transaction value in July-September rose 35% from the same period a year earlier. [ 1 , 3 ]
- The number of packaged kimchi products on Kurly rose 28% over the same period, the company said. [ 1 , 3 ]
- Transaction value for small packs of 100g to 1kg rose 39%, the largest increase among size categories. [ 1 , 2 , 3 ]
- Mid-size packs of 2kg to 4kg rose 26% and large packs of 5kg to 10kg rose 18%. [ 1 , 3 ]
- Kurly said the growth was led by single- and two-person households buying only the amount they need. [ 1 , 3 ]
- Asia Economy reported that ‘제일맞게컬리’ 포기김치 and 총각김치, launched with CJ CheilJedang in September last year, saw transaction value rise 56% in their first year. [ 3 ]
- Kurly's own-brand ‘시원한 배추김치’ saw transaction value rise 58% over the recent three months, and its 1.5kg half-head pack ranked second in the overall kimchi category, Asia Economy reported. [ 3 ]
- Kurly launched ‘산호원 김치’, based on a recipe from the Michelin one-star Korean restaurant Sanhowon, in July in cooperation with Daesang's Jongga, Asia Economy reported. [ 3 ]
Подтверждено несколькими источниками
- Kurly said its packaged kimchi transaction value in July-September rose 35% year-on-year. [ 1 , 3 ]
- Transaction value for small-size packaged kimchi of 100g to 1kg rose 39%. [ 1 , 2 , 3 ]
- The number of packaged kimchi products rose 28%. [ 1 , 3 ]
- Kurly said the growth was driven by demand for smaller quantities, mainly from single- and two-person households. [ 1 , 3 ]
- A Kurly official attributed the rise in packaged kimchi purchases to higher cabbage prices and to consumers wanting to avoid the cost and effort of making kimchi themselves. [ 1 , 3 ]
Пока неясно
- How much cabbage prices have risen, and whether that is the main cause of the increase in packaged kimchi demand. No cabbage price figures appear in the documents, and the explanation is Kurly's own analysis, stated by the company rather than by an independent source.
- Whether the increases reflect the whole packaged kimchi market or only Kurly's platform. The documents report only Kurly's transaction value and product count.
- Newsis's full article text could not be used. The text carried under its headline concerns an unrelated police hacking investigation, so only its headline was used.
Что пишут местные СМИ
Хронология, местное время
- Yonhap publishes Kurly's July-September packaged kimchi figures, including the 35% rise in transaction value and the breakdown by pack size. [ 1 ]
- Newsis reports the 39% rise in transaction value for small-size packaged kimchi. [ 2 ]
- Asia Economy reports the same figures with additional detail on Kurly's private-label kimchi and partner product launches. [ 3 ]