The scene of shopping for ingredients to feed the whole family at once and preparing a generous ancestral table during holidays is changing. This is due to the simplification of ancestral tables and shrinking family sizes, leading consumers to buy only what they need or split purchases before and after the holiday. The retail industry is also responding to this demand by offering small-packaged and small-volume products ranging from Hanwoo to convenient holiday meals.
According to the industry on the 13th, Hyundai Department Store expanded its small-packaged products in units of 200g for this year's Chuseok Hanwoo gift sets. For the first time this year, it introduced products reduced from the existing 450g unit to 200g. A representative example is "Hyundai Premium Hanwoo Sodam Mae," which features grilled Hanwoo packaged in 200g units. Special cuts sets are also configured in 200g units.
The share of small-packaged sets in Hanwoo gifts rose from 25% in 2021 to 34% last year and is expected to exceed 40% this year. A Hyundai Department Store official stated, "Due to holiday simplification and a decrease in household members, the preference for small-packaged gift sets that can be freshly shared as needed has noticeably increased."
Convenience stores are also expanding holiday products targeted at small households. While introducing small-packaged Hanwoo for one- or two-person households, they are offering individual items instead of large sets containing many portions of holiday foods such as songpyeon (rice cakes), japchae (glass noodles), and jeon (pancakes), allowing consumers to choose only the menus they need.
GS25 will launch "Chuseok Japchae & Jeon (6,900 won)," which allows for easy enjoyment of jeon and japchae foods. It is configured with half-and-half portions so there is no need to buy jeon and japchae separately. "This Month's Lunchbox Chuseok Edition (6,900 won)" contains black rice, vegetable rice, tteokgalbi (grilled short rib), dakgalbi (spicy stir-fried chicken), omi sanjeok (skewered meat), corn jeon, and songpyeon in a 9-compartment container.
CU offers "Sesame Songpyeon (3,500 won)," which includes small-packaged portions of four white rice cakes and four mugwort rice cakes, totaling eight pieces. "Festive Chuseok Japchae Assorted Jeon (5,600 won)" contains both japchae and jeon together.
Seven-Eleven reflects consumer opinions seeking various forms of convenient holiday meals by introducing kimbap and musubi (hand-rolled rice balls) with high convenience for eating on the spot. It launched "Bok-gadeuk-damun Tteokgalbi Kimbap" and "Bok-gadeuk-damun Gogi Sanjeok Musubi," which utilize tteokgalbi and meat sanjeok respectively.
E-Mart24 will introduce six types of "Hanwoo Gourmet Set," which feature Hanwoo cuts such as tenderloin, ribeye, and sirloin packaged in small portions suitable for one to two people to enjoy.
The background behind the retail industry breaking down holiday products into smaller pieces lies in changes to consumers' shopping habits. According to a survey conducted by the Rural Development Administration last month targeting 1,000 consumers, there was a clear tendency to purchase only what can be eaten rather than large quantities. Among items expected to see increased purchases, small-packaged and small-volume fresh fruits accounted for the highest share at 49.5%. Small-packaged livestock products (33.3%) and washed/prepared vegetables (23.2%) followed. Conversely, 62% of respondents said they would reduce purchases of large-quantity fruits sold by box.
A retail industry official stated, "The perception that one must purchase large quantities or set products during holidays is fading," adding, "We are focusing on diversifying product configurations to allow customers to choose items and volumes in a more segmented manner."
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