Koreans are returning to their roots, with plain, everyday food known
as Jip-bab stepping into the spotlight
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Food Forward Korea infographic(English)


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Weber Shandwick, global public relations agency, released Food Forward Trends Report 2014 Korea, predicting the biggest trends in food industry for 2014.

Food Forward Trends Report 2014 Korea surveyed more than 750 Korean consumers and food experts nationwide, including food critics, chefs, and cooking experts, to find how these food and lifestyle trends impact upon corporations, industry bodies and policy makers; and how these trends will fuel further discussion between retailers, brands and consumers. The objective of the report is to understand the biggest trends and changes in food industry to relative officials and consumers.

In addition, Food Forward Trend Report 2014 study was also conducted in Australia, China and Singapore to help better understanding of the food trends on Asia-Pacific regions.

Published in: Food, Self Improvement, Business
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Food Forward Korea infographic(English)

  1. 1. Koreans are returning to their roots, with plain, everyday food known as Jip-bab stepping into the spotlight FOODFORWARDTRENDSREPORT KOREA 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? webershandwick.asia/foodforward-kr facebook.com/WeberShandwickAPAC twitter.com/engagingalways TylerKim Managing Director, Korea +82 2 6250 7007 Tyler.Kim@webershandwick.com IhnChee Senior Vice President, Consumer Practice +82 2 6250 7004 Ihn.Chee@webershandwick.com FormoreinformationonFoodForward2014,pleasecontact: 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% Mostofthetime 3% Always 55% Sometimes 32% Rarely 6% Never In the midst of prolonged economic recession, even as consumers continue to hold off on major international travel or purchasing designer bags, they now see gourmet foods as one area where they can splurge. Eun-suk Lee editor-in-chief of magazine CookAnd 84% 10% Diet-consciousfood 6% Price 2% Other 24% Safetyand cleanlinessof restaurant 12% Comfortfood 46% Specialtydishthat ishardtocook athome 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 norunimportant 2%Unimportant 1%Notatall important 84% Have you ever been or are you willing to go camping? 27% Neverbeen butwillingto 6% No,and Idon'tintendto 8% Yes,Igooften 59% Yes,Ihaveexperiencedit butIdon'tgoregularly 62% Atleast sometimes 65% Some 6% Anextreme amount 3% None 26% Quiteabit Asubstantial increasein choice. 33% Never 15% Afewtimes amonth 20% Lessthan onceamonth 10% Threetimesa weekormore 24% Onceortwice aweek 34% Onceaweek ormore 36% Lackofvariety offoodIcan eatalone 35% Consciousof othercustomers 19% Not uncomfortable 10% Donotfeeltheneed todine outwhenIcanordertakeaway foodinstead If you ever felt uncomfortable eating alone at a restaurant, what was the reason? Moderately toextremely important 67% Havebeen campingbefore How often do you dine out? 17% Threetimesa weekormore 41% Onceor twicea week 31% Afew times amonth 10% Onceamonth orless 1% Never 11% Rarely ornever 32%