‘Eat less, but eat good.’
This is a rice consumption pattern that has changed through the novel coronavirus infection (Corona 19). According to the National Statistical Office on the 23rd, the average rice consumption per capita last year was 57.7 kg, down 1.5 kg from the previous year (59.2 kg). In 2015, five years ago, rice consumption per capita reached 62.9 kg. However, as the prolonged corona 19 has reduced eating out and drinking, the number of consumers looking for good ingredients is also increasing. In particular, interest in rice, which is the basis of food ingredients, is increasing.
In the case of Lotte Mart, last year’s rice sales increased 3.4% from the previous year. Until the 17th of this year, sales also increased by 5.4% from the same period last year. In fact, the increase in Lotte Mart’s rice sales was largely driven by the increase in high-end rice consumption. As a result of Lotte Mart’s analysis of the sales of specialty rice stores last year, the share of high-quality rice such as Koshihikari, Jeongsu, Chindeul, and Yeonghojinmi, which are premium varieties, increased from 45% in 2020 to 66% this year. .
This means that more and more consumers are looking for high-quality rice that tastes good even though it is relatively expensive. This is why Lotte Mart is trying to expand a rice specialty store. Accordingly, the goal is to more than double the number of rice specialty stores operating in seven stores nationwide, including the Cheongnyangni branch in Seoul. The rice specialty store is literally a space that mainly sells rice. In the case of Cheongnyangni in Seoul, rice and grains were collected in a space of about 66㎡ (20 pyeong). While regular stores sell 12 kinds of rice, they sell 30 kinds of rice. Although not as popular as Oryunji, Saeilmi, and Miho, new varieties of high-quality rice are also available.
Consumers are choosing rice at a rice specialty store in Lotte Mart’s Cheongnyangni branch in Seoul on the 22nd. Photo Lotte Mart
Rice is immediately milled at the store. You can buy freshly milled rice as much as 1~10kg as the consumer wants. The rice sold is based on vacuum packaging. This is to prevent the taste of the rice from becoming oxidized after milling. In addition, it operates a’instant rice sales service’, which makes rice with polished rice and sells the same morning when consumers order it, as well as a’rice taste consulting counseling center’ that finds rice that suits the taste of consumers through consultations with rice experts.
Thanks to the needs of consumers who want to meticulously choose rice, Lotte Mart’s rice specialty store’Experiment’ is yielding tangible results. In the case of the Cheongnyangni branch, related sales increased by 38% since the opening of a specialty rice store at the end of last year. Lee Jong-cheol, vegetable team manager at Lotte Mart, said, “The top priority consideration when buying rice is not price, but taste.” said.
Reporter Lee Soo-ki [email protected]
