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.
The Role of Hotel Prasanth in Thiruvananthapuram Tourism Development
Food Forward Korea infographic(English)
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
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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%