imagesColumn

[Korea] Moktecan, a major Korean food manufacturer that has created a new category of snacks for adults, is popular!

images

Recreating the Flavor of Dried Pollack “Mokute"
Created a new category of adult snacks

"Moktehkang/먹태깡" (60g/1,700 won), released in June 2023 by "Nongshin", a major Korean food manufacturer well known for its spicy ramen noodles, has been such a big hit that it has become a phantom item that is difficult to obtain.
Moktehkang is a snack that reproduces the flavor of dried pollock “mokteh,” a popular beer snack, and was introduced to the market as a product in the “Seukang” series, which is said to be the best-selling snack in Korea. It faithfully reproduces the unique flavor and sweetness of mokteh, as well as the taste of mayonnaise and green chili peppers that accompany the snack. Its tangy flavor and crunchy texture make it an addictive product that cannot be stopped.
Since its launch, more than 6 million bags have been sold in 12 weeks, and it is highly regarded as a “snack that goes well with beer". It has established a new category of “adult snacks” that had never existed in Korea before.
The popularity of adult snacks is expected to continue to grow in 2024.

images

Focusing on Snacks for Adults Against a Backdrop of Declining Birthrate
Popularity of the product is so great that online resale is rampant.

In 2022, the total fertility rate (the number of children a woman gives birth to in her lifetime) in South Korea was 0.78, the lowest among OECD member countries. With such a declining birthrate, the food industry has become aware of a serious crisis and is shifting its marketing strategy from products that used to target children to those for adults.
Based on Seukan, a long-time favorite of the public, Nongshin has developed a “new snack for adults” that combines nostalgia and novelty. This novel concept of snacks stirred up purchasing interest, especially among middle-aged and older consumers, and became a big hit.
Continued shortages led to a premium for the product, further accelerating the boom. Online resale is also rampant, with prices ranging from three to five times the commercial price.

images

Translated with AI Translator


This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

  • TNCアジアトレンドラボ

    Author profile
    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

    Editor profile
    Intage Inc.

    ＊＊＊

  • Feb 20, 2024
  • 830 Views

Reproducing and quotation
  • The copyright of this report/column is held by Intage Inc. or the company to which the author belongs. Please confirm the following prohibitions and cautions, and specify the source when reproducing or quoting.
    Example:
    "Source: Intage's Research Report "(Report title) (issued on DD/MM/YYYY)"
    "Source: Global Market Surfer, article published on DD/MM/YYYY"
  • Prohibiton:
    • Modification of part or all of the contents
    • Sale or publication of part or all of the contents
    • Use that is offensive to public order and morals or that leads to illegal activities
    • Reprpducing or quotation for the purpose of advertising or sales promotion of companies, products, or services.
  • Other cautions:
    • We are not responsible for any trouble, loss or damage caused by the use of this report.
    • These terms of use do not restrict the use of quotations, etc., which are permitted under the Copyright Act.
  • If you have any questions about reprinting or quotation, please contact us from here