Record-breaking temperatures, with daytime highs in Gyeongnam Yangsan reaching 40.3 degrees Celsius for two consecutive days, are significantly altering consumer purchasing patterns this summer. As prolonged heatwaves persist, shoppers are increasingly opting for products that offer both nourishment and continuous cooling, while also seeking convenient ways to protect themselves from the sun outdoors.
Shifting Demand: From Eating Out to Staying In
Retail data reveals a distinct trend: consumers are spending more time at home, focusing on foods that provide sustenance and a cooling effect. This shift is evident in the sales figures across various retail sectors. For instance, E-Mart reported a 22% year-over-year increase in corn sales from July 1st to July 29th, a popular summer snack. Seasonal fruits like peaches (up 13%) and watermelon (up 6%) also saw significant growth. Similarly, Lotte Mart observed a 20.6% rise in ice cream sales and an 11.2% increase in refrigerated beverages during the same period, indicating a preference for cooling treats consumed at home.
Convenience stores are also experiencing a surge in demand for items that cater to indoor consumption. CU noted a 47.8% jump in sales of fruit smoothies from July 1st to July 30th compared to the previous year. Other popular items included cup noodles (up 14.1%), beer (up 13.7%), sports and energy drinks (up 12.2%), and bottled water (up 7.9%). The substantial growth across these categories, many showing higher year-over-year increases than the previous month, underscores the intensifying heat and its impact on daily life.
Nourishing Foods and Constant Cooling Solutions
The demand for restorative foods, often associated with traditional health benefits, has also become noticeable. E-Mart’s sales for chicken soup, a popular nourishing dish, rose by approximately 20% during the second week of July compared to the same period last year. Dishes like ‘Jeonbok (abalone) dishes’ and ‘Nokdu Samgyetang’ (mung bean chicken soup) ranked high in sales within deli sections. This trend is partly attributed to rising costs of dining out, prompting consumers to purchase ready-to-eat nourishing meals from supermarkets.
When it comes to cooling solutions for the home, sales figures show varied preferences. E-Mart experienced a dramatic 161.5% increase in sales of system air conditioners compared to the same period last year, while sales of standalone air conditioners grew by only 8.6%. E-Mart attributed the rise in system air conditioner sales to their space-saving design and aesthetic appeal.
Household items designed for summer hygiene and comfort are also gaining traction. Sales of food waste disposers, which help prevent odors and deter pests in the heat, increased by 22.5%, solidifying their status as a summer essential. Lotte Mart reported a 16.8% rise in sales of fans and circulators, which are easy to operate continuously, and a 15% increase in summer bedding compared to the previous year (up 19.7% from the previous month). Retailers are preparing to meet the sustained demand by increasing inventory, anticipating that the intense heat will continue.
Outdoor Protection: Reapplication and Long-Lasting Wear
Stepping outside now requires immediate sun protection. Daiso saw a nearly 50% increase in sun care product sales from July 1st to July 29th compared to the previous year. Mini portable fans also saw an approximate 15% increase, and swimwear sales rose by about 10%.
Online beauty retailers are also seeing a surge in sales for innovative sun care products. Products offering cooling sensations, such as biphasic ‘Nokdu Cooling Sub-sun cream’ and ‘Cell Fusion C Aqua Tika Cooling Sunscreen’, are performing well. Stick-type sunscreens, like ‘Objet Pore Zero Oil Control Sun Stick’ and ‘Round Lab Mung Bean Soothing Sun Stick’, are also popular due to their portability and ease of reapplication. This indicates a shift from a single morning application to frequent touch-ups throughout the day.
Products designed to manage makeup under hot and humid conditions are also in high demand. Olive Young reported an 864% surge in sales for makeup fixers (products that help makeup adhere and last) compared to the previous year, with primers seeing a 46% increase. Online search trends also reflect this demand, with searches for ‘cooling nose-bum’ increasing by 1870%, ‘primer for makeup adherence’ by 225%, and ‘cooling spray’ by 160%.
A representative from Olive Young noted, “As summers get longer, the trend of ‘sun layering’—reapplying sun care products even while outdoors—is becoming more prevalent. Demand is also increasing for products like primers and fixers that enhance makeup longevity from the base layer.”
Products for cooling the skin after sun exposure are also selling well. Lotte Mart observed a 7.6% increase in sales of mask packs designed to soothe sun-exposed skin and a 9.9% rise in foot care products like cooling patches and foot shampoos (up 13.1% from the previous month). Cooling sprays for the scalp, such as ‘Dr. For Hair’ Scalp Cooling Spray, and cooling massage tools like ‘Feelmillie’ Cooling Ice Massager are also popular at Olive Young.
Long-Term Outlook: A Summer That Lasts Longer
These trends are likely to extend beyond the current summer season. Meteorological data indicates a significant increase in the frequency and duration of heatwaves. The average number of ‘heatwave days’ over the past decade has doubled compared to the 1973-1982 period, and the number of ‘scorching days’ has tripled. Retail industry insiders suggest that summer product sales cycles are expanding, moving from a peak in July-August to a longer season spanning from May to September.
