Traditional supermarkets such as Homeplus and Emart are losing ground as more Koreans abandon in-store grocery shopping. Since the COVID-19 pandemic, fresh food delivery platforms—led by Coupang and Market Kurly—have rapidly expanded their market share.
The rise in dual-income households has left many without the time for routine grocery trips. At the same time, the growth of single-person households is reshaping consumption habits, especially among younger consumers. Many now prefer picking up lunch boxes or salads at convenience stores, or ordering meal kits online. Grocery shopping is increasingly seen as inefficient—both in time and cost. Dining out is also being replaced by meal kits, appealing to both families and singles alike. For MZ consumers, a preference for non-face-to-face transactions further strengthens the shift to online platforms.
Competition among fresh food delivery services is intense—a “chicken game” marked by faster delivery promises and aggressive couponing. Korean consumers, known for their savvy, maximize their benefits by using multiple platforms strategically. For instance, they might order bulk vegetables or packaged food from Coupang, fresh produce and meal kits from Market Kurly, and organic items from Oasis. Platforms compete over “must-buy” items to draw in users—such as fertilized eggs from Oasis or Greek yogurt from Market Kurly. Loyalty programs and rewards have become crucial in retaining these strategic, value-seeking customers.