Men in 30s emerge as power shoppers for kitchenware

[Photo by MK DB]

Men in their thirties are becoming the new power shoppers in South Korea’s kitchenware market. The demographic is shifting as the age at which first marriages take place increase across society, meaning that more men in this age group cook for themselves. The portrayal of men cooking in TV shows and YouTube videos has also had a major influence.

According to recent data from Hyundai Department Store, sales of kitchenware to men in their thirties surged by 42.2 percent in the first quarter of 2024 versus the same period the year before. This growth starkly contrasts with overall kitchenware sales at the department store, which saw a modest increase of 6.2 percent, and the purchasing power of men in this age group is beginning to outpace that of their female counterparts. Men in their thirties accounted for a larger share of Hyundai Department Store’s kitchenware sales than women in the same age group for the first time in 2024, with men making up 15.1 percent and women 12.5 percent of total kitchenware sales in March. This is a reversal from the previous year, where men accounted for 10.3 percent and women for 11.4 percent.

The shift in the societal perception towards men who cook is a direct cause of this trend. TV programs featuring men cooking have been popular for several years, and there has been a noticeable increase in cooking content by male creators on platforms including YouTube and Instagram. More men are consequently taking an active interest in cooking and enjoying it.

The trend of delayed marriages also plays a role, and there is growing speculation within the retail industry that single men or those who marry later will increasingly be interested in cooking homemade meals for themselves.

Sales of cast iron pans to men in their thirties more than doubled compared to a year ago at Hyundai Department Store in March 2024. These items, used primarily for cooking meat and popular despite their weight, indicate a shift beyond merely possessing basic living necessities to a genuine interest in cooking among this demographic.