Sales of direct-grilling meal kits soar on rising outdoor activities

[Photo provided by SSG.com]

Sales of direct-grilling meal kits have soared this year as the trend of campnic, a combination of camping and picnic, continues to gain popularity in South Korea.

The meal kits, which can be cooked directly in their packaging without the need for separate cookware, are becoming the go-to choice for convenience-seeking outdoor enthusiasts.

The shift reflects a growing preference among young parents for easy and comfortable outdoor activities, in contrast to the traditional image of camping as a labor-intensive adventure.

Homeplus announced on Monday that sales of direct-grilling meal kits on its online mall increased by 83 percent in the first half of this year compared to a year ago.

The meal kits are especially favored by campers. The most popular items include the 490g direct-grilling bulgogi mushroom hotpot, priced around 10,000 won ($7.3), and the four-serving beef brisket and octopus hotpot, priced around 25,000 won.

Air tents, which can be set up in just 10 minutes with an electric pump, are also in high demand.

Emart Traders has been showcasing its Coody brand air tents in roadshows since February this year.

These tents, which can be set up in less than 10 minutes by simply inflating them, are praised for their ventilation and waterproof features.

Priced over 1 million won, the Coody tents have generated cumulative sales of 500 million won through experiential stores rotating across Emart Traders locations every 2-3 weeks.

Industry analysts suggest that the increasing preference for minimal physical labor in camping is driving this trend.

“It’s becoming increasingly burdensome to prepare food, grill meat over charcoal, and then pack up all the dirty dishes to bring home,” said a camping enthusiast surnamed Choi. “Nowadays, we often opt for day trips instead.”

In addition to convenience, emotional appeal is another key trend in the current camping market. The sales of decorative items for camping, ideal for taking Instagram-worthy photos, have surged.

Wemakeprice announced that sales of hammocks and installation accessories in the first half of this year were seven times higher than the same period last year.

Essential items for camping photo uploads, such as lantern holders and stands, have also sold nearly five times more.

The domestic camping market has consistently grown since the Covid-19 pandemic. Citizens seeking relief from social distancing measures flocked to outdoor activities like car camping and fire watching, leading to a boom in the industry. This increase in camping enthusiasts mirrors a global trend.

Market research firm Fact.MR forecasts that the global camping equipment market will grow from 22 trillion won in 2022 to 45 trillion won by 2032.