Consumer Values and Behaviour in South Korea

June 2021

This report visually explores everyday habits and behaviours that reflect consumers' beliefs and values, linking behaviourial trends with purchase and consumption habits in South Korea

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Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in South Korea report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in South Korea report answers:

  • How is the consumer mindset in South Korea changing? In South Korea, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in South Korea purchase decisions?
  • Where and how do consumers shop in South Korea?
  • What health-related activities do consumers in South Korea participate in?
  • What megatrends should I focus on in South Korea (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer values and behaviour in South Korea
Trying new products not as popular as preference for branded goods
Millennials more focused on unique and tailored products
Millennials also more willing to spend money to save time
South Koreans less confident about their financial future
Consumers upbeat about more activities shifting to in-person
All generations have positive outlook for future happiness
Community engagement not as strong as world average
Consumers concerned that climate change will further impact their lives
Gen Z most optimistic about being in a safer world in the future
All types of households frequently exercise in their homes
Older generations less likely to entertain guests in their homes
Energy efficiency most desirable to save on outgoings
Reliance on public transport drives need for homes with good access
Ready meals considered a good alternative to cooking
Single households more likely to eat out or reheat a ready meal
Lack of skill and preference for convenience barrier to cooking
Millennials and Gen X most likely to order food for delivery
Consumers want healthy foods with informative labels
Boomers most interested in the health properties in foods
“Work for myself” nowhere near as popular compared to global average
South Koreans do not find working from home as appealing
Having a secure job far more valued than workplace benefits
Job security concerns grow as workforce ages
Consumers want products and services that help to simplify life
Millennials less likely to keep boundaries between work and personal life
Day trips are popular with over 60% going at least every few months
Socialising online normalised during the pandemic and likely to continue
South Korean consumers enjoy shopping as a leisure activity
After leisure shopping, visits to the cinema popular for all generations
Walking and hiking by far the most regular types of exercise
Younger generations find running or jogging good ways to keep healthy
High levels of stress disrupt sleep and drive adoption of sleep aids
Millennials opt for sleep aids and massage to help them reduce stress
Only half of consumers trust claims of sustainable production
Gen Z fall behind with efforts to have a positive impact on the planet
Plastics and food waste reduction more urgent versus global average
Circular economy significant after reducing plastics and food waste
Energy efficiency seen as way to more sustainable future
Gen Z not as active around use of sustainable packaging
Consumers vocal on social media and buy based on company ethos
Gen X more likely to purchase products based on company/brand values
Focus on best price as consumers like to find bargains
Older consumers like to use their loyalty cards next to finding bargains
Consumers shop where the focus is on giving them the best experience
Millennials more captivated by branded products
Consumers comfortable with purchasing goods on their smartphones
High percentage of Gen X order personal and health care on smartphone
Consumers increase spending on health but less on new experiences
Accent is on health and wellness as all generations intend to spend more
South Koreans decrease overall spending and focus on saving money
Privacy important to consumers as over half actively manage settings
Gen X and Baby Boomers more likely to feel violated by targeted ads
Nearly a quarter of respondents bought something via a social media site
Overall Millennials more engaged on social media than other generations
High proportion of consumers frequently use online banking
Over half of Millennials make an in-store mobile payment every week

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