Consumer Values and Behaviour in South Korea

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

USD 1,325
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Overview:

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?
Download Table of Contents
Scope
Consumer values and behaviour in South Korea
Consumers in South Korea are faced with complex ideals, preferences and concerns
Concern about rising costs of everyday items is on everyone's mind
Consumers engage in comprehensive exploration of the products and services they use
Baby boomers are eager to engage with brands if it results in greater innovation
Over half of South Koreans believe they will be happier in the future
Millennials show the greatest optimism about the future
While at home, consumers in South Korea like to exercise
Proximity to public transport remains an ideal home feature for South Koreans
Consumers in South Korea prefer cooking and baking dishes themselves
Far above the global average, South Koreans do not trust their own cooking ability
Younger generations state that they are unfamiliar with the techniques of preparing food
Focusing on healthy ingredients remains important for the majority of consumers
Gen X are most concerned about maintaining their work-life balance
South Koreans primarily desire to have a sense of security in their careers
South Korean consumers say they have a strict boundary between work and personal lives
South Koreans frequently engage in shopping as an enjoyable pastime
Younger generations enjoy the appeal of the silver screen
Consumers' top travel motivation - standard of cuisine or the dining experience
Immersion in local culture ranks lowest in importance on travel features
Less strenuous exercise such as walking or hiking at least weekly is the most popular exercise
Millennial consumers are the most active in weekly exercise routines
Millennials take active steps to reduce stress and maintain their mental wellbeing
South Korean consumers are feeling uneasy about the effects of climate change
Consumers are actively pursuing environmentally-conscious lifestyles
South Koreans are motivated to use products designed for energy efficiency
Millennials are most active in supporting brands aligned with their values
Consumers in South Korea enjoy discovering good deals
Younger generations actively browse without feeling obliged to buy anything
South Koreans consistently search for established or renowned names
Younger consumers are more open to spending money on second-hand or pre-owned goods
Consumers in South Korea are drawn to digital platforms for streaming content
South Koreans are intending to significantly reduce their expenditure on experiences
Gen X are set to increase spending on health and wellness the most
Consumers are comfortable in regularly saving a part of their salary
All generations are slightly worried about their current economic situation
Younger generations are committed to saving more and spending less
Consumers in South Korea are proactive in managing data sharing and privacy settings
Baby boomers are not worried about any invasion of privacy from targeted ads
South Koreans use communication and messaging apps almost daily
Younger generations spend large amounts of time streaming online videos
Millennials are driving the demand for online purchases
Consumers show support for companies by following their social media updates
Both young and old actively engage with companies online
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