People in Their 20s Buy IP Goods, Those in Their 60s Prefer Eggs and Alcohol... Generation Gap Evident in Convenience Store Shopping Baskets

Lotte Members Publishes 'L.POINT Trend Report'
The Future of Offline, Proximity Shopping Seen Through Convenience Stores

Convenience stores have established themselves as 'content spaces' for people in their 20s who seek to express their preferences through consumption, while serving as 'local supermarkets' for those aged 60 and older looking to do their grocery shopping.

On August 20, Lotte Members announced the publication of the 'L.POINT Trend Report,' which analyzes offline, close-proximity consumption behaviors based on L.POINT transaction data. The analysis covers one year of transaction data, from June 2025 to May of this year.

Citizens are browsing products at convenience stores in downtown Seoul. Photo by Yonhap News.

Among people in their 20s, a strong trend toward 'purpose-driven consumption' was observed, where they visit convenience stores specifically to purchase certain IP (intellectual property) goods or exclusive new products. Customers who purchased IP products three times or more visited the stores over three times more frequently than those who only made one purchase. Even customers who bought an IP product just once spent 2.5 times more on average than general customers.

The convenience store app was also found to be a factor that increased repeat visits. In the past year, per-customer revenue and the number of purchased products among app users were about twice the overall average, while customers who used tiered membership or parcel delivery services visited nearly three times more often.

In contrast, people aged 60 and older showed a strong tendency to use convenience stores as 'local supermarkets.' Their per-visit spending was 13% higher than the overall average, and their basket share of fresh foods, household items, and traditional liquor was more than twice as high as that of customers in their 20s.

Differences were also found depending on the commercial district. In university neighborhoods with many customers in their 20s, hangover relievers and ice cream accounted for a larger share of purchases, while in residential areas with a higher proportion of those in their 60s or older, staples like eggs and alcoholic beverages were more commonly bought.

Lotte Members stated, "This report focused on identifying the core offline consumption patterns of each generation based on L.POINT data," and added, "Going forward, Lotte Members will continue to leverage extensive data to track market trends and provide meaningful insights."

This content was produced with the assistance of AI translation services.