"Why Are People Eating This Lately?... Grabbed on the Way to Work, Not Eoljuka but Jjyeojuggo" [Your Consumption Today]

Convenience store roasted sweet potato sales soar by 67%

The 'healthy pleasure' trend fuels demand—even during the heatwave

Sales of healthy foods like salads and chicken breast are on the rise

Protein drinks emerge as a leading produ

Editor's NoteWhat do people buy these days? From must-have household goods at Daiso to cosmetic products at Olive Young that instantly sell out, and bakery goods people wait in line for - the consumer scenes we are familiar with reveal the current flow of the market. is a recurring series that uncovers today's consumption trends through the lens of popular products in daily life. We break down which products are being chosen and which strategies make people open their wallets, offering an easy and engaging look at the evolving retail landscape.

"Even though the weather is in the middle of summer, more customers are looking for roasted sweet potatoes."

A convenience store owner in Jung-gu, Seoul, recently found herself puzzled as she watched the store’s product display. Despite the heatwave, with actual temperatures exceeding 35 degrees Celsius, hot roasted sweet potatoes were enjoying unexpected popularity.

CU Roasted Sweet Potato. CU

As the 'healthy pleasure' trend spreads—where people prioritize both health and enjoyable taste—the summer shelves at convenience stores, once dominated by cold drinks and ice cream, are being transformed. Accordingly, the sales formula and product landscape that have long supported convenience stores are being rewritten.

Roasted Sweet Potato: From Winter Snack to Year-Round Convenient Meal

According to CU on August 21, sales volumes for roasted sweet potatoes in the third quarter of this year increased by 67.4% compared to the same period last year. Even during the heatwave, from late July to early August, sales rose by 63.9% compared to last year’s same period.

The location and timing of sales are also notable. Of CU's top 10 stores for roasted sweet potato sales in June, five were located in subway stations. At one top-selling location, an average of about 470 units were sold daily. At GS25, sales were relatively higher during morning commute hours at stores in business districts or near subway stations.

GS25 Roasted Sweet Potato. GS25

Analyzing GS25's sales by time slot, the period from 5 p.m. to 8 p.m. accounted for the highest portion at 20.4%. This was followed by 11 a.m. to 2 p.m. at 15.4% and 6 a.m. to 9 a.m. at 11.9%.

This indicates that roasted sweet potatoes are no longer just considered a winter snack but are being consumed in various scenarios: as a breakfast on the way to work, a snack between lunch and dinner, or a meal replacement on the way home. This suggests that consumers’ efforts to prioritize both health and convenience are breaking down seasonal boundaries.

Rising Popularity of Protein Drinks, Decline in Cigarette Sales ... Changing Convenience Store Consumption

As consumers increasingly factor in health, similar patterns are observable in beverage and processed food categories at convenience stores. At GS25, for the first time in the processed milk category, first-half sales of protein drinks surpassed those of banana milk. Sales of salads increased by 38.5% and chicken breast by 20.3% year-on-year during the same period.

Meanwhile, the share of cigarettes in convenience store sales is steadily declining. At CU, the portion of tobacco sales dropped from 40.8% in 2020 to 35.9% in the second quarter of this year. As the share of tobacco declines, food and processed food categories are filling the gap.

GS25 protein drink display. GS25

Convenience store chains are expanding related products in response to these consumption shifts. CU is pursuing a 'Healthcare 2.0' strategy, expanding the number of locations carrying health functional foods to over 8,000 and increasing the lineup of health-related products by collaborating with pharmaceutical companies.

GS25 has launched tuna-egg and cheese-pork cutlet gimbap with protein content doubled to 15–17g. The number of protein drink options has also expanded to about 50 varieties. Similarly, Seven Eleven has introduced the healthy ready-to-eat brand ‘Balance Spoon,’ offering roll sandwiches and salads with boosted protein and dietary fiber content.

'Health-Conscious Consumption' Growing at Convenience Stores

Experts interpret these phenomena not as short-term fads, but as a functional redefinition of what convenience stores offer. The rise of obesity treatments and a more meticulous approach to health management amid high inflation are fundamentally changing how people use convenience stores.

Experts say, "Consumers are now looking for healthy meals at convenience stores, not just easy-to-eat foods but also those that consider value for money and nutritional content." They add, "The healthy pleasure trend will influence future product planning and store layouts at convenience stores."

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