"Where Do You Go Every Lunch Break?"... 'Time-Poor' Men in Their 40s: Where They Spend Their Money.

Lunch Boxes at Three Major Convenience Store Chains: Men Account for Over 60% of Purchases
A "One-Person Lifestyle" ... Analysts Also Describe Them as "Time-Poor"

Men in their 40s are the customer group that buys the most lunch boxes at convenience stores in South Korea. One analysis suggests that these men, who have high incomes but little money available to spend, are flocking to convenience stores to buy affordable Korean meals consisting of rice and side dishes.

According to industry sources on October 27, an analysis by GS Retail of sales at its GS25 convenience stores from 2023 through September 2026 found that customers in their 40s accounted for the largest share of lunch box purchases, at 28.7%. They were followed by customers aged 50 and older at 25.6%, those in their 30s at 24.5%, and those in their 20s at 18.2%. Men accounted for a larger share of purchases than women, at 64.5% and 35.5%, respectively.

During the same period, customers in their 30s accounted for the largest share of lunch box sales at CU, operated by BGF Retail, at 33.4%. Those in their 40s accounted for 29.7%, customers in their 20s for 20.4%, and those aged 50 and older for 8.7%. As at GS25, men accounted for a larger share of purchases, at 60%. At 7-Eleven, customers in their 40s accounted for the largest share, at 31%, followed by those in their 30s at 25%, those aged 50 and older at 23%, and those in their 20s at 21%. Men accounted for 65% of customers and women 35%.

Convenience store lunch boxes, which emphasize value for money and accessibility, have grown by double digits each year. GS25's lunch box sales growth rate was 51% in 2023, 28.1% in 2024, 23.1% in 2025, and 18.3% through September 2026. CU recorded sales growth rates of 26.8%, 24%, 19.7%, and 10.3% over the same periods. 7-Eleven posted growth rates of 40%, 20%, 20%, and 22%.

The core customer base for convenience store lunch boxes appears to be men in their 30s and 40s. Some analysts say economic factors help explain why those in their 40s account for a particularly large share. Men in their 40s are at a stage when they are building assets and playing key roles at work and in business. With limited money and time available, they are turning to affordable convenience store lunch boxes.

Choi Jihye, a research fellow at Seoul National University's Consumer Trend Analysis Center, said, "The popularity of convenience store lunch boxes among men in their 40s may be related to the stock market. The stock market is in such poor shape that the incomes of men in their 40s have fallen considerably. I think men in their 40s, who are often the breadwinners in their households, may be flocking to convenience store lunch boxes to save money."

Another analysis suggests that men in their 40s, who have a firmly established belief that meals should include Korean food, are driving lunch box sales at convenience stores. Lee Eunhee, an emeritus professor in the Department of Consumer Science at Inha University, said, "People in their 20s do not insist on eating Korean food, but men in their 40s prefer meals consisting of rice and side dishes. People in their 20s eat simple foods, while those in their 40s want balanced meals. Convenience store lunch boxes offer menus tailored to that preference, which seems to draw them to convenience stores."

Another analysis suggests that, although men in their 40s do not make up a large share of one-person households, many effectively lead a "one-person lifestyle." According to the Ministry of Data and Statistics, the number of people living alone reached 7.829 million in 2023, rose 2.76% to 8.044 million in 2024, and increased a further 2.48% to 8.244 million in 2025. By gender and age group, the largest share of men living alone in 2024 was in the 30-39 age group, at 21.3%, followed by those aged 29 and younger at 17.8%, those aged 50-59 at 17.7%, those aged 60-69 at 16.5%, those aged 40-49 at 15.6%, and those aged 70 and older at 10.6%.

Seo Yonggu, a professor in the Division of Business Administration at Sookmyung Women's University, said, "Around 20-30% of men in their 40s in South Korea do not have families, and even those who do not live alone often live as if they did. Men in their 40s are 'time-poor' because they have no choice but to work at their busiest. Overall, it appears that people in their 40s who have little financial leeway have become the main customers for convenience store lunch boxes."

Sales at specialty lunch box shops, as well as convenience store lunch boxes, have also increased each year. According to the Financial Supervisory Service's electronic disclosure system, sales at BonIF Group, best known for its Bonjuk and Bon Dosirak brands, were KRW 451 billion in 2023, rose 6.5% to KRW 480.3 billion in 2024, and increased 11.7% to KRW 536.5 billion in 2025. BonIF does not disclose sales figures for individual brands.

Sales at Hansot Dosirak, a lunch box franchise, have also risen over the past three years. Sales were KRW 137.1 billion in 2023, increased 2.5% to KRW 140.6 billion, and rose a further 4.9% to KRW 147.5 billion in 2025.

The company says that Bon Dosirak's main customer base is people in their 30s and 40s, with customers evenly divided by gender. Hansot Dosirak also sees little difference in its customer base by gender, although men reportedly make up a slightly larger share.

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