Mini watermelons and pre-cut watermelon slices are gaining immense popularity due to the increasing number of single and two-person households. (Image courtesy of Lotte Mart)
SEOUL, Jun. 10 (Korea Bizwire) – As the early summer heat sets in, the demand for watermelons is rising in earnest. While customers seeking large watermelons weighing over 6 kilograms, with the adage “the bigger, the better,” remain steady, mini watermelons and pre-cut watermelon slices are gaining immense popularity due to the increasing number of single and two-person households.
E-mart announced on June 9 that it plans to double the quantity of small watermelon varieties compared to last year for this summer’s sales.
Lotte Mart has increased its pre-cut watermelon product line by nearly double compared to last year and will introduce a new four-slice watermelon offering starting on June 13.
“Looking at watermelon sales figures, large watermelons over 6 kilograms are still popular, but mini watermelons and single-serving pre-cut watermelon packs are also becoming popular as the number of single and two-person households grows,” said a representative from a major retail chain.
Last summer, customers flocked to the “Sweet Slice” watermelon cutting service counter at Lotte Mart’s Jamsil Zettaplex branch, leading to an “open run” phenomenon where customers rushed to purchase the pre-cut watermelons as soon as the store opened. For 2,000 won, customers can have their watermelons washed, peeled, and sliced into edible portions.
At E-mart, the share of small watermelon varieties weighing less than 5 kilograms in overall watermelon sales has been increasing annually, accounting for 4% in 2021, the mid-5% range in 2022, and the 6% range in 2023.
Comparing the sizes of watermelons (Photo: a screenshot from Lotte Mart website)
Among the small watermelon varieties introduced this year, the apple watermelon weighs around 1 kilogram, boasts a small size and high sweetness, and features a thin rind that allows it to be peeled and eaten like an apple, unlike regular watermelons.
E-mart currently focuses on selling black apple watermelons weighing 1.5 to 3 kilograms and black mango watermelons ranging from 3 to 5 kilograms.
Lotte Mart offers apple watermelons for around 6,000 won each and black sweet watermelons weighing 2.5 to 3 kilograms for around 10,000 won each.
Major retailers are actively offering discounts to make watermelons more affordable.
According to data from the Korea Agro-Fisheries & Food Trade Corporation, as of June 5, the average price for a watermelon was 22,660 won, which is 7.46% higher than last year.
Lotte Mart’s Red Festival promotion offers a 2,000 won discount on all watermelon varieties for L.Point members until June 12, with an additional 2,000 won discount for purchases made with promotional credit cards. With these discounts, watermelons weighing 6-7 kilograms are priced in the 14,000 won range, while those weighing 7-8 kilograms cost around 16,000 won.
E-mart is also offering a 3,000 won discount on all regular watermelon varieties for Shinsegae Point members until June 13.
A watermelon stand in E-mart Cheonggyecheon Branch (Image courtesy of E-mart)
Convenience stores, catering to the single and two-person household demographic, are focusing on selling mini watermelons and pre-cut watermelon slices.
GS25 offers pre-cut watermelon slices (480g), apple watermelons (around 1kg), mango watermelons (1-3kg), and black watermelons (3-5kg). Throughout this month, customers can enjoy a 50% discount on all watermelon products when paying with BC or Nonghyup cards.
“We are expanding our selection of convenient pre-cut watermelon slices, mini watermelons, and unique watermelon varieties,” said a GS25 representative. “We also sell regular-sized watermelons over 5 kilograms every year.”
Aligning with the trend for convenient fruit products, CU has launched Fresh and Vibrant Watermelon Slices (250g), featuring peeled and diced watermelon pieces. For whole watermelons, CU targets single and two-person households by offering sizes around 5 kilograms.
As more customers shop at convenience stores, CU’s watermelon sales last year increased by 78.3% compared to the previous year. Pre-cut watermelon slices accounted for 80% of these sales, four times higher than whole watermelons (20%).
Ashley Song (ashley@koreabizwire.com)
