Localized kimchi as a premium health food. Expansion of the market base

 

Localized kimchi as a premium health food. Expanding the Market Base   Kimchi was selected as the top 5 most popular products at the '2020 Made in Vancouver Award' by Vancouver Magazine in June. Vancouver Magazine selects and announces the top five products each year based on taste, quality and consumer interest among all foods produced locally in Vancouver. However, as local interest in healthy fermented foods increased after Corona 19, Kimchi, one of Korea's representative fermented foods, was selected as one of the 5 most popular local products, proving its popularity in the market. Recently, among Canadian local food companies, healthy kimchi (organic kimchi, vegan kimchi) has been directly made and sold, and these products are steadily popular in local organic food stores. For example, Pomme, a local representative organic food specialty store, has recently increased its product types as more customers are looking for healthy fermented foods since Corona 19 and started to devote a whole refrigerated space to display healthy fermented foods such as kimchi. 

Refrigerated sales shelf for Canadian kimchi 

(Pomme Market, a Canadian organic food store)

Source: KOTRA Vancouver Trade Center (October 2020)

But there is one interesting point. It is a kimchi container. In general, plastic containers of medium and large capacity are mainly used as kimchi containers sold in stores. However, all local organic kimchi containers are small and compact glass bottles. Glass is more expensive than plastic, so it is difficult for a company to have cost competitiveness. Nevertheless, most Canadian kimchi sold at local organic specialty stores stick to small-capacity glass containers. What is the reason? The answer lies in the strategy of product premiumization. As it is an organic health food, it is to differentiate its products by increasing the product value and price and enhancing the brand image by using high-quality containers suitable for it. Customers who visit local organic specialty stores such as Pomme and Whole Foods Market do not spare a bold investment in such products even though they are a little expensive. Since Corona 19, the consumption culture of seeking healthy and clean food has become a new normal, emerging as a new niche market in the food industry. Accordingly, local food companies are rapidly advancing into the market by incorporating premium into kimchi, and is rapidly spreading mainly in premium markets such as organic food stores. So far, the strategy for converting premium kimchi from Canada has been quite successful.

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