1、March 2023The state of grocery retail 2023South KoreaCopyright 2023 McKinsey&Company.All rights reserved.This publication is not intended to be used as the basis for tradingin the shares of any company or for undertaking any other complexor significant financial transaction without consulting approp

2、riate professional advisers.No part of this publication maybe copied or redistributed in anyform without the prior written consent of McKinsey&Company.Cover image:RUNSTUDIO/Getty Images1State of Grocery South KoreaContents6Five trends that will define South Korean grocery in 202313Eat,play,love:How

3、Gen Z is shaping Koreas grocery retailers17South Koreas next sales frontier:Retail media networks23How technology can elevate grocery stores in South Korea29Using sustainability to transform food systems in South Korea1 “Total population and population growth rate,”Korean Statistical Information Ser

4、vice(KOSIS),accessed January 19,2023.ForewordOver the past five years,the modern South Korean grocery market has been stagnant,with annual growth limited to approximately 1 percent.While the overall size of the market has held steady,its dynamics have completely shifted.The hypermarket and supermark

5、et category,which accounted for about 20 percent of total retail sales in South Korea in 2017,had traditionally been the dominant format,but now it is smaller than both the online and convenience store categories.This shift was caused by a combination of four major forces.Demographic change.South Ko

6、reas population demographics have changed dramatically at an accelerated pace.In 2020,the country hit the“population death cross”when the number of newborns is less than the number of the deceased.1 In addition,single households accounted for approximately 35 percent of total households in 2021,up t