[Edaily Reporter Han Jeon-jin ] Amid persistently high inflation, “K-shaped consumption”—a trend where spending is split between high-end and ultra-low-end items—is spreading to everyday consumer goods such as fruit and ice cream. This is happening as high-end ice cream priced around 10,000 won sells like hotcakes, while the number of consumers seeking 990-won milk and vegetables is also on the rise. Analysts note that a consumption pattern—where people buy high-end items when they can but cut costs as much as possible on other items—is becoming firmly established across all aspects of daily life.

◇Fruit and Ice Cream… High-End and Ultra-Low-Priced Products Enjoy a “Simultaneous Boom”

According to industry sources on the 21st, a phenomenon is emerging in everyday retail channels—such as large supermarkets and convenience stores—where both ultra-low-priced and high-priced products are growing simultaneously. In the past, the trend of consumer spending splitting between premium and low-cost options was considered limited to certain sectors, such as luxury goods and overseas travel. However, experts now note that the same trend is appearing in everyday food items such as fruit, ice cream, and ready-to-eat meals.

Fruit is a prime example. According to Lotte Mart’s fruit sales data for the past year (June 2025–May 2026), sales of high-end fruits—such as those with high sugar content and those sorted using artificial intelligence (AI)—increased by 20% compared to the same period last year. During the same period, sales of “shared-prosperity fruits”—which are sold at lower prices due to smaller size or minor blemishes—also rose by 20%. Notably, the share of high-priced fruits in total fruit sales has expanded from around 6% four years ago to 20% recently.

A similar trend is evident at convenience stores. Sales of high-end ice cream and desserts at GS25 rose 32.5% year-over-year from the 1st to the 15th of this month. Häagen-Dazs pints are among the most popular items. During the same period, sales of high-end ice cream at CU increased by 29.8%, while dessert sales rose by 45.1%. This suggests that food items emphasizing taste and quality—even at higher prices—are selling steadily.

On the other hand, price-sensitive consumption is also on the rise. Sales of CU’s products priced at 1,000 won or less have shown accelerating growth, rising 29.8% in 2024, 38.0% in 2025, and 39.1% from January to May of this year. Representative items include vegetables, milk, nuts, and snacks priced at 990 won. GS Holdings also saw sales of its private-label (PB) products priced at 1,000 won or less rise by 22.7% year-over-year from the 1st to the 15th of this month. Ice cups, bottled water, and 980-won chocolate milk ranked among the top sellers.

◇From Income Disparities to Selective Consumption… Polarization Becomes More Pronounced

It is also notable that demand for both ultra-low-priced and ultra-high-priced items coexists within the same retail platform. CU’s proprietary app, “Pocket CU,” has established itself as a sales channel for ultra-high-end products. Following last year’s sale of a 75 million won Glen Grant 65-year-old whiskey, this year’s limited-edition Prada handbags also sold out completely. Recently, Pocket CU has even held a discount event for SamsungElectronics (005930) large-screen TVs, further expanding its lineup of high-end products.

This polarization in consumption is not unrelated to the widening income gap. According to the National Data Agency’s Household Trends Survey for the first quarter of this year, the average monthly income of the top 20% of households reached 12,378,000 won, surpassing 12 million won for the first time. In contrast, the income of the bottom 20% of households stood at just 1.17 million won. The quintile ratio based on equalized disposable income—a measure of income distribution—stood at 6.59, the highest level since the first quarter of 2020, when the impact of the COVID-19 pandemic began in earnest.

However, some analysts note that this trend cannot be explained by income levels alone. As economic uncertainty and inflationary pressures persist, consumers are increasingly adopting “selective consumption”—cutting back on everyday items while spending on products they perceive as providing high satisfaction. In fact, high-end fruits and ice cream are cited as product categories that offer a sense of satisfaction at a relatively low cost.

A retail industry official stated, “While consumption polarization used to be centered on luxury goods and low-priced items, it has recently expanded to include everyday consumer goods such as fruit and ice cream,” adding, “As high inflation persists, consumers are increasingly weighing both price and satisfaction when making purchases.” The official continued, “As demand for both ultra-low-priced and high-priced items grows simultaneously, the industry is trending toward strengthening product strategies that target both markets at the same time.”