[Edaily Reporter Han Jeon-jin ] “Just 1 kg of rice and 400 g of meat.”

Competition over “small-portion” products is heating up in the retail industry. Amid high inflation and the rise in one- and two-person households, the trend of buying only what is needed—rather than large quantities—has become the norm. Large supermarkets and convenience stores are expanding their lineups of single-meal-sized products one after another, while food delivery platforms have also joined the service competition to adapt to changing consumer trends, even introducing features that allow customers to split the bill for shared orders.

According to industry sources on the 5th, the food delivery app Baedal Minjok plans to pilot a “split bill” feature for its group ordering service “Order Together” and roll it out fully later this month. This feature allows the person who places the order to pay first, and once delivery is complete, participants can either split the total amount equally or easily settle costs based on the specific items each person ordered. A Baedal Minjok spokesperson explained, “This service reflects the recent trend of consuming in a personalized manner, ordering only what is needed.” This is an example of the growing consumer culture where people order only what they will eat and split the cost.

This trend is even more pronounced in offline retail channels. A prime example is the fresh food sector. At Lotte Mart, sales of small 1-kilogram packages of rice increased by 15% year-over-year from January to May of this year. The company has segmented its rice offerings—which were traditionally sold in 10-kg and 20-kg packages—down to 1-kg units. It is also targeting single-meal consumption with its 400-gram “Convenient One-Meal Meat” series, tailored for dishes like shabu-shabu, pork stir-fry, and bulgogi.

E-MART Co., Ltd.(139480)The company is also strengthening its small-portion strategy by promoting products with reduced sizes. Sales of “5K Price,” its ultra-low-price, small-portion private brand (PB) line, have surpassed 25 million units since its launch last August, exceeding its sales target by more than 30%. Sales of small-portion fresh foods are also on the rise. From January to May of this year, sales of sliced watermelon increased by 55%, while sales of pre-cut fruits such as yellow peaches, mangoes, and peaches surged by 450%. Sales of “Crispy-Outside, Tender-Inside Square Pork Belly”—prepared in bite-sized pieces—reached 175 metric tons (t) within just three months of its launch.

Convenience stores are intensifying their competition in the small-portion market by emphasizing “grocery shopping right at your doorstep.” CU’s sales of small-packaged items from January to May this year rose 23.8% compared to the same period last year, and its 990-won and 1,990-won vegetable series surpassed cumulative sales of 1 million units. The company is also pushing to expand its grocery-specialized stores to about 500 locations this year. GS Holdings also saw a 42.3% increase in sales of small-portion fresh foods—including single- or double-serving items and those weighing 200g or less. The chain is targeting the demand for nearby grocery shopping by successively launching the 200g “One-Meal Seasoned Meat” and the small-portion produce “Just One Meal” series.

Behind the retail industry’s competitive expansion of small-portion products lies a shift in consumer behavior. While purchasing large quantities at low prices was once the hallmark of “value-for-money consumption,” there is now a growing perception that buying only what is needed to avoid food waste is more economical. Analysts note that, particularly for fresh foods—which have short shelf lives and pose a significant waste burden—an increasing number of consumers are prioritizing usability and convenience over package size.

The spread of delivery and quick commerce (instant delivery) is further accelerating this shift. As it has become commonplace to purchase only what is needed, from a nearby location, at the exact moment it is needed, the retail industry’s approach to product planning is also changing. The industry is shifting its focus toward expanding its small-portion product lines while maintaining the competitiveness of existing large-volume products. The expansion of this small-portion strategy beyond fresh foods to include ready-to-eat meals, health supplements, and cosmetics follows a similar trend.

A retail industry official stated, “Recently, demand for purchasing only what is needed has been increasing not only among single-person households but also among dual-income households and the elderly.” They added, “While price competitiveness was previously secured through bulk discounts, small-packaged products—which reduce the burden of purchase and increase usability—are now establishing themselves as a new competitive advantage. The expansion of products and services tailored to changes in consumer lifestyles will continue in the future.”