라이프스타일 변화에 따른 PB 밀키트 상품 트렌드 연구 - 이마트 피코크 상품을 중심으로 -

Abstract

Background The COVID-19 pandemic has changed many things in our daily lives. Due to the reinforcement of social distancing and prolonged home life, the amount of housework for family members in charge of housekeeping increased sharply, and the food delivery service and HMR(Home Meal Replacement) market grew steeply in order to reduce the trouble of preparing meals. Among the HMR, the Meal Kit market, which led to the internalization of eating out, is drawing attention. This study attempted to examine the status of Meal Kit among PB(Private Brand) products that are expanding according to lifestyle changes, and to study the Meal Kit trend and the design direction in line with changes in dietary culture. Methods In this study, in Chapter 2, the meaning of PB products, the history and trends of HMR, and Meal Kit, which has recently attracted attention among HMR, were examined as theoretical considerations in Chapter 2. In Chapter 3, I examined the cases of PB Meal Kit products of three leading Korean distributors, and focused on the case of E-Mart Peacock brand to investigate and analyze the trends and package design characteristics of Meal Kit products. Result As the market expanded and competition intensified, the PB Meal Kit products were diversified and advanced. E-Mart PB Peacock was implementing a premium strategy by integrating existing brands, collaborating with various restaurants, and promoting concept consumption. Conclusion The combination of the reliability of the freshness of food ingredients and the power to communicate information that makes cooking easier has become an important factor for customers who want rational consumption. As the pursuit of convenience and concept consumption emerged as a trend, the premium strategy of PB products was in progress, and it could be seen that the trend is the Meal Kit design that uses eco-friendly packaging materials and enhances the convenience of use.