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According to a study on Koreans in 1998-2008 by Cheil Worldwide, consumers drank more soju than beer and are increasingly in favor of healthy food.
Their favorite alcohol changed from beer (53 percent) in 1998 to soju (54 percent) in 2008. The shift was most noticeable in consumers in their 20s and 30s who most enjoyed beers. This is a result of soju makers' strenuous efforts to keep up with consumers' changing tastes, explained the Cheil Worldwide report.
What is remarkable is that consumers are increasingly willing to buy quality food products at premium prices in the face of global economic downturn.
This is because consumers think of nutrition as the most important selection standard, with escalated concerns over food safety and a rise in life expectancy. Consumers are now looking for nutritional food with less trans fat. Consumers who select health-promoting food rose to 23 percent in 2008 from 17 percent in 1998.
(englishnews@chosun.com )
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