High prices for fresh fruit are pushing Korean consumers to seek frozen alternatives, according to a report by the business publication Maeil Business Newspaper (MK). This trend is gaining momentum amid sustained food inflation and increased price sensitivity in household purchases.

In fact, KATI data indicates that Korea imported 73.299 tons of frozen fruit in the first 11 months of the year, representing a year-on-year increase of 4%. If this pace continues, the country could surpass the annual record set in 2024.

Imports on the rise

In 2024, the imports annual of frozen fruit They reached a record high of 79.436 tons. The projection for 2025 aims to repeat—and even surpass—that milestone, reflecting a change in habits that no longer appears to be temporary.

According to MK, the sustained growth since 2020 has one main driver: the direct comparison of prices between fresh and frozen fruitFor many consumers, frozen food is becoming established as a "more predictable" alternative in terms of cost and availability.

Pressure on fresh fruit

The consumer price index (CPI) for fresh fruit in Korea has been steadily increasing over the past five years: 3,8% (2020), 11,3% (2021), 6,2% (2022) and 9,6% (2023), before jumping to 16,9% last year, according to the report.

In line with the above, the National Data Agency reported that the fresh fruit index averaged 152,21 (2020=100) through the third quarter of this year, placing it above the index of fresh food (130,8) and the fresh vegetable index (120,4). The result: more households adjusting their purchases towards options that yield more and last longer.

Convenience, single-person households and private label brands

The shift is also explained by demographic and lifestyle factors. The increase in single-person households and consumption trends geared towards convenience are reinforcing the preference for frozen products, especially ready-to-use and portion-controlled formats.

A worker in his 30s who lives alone summed it up for MK this way: when looking for smaller packages, he encountered "premium" prices, such as 12.000 won for three apples. Meanwhile, companies like CJ Freshway have expanded their frozen fruit portfolio under their own brand, It's Well (including frozen mangoes), and claim that distribution of these products—such as blueberries and mangoes—has more than doubled year-on-year over the past three years.