Daiso, once primarily seen as a store for household goods, is increasingly establishing itself as a destination for food purchases. With an expanding range of products that now includes not just snacks and chocolates but also nuts, seasonings, ready-to-eat meals, and side dishes, the sales in the food category are growing rapidly. Daiso's focus on affordable prices and smaller package sizes has positioned it as a new food distribution channel amid rising inflation, prompting food companies to launch exclusive products and expand collaborations.
According to market research firm Embrain Purchase Deep Data, the estimated sales in Daiso's food category for the past year (June 2025 to May 2026) reached 182.38 billion won, a 14% increase from 159.92 billion won in the same period the previous year. This growth reflects a rising consumer demand for budget-friendly food options, solidifying Daiso's reputation as a go-to for value-oriented food purchases.
In terms of sales volume, box snacks (45.88 billion won), bagged snacks (42.51 billion won), and chocolates (19.61 billion won) topped the list. Together, box and bagged snacks accounted for 48.5% of total food sales, indicating that consumers continue to purchase snacks alongside their household goods.
Notably, there has been a shift in the types of products being purchased. The highest growth rate was seen in nuts and dried fruits, which increased by 73.1% compared to the previous year, followed by seasonings (68.4%), fish jerky (51.0%), ready-to-eat meals (47.7%), juices (42.2%), and canned goods and side dishes (40.7%). The food section, once dominated by snacks, is now evolving into a space where simple grocery shopping is possible.
This change aligns with Daiso's channel characteristics. The price range of 1,000 to 2,000 won and smaller package sizes reduce consumer purchasing burdens and encourage the trial of new products. Manufacturers are increasingly using Daiso as a testing ground to quickly gauge consumer reactions to new products at a lower cost. The rise in inflation and the increase in single-person households are also cited as factors supporting the expansion of everyday food consumption.
Food companies are adapting their strategies as well. Earlier this year, Orion, Lotte Wellfood, Crown Confectionery, and Haitai Confectionery collaborated on a special exhibition for Daiso called 'Trend Korea 2026,' showcasing limited-edition products that restored the original packaging of popular long-standing brands. These products, enhanced with new concepts, attracted consumer interest, leading to some items selling out quickly.
Recently, products targeting the health food market have also emerged at Daiso. Samjin Pharmaceutical recently launched its 'Better Fit High-Protein Low-Sugar Shake' through Daiso, priced at 1,000 won per packet, about one-third of the cost of similar products. This significant price reduction has drawn in a new consumer base.
Daiso's expansion is not limited to human food; it is also increasing its presence in the pet food market. Dongwon F&B's pet brand 'Aruru' recently launched 16 types of dog snacks, including 'Bap-Kku' (rice decoration snacks), available at all Daiso stores and online for 1,000 won each. These pet food products are also leveraging Daiso's affordable pricing and small packaging to tap into the growing pet food market.
Industry experts believe that the trend of consumers purchasing food while shopping for household goods is becoming commonplace, and the focus on value and smaller sizes will further enhance Daiso's influence in the food sector. A representative from the food industry stated, 'Channels like Daiso, which focus on household goods, are key targets with high growth potential in the domestic market. Although the overall sales contribution is still small, the rapid growth rate suggests we are aiming for double-digit growth as we expand supply.'
* This article has been translated by AI.
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