Contrary to the perception that salads are primarily consumed by women, a recent analysis reveals that one in three customers at salad specialty shops are men.
On October 6, NH Nonghyup Bank analyzed approximately 2.06 million transactions (from 630,000 individuals) made with NH Nonghyup Card. The findings indicated that last year, 70% of customers at salad specialty shops were women, while 30% were men. Among male customers, those in their 30s represented the largest group at 26.6%, followed by those in their 20s (24.0%), 50s (20.0%), 40s (14.9%), and those aged 60 and above (12.5%). The combined percentage of male customers in their 40s and 50s was 34.9%, surpassing the same age group's percentage among female customers, which stood at 28.2%.
The salad specialty shop market is also expanding. According to NH Nonghyup Bank, the number of franchise locations for five leading salad brands increased by 13% compared to 2023, a growth rate comparable to that of six major fast-food brands, which saw a 15% increase.
More men are also purchasing salads at convenience stores. GS25 reported that the share of male customers in the salad category rose from 39% in 2019 to 43% in the first quarter of 2024. GS25 attributed this increase to the growing trend of 'healthy pleasure,' where men are increasingly interested in maintaining their health while enjoying food.
NH Nonghyup Bank noted that the relatively low percentage of male customers in their 40s is likely due to many of them eating at home due to child-rearing responsibilities.
Men in their 40s and 50s also have a higher obesity rate. According to the 2025 National Health and Nutrition Survey (preliminary data) by the Korea Disease Control and Prevention Agency, the obesity prevalence rate among men was 49.1%, with rates of 59.0% for those in their 30s, 54.0% for those in their 50s, and 53.3% for those in their 40s. The obesity rate for men in their 50s increased by 5.9 percentage points compared to the previous year.
* This article has been translated by AI.
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