Consumer Values and Behaviour in South Korea

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in South Korea report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in South Korea report answers:

  • How is the consumer mindset in South Korea changing? In South Korea, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in South Korea purchase decisions?
  • Where and how do consumers shop in South Korea?
  • What health-related activities do consumers in South Korea participate in?
  • What megatrends should I focus on in South Korea (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in South Korea
Consumers in South Korea have complex ideals, preferences and concerns
Gen X prioritize efficiency and are ready to invest in saving time
Consumers want products and services that are uniquely tailored to them
Gen X extensively research goods and services before making a purchase
Consumers prepare to have a greater amount of time available for personal use
Gen X anticipate an improvement in their financial situation
While at home, consumers in South Korea exercise
Proximity to public transport is the most appreciated home feature among South Koreans
Consumers prefer to cook or bake a dish for themselves
Consumers say they do not cook very well
Younger generations assert that they are unable to cook due to their busy schedule
Consumers look for healthy ingredients in food and beverages
Millennials expect to have the capability of performing job duties remotely
South Koreans primarily desire to guarantee a sense of safety in career
South Koreans say they uphold a division between their job and private life
South Koreans go shopping for enjoyment
Older generations go shopping for enjoyment
South Koreans primarily seek quality of food or dining at destination when travelling
Gen X expect secure location options when travelling
Consumers in South Korea walk or hike for exercise
Gen Z participate in running
Consumers in South Korea are interested in meditation
Consumers are feeling uneasy about the effects of climate change
Consumers actively working towards greener and more sustainable practices
Consumers in South Korea motivated to opt for products that consume less energy
South Koreans buy from brands that support issues aligned with their values
South Koreans love searching for discounts
Older generations feel positive when they buy eco-friendly products
South Koreans look for reputable or popular labels
Older generations consistently look for products with private labels and lower prices
Consumers subscribe to online streaming services
South Koreans expect to increase spending on health and wellness
Millennials set to increase spending on groceries the most
Consumers in South Korea are able to regularly save a portion of their income
Gen X are uncertain about their current monetary status
Younger generations expect to increase overall spending
South Koreans actively manage data sharing and privacy settings
Older generations actively manage data sharing and privacy settings
Consumers in South Korea use communication or messaging apps
Younger generations regularly utilize mobile applications to monitor their health
South Koreans frequently buy items or services online
Consumers in South Korea engage with businesses' social media content
Baby Boomers spread the word about a businesses' social media content
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