The domestic retail snack confectionery market has grown significantly, increasing 1.5 times from KRW 667.9 billion in 2008 to KRW 1.04 trillion in 2012, with an average annual growth rate of 10.7%. By 2013, the market size had reached approximately KRW 1.1978 trillion. Over the past decade, it has nearly tripled, reaching KRW 3.6683 trillion in 2019, KRW 3.8943 trillion in 2020, KRW 3.9074 trillion in 2021, and KRW 3.9036 trillion in 2022.
In March 2018, the market was led by Nongshim with a 25% market share, followed by Orion with 20%, Haitai with 13%, and Crown with 12%. In 2020, Nongshim maintained its lead with 24.1%, Orion with 23.0%, Lotte Well Foods with 10.5%, and Crown Confectionery with 10.3%. In 2021, the ranking shifted slightly, with Orion taking the top spot with 24.5% and Nongshim with 23.5%. In 2022, Nongshim and Orion were tied for first with 24.1%, Crown Confectionery was third with 9.6%, and Lotte Well Foods was fourth with 9.3%. In 2023, Nongshim moved into first place with 23.5% and Orion followed closely with 23.4%, with the rest of the order remaining unchanged.

By the end of 2022, Nongshim’s “Saeukkang” (shrimp crackers), launched in 1971, topped the charts with cumulative sales of KRW 2.23 trillion. Orion’s “Choco Pie,” launched in 1974, came in second with KRW 2.25 trillion. Haitai Confectionery’s “Matdongsan,” launched in 1975, ranked third with KRW 1.8 trillion, followed by Haitai’s “Homerun Ball,” launched in 1981, in fourth place with KRW 1.85 trillion. Lotte Confectionery’s “Pepero,” launched in 1983, ranked fifth with KRW 1.9 trillion. These enduringly popular products continue to play a central role in the growth of their respective companies and the overall market. Notably, Nongshim’s “Saeukkang” was the only single brand to achieve sales of KRW 100 billion in 2020 and KRW 133.3 billion in 2023.

The export value of Korean snacks increased by 13.1% from the previous year, reaching USD 412 million in 2020 and USD 466 million in 2021. Bakery products dominated the export sector, with exports reaching USD 335 million in 2021, an increase of 19.3% from the previous year, and accounting for 71.9% of total confectionery exports. Sugar confectionery and chocolate exports in 2021 are estimated to be USD 110 million and USD 21 million, respectively. Global demand for Korean snacks is reflected in the top export destinations. The United States led with exports of USD 94 million in 2021, followed closely by Japan with USD 89 million and China with USD 87 million. The number of export destinations increased from 118 countries in 2020 to 125 countries in 2021, with Thailand experiencing the highest export growth rate, followed by Mongolia, Indonesia, France, and Singapore.

In July 2021, supermarkets dominated the distribution share by channel with a 48.8% share, down slightly from 49.7% in 2020. The share of independent supermarkets decreased from 22.0% in 2020 to 21.7% in 2021. Convenience stores increased their share from 18.2% in 2020 to 18.5% in 2021. The share of online shopping channels increased from 5.6% in 2020 to 6.2% in 2021.