Summary of Research Findings

In the context of the recent diversification of food purchasing channels and the widespread adoption of e-commerce, we surveyed 3,684 people nationwide in their 20s and older in November 2025, regarding food e-commerce purchases. The participants, 1,801 men and 1,883 women, were distributed equally by age group. They were asked whether they had purchased food by mail order (including online and catalog-based orders) or used food home delivery services within the past year. Of those surveyed, 33.7% answered yes, while 66.3% answered no.

Of the 1,240 participants who answered yes (619 men and 621 women, distributed equally by age group), we asked about their use of subscription-based and one-time purchase models. 77.3% responded that they primarily use “one-time, as-needed services.” 15.6% answered that they primarily use subscription-based/recurring purchase models. Only 7.1% said that they use both subscription-based and one-time services.

Noteworthy Topics

Main Reasons for Using Mail Order Food/Food Home Delivery Services

We conducted a main survey of 1,000 participants, equally distributed by gender and age group, who answered that they had purchased food by mail order (including online and catalog-based orders) or used food home delivery services within the past year. We categorized these services as subscription-based models or one-time purchase models. Respondents who primarily opted for subscription-based models referred to those who primarily used subscription-based models (including recurring purchase models) and occasionally used one-time purchase models. Those who primarily opted for one-time purchase models referred to individuals who primarily used one-time purchase models and occasionally used subscription-based models. The survey asked them about their respective reasons for choosing these models.

Of the respondents, 192 chose to use subscription-based or recurring purchase models. The top three reasons were "the convenience of regularly receiving products without forgetting to purchase them" (37.5%), "saving time and effort on shopping and cooking" (33.9%), and "relying on stable product quality" (31.3%).

In general, these models are appreciated for their prices and cost efficiency. However, the survey results revealed that users primarily value these models for reducing daily labor and ensuring a stable product supply. Users chose these models over the joy of selecting products as needed.

Meanwhile, 871 respondents opted for one-time purchase models. The main reason was “the flexibility to purchase anytime as needed” which stood out to account for 64.8% of responses. This was followed by “occasional price reductions and sales campaigns provide a beneficial feeling” (46.3%).

The survey results revealed that one-time purchase users value these models for their availability as needed. Additionally, the perceived price benefits prompted people to use these models. Unlike methodical recurring purchase models, one-time purchase models offer users flexibility. Users appreciate these models for their abilities to meet on-demand needs, facilitate package receiving, and ensure quick delivery.

Research Outline