Spam, Richam hold two-horse race as Johnsonville closes in
Products diversify to meet health-conscious shoppers
Marketing courts young consumers with Pokémon tie-ins
Canned ham, once dismissed as a "junk food," is undergoing a transformation. Makers are cutting salt and fat while boosting protein content to appeal to today's health-conscious consumers, and a growing lineup of products made with chicken breast or plant-based ingredients is hitting shelves.
According to industry sources Wednesday, the domestic market for canned ham with a high pork content remains a two-horse race. CJ CheilJedang's Spam holds the top spot with annual sales in the 500 billion won ($373 million) range, while Dongwon F&B's Richam chases close behind. According to Nielsen data from last year, Spam commanded about 64 percent of the market and Richam about 18 percent. Competing fiercely for the rest of the market are Lotte Wellfood's Rospam, which raised its pork content to 97 percent, Nongshim's Denmark Tulip Ham, Mokwoochon's Ttuksim and Hansung Enterprise's Gomeat Ham.
New brands are also entering the fray. Sajodaerim teamed up with Johnsonville, the top-selling sausage brand in the United States, to launch Johnsonville canned ham last year. It has recently been expanding its product lineup and sales channels. Its Signature line is now sold at Costco and Coupang Inc. New products launched in July — Beda With Cheddar, Mild and Classic — are available at E-mart, Lotte Mart and e-commerce platforms.
Canned ham has a long shelf life and can be used in a wide range of dishes, and it is increasingly seen as a cost-effective ingredient amid high inflation. Demand remains consistent not only for everyday cooking but also as a gift for holidays such as Lunar New Year and chuseok.
The lineup of low-salt, low-fat products is also growing. Spam offers Spam Mild 25% Light, which cuts sodium content by 25 percent, while Richam — which started out as a low-salt product — has introduced Richam Double Light, which also reduces fat. Richam plans to soon launch a new product, Richam Jeju Garlic, made with the low-sodium ingredient Desalt.
Products using chicken breast or plant-based ingredients to boost protein content are also emerging. Harim expanded its lineup in May with four new items under its chicken breast ham brand Cham. The products are designed to contain 20 grams of protein and 2.4 grams of fat per 100 grams. CJ CheilJedang and Ottogi similarly run their own chicken-based lines, Spam Chicken Breast and Chick Ham. Each is designed so that a single can meets 60 percent of the recommended daily protein intake. Dongwon F&B's My Plant Original and CJ CheilJedang's Plantable plant-based canned ham are alternative-meat products made from plant ingredients to cut calories.
Marketing efforts are also ramping up ahead of the holiday season. CJ CheilJedang teamed up with the animated franchise Pokémon to launch a new Pokémon Spam gift set. The packaging features three characters — Charmander, Snorlax and Ditto — along with bonus items such as stickers and key rings. "Canned ham is an item with consistently steady demand," an industry official said. "Recently, the image has improved as products have diversified into low-salt, high-protein, chicken breast and alternative-meat options, and companies are also stepping up marketing aimed at younger consumers."
spa@heraldcorp.com
