This study was conducted to provide basic data for product development and marketing strategies for the Thai home meal replacement (HMR) market, to reflect the changing trends in household sizes in Thailand. The results of analyzing the characteristics and differences of HMR consumption behavior between single-person households and multi-person households in Thailand were as follows: It was found that single-person households use HMR to save money and for the convenience in cooking and preparation. In the preference by HMR type, multi-person households showed a higher preference for all types of products than single-person households. Thai consumers, regardless of their household size, mainly use department stores and large shopping malls to purchase HMR, and they most prefer to get information through Internet advertisements. The shelf life, quality, taste, hygiene, and freshness of HMR were the main considerations for their selection. Based on the results of this study, the Thai market requires the development of HMR products that are reasonable in terms of cost and preparation time. In addition, it is necessary to develop products that can satisfy consumer needs, such as nutritional enhancement and therapeutic foods, products that are organic, eco-friendly, cater to various menus, and address the premium segment.

This study was conducted to provide basic data for evolving a strategy for the development of Vietnam’s customized HMR program and formulating a marketing strategy by analyzing the characteristics and variations of HMR consumption behavior by household size. The results of the analysis were as follows: The number of single households using HMR as a general meal at home was higher than multiple-person households. Moreover, there was a high preference for ‘ready to heat’ and ‘ready to eat’ products, which are relatively easy to cook and prepare. It was observed that single households preferred department stores, hypermarkets, and convenience stores for purchasing HMR when compared to multiple households, and that single households preferred to acquire information through TV/radio and internet advertisements. Among the HMR selection attributes, single households valued taste, quantity, price, preparation process, preparation time, and ease of storage as important. Reflecting on the results of this study, when developing HMR in Vietnam, it is necessary to develop a product that can nutritionally replace the general meal with a focus on convenience. In addition, there is a need for products that possess various attributes such as convenience, health, and eco-friendliness.

본 연구에서는 국내 유통중인 가정간편식 샤브샤브 밀키트를 원료별(쇠고기, 숙주, 쌈추, 새송이버섯, 배추, 단호 박)로 구분하여 미생물 오염도를 알아보기 위해 일반세균수(total aerobic bacteria), 대장균군(coliform)/대장균(E. coli), 효모 및 진균류(fungi), 황색포도상구균(S. aureus), 및 바실러스세레우스(B. cereus)에 대한 정량적 분석을 실시하였다. 아울러, 살모넬라(Salmonella spp.)와 리스테리아 모노사이토제네스(L. monocytogenes)에 대한 정성적 분석을 실시하였다. 샤브샤브 밀키트 원료의 일반세균수(총균 수)는 3.98-6.50 log CFU/g로 검출되었다. 특히, 쇠고기의 경우 6 log CFU/g 이상의 균이 검출되었으며 숙주, 단호박, 배추의 경우 5 log CFU/g 이상의 균이 검출되었다. 진균류 (곰팡이/효모)의 오염도는 2.78-3.52 log CFU/g 수준으로 검출되었다. 대장균군은 일반세균수와 마찬가지로 쇠고기에서 3.28 log CFU/g으로 가장 높게 검출되었으며 기타 신선야채류의 경우 2 log CFU/g 수준으로 검출되었다. 대장균은 6가지 원료 모두에서 검출되지 않았다. S. aureus 는 쇠고기와 쌈추를 제외한 숙주, 배추, 새송이버섯, 단호박에서 1.33-1.71 log CFU/g의 수준으로 검출되었다. B. cereus는 쌈추를 제외한 모든 원료에서 1.15-2.01 log CFU/g 의 수준으로 검출되었다. L. monocytogenes는 새송이버섯을 제외하곤 모든 원료에서 25-50%의 양성검출을 보였고 Salmonella는 모든 원료에서 음성으로 나타났다. 본 연구 결과의 종합적 분석시, 쇠고기 원료에서 일반세균수와 대장균군 기준치를 초과하였고 황색포도상구균과 바실러스 세레우스는 대부분의 원료에서 식품안전을 위협할만한 위험한 수준은 아니었으나 검출되었고 저온성식중독균인 리스테리아모노사이토제네스 역시 일부 원료에서 양성을 보였기 때문에 본 제품의 원료별 생산단계에서의 살균·소독의 적절한 공정과 섭취시 충분한 열처리를 통해 잔존미 생물을 사멸하는 것이 긴요하다. 또한 조리기구 및 조리 종사원 손에 의해 최종 식품을 공정하면서 미생물이 전 파될 가능성이 있으므로 최종 식품의 안전성을 확보하기 위해 오염된 접촉면에 의한 교차오염을 최소화하며, 개인위생수준의 개선, 조리기기의 분리사용과 세척 및 소독을 통한 조리기기의 청결유지가 무엇보다도 중요하다. 아울러 본 연구의 미생물오염수준 자료는 가정간편식밀키트의 미생물위해평가(Microbial Risk Assessment) 의 기초자료로 활용될 수 있을 것으로 사료된다.

Purpose: The importance and satisfaction with the purchasing characteristics and choice attribute of home meal replacement (HMR) products for consumers aged between 20 and 40, or over 50. In addition to identify the factors that must be first considered in the development of HMR products importance-performance analysis. Methods: 791 consumers aged between 20 and 40, or over 50, living in Seoul have experience in purchasing HMR participated in the survey. The survey consisted of four sections: the purchasing characteristics of HMR, the importance and satisfaction with HMR choice attribute, and general questions. T-tests and IPA were conducted to compare the groups of consumers aged between 20 and 40, or over 50. Results: The factor analysis show the following results: 0.899 for “convenience”, 0.094 for “hygiene”, 0.871 for “quality”, 0.834 for “taste”, and 0.822 for “price”. The average score of the importance of the choice attribute when purchasing HMR products 3.50. For consumers aged between 20 and 40, the score 3.49. For consumers over 50, the score 3.52. There is a significant difference “hygiene (p<0.001)”, “quality (p<0.05)”, and “price (p<0.05)”. For consumers aged between 20 and 40, the score 3.72. For consumers over 50, the score was 3.78. There a significant difference only in “hygiene (p<0.05)”. Conclusion: The results of the IPA demonstrate that the categories that belong to “Focus here” are “new HMR products” and “diverse HMR products” for all consumers aged between 20 and 40 and over 50. Hence, food companies should endeavor to develop new and diverse HMR products first.

The purpose of this study was to investigate the purchasing behavior and selection attributes for Home Meal Replacement (HMR) and to identify the selection attributes affecting purchasing frequency and purchasing costs of married women living in a city. Among 837 questionnaires distributed to HMR married women consumers, 752 complete questionnaires (89.8%) were analyzed. The younger married women group showed higher frequency of purchasing HMR than the older age group. The 20s and 30s age groups showed higher purchasing costs for HMR than the 40s and older age groups. A higher proportion of employed married women purchased HMR three or more times per week and spent an average of more than 20,000 won per purchase in comparison with unemployed married women. HMR selection attributes were classified into five factors: ‘taste and sanitation’, ‘economic efficiency’, ‘health and nutrition’, ‘convenience’, and ‘reliability and awareness’; mean scores of these factors’ importance levels were 4.28, 3.93, 3.59, 3.54, and 3.50 out of 5 points, respectively. The importance level of ‘taste and sanitation’ factor was significantly greater as married women’s age decreased. However, the importance level of ‘health and nutrition’ factor was significantly greater as married women’s age increased. The results of the logistic regression analyses indicate that the ‘taste and sanitation’ and ‘health and nutrition’ factors affected frequency of purchasing HMR. The ‘reliability and awareness’ factor had the most significant impact on cost per purchasing HMR. Therefore, a product differentiation strategy according to married women’s age and employment status should be applied. Product qualities and brand value should be improved to enhance competition in the HMR market.