나홀로족의 가정식사대용식(HMR) 구매 유발 요인 및 패키지 디자인에 대한 선호도 분석 - 푸드테크 스타트업(Food-tech Startups) 사례 중심으로 -

As the number of single-household and Myself Generation is increasing quickly, food companies are rapidly expanding Home Meal Replacement(HMR) products to meet their customers’ needs. The purpose of this study is to understand the consumers’ buying motives and package design preferences on HMR products. This study is examined by 1) understanding the theoretical background of Myself Generation and package design, 2) analyzing design factors of Korean HMR start up brands, and by 3) processing an online survey of 73 women in their 20s and 30s, who are the main customers of HMR products. Moreover, the target is narrowed to people who eat alone at least once in a week, or who have bought HMR products within three months to interpret the lifestyles of Myself Generation. The results show that a package design for HMR needs to fulfill both practical value and emotional value. The customers seek for ‘healthy diet’ and ‘conveniences’ in HMR products. When analyzing the factors of package design, description of the product, brand image, and portability were found to be important in order. The respondents also preferred brand image to be “clean” and “simple.” By understanding the culture and needs of the Myself Generation consumers, it is expected that this study will make a contribution to improve on package design of HMR market.