Source:THE KOREA TIMES
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By Jane Han
Staff Reporter
Who said chicken breast is a diet staple only for tight-bodied sizzling young men? With the latest social trend idolizing muscular and fashionable middle-aged men, 30- and 40-something men looking to tone up and trim down are emerging as the biggest buyers.
Online shopping mall Auction's sales data showed Sunday that revenue generated from chicken breast sales has shot up 108 percent on-year in the past month. Male shoppers accounted for 75 percent of the sales and among them, 30-something shoppers were the largest age group (37 percent), followed by consumers in their 20s (26 percent) and 40s (23.4 percent).
Ko Hyun-sil, a food merchandiser at Auction, attributed the strong sales to the recent fad for ``beautiful older men,'' an image characterized in MBC's popular drama ``Queen of Housewives.''
Oh Ji Ho , Yoon Sang Hyun and Choi Chul Ho 
In the drama, typical ``ajeossi,'' or middle-aged men, who are stereotyped to be outmoded and have little physical allure, are nowhere to be found. All three main male characters are fit and stylish, each with their own manly appeal.
``The television show has triggered even ordinary men to work their way toward becoming these hot characters,'' she said, adding that weight control is the first place people are looking to start.
Skinless chicken breast, which is known as one of the leanest and most protein-packed foods, is a popular choice for health and weight-conscious individuals.
Top actor Bae Yong Joon proved the lean poultry diet's effectiveness recently by shedding more than 8 kilograms in two months by eating chicken breast and eggs.
The growth rate of chicken breast purchases among 40-somethings stands out the most, based on the data. Their consumption soared 214 percent year-on-year, the highest jump compared to other age groups.
According to Auction, male shoppers in their 40s also showed off their purchasing power in the health supplement categories. While sales of diet supplements leaped 25 percent year-on-year, 40-somethings generated 24 percent of the revenue.
``Social trends trigger all sorts of fads, but the latest one is beneficial because it ultimately helps middle-aged people look after their health more,'' said Kim.
jhan@koreatimes.co.kr
Thanks to Jane Han of Korean Times
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