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🇰🇷 Zero, Non-Alcoholic, Protein: The Rise of Functional Beverages

 

Choosing Healthier Options: The Rise of Functional Beverages

"If I'm going to eat, I might as well choose something healthy."

Jejoong Lee, a 32-year-old office worker living in Gwangjin-gu, Seoul, has been drinking protein beverages as a breakfast substitute for the past two months. With limited time to prepare meals and the need to maintain nutritional intake, Lee has found functional beverages to be a convenient solution. “Many people around me drink functional beverages regularly,” Lee said. “It's an easy way to take care of my health, so I often use them.”

The Shift Towards Health-Conscious Consumption

The trend of prioritizing health has led to an increase in beverages with low sugar content and health benefits. According to the Food Industry Statistics Information, the per capita beverage consumption in South Korea rose from 148% in 2018 to 169.7% in 2022. Additionally, beverage imports in 2022 reached $350.29 million, a 3.8% increase from the previous year. Among these, zero-calorie and functional beverages are particularly popular. Products like Coca-Cola Zero, Chilsung Cider Zero, and Narangd Cider Zero have gained traction, especially among the 20s and 30s, who are embracing the 'healthy pleasure' trend. These zero-calorie beverages use alternative sweeteners to reduce health impacts while still providing a sweet taste, making them a preferred choice over regular sugary sodas.

Expanding Functional Beverage Market

The market for functional beverages is growing, with more products focused on health benefits. Probiotic and protein drinks, for example, are boosting company sales. Notable products include Lotte Chilsung’s Heotgae Tea, Pulmuone’s Plant-Based Probiotics with Arginine & Vitamin B, and Hy’s Stress Care and Rest drinks. Woongjin Foods' Victoria Balance Fit is another example, catering to stress relief and body fat reduction. The protein drink market has also established itself as a distinct category. Products like Orion’s Dr. You, Binggrae’s The Protein, and Daesang’s MyMeal Purrotein align with the trend of combining diet with exercise. The increased focus on immunity post-COVID-19 has further driven demand for protein beverages as consumers seek essential nutrients.

Non-Alcoholic Beverages: A Growing Trend

Non-alcoholic beverages are gaining popularity among those looking to minimize alcohol intake. OB Beer’s non-alcoholic Cass 0.0 had a market share of 33.2% in the fourth quarter of 2022. HiteJinro’s Hite Zero 0.00 also surpassed 110 million cans in cumulative sales as of January last year. The trend towards lighter drinking and reducing hangover concerns has led to a variety of non-alcoholic options, including beers, champagnes, and wines.

The Future of Functional Beverages

A food industry insider noted, “After COVID-19, there’s been a cultural shift towards prioritizing health, which has decreased the demand for high-sugar fruit and vegetable juices. The beverage market in Korea is becoming more diverse and segmented, allowing consumers to choose according to their preferences. The demand for health-functional beverages among younger generations is expected to continue growing.”

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