Zero-sugar Drinks and Foods Take Over South Korea

 

 

Lee, Soo-yeon

Cub-Reporter

wawa76sd@khu.ac.kr

 

The zero-sugar trend is sweeping South Korea

The zero-sugar trend is sweeping South Korea, with the emergence of Zero Tanghulu, a sugar-free version of the popular Chinese snack, gaining recent attention. Made with sugar alcohols, “zero tanghulu” is a healthier option with fewer calories and no impact on blood sugar levels.

Zero tanghulu is the latest example of South Korea's zero-sugar trend that is showing no sign of slowing down, encompassing zero-sugar beverages to zero-sugar cookies, zero-soju, and zero-ice cream. Zero-sugar products are becoming more and more popular in South Korea, as the younger generations are growingly embracing a healthy lifestyle.

 

 

The rise of healthy pleasure

The growing popularity of zero-sugar products in South Korea is attributed to the “healthy pleasure trend”, which has gained traction among young people since the COVID-19 pandemic. This trend emphasizes the importance of enjoying a healthy lifestyle while still indulging in the occasional treat. Local media such as Kookmin Ilbo and Yonhap News Agency have reported that people are increasingly mindful of good health and are looking for ways to improve their overall well-being. Additionally, as people spend more time at home, they are becoming more interested in dieting and healthy eating, including zero-calorie foods.

 

Zero-sugar products are a popular choice for these people who want to enjoy their favorite foods and drinks without the guilt of consuming too much sugar. These products are often made with artificial sweeteners, which are calorie-free and have a similar taste to sugar. These are known through advertisements on SNS and various media under the image of safe and healthy. The popularity of zero-sugar products is likely to continue to grow in South Korea as the country's younger generations become more health-conscious.

 

 

 

 

 

 

Zero-sugar drinks are gaining popularity among young Koreans, as evidenced by their increased availability in bars and convenience stores. Zero-sugar soju and tonic water are now common bar offerings, while convenience stores prominently display zero-sugar drinks and desserts, often marketed as healthier alternatives to sugary options. In fact, the zero-calorie food market in South Korea has grown to 3 trillion won in the 2020s, according to global market research firm Euromonitor International. According to the data, the global zero-sugar food market is expected to reach $1.2 trillion by 2027.

 

 

 

 

Zero-sugar Beverages and the Growing Market

Now, the rise of the zero-sugar trend is fueled by the growing demand for zero-food products across various categories. For example, Lotte Well Foods launched Zero, a sugar-free dessert brand in May last year. Sales in the zero ice cream division increased by 24% from the first quarter of last year to 182.49 billion won in the first quarter of this year.

Lotte Chilsung Beverage is also expanding its line of new zero brand products such as Pepsi Zero, Toms Zero, Milkis Zero, and sugar-free soju.

Food tech company Intake's Sugaroro Sparkling surpassed 20 million bottles in cumulative sales last year, reaching 10 billion won in annual sales.

Also, companies that showcase zero-food also reflect the value of customer perspectives such as ‘of customers, by customers, and for customer,’ which is a brand image that companies develop in consideration of customers' health. In other words, instead of pursuing mere profit maximization through food sales, these companies emphasize customer perspectives in promoting zero-foods, aligning with a brand image focused on customer health and pleasure in taste.

 

 

Zero-Calorie Foods : Marketing Opportunity or Solution Task?

The popularity of zero-sugar food in South Korea continues to grow, with new low-sugar brands, spreading beyond beverages to include vinegar, yogurt, and diet foods. In January, the low-sugar ice cream brand Lalasweet launched a low-sugar monaka ice cream that quickly became a hit. The product sold over 5 million units in the six months after it was introduced at CU convenience stores and Lalasweet is expected to continue its high sales by introducing more diverse new products in collaboration with brands such as Saero and Tous les Jours.

Zero-sugar food is expected to have a significant impact on the food and beverage industry and play a growing role in Korean diets in the years to come. As consumers become more health-conscious and demand more flavorful and convenient options, zero-sugar food is likely to remain as a popular choice.

Lee Yoo-jin, a professor of Dept. of Hospitality management at Kyung Hee University, discussed the economic effects of zero-food growth on the overall domestic industry.

“As the zero-food market draws attention not only from domestic consumers but also from all over the world, Korean food companies are trying to enter global markets by introducing global top-tier products. With widespread global interest in K-food, the release and introduction of K-zero-food by Korean companies will have a very positive economic effect on promoting exports and generating profits from a national perspective.”

She also mentioned the prospects of the zero-sugar craze and the dangers of zero-food.

“The zero-sugar craze will continue for the time being, but as the harmfulness of alternative sweeteners in zero-sugar products continues to be officially reported, consumers are expected to quickly switch away from zero-sugar brands if negative information related to zero-food persists.”

Lee added that despite the World Health Organization's findings that artificial sweeteners are not effective for weight management and may even be harmful, zero-sugar foods are still in high demand in South Korea. However, as consumers become more aware of the potential health implications of these products, the zero-sugar craze may eventually fade. She concluded, “Therefore, food companies should focus on developing healthy and safe zero-sugar foods that meet the needs of consumers. Consumers, on the other hand, should not rely solely on corporate advertising, but should carefully consider food-related information and make wise decisions about food purchases based on their own health and needs.”

 

 

Conclusion

The healthy pleasure trend in South Korea has fueled the zero-sugar craze, prompting food and beverage companies to expand their offerings in zero-sugar products, including carbonated drinks, coffee, tea, and snacks. While the surge in popularity is clear, consumers are advised to consume them in moderation, considering potential side-effects associated with artificial sweeteners. The evolution of this trend will likely depend on how companies and consumers adapt and address emerging health concerns related to zero-sugar products.