Emart Launches Health Functional Food Brand 'BioPublic'

Health Supplement ODM Produced by Kolmar BNH... Prices 20-30% Lower
Increased Health Interest After COVID-19... More Purchases for Personal Use Than Gifts

[Asia Economy Reporter Jo In-kyung] Emart is launching its own private label (PL) health functional food brand, 'Biopublic'.

Emart will begin full-scale sales of nine items under the Biopublic brand, including probiotics, vitamin C sticks, rTG omega-3, red ginseng sticks, lutein, Calmadi (calcium, magnesium, vitamin D), milk thistle, and multivitamins for men and women, starting from the 3rd at No Brand specialty stores and SSG.com, the company announced on the 1st.

Biopublic aims to popularize health supplements that are good for the body and to enable anyone to manage their health without burden through reasonably priced products with reliable quality.

The products are manufactured using carefully selected ingredients by Kolmar BNH, the number one ODM company for health functional foods in Korea. Prices are 4,900 KRW each for multivitamins (30 tablets), lutein (30 capsules), milk thistle (30 tablets), and Calmadi (60 tablets); 9,800 KRW each for probiotics (50 packets), vitamin C sticks (60 packets), and rTG omega-3 (50 capsules); and 19,800 KRW for red ginseng sticks (30 packets). Although the products have excellent quality, Emart explains that prices are about 20-30% cheaper than similar products due to the simplified distribution structure through direct transactions between Emart and Kolmar BNH without separate advertising expenses.

Emart plans to expand related products in the future to include protein, diet, skin care, joint care, and stress care.

The reason Emart is launching a new health functional food brand is that the market is expanding due to accelerated aging and increased interest in health following COVID-19.

According to the Korea Health Supplements Association's '2020 Health Functional Food Market Status and Consumer Survey,' the domestic health functional food market, which was worth 3.5 trillion KRW in 2016, has increased annually and is estimated to have reached 4.9 trillion KRW last year. In particular, while sales of health supplements for gifts increased only 17.3% from 1.2 trillion KRW in 2016 to 1.4 trillion KRW in 2020, sales of health supplements purchased for personal consumption increased 51.9% from 2.3 trillion KRW to 3.5 trillion KRW during the same period.

To commemorate the launch of Biopublic, Emart is offering a 5,000 KRW discount for purchases over 20,000 KRW using event cards for four weeks until the 30th of this month. Additionally, customers who purchase Biopublic products two or more times in June will receive a coupon through the Emart app that grants a 50% discount next month.

This content was produced with the assistance of AI translation services.