Orion's Dr. You Brand Surpasses 45 Billion Won in Sales This Year

75% Increase Compared to Same Period Last Year... July Monthly Sales Reach All-Time High

[Asia Economy Reporter Lim Hye-sun] Orion's ‘Dr.You’ brand is experiencing rapid growth.

Orion announced on the 4th that the cumulative sales of the Dr.You brand from January to July this year exceeded 45 billion KRW, a 75% increase compared to the same period last year. In particular, last month recorded the highest monthly sales since the Dr.You brand was launched in 2008. This success was mainly due to strengthening the concept of ‘Delicious Health’ in 2019 and introducing various protein-enhanced products such as ‘Dr.You Protein Bar’ and ‘Dr.You Drink Protein.’

Orion paid attention to the growth of the protein market alongside the spread of exercise and self-care trends among the MZ generation, launching a protein bar in 2019 that allows easy protein intake. It gained popularity among health and home training enthusiasts, joining the steady seller ranks with monthly sales exceeding 2 billion KRW. In June last year, the launch of Dr.You Drink marked Orion’s entry into the RTD (Ready To Drink) beverage market, which also became a growth driver. Within one year of its launch, Dr.You Drink surpassed 8 million bottles in cumulative sales, proving the potential of nutrition-focused beverage products.

Orion is strengthening the brand identity of Dr.You by expanding it from the existing ‘confectionery’ category to ‘functional general foods.’ In May, it introduced ‘Dr.You Gummy Zinc’ and ‘Dr.You Gummy Collagen’ as the first functional general foods. The three types of Dr.You gummies, including ‘Dr.You Gummy Vitamin,’ sold 1 million units within two months of launch, earning praise for pioneering the nutritional gummy category. In February, Orion renewed Jeju lava water under the Dr.You brand to reinforce a healthy image.

Launched in 2008, Dr.You pioneered the nutrition bar category centered on nuts by introducing ‘energy bars’ to the domestic bar market, which was dominated by chocolate bars. Energy bars have achieved cumulative sales of 200 million units over 11 years. Last year, Orion introduced ‘Dr.You Protein Bar’ and ‘Dr.You Energy Bar’ in China, pioneering the Chinese nutrition bar market.

An Orion official said, “We plan to strengthen Dr.You’s unique identity of ‘Delicious Health,’ which captures both taste and nutrition, and establish it as a leading domestic health brand through a diverse product lineup. While reinforcing our leadership in the existing protein market, we will seek to expand into new categories beyond confectionery and beverages to create continuous growth momentum.”

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