"Let's Enjoy Dieting Happily Anyway" Lotte Mart 'Healthy Pleasure' Event

Lotte Mart Oat Milk Display Shelf.

[Asia Economy Reporter Jeon Jinyoung] A food trend craze of ‘Healthy Pleasure’ and ‘Eodahaengda’ is sweeping among the MZ generation (Millennials + Generation Z).

According to Lotte Mart on the 15th, ‘Healthy Pleasure’ literally means ‘healthy’ and ‘joy,’ that is, ‘the joy of health management.’ Along with this, the new term ‘Eodahaengda (If you are going to diet anyway, let’s diet happily)’ is trending, and these two keywords are emerging as new health management methods for the MZ generation.

Previously, people managed their diets by enduring the taste they wanted to eat for health, but recently, a lifestyle that enjoys health management and dieting through vegan and low-calorie foods that do not miss both taste and health is gaining attention. In fact, sales in related food categories at Lotte Mart from January to February 2022 showed a more than threefold increase compared to the previous year, demonstrating a hot customer response.

In line with this trend, Lotte Mart will hold a variety of ‘Healthy Pleasure’ food discount events under the theme of ‘2022 Healthy Eating Trends’ from the 17th to the 30th.

As a representative product, ‘Oat Milk,’ which is popular among the 20s and 30s leading the latest trend with lower calories and sugar compared to regular milk, has been prepared. In particular, ‘Oatly Oat (Original/Choco),’ famous for being used in the ‘Oat Latte’ of a famous American cafe, will be available at an affordable price of 4,620 KRW for a 3-pack of 250ml and 5,500 KRW for 1L during the event period.

They will also introduce ‘Raw Food’ products and healthy desserts that have become a hot topic on SNS. ‘Peabipit Peanut Butter Powder (227g),’ which has reduced fat content by more than 70% compared to ‘peanut jam,’ a food to be avoided by dieters and has gained word-of-mouth on YouTube, is sold for 7,980 KRW, and ‘Lara Sweet Pint Ice Cream 5 types (each 474ml),’ famous for various flavors of low-calorie ice cream, is sold for 5,530 KRW each.

Since last year, a discount event for vegan HMR (Home Meal Replacement), which has gained popularity as part of value consumption, is also being held. ‘Pulmuone Plant-based Round Tteokbokki (423.5g)/Uni Jjajangmyeon (620g)’ are sold for 3,480 KRW and 5,980 KRW respectively to L.Point members, and ‘Vegan Seasoned Galbi/ Tteokgalbi/ Vegan Royal Bulgogi/ Jeyuk Bokkeum’ are prepared at an affordable price of 4,980 KRW each. The globally famous Australian natural vegan snack ‘DJ&A’ 4 types will also be sold at a discounted price of 3,580 KRW each, attracting consumers who enjoy vegan products, and more event products can be found at Lotte Mart Mall on Lotte ON.

Jung Jae-woo, Head of Product Division at Lotte Mart, said, “We have prepared various products that respond to the newly spotlighted healthy eating trends ‘Healthy Pleasure’ and ‘Eodahaengda.’” He added, “We plan to quickly catch new trends and expand touchpoints with MZ generation consumers in the future.”

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