The Fewer Additives, The More Popular... Why MZ Generation is Crazy About 'Low Food'

Additive-Free Foods Like Non-Alcoholic and Low-Calorie
Gaining Spotlight as a Life Trend

Low food is gaining popularity among the MZ generation. Photo by BGF Retail

[Asia Economy Reporter Kang Wooseok] #1. Kim, a worker in his 20s, recently started enjoying zero-calorie carbonated drinks and non-alcoholic beer. At first, it was to take care of his health, but now he says he drinks them because they suit his taste best. He stated, "Now that I’m used to zero-calorie and non-alcoholic drinks, regular sodas and beers don’t suit my palate," adding, "It seems good because I can take care of my health and enjoy the taste."

#2. Lee, a 30-year-old office worker, has recently been seeking gluten-free products (foods from which insoluble proteins found in grains such as wheat, rye, and barley have been removed). He decided to go on a diet and avoid products containing carbohydrates like flour. He said, "While looking for carbohydrate-free foods, I discovered gluten-free products," and added, "I often choose them because I can lose weight while still eating what I want."

Recently, among the MZ generation (those born between 1980 and 2000), tasty yet healthy low (Low) foods have been gaining attention. This is because 'Healthy Pleasure,' a new life trend that aims to maintain the joy of eating while also focusing on health such as dieting, has taken root. Low foods refer to products with fewer additives, such as non-alcoholic, low-calorie, and gluten-free items.

E-commerce company Wemakeprice announced that sales of low foods last month increased dozens of times compared to the same period last year. In particular, sales of zero-calorie carbonated drinks rose by 396%, and low-calorie snacks increased by 635%. Sales of gluten-free products surged by 3,768%. Nongshim, a food company, launched the zero-calorie beverage 'Welch’s Zero' in April, and its sales surpassed 13 million cans within three months of release.

Convenience store CU also saw a vertical rise in sales growth rate of 120.7% this month (1st to 18th) for the low-calorie ice cream 'Lala Sweet,' which has been sold since April. 'Lala Sweet' has steadily grown with sales growth rates of 56.6% and 72.4% in May and June, respectively.

Sales of non-alcoholic beer have also increased. In June, Wemakeprice’s non-alcoholic beer sales surged by 1,816% compared to the same period last year. At CU, non-alcoholic beer sales from May 1st to 16th increased by 59.9% year-on-year. Notably, the 20s and 30s age groups accounted for 87.4% of sales (48.6% in their 20s and 38.8% in their 30s), showing strong interest from younger consumers.

Fueled by this, the domestic non-alcoholic beer market is especially growing. The market size in Korea has grown about 15 times over 10 years, from 1.3 billion KRW in 2012 to an estimated 20 billion KRW currently. Industry insiders expect it to grow to 200 billion KRW by 2025, which is ten times the current size.

Experts analyze that the 'Healthy Pleasure' life trend, including low food consumption, will expand not only among the MZ generation but also across all age groups. Professor Lee Eunhee of Inha University’s Consumer Studies Department said, "Interest in health usually appears in older adults, but the MZ generation is very health-conscious despite being young," and added, "Overall, interest in health and one’s body is increasing." She continued, "(The pursuit of health) is spreading not only among young people but across all generations. It can be seen as a trend."

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