Comforting Body and Mind Exhausted by the Pandemic with Soothing Food

Tigen 'Kombucha'

[Asia Economy Reporter Eunmo Koo] As consumers who have experienced "pandemic fatigue" since COVID-19 show increased interest in comfort foods that provide not only physical health but also emotional stability, related product launches are continuing.

According to a consumer survey conducted by global market research firm Mintel on the 10th, 65% of respondents from the surveyed countries answered that food and emotional well-being are closely related. Many consumers who have experienced "pandemic fatigue" since COVID-19 have recognized the importance of emotional health, leading to increased interest in comfort foods that help relieve stress and provide emotional stability.

Comfort foods refer to foods eaten to gain psychological comfort and stability when feeling negative emotions such as stress and depression or emotional voids like loneliness and emptiness. The concept has expanded from the traditional idea of "soul food," which refers to familiar foods eaten over a long time, to include foods or diets that pursue not only sensory pleasure but also physical satisfaction and emotional stability.

Since the COVID-19 pandemic, interest in health has increased. While in the past the focus was mainly on physical health, recently the importance of mental health has become equally significant. Consumers now show a desire to enhance both physical and mental health through easily accessible foods in daily life.

As demand for comfort foods grows, functional products with various benefits such as mental stability, stress relief, and improved sleep quality are also being launched. Within the category of general foods, products that go beyond providing mental comfort through taste, texture, and unique concepts are emerging. These include food and beverage products or health functional foods containing ingredients that directly improve bodily functions such as hormone regulation and homeostasis, thereby expanding the diversity of comfort foods.

Maeil Dairies 'The Great Tea Kombucha'

Recently, as more consumers drink tea for mental and physical relaxation, functional tea beverages that help with gut health and stress relief are being launched continuously. Kombucha, which has gained popularity since last year and is being released competitively by companies, is a representative example. Kombucha is a fermented beverage made by adding the beneficial bacteria "SCOBY" to brewed black or green tea. During fermentation, carbonation and probiotics are produced, aiding digestion and stomach health when consumed.

The most notable company in the current kombucha market is Tizen, which has focused its marketing by appointing actress Kim Tae-ri as a model. Tizen recorded sales of 40.7 billion KRW last year, nearly doubling from 20.5 billion KRW the previous year. Maeil Dairies also launched "The Great Tea Kombucha" in May. A Maeil Dairies official said, "The healthy pleasure trend has recently spread mainly among young generations, so we made a fermented carbonated beverage that can be enjoyed healthily," adding, "Kombucha is low in calories and sugar content and can help with gut health." Additionally, companies such as Ediya, Fresh Easy, and O'Sulloc are also introducing related products and competing in the market.

Products containing the calming ingredient "L-theanine" or those containing "melatonin," which promotes sleep to improve sleep quality, are also being released. Woongjin Foods launched a product with enhanced ingredients such as L-theanine under its sparkling water brand "Victoria," and Dongwon F&B's health functional food brand "Olinic" released a candy-type product called "Olinic Night Night" containing plant-based melatonin. A Dongwon F&B official explained, "The product was planned to provide comfortable rest for modern people suffering from various stresses such as studies and work."

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