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As interest in health management continues to rise, the so-called ‘time-performance ratio’ trend, which values time and efficiency, is spreading. This has led to increased attention on hybrid health functional foods that contain various functional ingredients in one product, allowing for quick and convenient consumption.

According to the Ministry of Food and Drug Safety on the 1st, as of the end of last year, there were a total of 17 domestic companies and 269 products in the hybrid health functional food market. This represents an increase of 12 companies and 176 products compared to 5 companies and 93 products in 2021.

Daesang Wellife, Newcare 'Joint Plan' 2 Types.

The increase in manufacturers and products of hybrid health functional foods, which combine health functional foods and general foods into one product, is interpreted as being influenced by a clear trend toward proactive health management and the growing demand for various nutritional supplements. In fact, according to a survey conducted by Incruit on 944 of its members, 86.1% of respondents reported taking at least one type of nutritional supplement, including health functional foods. Among the respondents, 51.4% were taking 2 to 3 types of products, and 20% reported taking five or more nutritional supplements daily.

Hybrid health functional foods refer to products that combine health functional foods in tablet or capsule form with general foods such as mixed drinks, fruit and vegetable juices, or liquid teas into a single package for simultaneous consumption, enhancing convenience. Since hybrid health functional foods contain two or more functional or nutrient ingredients certified by the Ministry of Food and Drug Safety at or above specified standards, they reduce the hassle of searching for and purchasing multiple products according to desired effects, saving both cost and time.

Previously, health functional foods were subject to the “Health Functional Foods Act,” while general foods were governed by the “Food Sanitation Act,” and manufacturing and selling health functional foods and general foods together was not permitted. As a result, food manufacturing and processing businesses or health functional food retailers were prohibited from subdividing and manufacturing health functional foods, preventing consumers from purchasing the exact amount they needed. Consumers also faced inconvenience in having to separately prepare general foods like green juice, which are effective when consumed with health functional foods, or water.

However, since September 2021, the Ministry of Food and Drug Safety has implemented a regulatory sandbox pilot project aimed at enhancing consumer convenience and expanding the release of various customized products. This allows health functional foods to be subdivided into single doses and packaged together with general foods in liquid form for sale.

hy, renewed 'Coopers' 2 types.

As interest in hybrid health functional foods grows, industry movements to meet the increased demand are accelerating. In February, Daesang Wellife launched Newcare ‘Gwanjeol Plan.’ This product contains NAG (N-Acetylglucosamine), a joint and cartilage functional ingredient recognized by the Ministry of Food and Drug Safety, along with protein, calcium, magnesium, zinc, and vitamin E, making it a ‘6-in-1 multifunctional’ product that manages joint, cartilage, bone, and muscle health all at once. Cheonho Encare also introduced ‘Active Solution One Day Care’ this month, a 27-in-1 multifunctional product containing selenium, probiotics, vitamin C, and vitamin A.

As integrated health functional foods gain consumer approval, more companies are expanding and revamping their existing product lineups. KGC Ginseng Corporation renewed ‘Jung Kwan Jang Dang & Balance’ by strengthening the blood sugar functional ingredient ‘Banaba leaf extract corosolic acid’ to the Ministry of Food and Drug Safety’s maximum daily intake of 1.3 mg and reducing the nutritional sugar content to zero. hy also enhanced the functionality of its functional beverage ‘Coopers’ by launching ‘Fatigue Care Coopers,’ which helps improve fatigue and liver health, and ‘Blood Circulation Care Coopers,’ which aids blood circulation and blood cholesterol improvement.

The industry views the rise of the ‘self-medication’ trend, where individuals take charge of their own health, as driving the emergence of the customized health functional food market. An industry insider explained, “As interest in health management increases, there is growing demand for products that combine various functional ingredients tailored to individual needs to effectively manage health. As a result, more companies are introducing complex multifunctional health functional foods based on their expertise and nutritional design know-how.”

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