In Just 4 Years Since Launch... Zero Beverage Topples 'Oksususuyeomcha'

A Major Shift in the Liquid Tea Market Last Year
'Oksusu Suyeomcha' Relinquishes the Throne After 15 Years
'Boseong Hongcha' Rises to No. 1 Amid Zero-Calorie Trend

After dominating the domestic liquid tea market for 15 years, Kwangdong Pharmaceutical's 'Oksusu Suyeomcha (Corn Silk Tea)' lost its top spot last year to Dongwon F&B's 'Boseong Hongcha Iced Tea Zero.' The market is being driven by zero-calorie tea beverages such as black tea and barley tea, which serve as water substitutes, rather than functional teas like corn silk tea and Hovenia dulcis tea.

According to the Food Industry Statistics Information System (Nielsen data) on the 20th, the retail sales size of the domestic liquid tea market last year was recorded at 349.8 billion KRW. Retail sales include convenience stores, large discount marts, chain and independent supermarkets, and general food stores. The main distribution channel for the liquid tea market is convenience stores, which account for 77.4% (270.8 billion KRW) of total sales.

Looking at the market share of liquid tea by brand last year, 'Boseong Hongcha Iced Tea Zero' surpassed 'Oksusu Suyeomcha (9.27%, 32.4 billion KRW)' by a narrow margin with 9.38% (32.8 billion KRW). This is an achievement just four years after its launch. The market share of 'Boseong Hongcha Iced Tea Zero,' which was only 1.6% (5 billion KRW) in 2021, steadily increased to 4.8% (16.4 billion KRW) in 2022 and 6.3% (22.5 billion KRW) in 2023. Last year, it surged to 9.3% (32.8 billion KRW).

On the other hand, 'Oksusu Suyeomcha' fell below the 10% market share. Its share continuously declined from 14.2% (44.3 billion KRW) in 2021 to 11.7% (39.6 billion KRW) in 2022, 9.8% (34.8 billion KRW) in 2023, and 9.2% (32.4 billion KRW) in 2024.

Following are Kwangdong Pharmaceutical's 'Hovenia Dulcis Tea (9.1%)', Woongjin's 'Haneulbori (8.9%)', and Hite Jinro's 'Black Bori (6.3%)'. Last year, 'Black Bori' entered the top 5, surpassing HK Innoen's Hovenia Su and Tea Log, which were in the upper ranks in 2023. Black Bori's retail sales last year were 22.2 billion KRW, a 21.8% increase from the previous year. However, looking at manufacturers, Kwangdong Pharmaceutical, which offers various products including 'Oksusu Suyeomcha' and 'Hovenia Dulcis Tea,' still leads with a 27.7% market share.

The rise of 'Boseong Hongcha Iced Tea Zero' is the result of the younger generation's high preference for blended teas and the zero-calorie trend that reduces calorie concerns. In fact, products that add fruit or herbal flavors to basic black tea have gained attention. The popularity of highballs, which mix whiskey with black tea, also played a role. This product is characterized by a clean and light taste compared to existing black tea products. Based on this success, Dongwon F&B is expanding the Boseong Hongcha brand lineup and developing products with new flavors and functional ingredients.

In contrast, 'Oksusu Suyeomcha,' which emphasized skin beauty functionality, and 'Hovenia Dulcis Tea,' popular for hangover relief, have stagnated in growth due to changes in consumer preferences and an aging image.

A food industry official said, "The liquid tea market is experiencing intensified competition amid changing trends, and product development and marketing strategies tailored to consumer preferences are crucial factors determining the success or failure of brands."

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