The Less You Add, The Better It Sells... The 'Healthy Pleasure' Trend, Less Sweet and Less Salty 'Raw Food' Popularity

A citizen is shopping at a supermarket in Gangnam-gu, Seoul. [Image source=Yonhap News]

원본보기 아이콘

[Asia Economy Reporter Heo Midam] # College student Oh Hyun-dong (24) checks the nutritional content, including calories, even when buying a snack or drink at the mart. He said, "If I'm going to eat it anyway, wouldn't it be better to eat something healthy?" adding, "I always buy snacks or carbonated drinks with low calories." He added, "Although there are differences in content, the taste is not much different from existing products, so I am satisfied."

As the number of health-conscious young people increases, interest in 'Low food' is rising. Low food refers to products that reduce or eliminate certain ingredients such as sodium, sugar, and caffeine. In the past, diets that involved starving or eating only vegetables were popular, but recently, managing diets with healthy foods like low food has become a trend. The distribution industry is introducing various low food products targeting young consumers in line with this trend.

Recently, the 'Healthy Pleasure' craze has been sweeping. Healthy Pleasure is a compound word of healthy and pleasure, meaning to enjoy managing health. Unlike the previous health management methods that involved restraining from eating desired foods and intense exercise, recently, it is about buying low-calorie products instead of eating the foods you want.

As a result, demand for low food products is increasing. E-commerce company Wemakeprice announced that sales of low food products surged in June compared to the same period last year. Sales of zero-calorie carbonated drinks increased by 396%, and sales of caffeine-free products increased by 96%. In particular, sales of non-alcoholic beer soared by an astonishing 1816%.

A store employee is organizing carbonated drinks.
Photo by Yonhap News

원본보기 아이콘

Convenience stores are also seeing low food as a major trend. Convenience store CU reported that sales of zero-calorie drinks in the second quarter rose by 86.4% compared to the previous quarter. At GS25, sales of zero- and low-calorie drinks increased by 49.3%, and low-calorie snacks grew by 20.4%.

The reason for the increased demand for low food seems to be the heightened interest in health due to the COVID-19 situation and the increase in consumers interested in weight management as physical activity decreased during prolonged 'Jipkok' (staying cooped up at home) life. This is also why products using tofu and konjac are gaining popularity over those made with high-calorie ingredients like flour.

As consumers seeking low food increase, the distribution industry is continuously launching related products. CJ CheilJedang released 'Bibigo Wang Gyoja Light' with 25% fewer calories on the 2nd. While the existing Bibigo Wang Gyoja had 190 kcal per 100g, Bibigo Wang Gyoja Light has 135 kcal per 100g. Nongshim also launched a low-calorie cup noodle called 'Noodle Fit' last month.

The beverage industry is also paying attention to the low food craze. Hite Jinro Beverage renewed and launched 'Hite Zero 0.00' non-alcoholic beer in February last year. This product has zero alcohol, calories, and sugars. Sales of this product in the first half of this year increased by 81% compared to the same period last year.

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.