Powdered products that deliver both taste and functionality in a single sachet are gaining traction in the food and beverage market. Their ease of storage and portability, as well as the ability to use only the needed amount, are fueling consumption, especially among single-person households, travelers, and outdoor enthusiasts. Rather than replacing finished products, powdered items are being consumed alongside them depending on the situation, quietly but steadily emerging as a new pillar of growth.

According to Paldo on January 16, sales of its powdered ramen soup products increased by 156% year-on-year as of 2025. The number of units sold also rose by 151.3% during the same period. Paldo currently offers two types of powdered soup-Wang Ramen Soup and Teumsae Ramen Soup-and as of November 2025, the cumulative sales of these two products surpassed 10 million units.

원본보기 아이콘

In particular, Wang Ramen Soup, launched in April 2024, recorded a 32% year-on-year increase in units sold and a 26.2% increase in sales as of 2025. The fact that it continued to achieve double-digit growth even after the initial new product effect faded suggests that repeat purchases have become established, moving beyond one-time trial purchases.

Paldo Wang Ramen Soup. Screenshot from Paldomall

원본보기 아이콘

The sales channels have also expanded step by step. Wang Ramen Soup surpassed 1 million cumulative units sold within three months of its launch, and after entering Daiso in July 2024, it firmly established itself in daily consumer channels. As word spread about it being a 'Daiso hot item,' sales exceeded 2 million units within six months of launch. In the second half of 2024, it was selected as one of Coupang's 'Best New Seasoning Products,' further boosting online sales.

This trend is not limited to Paldo. At the end of September last year, Ottogi launched 'Toktoktok Jin Ramen Stick,' expanding its existing ramen brand into a compact powdered format. In just two months after launch, over 100,000 units were sold. The product is now available in select Daiso stores and Incheon Airport duty-free shops, gaining popularity among travelers and foreign tourists. The strategy of emphasizing portability and instant usability has broadened consumption scenarios.

Toktoktok Jin Ramen Stick. Screenshot from Ottogi Mall

원본보기 아이콘

In the beverage sector, Donga Otsuka's Pocari Sweat powdered product is securing stable demand. From January to November last year, sales grew by 21% compared to the same period a year earlier. By mixing one sachet with 1 liter of water, consumers can enjoy a taste similar to the finished product, making it a must-have item at military PX stores. The convenience of replenishing fluids and electrolytes outdoors has also led to steady consumption among workers in environments exposed to extreme heat or cold. Riding on the popularity of Pocari Sweat, Donga Otsuka also launched its milk tea brand, Dejawe, in powdered stick form in November last year.

Donga Otsuka Pocari Sweat Powdered Product. Donga Otsuka

원본보기 아이콘

The industry is focusing on powdered products because they offer clear structural advantages from both investment and distribution perspectives. Compared to liquids or finished products, powdered items have smaller packaging volume and weight, resulting in higher logistics efficiency and relatively lower risks of damage or expiration. By delivering the same taste and functionality while reducing shipping and storage costs, companies find it easier to manage profitability as distribution channels expand.

The profit structure is also stable. Powdered products are perceived as concentrated forms of a brand's taste and functionality, making direct price comparisons by consumers less likely. Unlike finished products, where consumers compare unit prices based on volume, the perceived value of powdered products varies depending on usage situations and frequency, resulting in lower price resistance.

An industry insider explained, "Powdered products have a lower risk of failure because they can leverage the brand power of existing hit products. Rather than increasing new investments, companies can enhance profitability by expanding their accumulated brand assets, which is highly attractive from a business perspective."