Various products within OTC and vitamins and dietary supplements in South Korea are already offered in herbal/traditional format. The demand for natural alternatives and the desire to avoid unnecessary chemical ingredients are pushing sales of herbal/traditional products.
Herbal/traditional dietary supplements used to be focused on a general health positioning. However, products positioned for the immune system are now growing rapidly.
The biggest category within herbal/traditional products is herbal/traditional dietary supplements, with combination supplements being particularly visible. Herbal/traditional combination supplements by Cheong-Kwan-Jang are consumed to aid the immune system, boost energy and to maintain memory health, amongst other reasons.
Korea Ginseng Corp held a strong lead in herbal/traditional products in value terms in 2019, and continued to see a rising share. The company does not offer OTC products, but the prevention merits of ginseng make the company a giant in overall consumer health.
International direct selling brands such as Amway, Nu Skin, Herbalife and Mannatech have a strong presence in most dietary supplements categories. However, within herbal/traditional dietary supplements, local direct selling brand Atomy significantly outpaces international brands, holding second position in 2019.
Herbal/traditional products are used for curing hangover symptoms, and are mostly offered by local players. The leading hangover drinks brands, Condition, Dawn808 and Morning Care, all use herbal/traditional ingredients such as hovenia fruit and are considered a necessity before and after drinking to avoid or relieve a hangover.
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This industry report originates from Passport, our Consumer Health market research database.