Weight Management and Wellbeing in South Korea

PROSPECTS

Meal replacement sees decline as consumers prefer to eat well

Enhanced understanding of nutrition and physical health among South Korean consumers encouraged them to seek healthier ways to manage weight. The mukslim or “eating well while losing weight” trend is becoming widely popular in the country.

Demand for convenient nutrition stimulates sales of supplement nutrition drinks

The growth in the senior demographic in South Korea supported the growth in demand for products that are both nutritious and easy to swallow. Many elderly consumers find cooking regularly and eating solid meals challenging.

New packaging for supplement nutrition drinks

Consumers who are unwilling to surrender their breakfast look for convenient, odourless and easy to swallow products. As a result, supplement nutrition drinks have become increasingly popular.

COMPETITIVE LANDSCAPE

Local players benefit from localised marketing

Due to their deep understanding of domestic market drivers and consumer demands, South Korean players registered positive growth in a red ocean market, where international players struggle to thrive. For example, TGRN, a diet supplement manufacturer, promoted its Grn+ brand by utilising the power of celebrity endorsements and viral social media trends in South Korea.

New entrant aims to develop brand loyalty

Dong-A Pharmaceutical, a new entrant in supplement nutrition drinks in 2018, appealed to the philanthropic characteristics of consumers by focusing their marketing on hospitals and care homes. In this way, Dong-A Pharmaceutical aims to capture senior consumers trying supplement nutrition drinks for the first time.

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