Health supplements, wellness foods emerging as growth driver in food industry: report

SEOUL, December 17 (AJP) - South Korea’s wellness food market is expanding rapidly, with rising competition as more companies enter segments ranging from health supplements to protein foods and low-calorie products, KPMG Samjong Accounting Corp. said in a report, Wednesday.

In the report titled “Wellness Food Trends and Business Opportunities,” KPMG Samjong said the market is broadly divided into health supplements, protein foods and so-called “low-spec” foods, which are formulated to reduce calories, sugar, sodium or alcohol content.

Health supplement exports rose about 45 percent between 2020 and 2024, the report said, driven by strong demand from China, Southeast Asia, the United States and Europe.

Manufacturers are increasingly focusing on developing “individually recognized ingredients,” which grant up to six years of market exclusivity under South Korean regulations, offering higher margins and stronger growth prospects.

Sales channels for health supplements are also diversifying, expanding beyond online platforms and pharmacies to health and beauty stores, discount retailers and convenience stores, improving accessibility for consumers. KPMG Samjong said demand for personalized health supplements is expected to grow further, supported by regulatory changes and the adoption of AI-based subscription services that provide tailored nutrition solutions.

The protein food market, once dominated by products aimed at athletes, is broadening to target general consumers. Companies are introducing offerings tailored to lifestyle, age group and specific health goals, capitalizing on trends such as “healthy pleasure” and “slow aging.”

Convenient formats, including ready-to-drink protein beverages, are gaining popularity as meal replacements and snacks, the report said.

Low-spec foods are also gaining traction among health-conscious consumers. The alternative sweetener market is expanding rapidly, led by allulose, while low-sugar products are becoming the “new normal” across categories, ranging from zero-calorie soft drinks to desserts and sauces.

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