On August 3, a visit to the high-protein fast food restaurant 'Protein-er' near Jonggak Station in Seoul revealed a bustling lunch crowd, with few empty seats available. Packaged meals lined one side of the counter, and delivery drivers frequently entered and exited the store to pick up orders.
Protein-er is a dining brand that offers a menu entirely composed of low-sugar and high-protein options. It reinterprets common fast food items like salads, pasta, rice bowls, and tortilla wraps under the concept of 'delicious healthy food.' Since opening its first location in 2021, the brand has expanded to 12 stores in major commercial areas of Seoul, fueled by the growing trend of healthy pleasure.
A representative from Protein-er's Jonggak location noted, "Many office workers come here not only for lunch but also for dinner after work. Previously, our main customers were fitness enthusiasts, but now there is a significant increase in regular office workers seeking healthy meals."
The culture of healthy pleasure, which emphasizes enjoyment in eating while maintaining health, is reshaping the food and dining landscape. Products that were once limited to weight loss or fitness goals, such as protein and low-sugar items, are now becoming part of everyday meals and snacks. In response, specialized dining brands and niche stores are emerging, while major food companies are diversifying their product lines to enhance market competitiveness.
According to the Korea Agro-Fisheries & Food Trade Corporation (aT), the domestic protein food market was valued at approximately 400 billion won in 2022 but is projected to surge to 685 billion won by 2025, with expectations to reach 800 billion won this year.
The low-sugar food market is also rapidly expanding. The Ministry of Food and Drug Safety reported that the number of sugar-free product categories reached 590 in 2024, more than doubling from the previous year. The domestic low-sugar food market grew by 36.9%, from 301 billion won in 2022 to 412 billion won last year, continuing its upward trend.
This growing market has led to the emergence of 'zero convenience stores.' High-protein and low-sugar products, which previously occupied only a small corner of regular convenience stores or grocery store shelves, now fill entire stores with a diverse range of offerings.
At a zero-specialty store called 'Zero Lab' near Jonggak Station, shelves were stocked with dozens of low-sugar and low-calorie products, including not only traditional zero-calorie sodas but also donuts, pizza, tteokbokki, dumplings, and kimbap. The product selection was comparable to that of standard unmanned convenience stores.
In addition to Zero Lab, other unmanned franchise brands specializing in zero products, such as Zero Store, Zero in Zero, and Zero Choice, are rapidly expanding, particularly in office and university areas. Notably, Zero Store recently surpassed 200 locations nationwide.
The food industry is also accelerating efforts to secure market leadership. Ottogi has expanded its low-sugar brand 'Light & Joy' to 59 products since its official launch in April last year. The dairy sector is strengthening its protein drink lineup with brands like Namyang Dairy's 'Take Fit' and Maeil Dairy's 'Selex' and 'Pureteen.' Ice cream companies such as Lotte Wellfood, Binggrae, and Haitai Ice Cream are launching zero and low-sugar versions of their popular ice creams to capitalize on summer demand. Major condiment and sauce manufacturers like Daesang, Sempio, and Dongwon Home Food are also broadening their low-sugar offerings beyond dressings to include sauces and pasta sauces.
A food industry representative stated, "Recent trends in blood sugar management and slow aging have established everyday health management as a key criterion for food consumption. In the future, competition will intensify to expand product lines that combine taste, nutrition, and functionality, moving beyond simple low-sugar and high-protein compositions."
* This article has been translated by AI.
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