Discover the booming world of protein drinks in South Korea! Explore innovative products like Yonsei Dairy’s A2 milk protein drink and Namyang Dairy’s TakeFit range.
As people are becoming more health conscious, healthier drinking options are all the rage. Within South Korea, there was a significant growth in the domestic protein drink market, mainly because of the younger generation. The Gen Alpha is looking for options that can help in maintaining their health with enjoyable options. It’s time to say good bye to ‘Guilty Pleasure’ and jump in the ‘Healthy Pleasure’ bandwagon. The ‘Health-Digging Tribe’, as they are popular on social media, are willing to spend pretty bucks on healthy products, hence the focus on protein-based drinks.
The domestic offline protein drink market has experienced robust growth in the first half of this year, according to Namyang Dairy. Cumulative sales reached 61.1 billion KRW, surpassing the previous year’s figure by 17.1%. This surge highlights the increasing popularity of protein drinks among Korean consumers, outpacing the growth of protein bars and powders. With an impressive CAGR of 80% over the past two years, the protein drink market continues to gain momentum.
Differentiated Protein Drinks Product by Dairy Companies
In response to this market trend, dairy companies are introducing new products that differentiate themselves by the ingredients and forms of their protein drinks.
Yonsei Dairy – Severance A2 Protein Milk
It is a protein drink containing 40% A2 milk. What’s different in this is A2 milk is produced by cows that only have A2 protein, unlike regular milk, which contains both A1 and A2 proteins. A2 protein is easier to digest while A1 protein can cause digestive issues such as inflammation or abdominal pain. In addition, there are nine essential amino acids, which are difficult for the body to synthesize and must be orally consumed.
The drink emphasizes the rich, savory taste of A2 milk while minimizing the characteristic chalkiness often associated with protein drinks. It is a healthy protein drink without the weird taste of protein powders! And this is product is perfect for the “ingredient label reading generation” as they list out everything! You can check the protein content as well as the milk content before purchasing.
Namyang Dairy – Take Fit Range
There are a total of eight health protein products in this lineup from Namyang Dairy. There are four types of 250mL “TakeFit Max,” two types of 450mL “TakeFit Pro,” and two types of 230mL “TakeFit Aqua.” The first two drinks are for before workouts, while the third drink you can sip directly from the pouch as an ice cup.
Outlook for the Domestic Protein Market
The domestic protein market has witnessed a remarkable surge in recent years. It is fueled by a heightened consumer interest in health and wellness. According to the Korea Agro-Fisheries & Food Trade Corporation (aT), the market has expanded significantly, reaching an estimated value of 450 billion KRW in 2022, marking a six-fold increase from 2018 levels.
This growth can be attributed to several factors, including the rising popularity of protein-rich products among the younger generation, particularly post-pandemic. As consumers seek convenient and effective ways to incorporate protein into their diets, the market has diversified beyond traditional protein drinks, encompassing a wider range of products.
Industry experts anticipate continued expansion in the domestic protein market. It is driven by evolving consumer preferences and a growing emphasis on health and fitness.
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