With the "healthy pleasure" craze that pursues both health and enjoyment, the beverage market, including juice and carbonated drinks, has entered a stagnant phase. Energy drinks, which have spread the perception of being "not good for the body," are also expanding lineups that tout health. Along with low-sugar, low-calorie formulations, the trend is to bolster functional ingredients such as vitamins and protein.
According to the industry on the 2nd, LOTTE Chilsung Beverage is rapidly expanding the product range of its Hot Six energy drink. The Hot Six The King Ice Peach Zero, launched last month, uses peach concentrate and black tea powder to enhance flavor while containing only 8 kcal per can (355 mL). It is aimed at the zero-calorie market. LOTTE Chilsung Beverage said, "We planned this new product to offer diverse and new choices to health-conscious consumer trends and fans who like energy drinks."
Another new product that LOTTE Chilsung Beverage released in Apr. was Hot Six The Pro, which features a combination of caffeine and taurine with whey protein isolate (WPI). WPI is a supplement ingredient made by separating whey from milk to remove most fat and lactose and increase protein purity. It enhances functionality during workouts. Thanks to such product diversification, LOTTE Chilsung's energy drink sales in the first half of the year recorded 53.4 billion won, up 7.5% from the same period a year earlier.
Cafe brands are also entering the energy drink market. Starbucks reintroduced Energy Fizzio as a summer seasonal menu item. The Cherry & Plum Energy Fizzio, which sold more than 1 million cups in the spring season, targets both functionality and taste, containing 1,000 mg of taurine, 50 mg of vitamin C, and 30 μg of biotin for a Tall size.
Hyundai Pharm's Enerin differentiates itself by using natural ingredients such as palatinose extracted from honey and sugarcane and guarana extract, without added sugar, preservatives, or colorants. Palatinose is known as a low-glycemic sweetener that slows digestion and absorption, preventing spikes in blood sugar. Guarana provides natural caffeine. With the addition of 2,000 mg of taurine and B vitamins, it promotes the concept of a "healthy energy drink."
Energy drinks are also seeing strong sales at convenience stores. Eolbaksaa, jointly developed by GS Retail and Dong-A Pharmaceutical, topped the beverage institutional sector at GS convenience stores after selling a cumulative 2.5 million units within two months of its launch. By commercializing the so-called "convenience-store honey combo" of mixing a tonic drink and lemon-lime soda in an ice cup, it elicited an immediate response from consumers.
The functional beverage market, including energy drinks, is growing worldwide. Market research firm Mordor Intelligence analyzed, "Energy drinks are mainly consumed in advanced economies in North America and Europe," and "As consumer awareness of health rises, there is a notable shift toward healthier and more natural formats." According to the survey, 72% of U.K. consumers in 2023 said they prefer energy drinks with natural ingredients and associated health benefits. In response, manufacturers are using natural ingredients such as guarana, yerba mate, and green tea extracts while reducing or eliminating artificial additives.
According to Allied Market Research, the global functional beverage market is projected to grow from $110.1 billion (154 trillion won) in 2020 to $200.1 billion (281 trillion won) in 2030. This indicates steady growth in demand for beverages that combine health and functionality, rather than simple thirst-quenchers.
An industry official said, "In the past, many consumers avoided energy drinks due to excessive caffeine or high sugar content, but recently, products that offset health concerns with zero-calorie and low-sugar designs and enhanced vitamins and protein are increasing," adding, "They are evolving from simple 'drinks for alertness' into customized functional beverages for everyday life."