CJ OnStyle said on the 11th that wellness consumption has shifted around the so-called "3S" — "Subtraction," "Selection," and "Savor" — based on a comparison of one year of purchase, search, and content data from Aug. 2023 to Jul. 2024 with the most recent year from Aug. 2025 to Jul. 2026.
The most notable change is consumption aimed at cutting ingredients considered a burden on health. Over the past year, orders for zero-related products on CJ OnStyle rose 523% from the comparison period. Orders for pressed vegetable and fruit juices such as tomato and bilberry climbed 793%, and olive oil increased 463%.
Changes also appeared in the words consumers use to search for products. On the CJ OnStyle mobile app, searches for "low sugar" rose 203%, while "zero sugar" and "no additives" each increased 164% and 100%. The analysis said more consumers are not only adding beneficial ingredients but also focusing on cutting elements they want to avoid, such as sugar or additives, from their diets.
The makeup of best-selling brands also changed. In the past, ready-to-cook meals (HMR) dominated the top ranks of food orders on CJ OnStyle, but recently brands that emphasize raw materials, ingredients, and functionality have stood out, such as "Lifill," which sells collagen products; "GrainOn," which highlights farro and enzymes; olive oil brand "Eya Eya & Friends"; and fruit and vegetable juice "Doikham."
In health functional foods, the tendency has strengthened to choose specific functions based on individual needs rather than covering multiple functions at once. Orders for general-purpose health functional foods such as red ginseng and multivitamins fell about 30%, while enzyme orders jumped 284%, and products related to skin health such as collagen and hyaluronic acid rose 103%. Probiotics also saw about a 10% increase in orders as product functions diversified from mainly gut health to skin, oral, and blood sugar.
The protein market is also broadening its base. Over the past year, 58 new protein-related brands entered CJ OnStyle. As general food, beverage, and snack brands joined a protein market once centered on workout supplements, offerings targeting consumers who want to consume protein in daily life have diversified.
CJ OnStyle said it has divided health functional foods into 111 detailed categories and is refining curation so shoppers can find products by function and purpose in line with these changes. In broadcast content such as "Choi Hwa-jeong Show" and "Kang Joo-eun's Good Life," it is also increasing the share of wellness products. In Apr., it opened the wellness specialty section "Wellness Food Market" on its mobile app and strengthened related product curation.
A CJ OnStyle official said, "Recent wellness has evolved beyond simply purchasing health functional foods into comprehensive consumption that considers what to eat, how to manage, and what lifestyle to build," and added, "We will continue to expand wellness curation that sensitively reflects changes in customers' lifestyles to provide a differentiated shopping experience."