Health functional foods include products that are manufactured and processed into tablets, capsules, powders, granules, liquids, etc., using raw materials or ingredients with functional benefits for the human body. Korea's famous "red ginseng extract" is a representative product in this category, which is traditionally recognized as a flagship health food. Despite the continued dominance of red ginseng in the domestic functional health food market, shifts are evident due to rising national income, an aging population, and the emergence of the 2030 generation.

Increased consumer interest, especially among the 2030 generation, is notable in new health functional foods such as vitamins and probiotics. The positive perception and active consumption attitude of this generation is reshaping the domestic market, prompting the renewal of popular products and the dynamic development of new ones tailored to younger preferences. Inner beauty product lines that address both health and beauty are gaining momentum, with pomegranate-derived collagen products gaining prominence. Convenient, easy-to-consume healthy foods are being introduced in convenience stores frequented by young people.
Red ginseng retains its number one ranking among the top five domestic health functional foods in 2022, but sales have steadily declined over the past five years. Probiotics, vitamins and minerals, oils that contain EPA and DHA, and proteins have risen in importance. Functional categories show "improving circulation" as the leading function, followed by memory enhancement, immune function, antioxidant function, and fatigue relief. Products that address these five key functions account for 59.6% of the total.

Representative red ginseng products that have long been popular for health promotion include Korean Ginseng Corporation's Hongsamjung and Red Ginseng Extract Everytime. LactoFit Lactobacillus and EyeClear Lutein from Chong Kun Dang are also popular. HY's JangCare Project MPRO3 and Coopers, and Kolmar BNH Co.'s SQ Live Probiotics and Petit N Forvita+ multivitamins. Cosmax Bio's Prebiotics FOS Fructo-oligosaccharides Plus and AlphaProject Vascular Health. There are also Ever Collagen Time biotin and Today's Cut Diet Jelly from Cosmax NBT.

Primary motivations for consumption of health functional foods include strengthening immunity with red ginseng, supplementing nutrition with vitamins, and improving gut health with lactic acid bacteria. Consumers also use these products for fatigue relief, general health improvement and disease prevention. Beauty effects have emerged as a growing consideration. Concerns about physical strength and immunity drive most household purchases of health functional foods, followed by concerns about future health. Women prioritize strength and immunity, while men consume these products primarily for future health.