Younger generations, including Millennials and Generation Z, are increasingly adopting zero-sugar and low-calorie products, incorporating alternative sweeteners to replace sugar to promote a healthier and more enjoyable culinary lifestyle. This heightened health consciousness extends to all age groups, including middle-aged and older generations who, while historically less susceptible to such trends, are now turning to low-sugar, low-calorie options for their dietary needs. This continued interest in alternative sweeteners and low-calorie, zero-calorie foods that mimic the taste of sugar is reflected in the rapid growth of the zero-sugar carbonated beverage market. According to Euromonitor, the Korean market for zero-sugar carbonated beverages has seen significant development, rising from KRW 211.6 billion in 2020 and KRW 466.1 billion in 2021 to an impressive estimate of KRW 1,2775 trillion in 2023. This represents a more than fivefold increase from the 2020 figures, highlighting a notable shift in consumer preferences towards healthier beverage options.

In a survey, 91% of the respondents were aware of alternative sweeteners. Moreover, their perception of the value and willingness to buy alternative sweeteners was remarkably high at 71%. Interestingly, 64.7% of the respondents expressed willingness to purchase alternative sweeteners despite their higher price points. The primary driver for these purchases was curiosity, cited by 28.6% of the respondents. Among the range of alternative sweeteners, stevia emerged as the most popular choice, with 62.5% of the respondents saying they had purchased it.

A growing number of consumers in their 40s and 60s are opting for low-sugar, zero-calorie beverages. A survey on the preference for sugar-free, zero-calorie beverages among this demographic group revealed that 66.1% of them expressed an interest in such beverages, with 70.5% expressing a positive attitude toward them. The main reason for this preference was the desire to reduce sugar intake, cited by 53.6% of the respondents, followed by 12.6% who believed it would help them stay healthy. Notably, 90.5% of the respondents had never consumed zero-sugar, zero-calorie beverages with 47.3% citing health as the reason for consumption and the same percentage citing weight control.

In terms of beverage choices, 57.5% of consumers have a preference for zero-sugar beverages over regular beverages. The primary factor influencing their purchase decision is whether the sugar content is labeled as "zero," with 63.7% considering this aspect. In addition, 69.1% of consumers prioritize consideration of additives such as colors, preservatives and flavors. Zero-sugar, zero-calorie beverages are most commonly bought from supermarkets (61.2%), followed by convenience stores and grocery stores. The average cost of a single purchase ranges from "less than KRW 5,000 to KRW 10,000", accounting for 42.9% of purchases. The key reasons for not purchasing these beverages are lack of perceived need (30.3%), concerns about taste (9.1%) and high price (9.1%).