A survey of adults aged 20 and older in Korea conducted in June 2022 found that 63.7% of respondents considered “weight management” to be the most important aspect of their health. Among those focused on weight management, 54.1% considered protein to be the most important nutrient. In addition, 59.8% of respondents said they get protein through their diet and food choices. Of those who use protein products, 54.5% believe that processed protein products are effective in meeting their protein needs.
As consumers seek to improve their health through weight management and dietary changes, protein foods have become a popular choice for meeting both dietary and health needs. Data shows that approximately 68% of Korean consumers have purchased protein products to help manage physical strength, weight, and eating habits. Among those who purchased protein products for dietary and health reasons, 67.5% reported positive experiences with them.

The Korean protein market has experienced significant growth, with market sizes estimated at KRW 81.3 billion in 2018, KRW 120.6 billion in 2019, KRW 257.9 billion in 2020, KRW 336.4 billion in 2021, and approximately KRW 400 billion in 2022. The market for protein products grew by 179% from 2019 to 2021. By the end of 2023, the market size for protein diet products in Korea is projected to reach approximately KRW 450 billion. As the market for protein products for weight and diet management continues to expand, a greater variety of products is becoming available, providing consumers with more choices.
In recent years, protein supplements and specialty products such as Maeil Dairy’s SelecSlim, Ildong Food’s Hymun Protein Balance, and Orion’s Dr. You have seen significant sales growth, with cumulative sales ranging from KRW 200 billion to KRW 400 billion. For example, sales of protein bars in Seven-Eleven stores tripled from January to August 2023, with the share of bar products in total refrigerated protein sales rising from 40% in 2022 to 60% in 2023.

In March and early April of the previous year, SSG.com reported a 20% increase in sales of weight management and diet-related health supplements compared to the previous month. There was a 50% increase in sales of protein supplements consumed during exercise, while protein bars and cereal bars used as meal replacements saw a surge of 110%. There was also a 20% increase in sales of chicken breast. According to Heodak, a chicken breast brand, sales of diet convenience products from March 1 to 15, 2023, rose by 75% compared to the previous month. Harim’s “Harim e-Chicken Protein Diet Lunch Box” recorded over 160,000 units sold by July 2023.

A consumer trend survey released in 2022 indicated a notable increase in interest in weight management among Koreans in their 20s to 40s, rising from 33% in 2020 to 45% in 2021. There was also a notable increase in interest in dietary habits, rising from 24% in 2020 to 30% in 2021. This heightened interest, especially among younger generations, is fueling the rapid growth of products favored by Millennials and Generation Z, which enhance satiety and flavor by modifying traditional ingredients. For example, Ottogi’s “Cup Noodle Mala Soup” surpassed 1 million sales within three weeks of its launch, while Nongshim’s “Noodle Fit” exceeded 2.1 million sales within three months.