The food market has seen a significant shift in consumer preferences since the start of COVID-19, particularly a growing desire for new and unique tastes. The increased amount of time spent at home as a result of telecommuting and online education has driven the demand for new food products that can be enjoyed at home. In addition, the growing interest in health has boosted the popularity of healthy foods with new flavors. With the growing spending power of Millennials and Generation Z, a culture has emerged where people seek to experience brands through unique flavors and dynamic marketing that align with their new consumption patterns. In the context of the pandemic, strict social distancing was in effect and the influence of convenience stores in the distribution industry increased. The convenience of purchasing various products close to home led to increased usage among consumers, prompting the development of products that attract them with diverse and unique offerings. CU convenience stores launched Jjajang Ramyeon in collaboration with the global beer brand Guinness. The product received a positive response in the market, with sales of alcoholic beverages with distinctive flavors such as energy drink-flavored highballs, herb-flavored highballs, and subtle pine-flavored highballs. GS also collaborated with the famous tteokbokki franchise “Young Dabang” to launch “Young Dabang Chadol Tteokbokki.” In response to the identified preferences of Millennial and Generation Z consumers, numerous brands are proactively engaging in collaborations to meet their needs. This strategic approach ensres that they remain relevant and appealing. For example, Shake Shack, a popular American burger brand, has introduced a new product in collaboration with Haechang, a well-known Korean makgeolli brand. Similarly, Our Home plans to launch a ready meal (RMR) called “Buckwheat Soba” in collaboration with the premium Japanese restaurant Saboten. Even within the same food industry, brands are collaborating with each other to develop new products. Samyang and Hite Jinro have teamed up to launch “Jinro Original x Original Buldak Fried Noodles.” Ottogi has joined forces with Binggrae to launch “Crab-Shaped Snack Noodles,” a ramyeon version of Binggrae’s signature snack, “Crab-Shaped Snack.” Samyang Foods has also introduced a triangular gimbap with red chicken fried noodle sauce, which has been well-received by consumers who enjoy spicy flavors. This trend of pursuing unique tastes reflects consumers’ diverse preferences and provides opportunities to pioneer new markets. Companies are creating new trends in the food industry by launching products with innovative flavors that meet consumer needs and establishing new values through brand collaborations.

In Korea, domestic consumers' interest in low-calorie sweeteners as a substitute for sugar has been gradually increasing, leading to increased commitment from market players. The share of "zero-sugar" products among carbonated beverages sold in convenience stores increased significantly from 22.5% in 2021 to 32.0% in 2022, and further to 41.3% in March 2023. These zero-sugar options derive their sweetness from alternative sweeteners rather than sugar or high-fructose corn syrup, resulting in minimal caloric intake. Initially popularized in select carbonated beverages, this trend has expanded to include coffee, isotonic drinks, energy drinks, soju, makgeolli, ice cream, tomatoes, snacks, sauces, and dressings. According to a national survey conducted in May 2023, a remarkable 73% of adult men and women expressed a preference for zero-sugar, zero-calorie, or low-sugar products. In 2022, E-mart's sales of regular Coke and Cider decreased by 9% year-on-year, while sales of Zero Coke and Cider increased by 209%. Lotte Chilsung Beverage reintroduced "Chilsung Cider Zero" in 2021 after its initial failure in 2011. Other zero-sugar products include Hite Jinro's "Zero Sugar Jinro," Lotte Chilsung Beverage's "Saero Soju," and Mackiss Company's "Sungyang" soju. Kooksoondang's "Fresh Makgeolli," Paldo's "Paldo Bibimjang," Sempio's "Fontana," Dongwon Food's "Vivid Kitchen" oyster sauce, Peacock's "Matjjang," "Twist," "Seashell Shaped Snack," and others are also zero-sugar products. Kwangdong Pharmaceutical introduced "Bien the" zero sugar tea, while Woongjin Food launched two new products, Balance and Active, under the "Ion the Fit Zero" brand. Lara Sweet's low-sugar ice cream also holds the top spot in Korea's largest convenience store CU and online malls. The most popular sugar substitutes in the Korean market include artificial sweeteners such as aspartame and natural sweeteners such as honey, allulose and stevia. Aspartame is the most commonly used artificial sweetener in Korea. Although its caloric content is similar to that of sugar, it is 200 times sweeter than sugar, allowing even small amounts to provide a more pungent sweet taste than sugar, thus helping to reduce caloric intake. Natural honey is the most popular natural sweetener in Korea and is known for its various health benefits such as detoxification, fatigue relief, immunity enhancement and cholesterol reduction. Allulose, a novel sweetener derived from natural enzymes, has a lower sugar content than sugar. It is often blended with other sweeteners and has a low-calorie content of only 5% of sugar. CJ CheilJedang pioneered the mass production of allulose in Korea by using natural enzyme extract in its manufacturing process. Competition among companies for allulose, an emerging alternative sweetener in Korea, is fierce. Daesang established a dedicated production facility in Gunsan, North Jeolla Province, and started production in July 2023. Similarly, Samyang Corporation is expanding its dedicated factory in Ulsan and aims to complete it in the first half of this year. Samyang Corporation received GRAS certification from the U.S. Food and Drug Administration (FDA) in 2020. Allulose occurs naturally in trace amounts in raisins, figs, wheat and other foods. It has a 70% sweetness level compared to sugar, but only 5% of the calories. In addition, over 98% of allulose is not absorbed in the body and is excreted. CJ CheilJedang, the first company to mass-produce allulose in Korea, has developed a powder product. Allulose, a natural sugar, is a high-value-added material that is 3 to 6 times more expensive than sugar.