The Rise of ‘Zero’ and its Diversification in Korea
In 2023, one of the most prominent trends in the South Korean food and beverage market is the growth of ‘Zero’. It’s not just an increase in sales. Various categories are introducing ‘Zero sugar’ products, diversifying the range.
Korean consumers were first introduced to ‘Sugar free’ through Coca-Cola Zero. However, the sugar-free soft drinks market, once dominated by Coca-Cola, has now diversified with a myriad of products. Beyond soft drinks, ‘Zero’ products have been launched in categories like electrolyte drinks (sports drinks) and drinkable yogurts. Pharmaceutical companies have launched vitamin drinks that are ‘Zero’ as well. (It’s a bit ironic that some sports drinks, which are positioned to supply energy through calories, are now pursuing the ‘Zero’ trend. But it’s really happening!)
Furthermore, Korean consumers are seeking ‘Zero’ not just in beverages, but in many other areas.
As you can see from the above image, even among cookies and ice creams, there are those that advertise ‘Zero Sugar’
According to a press release by Lotte Group, a major Korean distributor, sales of Zero-related products in the first half of 2022 to 2023 increased by 1.5 times for beverages and 2.9 times for snacks. Sugar free jellies and cookies, sweetened with artificial sweeteners, are also gaining popularity. While the measurement methods of market research firms vary, there is a common consensus that the total sales volume of ‘Zero’ products have tripled in the last two years.
Korean media and marketing experts often describe this phenomenon using the term ‘Healthy Pleasure’. Presumably a counterpart to ‘guilty pleasure’, this term became well-known through its appearance in the annual bestselling book series <Trend Korea>. However, while it’s utilized by the media and some magazines, it doesn’t seem to be a commonly used expression among consumers.
The Image and Appeal of the Word ‘Zero’
Rather than attaching other terms or explanations, it seems appropriate to describe this phenomenon as an affection for ‘Zero’ itself. This probably relates to the structure and order of Korean expressions. Phrases like ‘무설탕’ (sugar-free) and ‘무첨가’ (no additives) have long been used in Korean. The prefix ‘무’ in the term signifies ‘without’ or ‘non-’, making ‘Zero Sugar’ more intuitive to Koreans than ‘Sugar Free’.
Furthermore, the character ‘무’ often conveys a ‘clean’ image, sometimes even implying natural or eco-friendly connotations. This may be an overinterpretation, but in traditional East Asian philosophies, ‘무’ signifies a pure void, rather than an absence of something negative.
‘Zero’ Trending in the Alcohol Market
Interestingly, even in Korea’s most popular alcoholic drink ‘Soju’, sugar-free products are gaining traction. The ‘Soju’ market, worth approximately 20 billion USD, is conservative and hard for new brands to penetrate. However, the rise of ‘Zero’ products in such a market is noteworthy. Both ‘Hite Jinro’ and ‘Lotte’, holding the 1st and 2nd market share respectively, are pouring resources into marketing their ‘Zero’ products.
Expressing Health Concerns or Values through Consumption
Korea has one of the lowest obesity rates among OECD countries, with only Japan having a lower rate. It would be more holistic to attribute the popularity of ‘Zero’ to overall health interests rather than just dieting. The meaning of ‘Zero’, beyond its functional aspect, seems to reflect the consumers’ values and self-management. This aligns with the vegan trend in Korea, which started with health or religious beliefs but now spans environmental concerns, animal rights, and carbon emissions. The appeal of ‘Zero’ isn’t just about its low-calorie benefits for dieting but expressing values of self-discipline, health, and lifestyle.
Is This a Generational Phenomenon?
Is the popularity of ‘Zero’ aligned with the values of Millennials and Gen Z? While there’s no concrete data, there’s enough evidence to hypothesize that ‘Zero’ is more prominent among the younger generations. According to an analysis conducted by Emart24(convenience store franchise) and the Korean media outlet Newdaily Economy, sales of ‘Zero’ products increased by about 80% year-on-year. The rise was more significant in areas with schools and institutes (114%) than in office areas (63%).
Cultural shifts and transitions can sometimes occur rapidly. Just 4–5 years ago in Korea, it was uncommon to seek out Zero cola in in a Korean, Chinese, or Japanese restaurant in Seoul. Now, there’s greater acceptance and diversity, with some communities jokingly stating that those who drink regular cola lack appeal.
It’s uncertain how long the rise of ‘Zero’ will last, but the increasing trend of value-driven consumption in Korea is something to keep an eye on.
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