Sales of non-alcoholic beverages are booming in South Korea. Many people, especially younger generations, are drinking less alcohol and seeking healthier options instead.
According to the Korea Agro-Fisheries & Food Trade Corp. (aT), the average number of drinks consumed per occasion fell to 6.6 last year. This is a tiny drop from previous years, but it marks a shift. In 2020, the average was higher at 7 glasses.
Furthermore, the average number of drinking days per month also decreased. Last year, people drank about 8.8 days each month, down from 9 in 2020 during the pandemic. This decline is particularly noticeable in those in their 20s and 30s. For example, women in their 20s cut back from 8.8 days to 7.2 days, while men in their 30s reduced their drinking from 10.2 to 9.3 days.
Experts believe this trend is fueled by an increased focus on health. Many are redefining social interactions, preferring gatherings without alcohol. There’s also been a decrease in corporate drinking events, pushing more people toward alcohol-free options.
As a result, non-alcoholic beverages are becoming more popular at social events. While non-alcoholic beer was the main player, alternatives like non-alcoholic wine are also gaining traction. The market is rapidly expanding, both in stores and online.
Recent sales data shows this growth. For instance, non-alcoholic beer sales at Emart jumped by 37.1% in the first quarter compared to last year. At Lotte Mart and Lotte Super, there was a 27.4% increase. This trend highlights that younger consumers, particularly those in their 20s and 30s, now account for 44% of non-alcoholic beer buyers, a significant rise from 29% for traditional alcohol.
Retailers are responding to this demand. Emart has increased its non-alcoholic beer selection to over 40 varieties, up from about 20 in 2022. Lotte Mart has also enhanced its range by approximately 10% this year.
Beverage companies are adapting as well. HiteJinro’s “Hite Zero” saw sales of about 20.8 billion won ($14.1 million) last year, rising by over 21%. The company is also exploring international markets with its new product, “Terra Zero.”
Meanwhile, OB Beer noted a 24% increase in non-alcoholic beer sales early in the year. Currently, 50,000 out of 600,000 restaurants in the country offer non-alcoholic beverages, indicating more growth ahead.
The wine market is not lagging either. Emart reported that sales of non-alcoholic wine increased a staggering 28 times within a year of its launch. This surge led to the creation of a dedicated category for these beverages.
This shift toward healthier, non-alcoholic options reflects broader social changes. As people become more health-conscious, the demand for diverse, flavorful non-alcoholic drinks is likely to keep growing. The future looks bright for the non-alcoholic beverage industry.
For more insights on non-alcoholic beverage trends, check out reports from trusted sources like the Korea Agro-Fisheries & Food Trade Corp. or industry analyses from reputable news outlets.
By Kwon Oh-kyun, Lee Ji-an, and Minu Kim
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]
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