Orion "Dr. You Protein Bar" Surpasses 20 Million Units in Cumulative Sales

Average Monthly Growth of 27%
Fastest Sales Pace Among All Orion Nutrition Bars

[Asia Economy, reporter: Lee Seonae] Orion announced on October 29 that its "Dr. You Protein Bar" has surpassed cumulative sales of 20 million units just a year and a half after its launch. In terms of revenue, this amounts to 24 billion KRW.

Launched in April 2019, the Dr. You Protein Bar allows consumers to conveniently intake 12g of protein-equivalent to the amount found in two eggs-in a single 50g bar. From its initial release, the product quickly gained popularity among fitness enthusiasts, such as those practicing yoga, weight training, Pilates, and home workouts, leading to an average monthly growth rate of 27%. Compared to the first 18 months of Orion's "Dr. You Energy Bar," which debuted in 2009 and led the domestic nutrition bar market, the Dr. You Protein Bar has grown at a rate more than 2.6 times faster. This rapid growth is attributed to the rising "dumbbell economy" trend, in which protein is increasingly valued as a key nutrient for muscle development.

Another reason for its popularity is the ease of purchase compared to overseas protein bars, as it is readily available at convenience stores, large supermarkets, and general grocery stores. The inclusion of lentils, almonds, peanuts, and other nuts delivers both flavor and nutrition. Additionally, the "Dr. You Protein Bar Mini," a smaller-sized version that allows consumers to adjust their protein intake as desired, has also contributed to increased sales.

In July 2020, leveraging its strong domestic popularity, Orion entered the Chinese market. The Dr. You Protein Bar is sold in China under the name "Dr. You Danbaiganguoba (蛋白?果棒)," and the Dr. You Energy Bar is sold as "Dr. You Nengliangganguoba (能量?果棒)," both produced locally. In China as well, the COVID-19 pandemic has heightened consumer demand for nutritious and healthy products this year.

An Orion representative stated, "The Dr. You Protein Bar is growing at the fastest rate among all Orion nutrition bar products, driven by the expansion of the dumbbell economy. We plan to continue launching products with enhanced nutritional content, such as protein and vitamins, to actively target the growing health trend in Korea."