The trend of ‘self health care,’ where individuals manage their own health, is becoming a daily routine. This is the story of health functional foods (hereafter referred to as HFF), which have shown remarkable growth, more than doubling in size over the past five years. According to industry sources, the market is expected to approach 5 trillion KRW this year.
A survey conducted by FromBio targeting HFF consumers aged from their 20s to 50s revealed that HFFs are indeed recognized as essential elements for a healthy daily life. Eight out of ten respondents (82.3%, multiple answers allowed) said they consume HFFs to improve their health, making it the most selected answer across all age groups. The second most common response was getting enough sleep (61.3%), followed by regular exercise (55.5%).
It was also notable that most people purchase HFFs for themselves (91.8%, multiple answers allowed). This trend was especially prominent among the 20s and 30s age groups. These active consumers seek out new ingredients and enjoy using company-owned online stores, creating a ‘company mall trend’ in the industry and bringing fresh momentum to the market. FromBio conducted this survey to examine the recent market trends where various age groups coexist.
Reasons for Seeking HFFs Vary... Who Are the Biggest Consumers?
As the consumer base for HFFs has expanded, the purposes for using these products have diversified. Across all age groups, the majority seek HFFs to boost immunity and prevent diseases (59.5%), reduce fatigue and increase vitality (55.3%), maintain health (54%), and improve bodily functions (36.8%). There were also purposes such as anti-aging (15%) and enhancing male and female health (12.8%).
Age-specific demands stood out as well. People in their 20s consumed HFFs for dieting and weight control (16%) and skin improvement (14%), actively using them to enhance their appearance. Those in their 50s sought HFFs to alleviate menopausal symptoms (25%).
Respondents on average used 3.3 products simultaneously. When asked about the number of products currently being consumed, 3 products (31.5%), 2 products (26.8%), and 4 products (15.8%) were the most common answers. Many also took 5 or more products (18.8%). By the same standard, the most active consumers of HFFs were in their 40s (23%), followed by their 50s (21%), 30s (20%), and 20s (11%).
Broadened Consumer Base, Diverse Ingredients... Premium Ingredients like ‘Bilberry’ and ‘Boswellia’ Gain Attention
Recently, various ingredients have started to gain attention in the HFF market, which was traditionally dominated by red ginseng and vitamin products. Popular ingredients that help overall health through immune enhancement and various benefits include vitamins (74.5%), probiotics (55.5%), and omega-3 (45.3%). There is also significant demand for ingredients known for improving specific body functions and effects, such as lutein (29.8%), calcium (24.8%), and collagen (21%).
Demand for emerging new ingredients gaining recognition in the HFF market was also notable. These include saw palmetto (3.8%), boswellia (3%), gamma-linolenic acid (2.8%), Lactium (1.8%), mastic (1.5%), and bilberry (1.3%). These ingredients help with prostate health, joint and cartilage function, menopausal symptoms, sleep quality improvement, stomach health, and eye health, respectively.
In particular, as interest in eye health continues across all age groups, bilberry?a plant-derived ingredient rich in anthocyanins?is gaining attention as a premium eye health ingredient following lutein. The market has seen a series of related product launches, including FromBio’s ‘Eye Health Bilberry Plus+.’ Demand for boswellia, which supports joint and cartilage health, was especially prominent among those in their 50s (7%).
What Products Do Consumers Buy? 2030 Focus on ‘Price’ and ‘Reviews,’ 4050 Check ‘Certification’ and ‘Manufacturer’
Respondents considered efficacy (55.5%, multiple answers allowed) as the most fundamental factor when purchasing HFFs, followed by checking various other criteria. They also examined ingredient safety (49.8%) and composition (48.8%). After that, price (43.8%), user reviews (26.3%), brand (23%), and manufacturer (19.8%) were considered, and some even checked compatibility with other products they consume (5.3%).
The 20s and 30s age groups placed more emphasis on price (50%) and user reviews (35%), while the 40s and 50s groups focused more on ingredient safety (57.5%) and manufacturer (23.5%) by verifying certification marks. The ‘Health Functional Food’ certification mark was carefully checked across all age groups (63%). This certification on product packaging indicates that the product’s functionality and safety have been recognized by the Ministry of Food and Drug Safety.
20s Buy HFFs After Watching Reviews on YouTube
There were clear generational differences in how information about HFFs was obtained. People in their 20s got information from individual YouTube channels (31%) and also referred heavily to reviews from people around them (47%). In contrast, those in their 50s obtained information through TV health and lifestyle programs (44%) and online/offline advertisements (27%).
Across all age groups combined, the order of information sources was portal site searches (47.8%), reviews from acquaintances (40.8%), social media (29.3%), TV programs (26.3%), advertisements (21.3%), and YouTube channels (21%).
The dominant channel for purchasing HFFs was online open markets (54.8%). Next was company-owned online stores, known as ‘company malls,’ with a usage rate of 10%. Among these, company malls were most used by people in their 20s (18%), overseas direct purchases by those in their 30s (14%), and pharmacies by those in their 50s (13%). Reflecting demand centered on the 20s, purchases at health and beauty stores (2.3%) were also notable.
A FromBio representative said, “Through this survey, we were able to specifically understand the demands of each generation regarding HFFs and gain meaningful insights reflecting recent industry trends. As the HFF market has established itself as a mass industry encompassing all generations, we will continue to devote all our efforts to discovering reliable ingredients and developing high-quality products to keep pace with the evolving market trends and segmented customer needs.”
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