Market Kurly's Low-Sugar 'Raw Food' Gains Popularity "Surging Demand for Low-Sugar, Unsweetened, and Alternative Sweetener Foods"

Market Kurly, Chobani Greek Yogurt.

Sales of Stevia Tomatoes with No Sugar Worries Increase More Than 10 Times Year-on-Year
Greek Yogurt Sales Up 241%... Alternative Sweeteners, Sugar-Free Chocolate, Zero Carbonated Drinks Popular

[Asia Economy Reporter Kim Yuri] Market Kurly recently announced on the 5th that as consumers' aversion to excessive sugar increases, sales of low-sugar food products such as yogurt, fruits, chocolate, and alternative sweeteners with reduced sugar content have surged up to 10 times, gaining popularity.

According to the Korea Agro-Fisheries & Food Trade Corporation (aT) Food Industry Statistical Information, domestic retail sales of sugar decreased by 26% over five years, from 219.8 billion KRW in 2015 to 161.4 billion KRW in 2019. This trend has been accelerating since COVID-19 due to increased health awareness. Looking at Market Kurly's sales, the popularity of foods that contain no sugar or use alternative sweeteners to provide sweetness has been rising every year.

Sales of Stevia tomatoes sold on Market Kurly from January to September this year increased more than 10 times compared to the same period last year. Known as Shine Tomato, Tomango, and Danmato, Stevia tomatoes are fruits that use steviol glycosides, which provide strong sweetness but are not absorbed by the body, allowing consumers to enjoy sweetness without sugar burden. They are popular as desserts and diet foods. Recently, Stevia citrus, peach, oriental melon, kiwi, and watermelon have been launched, and the range of Stevia fruits is expected to gradually expand in the future.

During the same period, sales of Greek yogurt increased by 241% year-on-year, surpassing the growth rate of regular yogurt (98%). Greek yogurt is popular because it contains less sugar and sodium than regular yogurt and can be enjoyed in various ways with toppings according to personal preference. Although the number of Greek yogurt products sold on Market Kurly is only about 60% of regular yogurt products, sales volumes are similar. This year, the number of Greek yogurt products has increased by nearly 50% compared to last year. The No-Fat Greek Yogurt from 'Chobani,' the number one brand in the U.S. Greek yogurt market, was also introduced as a Kurly Only product in August.

Alternative sweetener products are also gaining attention. Xylos sugar, which inhibits sugar breakdown to reduce absorption in the body, saw sales increase by 185% year-on-year, while oligosaccharides and allulose increased by 95% and 85%, respectively. Sales of sugar-free chocolate using alternative sweeteners instead of sugar increased by 941%. Zero drinks such as cola and cider, which contain zero sugar, fat, and cholesterol, have seen monthly sales increase by an average of 26% this year.