"Who Diets While Starving These Days?"... 'Healthy Pleasure' Captivates MZ Dieters

Protein Food Market Grows More Than Fourfold Since 2018
MZ Generation Developing 'Interest' in Health Management

Citizens are exercising at a gym in Seoul. The photo is unrelated to specific expressions in the article. Photo by Asia Economy DB.

[Asia Economy Reporter Na Ye-eun] Recently, the 'Healthy Pleasure' trend has been spreading mainly among the MZ generation, gradually changing the traditional diet rule of 'not eating and exercising.'

'Healthy Pleasure' is a combination of Healthy and Pleasure, meaning managing health enjoyably. Unlike past health management methods that required strict diet control and enduring pain, it involves sustainable health management through vegan and low-calorie foods that do not compromise taste or health.

According to data from the Food Industry Statistical Information System (aTFIS), the protein food market, closely related to diet management, has grown more than fourfold from 81.3 billion KRW in 2018 to 336.4 billion KRW in 2021. A representative example is the casual convenience food company 'Heodak,' whose high-protein fried rice sales increased by more than 75% compared to the previous year.

The food industry expects the demand for such protein convenience foods to continue growing and is competing to launch related products. Pulmuone Foods released high-protein tofu that supplements nutrition instead of carbohydrates. Also, the beef brand Excel Beef launched a product that packages raw meat in small portions per pack for easy consumption.

The zero-calorie carbonated beverage market is also growing in line with this trend. According to the industry, the zero-calorie carbonated beverage market recorded 78.6 billion KRW in 2020, a 74% increase from 45.2 billion KRW in 2019. Last year, sales reached approximately 218.9 billion KRW, a remarkable 178.5% growth from the previous year. This is nearly a fivefold increase compared to the 2019 market size.

Not only beverage companies are eyeing the 'zero market.' GS25 recently launched a zero-calorie pouch drink as its private brand product, and Chong Kun Dang Health introduced a zero-calorie probiotic drink using its probiotic brand.

The reason 'Healthy Pleasure' became a trend is related to the characteristics of the MZ generation. The MZ generation values fun and has a high level of self-interest, so they emphasize making health management enjoyable. They maintain health management for a long time by rewarding themselves appropriately when they achieve their goals.

The MZ generation's culture of posting certification photos on social networking services (SNS) is also an element of 'Healthy Pleasure.' They record and certify their meals and exercise of the day to gain recognition from others and feel a sense of accomplishment.

Moreover, the popularization of meal kits and HMR (Home Meal Replacement) after COVID-19 has contributed to this trend. Especially with the increased time spent at home during the pandemic, many consumers have focused on weight management and naturally sought convenient foods.

Meanwhile, interest in exercise alongside dietary therapy continues to rise. Instead of exercising to lose weight quickly, steady exercise for health is on the rise. More people are enjoying exercise using YouTube channels or various home training applications. The new term 'Eodahaengda' (meaning 'If you're going to diet anyway, let's diet happily') reflects a facet of the Healthy Pleasure trend.