Orion Targets 100 Billion Won Brand with 'Dr. You'

Dr. U, 83.6 Billion KRW in Sales Last Year... 23% Increase YoY
Strengthening Protein and Minerals to Build a Healthy Image
Jeju Yongamsu, Key to Brand Growth

Orion's ‘Dr. You’ is aiming for sales of 100 billion KRW this year. As the ‘dumbbell economy,’ characterized by increased spending on health management, continues to thrive and interest in health remains strong, the company plans to strengthen branding with healthy products that satisfy both taste and nutrition.

Orion 'Dr. You PRO'

According to industry sources on the 15th, last year, Orion Dr. You brand’s sales amounted to 83.6 billion KRW, marking a 23.1% increase compared to the previous year. Dr. You’s sales, which were around 26.6 billion KRW in 2018, steadily grew to 33.9 billion KRW in 2019 and 46.1 billion KRW in 2020. In 2021, with the addition of Jeju Yongamsu to the lineup, sales surged nearly 50% year-on-year to 67.9 billion KRW, resulting in more than a threefold increase in size over the past four years up to last year. This year, as of the end of May, cumulative sales have increased by more than 33% compared to the same period last year, continuing the growth trend.

Dr. You is a brand launched by Orion in 2008 with the concept of ‘delicious health.’ To break away from the perception that ‘snacks are bad for the body’ and emphasize the image of healthy food, the brand started with the protein-enhanced ‘Dr. You Protein Bar’ and expanded its lineup with ‘Dr. You Jeju Yongamsu,’ which uses Jeju lava seawater as its source to highlight abundant minerals. Last year, it introduced ‘Dr. You PRO,’ a high-protein product targeting consumers who exercise professionally for health, and in April, it launched protein powders such as ‘Protein Powder Isolate Strawberry,’ continuing its expansion.

Orion believes that focusing on the keyword ‘health’ is driving the brand’s growth. An Orion representative explained, “Differentiating taste and ingredients within the health trend and offering various products tailored to consumption TPO (time, place, occasion) have continued to receive consumer support.” As interest in health rises, elevating and redefining the brand identity from snacks to overall food products has proven effective.

The role of Jeju Yongamsu appears to be crucial for the steadily growing Dr. You brand to become one of Orion’s flagship brands. Jeju Yongamsu achieved sales of 13 billion KRW last year, a 43% increase from the previous year, but its market share within the overall bottled water market and absolute sales volume remain modest. Orion plans to expand sales through strengthened promotions and exports, as word-of-mouth is spreading mainly among health-conscious consumers, with more than 10% of nationwide sales coming from the Gangnam 3 districts.