Zero Sugar Craze... Controversial Tanghulu Purchases Up 1170% in 5 Months

Embrain Consumer Purchase Big Data Analysis
April 430 Million KRW → September 5.4 Billion KRW Surge
Choices Combining Fun Seeking and Health Consideration Coexist

As the 'Healthy Pleasure' trend of enjoying health in the food industry spreads, zero sugar products without sugar are gaining attention. However, paradoxically, the sales of 'Tanghulu,' which is drenched in sugar, have increased by more than 1100% in a short period.

Tanghulu Photo by Yonhap News

According to purchase big data analyzing the personal consumption data of 20,000 consumers aged 14 to 69 nationwide by market research firm Macromill Embrain on the 27th, the purchase amount of Tanghulu, which was 430 million KRW as of April, increased by 171% to 1.15 billion KRW in May, and last month it rose to 5.4 billion KRW, soaring 1168% in five months.

Tanghulu, skewered small fruits coated with sugar syrup, has become a popular snack among adolescents such as elementary school students. This food has recently become a social controversy. Due to complaints that sugar syrup and skewers dirty the streets, 'No Tanghulu Zones' have been established, and as the issue of excessive sugar intake among adolescents emerged, the CEO of a Tanghulu franchise was even summoned as a witness at the National Assembly audit.

Trends in Purchase Amounts of Tanghulu and Zero Sugar Foods
Photo by Macromill Embrain

Although not as much as Tanghulu, paradoxically, the demand for zero sugar products is steadily increasing. According to Embrain purchase big data, from January this year to last month, the purchase amount of zero sugar-related food products reached 489.4 billion KRW, growing 72.3% compared to the same period last year. In July, the World Health Organization (WHO) classified the artificial sweetener aspartame, a sugar substitute, as a possible carcinogen, which briefly slowed interest in zero sugar products related to it, but high purchase amounts have been maintained since then.

An Embrain official analyzed, "Through this contradictory phenomenon of consumers enjoying both zero sugar foods without sugar and sugar-drenched Tanghulu simultaneously, it can be concluded that consumers selectively consume foods," adding, "Tanghulu is chosen for 'fun' regardless of health, while zero sugar foods are perceived as an 'alternative' to reduce the increased sugar intake caused by Tanghulu."