Healthy Pleasure Trend Continues with Zero Identity
Nongshim Launches Welch's Zero Cherry Strawberry, etc.
Chinese Researchers: "More Than 2 Liters a Week Increases Atrial Fibrillation Risk"
As the trend of 'Healthy Pleasure,' which focuses on enjoying health management among the younger generation, rapidly rises, the beverage trend emphasizing 'Zero Identity (Zero+Identity)' continues this year as well. Zero Identity means maintaining the original taste of products while reducing sugar and calories.
According to the distribution industry on the 8th, Nongshim will launch the zero-calorie carbonated drink 'Welch's Zero Cherry Strawberry' on the 11th. This new product is the first in the Welch's soda brand to combine two fruit flavors, featuring the refreshing tartness of cherry and the sweetness of strawberry simultaneously. Welch's Zero Cherry Strawberry will be released in two types: a 355mL can and a 600mL PET bottle.
A Nongshim representative said, "It is a product that allows you to enjoy the tangy carbonation with a refreshing and sweet fruit flavor without the calorie burden."
Nongshim launched the 'Welch's Zero' brand in April 2022, marking its entry into the zero-calorie beverage market. Leveraging the characteristic of containing real concentrated fruit juice, it successfully targeted the market, selling 30 million units in its first year and surpassing 80 million units cumulatively by 2023, driving the overall growth of the Welch's brand.
Recently, with increasing interest in health management mainly among the MZ generation, zero-concept products are preferred. As zero beverage consumption has established itself as a category rather than a trend, related product launches are expected to continue steadily this year.
Coca-Cola, actively targeting the zero market, released a limited edition product inspired by K-pop and fandom culture called 'Coca-Cola Zero K-Wave' on the 20th of last month. Lotte Chilsung Beverage has also expanded its product lineup starting with 'Chilsung Cider Zero' to include 'Pepsi Zero Sugar,' 'Toms Zero,' 'Hot6 Zero,' and 'Milkis Zero.' Recently, they additionally introduced 'Milkis Zero Strawberry & Banana.'
Zero Identity is spreading even to kids' beverages. Woongjin Food introduced a new children's drink 'Catch! Tinyping Zero' at the end of last month, featuring the country's number one popular character IP 'Catch! Tinyping.' It is a zero-sugar, zero-calorie drink that extracts domestic dried fruits to perfectly capture the refreshing sweet taste and aroma. A Woongjin Food children's beverage brand manager said, "The new product was launched reflecting consumer demand to reduce sugar intake."
However, no matter how sugar and calories are absent, excessive consumption should be avoided. Recently, a research team from Shanghai Jiao Tong University in China reported that drinking more than 2 liters per week of 'diet carbonated beverages' containing artificial sweeteners increases the risk of atrial fibrillation. Atrial fibrillation is a type of arrhythmia where the heartbeat becomes irregular. Abnormal electrical signals are generated in the atria, causing the atrial movement to disappear and the ventricles to beat irregularly. This irregular blood flow in the atria can reduce cardiac output.
Dr. Ningjian Wang, the study's author, said, "It is best to avoid beverages containing not only sugar but also artificial sweeteners as much as possible." This study was recently published in the journal 'Circulation: Arrhythmia and Electrophysiology,' issued by the American Heart Association.
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