[News Terms] ‘Health Digging-jok’ Penetrates Health

Discovering and Applying Personal Health Management Methods
Influenced by Life Cycle Changes and Medical Advances
Growing Interest from Middle-Aged to Young Adults

'Health Digging' is a compound word combining 'Health' and 'Digging.' It refers to the act of delving into various health information for health management. The term Health Digging tribe collectively refers to those who discover and apply their own health management methods through such behavior.

The increase in average life expectancy has brought fundamental changes to the life cycle. The core of the life cycle change is the increase in the latter half of life. With advances in medicine, the health condition after the age of 50 has improved, and the age of entering old age is gradually being delayed.

[Photo by Pixabay]

Along with the extended life cycle, the paradigm of health management is also changing. While cautioning against longevity that ignores healthy life expectancy (the expected lifespan lived in a healthy state), the awareness that consistent management is important has spread. Health management used to be the main concern of middle-aged and older adults, but recently, the number of Health Digging tribe members among the young MZ generation (Millennials + Generation Z) has increased.

According to the 'Well-aging Related Awareness Survey' released by the market research firm Embrain Trend Monitor last July, the response rate to "I usually make efforts to manage my health" was 55% for people in their 20s, 49.5% for those in their 30s, 40.5% for those in their 40s, and 47.5% for those in their 50s. In 2016, the rates were 30.8% for people in their 20s, 32% for those in their 30s, 36.4% for those in their 40s, and 58% for those in their 50s. The response rate of the 20s and 30s age group, which had remained in the low 30% range, increased to around 50%. This shows a noticeable rise in young people's interest in health management.

Accordingly, 'digging consumption' is also spreading. Digging consumption refers to the act of deeply exploring one's preferences, which leads to the consumption of related products. Purchases of health-related products, from simple food items to nutritional supplements and exercise equipment, are increasing.

[Photo by Pixabay]

In fact, the increase in the Health Digging tribe has led to increased sales of health functional foods, exercise equipment, and athleisure wear. According to the Korea Health Supplements Association, the health functional food market size grew by 26.7% over five years, from 4.8936 trillion KRW in 2019 to 6.2022 trillion KRW last year. It is estimated to expand to 15 trillion KRW by 2027, three years from now.

However, the middle-aged X generation (born 1964?1979) and the young Z generation (born after 1997) Health Digging tribes show differences in health-related interests and purchasing behaviors. The digital advertising company Incross released an IDL report analyzing the Health Digging tribe last February. The report compared and analyzed the 'search rate and online purchase rate improvement of health functional foods by generation.' It found that the Z generation Health Digging tribe was more related to purchasing beauty supplements and exercise supplements, whereas the X generation Health Digging tribe was more related to purchasing diet supplements.

[Photo by AI Image]

Interest in low-sugar 'Zero' foods was higher among the Z generation. Analyzing the 'top 5 purchased products in bottled water, coffee, and beverage categories by generation of Health Digging tribe,' the X generation showed higher purchase rates for bottled water (1st and 3rd place) and regular carbonated drinks (2nd place). Zero carbonated drinks did not rank. In contrast, the Z generation recorded high rankings for zero carbonated drinks (1st and 3rd place).

Preferred exercises also differed. For the X generation, the top preferred exercise was general sports and health (34.2%), closely followed by golf (32.1%). For the Z generation, general sports and health (51.6%) was overwhelmingly first, with winter sports (9.2%) ranking second, showing a significant gap.