From Next Year, 'Hangover Remedies' Must Have 'Proven Effectiveness' to Be Labeled [AK Radio]

The Ministry of Food and Drug Safety will strengthen regulations on the labeling and advertising of hangover remedies starting next year. The main point is that in order to display or advertise the phrase 'hangover relief' on products, scientific evidence proving the effectiveness must be obtained. This measure aims to protect consumers and enhance product reliability, and it is expected to bring significant changes to the domestic hangover remedy market.

This regulation was actually decided back in 2020. However, considering the industry's preparation period, a grace period was set until the end of 2024. The Ministry's move stems from concerns that consumers might mistake hangover remedies for pharmaceuticals or health functional foods. In particular, the expression 'hangover relief' could be perceived as if the product were a pharmaceutical or health functional food, which was a major consideration.

Currently, the domestic hangover remedy market has grown to about 350 billion KRW. This reflects the characteristics of Korean society where drinking culture is widespread, and consumer demand for hangover relief has steadily increased. 'Condition,' a brand transferred from CJ CheilJedang to HK Innoen, holds about 40% of the market share, maintaining its number one position. Other products such as 'YeoMyung 808,' 'Morning Care,' and 'ReadyQ' also compete in the market.

It is noteworthy that until now, hangover remedies sold on the market have been classified as 'other processed products,' not pharmaceuticals or health functional foods. Since they fall into the same category as general beverages, the phrase 'hangover relief' could be used without strict verification of efficacy or functionality. As a result, products have been sold through various distribution channels from convenience stores to pharmacies, and consumers have faced difficulties in choosing among numerous products.

According to the new regulations, manufacturers must prove the product's effectiveness through human application trials. Specifically, they must evaluate changes in blood alcohol concentration and acetaldehyde concentration after product intake, as well as the subjective degree of hangover improvement reported by users. Although not as strict as clinical trials for pharmaceuticals, scientific evidence through literature review must also be presented. This is significant as it establishes a minimum standard to objectively verify product efficacy.

Manufacturers of hangover remedies explain that most products have the effect of promoting the activity of acetaldehyde-decomposing enzymes. Acetaldehyde is a substance produced when the liver breaks down alcohol, and its accumulation in the body causes hangover symptoms such as fatigue, headache, and stomach discomfort. Manufacturers use various traditional ingredients, Western medicine, and Korean herbal medicine known to help liver function to alleviate these symptoms.

The industry's response is mixed. Large corporations and major pharmaceutical companies leading the market are already conducting human application trials. They are actively responding to the new regulations based on sufficient financial resources and research infrastructure. On the other hand, small and medium-sized enterprises are facing deep concerns. Considering the cost-effectiveness of the trials, some are contemplating withdrawing from the market or seeking to use indirect expressions such as 'the day after drinking.' Some companies are also considering using metaphorical expressions without directly mentioning hangover relief effects.

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The cost burden of human application trials is likely to lead to product price increases. The industry is also cautious in establishing marketing strategies. Since hangover remedies are still general foods, there is concern that overly emphasizing effectiveness could increase consumer complaints. In particular, if the effectiveness is emphasized based on human application trial results but fails to meet consumer expectations, it could lead to even greater dissatisfaction.

In fact, well-known hangover remedy manufacturers often receive consumer complaints such as 'I took it, but the hangover didn't go away.' Therefore, marketing departments of large companies are carefully considering to what extent they should use human application trial results in advertising. An industry insider explained, "Hangover remedies are not pharmaceuticals that necessarily improve hangover symptoms when taken. Overemphasizing human application trial results could actually increase consumer complaints, so finding an appropriate balance is important."

The new regulations are also expected to significantly change the market structure. The market is likely to be reorganized around large companies that have proven scientific evidence. Small and medium-sized enterprises may exit the market or target niche markets. The number of new entrants is also expected to decrease. This raises concerns that market polarization could deepen as a result.

However, these changes are not necessarily negative. Strengthened regulations could rather promote product innovation. Investment in research and development to secure scientific evidence is expected to increase, and the development of new ingredients and formulations is likely to become more active. Additionally, consumers will be able to choose products with proven effectiveness, enabling more rational consumption.

In the long term, the hangover remedy market is expected to be reorganized around quality competition. Product development and marketing based on scientific evidence will increase consumer trust and drive qualitative growth in the market. In particular, the premium product market is likely to expand, broadening consumer choices for high-quality products.

Meanwhile, some voices express concern that these changes could create a market structure where 'only the strong survive.' Accelerated exit of small and medium-sized enterprises could reduce market diversity. Industry insiders pointed out, "Policy supplements are needed that consider both the positive effect of enhancing consumer trust and the negative effect of market polarization."

An official from the alcoholic beverage industry emphasized, "Ultimately, the most important thing is the establishment of a healthy drinking culture," adding, "No matter how effective a hangover remedy is, excessive drinking is harmful to health and should not be forgotten." As the hangover remedy market faces significant changes ahead of the new year, attention is focused on manufacturers' responses and changes in the market structure.

Editor's Note

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