'GeunTech' Craze... Seoul Milk's 'Protein Energy' Surpasses 2 Million Units Sold

Enhanced Product Competitiveness and Trend-Focused Marketing Drive Success
Protein Beverage Market Grows Sixfold Over the Past Five Years

Seoul Milk Cooperative announced on the 14th that its 'Protein Energy,' renewed and launched in August last year, surpassed 2 million units in cumulative sales within five months.

The growth of 'Protein Energy' is attributed to its enhanced product competitiveness. It contains 21g of milk protein, with arginine content increased to 3000mg to aid energy replenishment, and also includes 500mg of taurine. Additionally, the company explained that the nutritional design, which includes essential amino acids and vitamins, along with the use of allulose, allows consumers to enjoy the product deliciously without calorie and sugar concerns, which has been well received by consumers.

Active marketing strategies also contributed to the sales increase. By appointing actor Guseonghwan as the advertising model, Seoul Milk promoted the product's competitiveness and raised brand awareness. Based on this, Seoul Milk targeted the 'Geuntech (muscle + asset management)' trend and consumer interest in exercise and health management during the year-end and New Year period.

Gijonggeun, Deputy Head of the Milk Marketing Team at Seoul Milk Cooperative, said, "Protein Energy has proven high consumer preference by recording sales of 2 million units in a short period after its renewed launch," adding, "Seoul Milk will continue to introduce a variety of products that support consumers' healthy lifestyles."

Meanwhile, according to the Korea Agro-Fisheries & Food Trade Corporation, the protein beverage market size grew approximately sixfold from 81.3 billion won in 2018 to 450 billion won in 2023.