"Enjoy Guilt-Free Snacks While Dieting"... The Convenience Store University Women Are Raving About [Report]

'Zero Store' Growing Rapidly
"Wide Variety of Low-Calorie and Low-Sugar Products Available"

"We've gathered only snacks that won't make you gain weight. Enjoy your treats without worry."

Around 1:00 p.m. on April 25, 'Zero Store Ewha Branch' in Seodaemun-gu, Seoul, was bustling with university students looking for a quick lunch or a light snack. Students in green varsity jackets carefully checked the calorie and nutrition labels on product packaging before choosing shakes and protein bars to purchase. Unlike typical convenience stores, the primary criterion for selection seemed to be ingredients rather than taste.

Exterior view of 'Zero Store Ewha Branch' located in Seodaemun-gu, Seoul. Photo by Heo Midam

Launched with its first branch in November last year, 'Zero Store' is a specialty convenience store focusing on low-calorie and zero-calorie products, offering healthy snacks and meals. It began with questions such as, "Why can't dieting be delicious and easy?" and "Why are tasty low-calorie, low-sugar foods only available online?" As of now, contracts for up to the 44th branch have been completed.

Although similar in size to a regular convenience store, the interior is filled with a wide variety of low-calorie and low-sugar products. There was a diverse selection, ranging from meal replacements using low-calorie ingredients like konjac gimbap and fermented konjac ramen, to low-sugar drinks sweetened with stevia. High-protein snacks such as protein cereal and chicken breast hot dogs were also available for guilt-free enjoyment.

In particular, signs emphasizing product ingredients were noticeable throughout the store. Phrases like "ZERO Dairy Products" and "All the sugar in these drinks combined: 5g" were attached to each refrigerator, and the slogan "A place that excites dieters" was displayed on the wall. Since the store operates unmanned, customers could freely browse the shelves without worrying about others' attention. After selecting their products?such as a student choosing low-sugar ice cream or an office worker picking up konjac jelly?customers completed their own transactions before leaving the store.

Interior view of 'Zero Store Ewha Branch' located in Seodaemun-gu, Seoul. Photo by Midam Heo

Park Yeonwoo, a 20-year-old Ewha Womans University student, said, "I visit 'Zero Store' about three times a week," adding, "I like that I can eat lightly without guilt, so I use it often." She continued, "Since the store is on my way to school, I stop by frequently and usually buy meal replacement rice balls, chicken breast, or snacks."

The ability to purchase low-sugar and low-calorie products at affordable prices without worrying about delivery fees is another factor attracting consumers. Kim Dana (alias, 29), an office worker, said, "I was about to buy a triangle kimbap at a convenience store when I discovered Zero Store and decided to buy products here instead." She explained, "I chose it because I thought it would help with blood sugar management compared to convenience store food. When ordering online, there are shipping fees, but here I can choose from a variety of products without worrying about extra costs, which is convenient." She added, "I intend to visit again in the future."

Zero Store brings together a wide range of low-calorie and low-sugar brand products that are often found online, making them available in a physical store. Notably, a whiteboard is set up in one corner of the store to collect customer feedback, allowing customers to request products they want. Requested products are sometimes actually stocked in the store. Another unique feature of Zero Store is that new products are updated every week.

Interior view of 'Zero Store Ewha Branch' located in Seodaemun-gu, Seoul. Photo by Midam Heo

The recent popularity of such stores is driven by the "Healthy Pleasure" trend. Healthy Pleasure refers to the idea of "enjoying taking care of one's health," representing a new consumer trend where people view dietary management itself as a pleasurable experience, rather than simply aiming for weight loss as in the past.

Globally, the preference for low-sugar foods is becoming even more pronounced. According to market research firm Mordor Intelligence, the global sugar-free food and beverage market is expected to reach $20.12 billion (approximately 28.94 trillion KRW) this year. The market is projected to grow at an average annual rate of 3.98%, reaching $24.46 billion (about 35.18 trillion KRW) by 2030.

Mordor Intelligence stated, "The sugar-free food and beverage market is growing rapidly due to various factors, including the expansion of e-commerce and changing consumer preferences for healthier food and beverages." They added, "In particular, as interest in health increases, especially in North America and Europe, demand for alternatives to high-sugar products is rising."

As the trend of pursuing both health and enjoyment spreads, consumers are actively seeking a variety of low-spec (low-sugar, low-calorie, low-fat) foods both online and offline. Zero Store is also experiencing rapid growth, riding this wave of increasing demand.

A Zero Store representative stated, "Our main customer base is women in their 20s and 30s, and the actual repurchase rate is also highest in this age group. We are especially popular among university students." They added, "Consumers can purchase a wide range of products at affordable prices, and our business model allows for mutual growth with store owners, which enabled us to quickly increase the number of branches in a short period."