"Products Without This Word Don't Sell"... Health Trend Sweeps Distribution Market [World is Z Gold]

Increasing Number of Health-Conscious Generation Z
"Zero Sugar" Label a Must for Purchases
"Healthy Pleasure" Pursuing Both Health and Taste

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is gaining attention as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [World is Z Gold], we shed light on the lives and values of Generation Z around the world and explore how they are transforming society.

As Generation Z, who prioritize health management, emerge as key players in the consumer market, "zero sugar" has become a new trend in the beverage industry. Globally, Generation Z shows a stronger interest in health compared to other generations, preferring low-sugar beverages over regular ones and clearly tending to choose foods based on ingredients or sugar content. With more than 70% of Generation Z seeking low-sugar snacks, the health trend has become a part of daily life, prompting the distribution industry to continuously expand its lineup of zero-sugar products.

Generation Z: Drinking Less, Focusing on Diet

As Generation Z, who prioritize health management, increases, interest in low-sugar products is rising. Photo by Asia Economy DB

According to the "2025 UK Health and Fitness Market Report" published by the British fitness market research agency UK Active, the total number of people aged 16 and over registered as gym members in the UK last year was 11.5 million. This represents a 6.1% increase compared to the previous year, meaning that one out of every six people in the UK uses a gym. The report stated, "The fitness market is growing, led by Generation Z, who are regarded as the most health-conscious generation in history."

As the number of Generation Z individuals focusing on health management increases, their eating habits are also changing. Low-sugar products, low-calorie foods using alternative sweeteners, and gluten-free foods using flour substitutes are gaining popularity. David Minton, founder of the fitness market research firm Leisure Database, explained, "Younger generations drink less alcohol than previous generations, but pay much more attention to their diet," adding, "The rise in vegetarianism, low-sugar diets, and sourdough (naturally fermented bread) consumption are indicators supporting this trend."

Interest in healthy eating habits is also rising in the United States. According to a survey by the polling agency YouGov, 71% of American Generation Z actively seek low-sugar snacks, and 64% prefer high-protein products.

This shift is also closely linked to the so-called "healthy pleasure" trend, which pursues both health and enjoyment. In the past, health management typically involved dietary restrictions or intense exercise. However, there is now a clear trend toward managing health in more enjoyable and sustainable ways. Especially as more consumers seek both taste and health in their diets, demand for low-sugar and low-calorie foods is rapidly increasing.

"Need for Healthy Lifestyle Habits Emerges After COVID-19"

This trend is also evident in the global market. According to global market research firm Custom Market Insights, the global sugar substitute market is expected to reach $7.9673 billion (about 11.363 trillion KRW) this year. The average annual growth rate is 5.28%, and the market is projected to expand to $12.4589 billion (about 17.7688 trillion KRW) by 2034.

Custom Market Insights analyzed, "As cardiovascular diseases increase, interest in health is rising, leading to greater use of sugar substitutes to reduce sugar in foods and beverages." The firm added, "Since the COVID-19 pandemic, interest in healthy lifestyle habits and immunity has also surged," and stated, "Both consumers and food manufacturers are paying attention to sugar substitutes."

Following this trend, a variety of low-spec (low-sugar, low-calorie, low-fat) products are being launched in South Korea as well. Hite Jinro recently renewed its fruit-flavored sparkling alcoholic beverage brand "Isultoktok" with a zero-sugar concept. The alcohol content remains the same at 3%, but the calories have been reduced by 64% compared to the previous product. As a result, the representative Isultoktok Peach product now contains only 18 kcal per 100 ml.

The "zero sugar" craze continues in the caf? industry as well. Ediya Coffee announced that, during the past month (from March 24 to April 23), zero-sugar iced tea and zero-sugar "Ashatchu" accounted for 20% of total iced tea sales. In other words, one in five iced tea customers chose the zero-sugar option.

Meanwhile, the low-spec food trend is expected to continue. As interest in health rises, demand for products with reduced sugar and calories continues to grow. The food industry is also steadily expanding its lineup of zero-sugar and low-calorie products in response to this trend.