"Let Me Have a Drink Before My Workout"... The Revival of Enjoyable Booster 'Wake-Up Drinks'

First-quarter sales reach 22.5 billion won, up 11% year-on-year
Energy drink consumer base diversifies
Energy drink market projected to grow at an average annual rate of 8.2% through 2030

Lotte Chilsung Beverage's energy drink "Hot Six" recorded double-digit growth in the first half of this year. Once perceived mainly as a "wake-up drink" or "focus-enhancing beverage," energy drinks are now enjoying a "second heyday" as their use expands to include pre-workout boosters and highball cocktail mixers.

According to the food and beverage industry on July 25, Hot Six posted sales of 22.5 billion won in the first quarter of this year, an increase of about 11% compared to 20.2 billion won in the same period last year. The second quarter is also estimated to have maintained steady growth, with a growth rate around 10%.

The growth of Hot Six can be attributed to the diversification of its consumer base, driven by recent lifestyle changes. Previously, energy drinks were consumed mainly to boost concentration while studying or working late. More recently, however, there has been an increase in consumers drinking them for self-improvement or leisure activities such as exercising, gaming, or partying.

Hot Six recorded sales of 5.5 billion won in its launch year of 2010, and continued its growth by surpassing 60 billion won in sales in 2012. It led the "energy drink boom," with triple-digit sales growth at major convenience stores. However, the following year, the Ministry of Food and Drug Safety mandated labeling of caffeine content and warning statements for energy drinks, which dampened the popularity of high-caffeine beverages. The industry estimates that energy drink sales halved every year until 2015.

The turning point came after COVID-19, as demand for high-caffeine beverages rebounded. Last year, with the spread of the "healthy pleasure" trend, Hot Six achieved annual sales of 108 billion won as a single brand, both domestically and internationally. It became Lotte Chilsung's eighth mega-brand (with annual sales of over 100 billion won) among its beverage products. In particular, Hot Six's domestic sales reached 96.5 billion won last year, recording a high growth rate of over 22% compared to the previous year, driven by the large-sized "Hot Six The King" product.

Lotte Chilsung Beverage has consistently expanded its product portfolio to stay sensitive to trends. In 2019, it launched "Hot Six The King Power," which increased the volume by 40% compared to the original Hot Six. In 2023, it introduced "Hot Six Zero" in response to the healthy pleasure and zero-calorie trends, broadening consumer choice. "Hot Six Zero" is a product with reduced calories and increased caffeine content from 60mg to 70mg. In April this year, targeting fitness enthusiasts, the company released a new lineup, "Hot Six The Pro," which enhances functionality by adding protein. Hot Six The Pro is an energy drink containing fast-absorbing isolated whey protein, 120mg of caffeine, and 1,000mg of taurine, enhancing its functionality for workouts.

A Lotte Chilsung Beverage representative stated, "Recently, Hot Six consumption is increasing mainly among those who enjoy exercise and outdoor activities. As cocktail culture, which involves mixing beverages with spirits, has become established, it is also gaining popularity as a highball cocktail product," adding, "We will continue to respond swiftly to changing trends and solidify our position as a leading energy drink brand."

Meanwhile, the global energy drink market is expanding rapidly. According to global market research firm Fortune Business Insights, the energy drink market, which was valued at $141 billion in 2023, is expected to grow at an average annual rate of 8.2% through 2030. This is the steepest growth among beverage categories.

An industry insider commented, "It appears that more consumers are drinking energy drinks to boost vitality in their daily lives. In particular, as calorie-conscious fitness enthusiasts increase their consumption, interest in launching products with heightened sensitivity to calorie content is expected to grow."