"Jieun, What Are You Shaking?" Pouch-Type Protein Shake Sales Up 113%

Sales Reached 23.2 Billion Won in Major Distribution Channels Last December
Rapid Growth from 4.3 Billion Won Three Years Ago
"From Health Supplements to Convenient Meals"

As the trend of "Snackification"-the simplification of meals into light snacks-spreads, sales of pouch-type protein shakes have rapidly increased.

According to a purchasing trend analysis by Embrain Deep Data on January 23, the estimated purchase amount for pouch-type protein shakes sold through major distribution channels such as large supermarkets and convenience stores reached 23.2 billion won as of December last year. This represents a 112.8% increase compared to a year earlier. Considering that the estimated purchase amount under the same criteria in 2023 was only 4.3 billion won, this marks a significant growth.

Pouch-type protein shakes are single-serving products that are mixed with water or milk and consumed by shaking. As protein shakes in Korea have expanded from health supplements to convenient daily meals, their popularity has grown.

Embrain Deep Data explained, "Unlike the traditional protein product category, which focused on large-capacity products, pouch-type protein shakes have received a positive response due to their high convenience and portability, allowing for easy protein intake."

In particular, it is noteworthy that young women have formed a solid consumer base in the pouch-type protein shake market. An analysis of purchase data by gender and age revealed that women in their 20s and 30s accounted for 51.2% of total purchases in 2025, surpassing half of the market. For this generation, who show a relatively high interest in overall health management-such as "low sugar" and "low calorie" options-pouch-type protein shakes are emerging as a new choice.

Embrain Deep Data added, "The expansion of pouch-type protein shakes beyond workout supplements to weight management, meal replacements, and snack alternatives suggests that they are now being utilized as a routine tool for everyday health management."