Product Strategy Success in Response to Changing Consumption Trends
Hyundai Pharm's dietary fiber beverage brand "Miero Fiber" has surpassed a cumulative sales volume of 2.3 billion bottles, based on the 100 ml product, since its launch in 1989.
The reason Miero Fiber has maintained its competitiveness in the market for 37 years is that, while preserving its clear identity as a "dietary fiber beverage," it has continuously expanded its product formats and lineup in line with changes in the consumption environment.
In the case of Miero Fiber, true to its brand name, which is a compound of "the road to beauty (Mi)" and "fiber," it has adopted "healthy beauty" as its core value and has been providing consumers with a differentiated experience that allows them to conveniently consume dietary fiber.
To this end, Miero Fiber started with 100 ml and 210 ml bottled products, and in 2019 it launched a 350 ml PET product to enhance portability and convenience. Since then, it has diversified its product range in line with changing consumer needs, thereby broadening its portfolio.
In 2023, in line with the "healthy pleasure" trend, it introduced a zero-sugar carbonated product called "Sparkling Zero Sugar," and in 2025 it expanded its lineup by launching a non-carbonated canned product and a "Salt Lemon" PET product that uses Himalayan pink salt.
Currently, Miero Fiber has built a lineup that spans bottles, PET bottles, and cans, as well as carbonated and zero-sugar options, thereby securing differentiated product competitiveness as a dietary fiber beverage within the beverage market. In particular, the zero-sugar product range is gaining attention across a wide range of age groups, in line with growing demand for beverages that reduce the burden of sugar and calories.
A Miero Fiber representative at Hyundai Pharm said, "The reason Miero Fiber has been chosen by consumers for such a long time is that it has actively evolved in line with their lifestyles," adding, "Miero Fiber will continue to introduce products that simultaneously satisfy functionality and mass appeal in line with changes in consumer lifestyles, thereby strengthening the brand's competitiveness."
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