Summary

South Korea's energy and sports drink market is a dynamic and competitive industry, characterized by the presence of both domestic and international brands. These beverages cater to a wide range of consumers, including athletes, fitness enthusiasts, and individuals seeking an energy boost for various purposes. With an increasing focus on personal well-being and a desire for an active lifestyle, South Koreans are embracing sports and fitness activities. This trend has fueled the demand for energy and sports drinks, which are perceived to enhance performance and aid in recovery. The fast-paced, urban lifestyles in South Korea have led to a growing need for convenient and on-the-go beverages. Energy and sports drinks offer a convenient solution for individuals seeking a quick energy boost during busy schedules or physical activities. Celebrity endorsements, especially from popular athletes and fitness influencers, have played a crucial role in promoting energy and sports drinks. These endorsements have created brand awareness and established a connection between the beverages and an active, healthy lifestyle. South Korean brand ambassadors for energy and sports drinks are BTS (Bangtan Boys) has been the brand ambassador for many products, including energy and sports drinks. They have collaborated with companies such as Coca-Cola (Sprite), Lotte Chilsung (Chilsung Cider), and Pocari Sweat (an isotonic sports drink). Also, Lee Min-ho has been associated with energy drink brands. He has endorsed brands like Pepsi, including their energy drink line. Furthermore, Park Seo-joon has served as a brand ambassador for a sports drink called Body Friend. Also, Son Heung-min, the professional footballer, has been associated with sports drink brands. He has collaborated with Pocari Sweat, which is an isotonic sports drink. Moreover, Kim Yuna, the retired figure skater and Olympic gold medalist, has been a brand ambassador for a Korean energy drink called Bacchus.

According to the research report "South Korea Energy and Sports Drinks Market Overview, 2028," published by Bonafide Research, The South Korea Energy and Sports Drinks Market is expected to grow at above 7.18% CAGR from 2023 to 2028. South Korea has regulations in place to ensure the safety and proper labeling of food and beverages, including energy and sports drinks. The Korea Food and Drug Administration (KFDA), now known as the Ministry of Food and Drug Safety (MFDS), oversees the regulation and safety standards for these products. Energy and sports drinks must comply with safety and quality standards set by the MFDS. This includes regulations on ingredients, additives, and maximum permissible limits for certain substances. The packaging and labeling of energy and sports drinks must meet specific requirements. This includes providing accurate and detailed information on ingredients, nutritional content, recommended consumption guidelines, and any potential allergens present in the product. South Korea has specific regulations regarding caffeine content in beverages, including energy drinks. These regulations may specify the maximum allowable caffeine limit per serving or the requirement to state the caffeine content on the label. There may be restrictions on the marketing and advertising of energy and sports drinks, particularly when targeting children or making health claims. The MFDS may have guidelines or restrictions to ensure responsible advertising practices.

South Korea has a thriving sports culture, and various sporting events take place throughout the year. Sports drink companies often sponsor these events to promote their products and support athletes. These events can range from local competitions to international tournaments, attracting both professional and amateur athletes. Some popular sporting events in South Korea includes The Seoul International Marathon, one of the largest marathons in South Korea, attracting thousands of participants from around the world. Energy and sports drink companies often sponsor this event to provide hydration and energy to the runners. In addition, The Korea Baseball Organization (KBO) is the highest level of professional baseball in South Korea. Energy drink companies are known to sponsor baseball teams, and their branding can often be seen in stadiums during games. Also, Korean Basketball League (KBL) is the top professional basketball league in South Korea. Energy and sports drink brands may sponsor basketball teams and tournaments to promote their products to sports enthusiasts. Furthermore, South Korea has a professional football league called the K League, which consists of multiple divisions. Energy drink companies may partner with football clubs to sponsor matches or provide support to players. Moreover, South Korea hosts various triathlons and cycling races throughout the year. These events attract athletes from different countries, and energy drink companies often sponsor them to provide hydration and replenishment for the participants.

The South Korean energy and sports drink market is highly competitive, with both domestic and international brands vying for market share. Major players include global brands such as Red Bull, Gatorade, and Monster Energy, as well as local brands like Bacchus, Hot6, and Pocari Sweat. Local brands have gained traction by leveraging their understanding of the Korean consumer preferences and cultural nuances. They often emphasize the use of natural ingredients and adapt their marketing strategies to align with Korean values of health and wellness. Despite the market's growth potential, there are challenges that energy and sports drink companies face in South Korea. As consumers become more health-conscious, there is a growing scrutiny of the ingredients used in energy and sports drinks. The high sugar content and artificial additives in some products have raised concerns about their long-term health effects. South Korea has implemented stricter regulations on labeling, advertising, and health claims for beverages, including energy and sports drinks. Complying with these regulations can pose challenges for companies operating in the market. The energy and sports drink market in South Korea is expected to continue its growth trajectory, driven by factors such as the rising interest in sports and fitness, urbanization, and evolving consumer preferences. To succeed in this competitive landscape, companies will need to focus on product innovation, marketing strategies that emphasize health and wellness, and addressing consumer concerns regarding ingredients and nutritional value.

Considered in this report
• Geography: South Korea
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• South Korea energy and sports drinks market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product
• Energy drink
• Sports drink

By Energy drink product type
• Non-Alcoholic
• Alcoholic

By Energy drink type
• Non-Organic
• Organic

By Sports drink product type
• Isotonic
• Hypotonic
• Hypertonic

By Sports drink packaging type
• Bottels
• Cans

By Distribution Channel
• Supermarket/Hypermarket
• Convenience Stores
• On-Trade
• Online

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us. we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to energy and sports drinks industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

ページTOPに戻る

Table of Contents