1. Health and Wellness in South Korea
Published: November 2011
Price: $ 1900
This Euromonitor market report provides market trend and market growth analysis of the
Health and Wellness industry in South Korea. With this market report, you’ll be able to
explore in detail the changing shape and potential of the industry. You will now be able to
plan and build strategy on real industry data and projections.
The Health and Wellness Market in South Korea market research report includes:
• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
• What is the market size of Health and Wellness in South Korea?
• What are the major brands in South Korea?
• Were the sales of health and wellness affected by the global recession?
• What functional ingredients in food and drinks are in fashion in South Korea?
• Is the organic movement still growing?
• Are weight management food and drinks driven by product reformulation?
Why buy this report?
• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply
functions
This industry report originates from Passport, our Health and Wellness market research
database.
• Each report is delivered with the following components:
• Report: PDF and Word
• Market statistics: Excel workbook
• Sample Analysis
EXECUTIVE SUMMARY

2. Growing health and wellness market in 2010
In 2010, the health and wellness market in South Korea continued to see growth, largely
due to the ongoing wellbeing trend and more diversified product portfolios. A “smart
consumption” trend was also discernible in 2010, with people increasingly making purchases
based on “value” or “quality” and not “volume”, meaning that consumers were willing to buy
typical health and wellness products such as organic, naturally healthy or functional goods
more often regardless of the higher prices. Moreover, the economic recovery that started
from the end of 2009 is seeing people pay more to have health and wellness food and
beverages more often. Manufacturers have reacted well to what customers want to have.
Various brands saw the introduction of no-additive products (eg in dairy) or biscuits that are
made from locally-grown products with minimal or no artificial additives. This trend is in line
with an increasing preference for naturally healthy or organic products.
Specialised retailers strong in naturally healthy and organic products
As an extension of the wellbeing trend there is increasing interest in naturally healthy or
organic foods in South Korea. As a result, specialised organic or naturally healthy product
retailers are becoming more common in neighbourhoods. Outlets are usually located
strategically in residential areas, so accessibility is much better than with hypermarkets or
department stores, which have played major roles in distribution historically. In addition,
people tend to look for an “ethical company” that shows a commitment to its social
responsibilities with regard to the environment and communities when it comes to buying
such products. Unlike hypermarkets or department stores, specialised retailers are able to
maintain moderate prices through their differentiated distribution networks and their direct
contact with local farmers or communities. Therefore the less marked fluctuations in pricing
in such outlets compared to hypermarkets, for example, also appeals to customers.
Increasing number of private label products
Private label products from various distribution channels were an interesting development in
2010. As most of the distribution channels – from department stores to convenience stores
– have been developing their own private label brands, more customers could enjoy
increased choice options at relatively low prices. Their strategies in terms of private label
products are not to copy national brands’ products, but rather to develop an “only” product
that it is only possible to be purchased at a certain outlet. However, there has been criticism
of unfair contracts with OEM producers or deception in terms of raw ingredients or content
volume, so private label has faced some concerns among consumers in terms of reliability.
To cope with the criticism of private label products, government organisations such as Korea
Food and Drug Administration and distributors are working on quality enhancements
through legislation and self-screening systems.

3. Mergers and acquisitions or strategic alliances for diversification
Companies have been looking to use mergers and acquisitions or strategic alliances to
broaden business areas and look for new sales drivers to combat saturation, along with
saving time and costs. LG Household & Health Care acquired Hankook F&B and Haitai
Beverage in 2010 to supplement its distribution networks and product line-ups. Lotte
Samkang’s merger with Pasteur Milk enabled it to relaunch in dairy products, ensure stable
raw ingredient supply for its main product, ice cream, and to use Pasteur Milk to supply
private label dairy products to all distribution networks in the Lotte Group. For Maeil Dairy
Industry Co Ltd strategic alliances with other major players became a solution to the
saturated demand in dairy products. Various strategic alliances with key players are expect
to be more common as a collective solution for raising sales shares in diverse market areas.
Blueprint for the health and wellness market in the future
The health and wellness is expected to show positive growth over the forecast period. Not
only the competition in diverse product areas, but also the competition between national
brands and private label is expected to be fierce. Customers will be able to choose from a
wide range of goods, with more detailed customer segmentation expected to play a positive
role in market growth.
Table of Contents
Health and Wellness in South Korea - Industry Overview
EXECUTIVE SUMMARY
Growing health and wellness market in 2010
Specialised retailers strong in naturally healthy and organic products
Increasing number of private label products
Mergers and acquisitions or strategic alliances for diversification
Blueprint for the health and wellness market in the future
KEY TRENDS AND DEVELOPMENTS
Transition period in instant coffee in South Korea
Emerging new ingredients in health and wellness
The increasing demand for private label
Increasing mergers and acquisitions or alliances for market growth
Naturally healthy or organic products as the main driving force
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2005-2010
Table 2 Sales of Health and Wellness by Type: % Value Growth 2005-2010
Table 3 Sales of Health and Wellness by Category: Value 2005-2010
Table 4 Sales of Health and Wellness by Category: % Value Growth 2005-2010
Table 5 Health and Wellness GBO Company Shares 2006-2010

4. Table 6 Health and Wellness NBO Company Shares 2006-2010
Table 7 Health and Wellness Brand Shares 2007-2010
Table 8 Forecast Sales of Health and Wellness by Type: Value 2010-2015
Table 9 Forecast Sales of Health and Wellness by Type: % Value Growth 2010-2015
Table 10 Forecast Sales of Health and Wellness by Category: Value 2010-2015
Table 11 Forecast Sales of Health and Wellness by Category: % Value Growth 2010-2015
APPENDIX
National Legislation
SOURCES
Summary 1 Research Sources
Health and Wellness in South Korea - Company Profiles
Chorokmaeul in Health and Wellness (South Korea)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRIVATE LABEL
Summary 4 Chorokmaeul: Private Label Portfolio
COMPETITIVE POSITIONING
Maeil Dairy Industry Co Ltd in Health and Wellness (South Korea)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Maeil Dairy Industry Co Ltd: Competitive Position 2010
Pulmuone Co Ltd in Health and Wellness (South Korea)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Pulmuone Co Ltd: Competitive Position 2010
Better For You Beverages in South Korea - Category Analysis
HEADLINES
TRENDS
In 2010, better for you beverages was faced with limitations in terms of sugar
alternatives, for example aspartame for carbonated beverages or erythritol for instant
coffee. The limitations were in terms of taste difference and health aspects. To begin with

5. any artificial sweeteners do not have the same taste as sugar that consumers have
already become used to over a long period of time. From industry interviews, massive
advertising in various media channels was helpful in raising sales, especially in 2009,
although this showed a downward sales trend because consumers started to notice the
different taste. Moreover, the artificial sweeteners’ claimed side-effects were reported in
the media, saying that they can possibly cause kidney disorders or obesity problems.
While aspartame and erythritol are permissible ingredients allowed by South Korea Food
and Drug Administration, there is still controversy about using such artificial ingredients.
COMPETITIVE LANDSCAPE
Thanks to its strength in instant coffee, Dongsuh Foods accounted for 39% of sales of
better for you beverages in 2010. The number two player, Coca-Cola Korea Co, held a
28% share. The latter was helped in recent times by Coca-Cola Zero’s successful
marketing: TV commercials starring 2PM (famous Korean boy band) and Amuro Namie
(famous Japanese star in Asia as a whole); and TV programme sponsorship (Mnet’s
Superstar K season 2, Korean idol competition programme).
PROSPECTS
Value growth of better for you beverages is expected to be lower in the forecast period
due to customers’ changing perception of the products. Even though producers have
advertised its unchanged taste and that it contains half the calories or even zero calories,
customers have noticed taste differences compared to what they had previously enjoyed.
Instant coffee and cola carbonates are both unique products that are heavily influenced in
their purchasing patterns by taste and scent.
CATEGORY DATA
Table 12 Sales of BFY Beverages by Category: Value 2005-2010
Table 13 Sales of BFY Beverages by Category: % Value Growth 2005-2010
Table 14 BFY Beverages Company Shares 2006-2010
Table 15 BFY Beverages Brand Shares 2007-2010
Table 16 Forecast Sales of BFY Beverages by Category: Value 2010-2015
Table 17 Forecast Sales of BFY Beverages by Category: % Value Growth 2010-2015
Better For You Packaged Food in South Korea - Category Analysis
HEADLINES
TRENDS
Better for you dairy products is the leading force behind overall growth in better for you
packaged food. This is because of well-timed new product launches and rising consumer
awareness of low-calorie and low-fat products in all age groups.
COMPETITIVE LANDSCAPE

6. Binggrae is the leader in reduced-fat dairy products with brands like Yoplait and products
such as banana-flavoured milk light. Unique selling points for both include sustained
number one awareness, with each launched in 1974 for banana-flavoured milk and 1983
for Yoplait. Moreover, Binggrae’s Yoplait brand has been cooperating with the “pink ribbon”
campaign for breast disease protection and remedies for women since 2008, thereby
raising brand awareness through corporate social responsibility. Yoghurt’s target
customers are women, so its activities can directly affect purchasing trends for their
children too.
PROSPECTS
Reduced-sugar chocolate confectionery is expected to see negative growth in the forecast
period due to chocolate confectionery’s limitations in terms of lowering calories. If a
consumer is on a diet, the first step is often to avoid chocolate confectionery products.
CATEGORY DATA
Table 18 Sales of BFY Packaged Food by Category: Value 2005-2010
Table 19 Sales of BFY Packaged Food by Category: % Value Growth 2005-2010
Table 20 BFY Packaged Food Company Shares 2006-2010
Table 21 BFY Packaged Food Brand Shares 2007-2010
Table 22 Forecast Sales of BFY Packaged Food by Category: Value 2010-2015
Table 23 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2010-2015
Food Intolerance in South Korea - Category Analysis
HEADLINES
TRENDS
Food intolerance products showed positive sales growth in both value and volume terms
during 2010 because of increasing demand for lactose-free food products. Food intolerance
products in South Korea are divided into two categories – lactose-free food and other
special milk formula, both of which recorded positive growth in 2010. They account for
respective shares of 22% and 78% in food intolerance.
COMPETITIVE LANDSCAPE
In lactose-free dairy products, Seoul Dairy Cooperative maintained its leading position
again in 2010 with a share of 43%. It even improved its position due to its increased
brand campaign to emphasise “product quality and trust” among customers. Maeil Dairy
Industry was second in 2010 with a 38% share. It improved its position even more than
Seoul Dairy thanks to its overall brand credibility rising due to diverse wellbeing dairy
product launches and its massive advertisement.
PROSPECTS

7. In the near future, more food intolerance products are expected to be launched such as
lactose-free yoghurt or cheese that are not common in the market. In diabetic food nuts or
food products containing soy are likely to be introduced in various types like bakery
products, milk, and yoghurt. This will not only be for preventing diabetes, but these
products can also be positioned as better for you products in the marketplace.
CATEGORY DATA
Table 24 Sales of Food Intolerance by Category: Value 2005-2010
Table 25 Sales of Food Intolerance by Category: % Value Growth 2005-2010
Table 26 Lactose-free Dairy Products by Type: % Value Breakdown 2006-2010
Table 27 Food Intolerance Company Shares 2006-2010
Table 28 Food Intolerance Brand Shares 2007-2010
Table 29 Forecast Sales of Food Intolerance by Category: Value 2010-2015
Table 30 Forecast Sales of Food Intolerance by Category: % Value Growth 2010-2015
Fortified/Functional Beverages in South Korea - Category Analysis
HEADLINES
TRENDS
Overall fortified/functional beverages in 2010 were driven by the growth in FF
fruit/vegetable juice. Major producers Haitai Beverage and Lotte Chilsung launched Energy
and Hot6ix. Woongjin Food also launched a fruit and vegetable mix as a fortified/functional
juice under the name Jayeoneun Vital Plus that contains polyphenol and L-carnitine.
COMPETITIVE LANDSCAPE
Lotte Chilsung Beverage’s Hot6ix was a sensational new fortified/functional beverage in
2010. As a fortified/functional energy drink, its launch period was close to the 2010 South
Africa World Cup that saw many in the younger generation take part in celebratory events
all over the country. Major offline promotion spots were the Hongdae club area – a famous
university area filled with clubs – university festivals with the Hot6ix decorated advertising
bus, soccer stadiums etc. In line with the offline activities, online events were also seen
such as match tickets and air travel to South Africa, the Hot6ix trial group, free gifticon
(online gift coupons) etc in order to target consumers. Within three month of its launch its
sales had reached Won4 billion, which was regarded as a successful launch.
PROSPECTS
Fortified/functional beverages in South Korea is expected to stagnate in constant value
terms in the forecast period. Fortified/functional fruit/vegetable juice will show positive
growth, however, as a result of rising consumer health and wellness awareness. Among
the strongest growth areas will be FF 100% juice and FF nectars (25-99% juice) as they

8. are expected to meet customers’ requirements on quality raw ingredients. FF juice drinks
(up to 24% juice) will also record a 2% CAGR as a good alternative to cheap carbonated
soft drinks.
CATEGORY DATA
Table 31 Sales of Fortified/Functional Beverages by Category: Value 2005-2010
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2005-2010
Table 33 Other Fortified/Functional Hot Drinks by Type: % Value Breakdown 2005-2010
Table 34 Key Functional Ingredients in Fortified/Functional Bottled Water: % Breakdown
2006-2010
Table 35 Key Functional Ingredients in Fortified/Functional 100% Juice: % Breakdown
2006-2010
Table 36 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice):
% Breakdown 2006-2010
Table 37 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): %
Breakdown 2006-2010
Table 38 Fortified/Functional Beverages Company Shares 2006-2010
Table 39 Fortified/Functional Beverages Brand Shares 2007-2010
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: Value 2010-2015
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth
2010-2015
Fortified/Functional Packaged Food in South Korea - Category Analysis
HEADLINES
TRENDS
The fortified/functional packaged food trend in 2010 continued to be the big influences of
baby food and dairy products. This was with fortified/functional baby food, milk and
spoonable yoghurt accounting for two thirds of overall sales and all recording rising growth
rates. The unique trend in 2010 could be summarised as the strength of baby-related
packaged foods – the main trend of overall new products. Most of them contain organic or
naturally healthy ingredients as well as fortified/functional ingredients at the same time. In
other words, the line between organic/naturally healthy and fortified/functional foods was
becoming more blurred.
COMPETITIVE LANDSCAPE
Yakult Korea Co Ltd holds the number one position in FF packaged food due to its strength
in pro/pre biotic drinking yoghurt. However, its share declined as fortified/functional

9. drinking yoghurt has been on a downward trend since 2008. Maeil Dairy Industry Co Ltd
was in second place and Namyang Dairy Products Co Ltd in third. All three leading players
are dairy producers.
PROSPECTS
Fortified/functional food in South Korea will be affected by the rise of organic and naturally
healthy products, which have rapidly gained popularity in recent times. More people are
tending to find out about and be concerned with food safety from pure nature.
CATEGORY DATA
Table 42 Sales of Fortified/Functional Packaged Food by Category: Value 2005-2010
Table 43 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2005-
2010
Table 44 Sugarised Vs Sugar-free Fortified/Functional Gum: % Breakdown 2009
Table 45 Sugarised Vs Sugar-free Fortified/Functional Sugar Confectionery: % Breakdown
2009
Table 46 Standard Fat Vs Reduced Fat Fortified/Functional Yoghurt: % Breakdown 2009
Table 47 Other Fortified/Functional Food by Type: % Value Breakdown 2005-2010
Table 48 Key Functional Ingredients in Fortified/Functional Biscuits: % Breakdown 2006-
2010
Table 49 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: %
Breakdown 2006-2010
Table 50 Key Functional Ingredients in Fortified/Functional Bread: % Breakdown 2006-
2010
Table 51 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: %
Breakdown 2006-2010
Table 52 Key Functional Ingredients in Fortified/Functional Gum: % Breakdown 2006-2010
Table 53 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: %
Breakdown 2006-2010
Table 54 Key Functional Ingredients in Fortified/Functional Milk: % Breakdown 2006-2010
Table 55 Key Functional Ingredients in Fortified/Functional Yoghurt: % Breakdown 2006-
2010
Table 56 Fortified/Functional Packaged Food Company Shares 2006-2010

10. Table 57 Fortified/Functional Packaged Food Brand Shares 2007-2010
Table 58 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2010-
2015
Table 59 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value
Growth 2010-2015
Naturally Healthy Beverages in South Korea - Category Analysis
HEADLINES
TRENDS
The key 2010 trend in naturally healthy beverages was to emphasise differentiated raw
ingredients with functional aspects. Haitai Beverage, now owned by LG Household &
Health Care, launched Pure White Tea (soon-baek cha) in October 2009, and still
broadcasts its brand advertisements in the media. This product focused on consumers in
their 20s who are concerned about their skin beauty and whiteness but also want to
consume zero calories. In terms of raw ingredients, Hovenia dulcis, or Japanese raisin
tree, gained popularity among consumer. In December 2008 Korea Food and Drug
Administration approved extracts of the Hovenia dulcis fruit to protect and help the liver
recover from substances such as alcohol. Therefore such products have especially gained
awareness among male consumers. Mate, a newly introduced raw ingredient, was another
example of product differentiation. Lotte Chilsung launched Tea Tree Mate in August,
emphasising mate’s unique xanthines and their properties for breaking down fat and
improving concentration.
COMPETITIVE LANDSCAPE
Lotte Chilsung Beverage held the first position in value terms with a 16% share in NH
beverages. However, Nong Shim Co Ltd showed the highest growth rate (16%) among the
leading players, with its share rising to 10%. Haitai Beverage Co Ltd accounted for a 7%
share and Dongwon F&B Co Ltd for a 6% share.
PROSPECTS
In terms of naturally healthy beverages, naturally healthy hot drinks will decline over the
forecast period, while naturally healthy soft drinks will record positive growth. The biggest
decrease in naturally healthy hot drinks will be in tea products. Since 2004, when the
wellbeing trend started to gain ground in South Korea, manufacturers rushed to introduce
RTD green tea, corn silk tea and other tea products. However, with the economic
downturn from 2008 to mid-2009, the relatively higher prices of products like tea saw
them start to lose sales. In 2010, tea was still in a depressed sales situation. However,
thanks to the ongoing sales increases of bottled water, naturally healthy soft drinks have
continued to post positive growth.
CATEGORY DATA
Table 60 Sales of NH Beverages by Category: Value 2005-2010
Table 61 Sales of NH Beverages by Category: % Value Growth 2005-2010

11. Table 62 NH Beverages Company Shares 2006-2010
Table 63 NH Beverages Brand Shares 2007-2010
Table 64 NH Green RTD Tea Brand Shares 2007-2010
Table 65 Forecast Sales of NH Beverages by Category: Value 2010-2015
Table 66 Forecast Sales of NH Beverages by Category: % Value Growth 2010-2015
Naturally Healthy Packaged Food in South Korea - Category Analysis
HEADLINES
TRENDS
Bakery products such as biscuits, breakfast cereals and bread have focused on high fibre
content with oats and nuts. Lotte Confectionery Co’s newly introduced product, B:meal,
has four different types, and each of them contains chicory and oats fibre as well as
cranberries, one of the superfoods added to also help it taste better.
COMPETITIVE LANDSCAPE
In 2010, Orion Confectionery’s Dr You brand continued to gain popularity among
customers with its various product line-ups, from snack bars to biscuits or pies.
PROSPECTS
Naturally healthy packaged food will be growing during the forecast period, largely due to
the still-influential wellbeing trend in South Korea. However, as more nutritional aspects
appeal to the market, price increases will limit the sales growth. So customers can easily
be divided into two groups – one that purchases the products of major brands and the
other that buys private label brands. For example, Bokwang family mart (convenience
store) introduced the private label bread “Body smile projects” containing fibre and with
fewer calories than normal bread (60g), while the E-Mart hypermarkets have the “Smart-
eating” private label series, the Home Plus hypermarkets have the “Tesco” cereal series
etc.
CATEGORY DATA
Table 67 Sales of NH Packaged Food by Category: Value 2005-2010
Table 68 Sales of NH Packaged Food by Category: % Value Growth 2005-2010
Table 69 NH Packaged Food Company Shares 2006-2010
Table 70 NH Packaged Food Brand Shares 2007-2010
Table 71 Forecast Sales of NH Packaged Food by Category: Value 2010-2015
Table 72 Forecast Sales of NH Packaged Food by Category: % Value Growth 2010-2015

12. Organic Beverages in South Korea - Category Analysis
HEADLINES
TRENDS
In 2010, organic beverages in South Korea was growing due to an increased product
portfolio, continuous concerns about health and wellbeing, and economic recovery in South
Korea. From dairy products to tea or juice products, many brands have introduced new
organic products to meet customers’ needs.
COMPETITIVE LANDSCAPE
Seoul Dairy Cooperative was the leading company in organic fruit/vegetable juice in 2010.
However, the share of “others” has been steadily rising. In July Yakult Korea introduced
new organic juice line-ups to the public. The product naming for these items was unique.
Number 350 means a recommended daily dose of vegetable, and each product is
specialised under nutritional aspects – A350 (Alive) beta-carotene, B350 (Balance)
lycopene, and C350 (Care) anthocyanin. Pulmuone with its home delivery juice brand
“Pulmuone green vegetable juice” is another leading player listed under “others” and its
products like “Sinseon cho organic green juice” (Angelica utilis Makino) and “kale organic
green juice”, introduced in 2005, have seen rising demand in the marketplace.
PROSPECTS
In South Korea, organic products will continue growing in the forecast period. The
wellbeing trend, starting in 2007, was focused on “green” products, but now the trend has
been moving its focus to “organic”. The wellbeing concept has become wider as time has
gone by. The competitive landscape is also optimistic. Various private label organic
products, the main producers’ organic product diversification, specialised organic retailers’
products and the economic recovery that has set in since last year are good signs for
organic beverages’ future growth.
CATEGORY DATA
Table 73 Sales of Organic Beverages by Category: Value 2005-2010
Table 74 Sales of Organic Beverages by Category: % Value Growth 2005-2010
Table 75 Organic Beverages Company Shares 2006-2010
Table 76 Organic Beverages Brand Shares 2007-2010
Table 77 Forecast Sales of Organic Beverages by Category: Value 2010-2015
Table 78 Forecast Sales of Organic Beverages by Category: % Value Growth 2010-2015
Organic Packaged Food in South Korea - Category Analysis
HEADLINES
TRENDS

13. Organic packaged food in 2010 showed an increasing trend, especially in organic baby
food and organic milk. With the change in meaning of “wellbeing” in South Korea from
“green” to “organic”, organic packaged foods have gained popularity among consumers.
COMPETITIVE LANDSCAPE
The key organic packaged food player in South Korea is Maeil Dairy Industry Co Ltd. It
owns the Sangha Farm brand in organic packaged food, with awareness of this brand
among customers much higher than other players’ products. This is because of its first
brand campaign. Many customers think of the Sangha Farm brand as a newly emerging
brand since 2008 as Maeil Dairy Industry Co Ltd did not disclose that it was owned by it to
begin with. Its first commercial was acted out by real milk cow farmers to stress the
reliable quality of the brand.
PROSPECTS
Organic packaged food, especially organic baby food and organic milk are expected to be
the driving force of future growth. However, organic confectionery is expected to see its
influence wane during the forecast period. Many manufacturers are focusing more on
baby-related foods and beverages in order to get round the saturated market situation.
For example, milk in South Korea is regarded as a typical saturated market, so
manufacturers have diversified with low-fat, zero-fat and organic product line-ups to
attract wellbeing-orientated consumers. Moreover, South Korean parents have a tendency
to ensure their children have the best nutrition or education, and in 3-person households,
which are becoming the most common type, it means parents put the child first regardless
of higher prices.
CATEGORY DATA
Table 79 Sales of Organic Packaged Food by Category: Value 2005-2010
Table 80 Sales of Organic Packaged Food by Category: % Value Growth 2005-2010
Table 81 Other Organic Food by Type: % Value Breakdown 2005-2010
Table 82 Organic Packaged Food Company Shares 2006-2010
Table 83 Organic Packaged Food Brand Shares 2007-2010
Table 84 Organic Dried Baby Food Brand Shares 2007-2010
Table 85 Forecast Sales of Organic Packaged Food by Category: Value 2010-2015
Table 86 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2010-
2015
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