November 18, 2025 – In the South Korean food and beverage market, a range of global macro factors are influencing consumption choices of consumers. These elements impact 39 different categories in the South Korean food and beverage market, from beverages to everyday staples. Innova’s “Category Growth Drivers in South Korea” report analyzes the major trends in these categories to better understand consumer preferences and behavior.
Global Macro Context Influencing Consumers
On a global scale, the macro context remains challenging for consumers. Environmental concern ranks as the top issue of concern worldwide, and its impacts are more widely felt across health, food security, and the economy. Health and well-being are also top of mind due to rising obesity levels and the growing mental health crisis that influences consumers across the globe. The global economic situation is another stress factor for many global consumers, as economic and job insecurity remain a prevalent issue.
South Korean Beverage Trends
Food trends indicate that alcohol consumption in South Korea exceeds the global average (56% versus 41%), with taste as the key attribute for consumption. In most subcategories, indulgence is the top claim, and this is also the case for non-alcoholic beverage consumption. In fact, there is a rising trend of consumers who are opting for non-alcoholic beverage options, with the key reasons being health and wanting to exert greater control of their consumption. For the soft drink category, flavor is paramount, and indulgent claims are driving soft drink purchases. The demand for hot drinks is also increasing, and caffeine free options appeal to South Korean consumers, who cite health and changing taste preferences for their increased consumption.
What Are Considered Everyday Staples?
Bread, bread products, and cereals are considered daily staples in the South Korean market. Innova’s food trends research shows that the purchasing penetration of bread and bread products is in line with the global average, and indulgence is a key motivator. 28% of consumers also value whole meal or wholegrain claims, but high source of fiber claims are less important than to other countries globally. Similarly, for cereals indulgence is more important than health to South Korean consumers.
In the dairy category, taste and flavor are driving the purchases of yogurts and cheeses, and health is the main reason for increased consumption in these two categories as well as milk. Product safety and fat reduction rank highly as concerns for purchasing dairy products. A diverse range of concerns impact fish and meat consumption, other everyday staples in South Korean diets. Lifestyle changes are the major factor impacting the increased or decreased consumption of fish and meat. For both categories, freshness and product safety are also crucial elements.
Meal Preparation Choices in South Korea
Regarding meal preparation food trends in the South Korean market, taste, cost, and clean label claims are influencing consumers. Innova’s consumer trends research also indicates that South Koreans consumers prioritize indulgence in meal preparation products, consistently exceeding global averages across all categories. Ready meals, bouillons, stocks, seasonings, and savory spreads are among the categories with the greatest difference in response rates for indulgence claims compared to global averages.
What Trends Are Driving Snacks and Treats?
For food trends in snacks and treats, indulgence remains an important factor. However, health benefits are becoming increasingly important, as sugar and fat reduction claims are becoming more influential when making purchases. In all snacking subcategories, real or natural ingredients claims are also surpassing the global average. Protein claims and functional ingredients are also desirable for cereal and energy bars.
Plant-Based and Special Diets
From plant-based meat substitutes, non-dairy cheeses, non-dairy milks, and non-dairy yogurts, there has been a positive net change in consumption over the past 12 months. This increase is largely attributed to wellness concerns in food trends. For example, more than 1 in 3 consumers who have increased their intake of plant-based milks have cited health as the main consideration for raising their consumption. Sports and functional nutrition are also an area of focus for South Korean consumers. Functionality and effectiveness are the main attributes that nearly half of consumers look for compared to only a quarter of global consumers. Other important claims include sugar reduction, functional ingredients, product safety, and high source of protein.
What’s Next for Food and Beverage Trends in South Korea?
As the South Korean market over-indexes global averages for indulgence claims, focusing on texture, flavor, or a combination of the two can help enhance eating experiences for consumers. Although sugar and fat-reduction claims appeal to South Korean consumers, brands should also tap into protein and functional ingredients, as consumers are also influenced by these claims. Across all categories, taste and flavor are also main attributes, so offering novel flavor blends or global and regional tastes can also excite consumers with the unexpected.
This article is based on Innova’s Category Growth Drivers in South Korea report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.