7 out of 10 South Korean adults have tried zero-sugar or non-alcoholic beverages when drinking. (Image courtesy of Yonhap)
SEOUL, Jul. 10 (Korea Bizwire) – A recent survey has revealed that 7 out of 10 South Korean adults have tried zero-sugar or non-alcoholic beverages when drinking, signaling a significant shift in the country’s drinking culture towards healthier alternatives.
Lotte Members, a South Korean marketing solutions company, conducted a nationwide survey of 2,000 adults from May 29 to June 6, exploring trends in alcohol consumption. The results, released on July 9, paint a picture of an evolving drinking landscape in a country known for its robust drinking culture.
An overwhelming 71.6% of respondents reported having tried zero-sugar soju, a popular Korean distilled spirit. The primary reasons cited for choosing these products were lower calorie content (40.4%) and perceived health benefits (25.9%).
This trend extends to beer as well, with 76.4% of respondents having sampled non-alcoholic beer. The main motivations for trying alcohol-free beer included situations where drinking was not possible (48.3%) and curiosity (30.1%).
These survey results are corroborated by Lotte Members’ transaction data, which shows a staggering 264.1% increase in non-alcoholic beer sales in 2023 compared to 2020.
Analysts at Lotte Members attribute this shift to the growing “healthy pleasure” culture, where consumers seek to balance enjoyment with health-conscious choices.
This is further evidenced by the drinking intentions reported in the survey: 77.4% of respondents said they drink “just enough to feel good,” compared to only 36.4% who drink “to get drunk.”
The COVID-19 pandemic has also left its mark on drinking habits. The survey indicates a rise in home drinking, with 47.8% of respondents now preferring to drink at home, compared to 40.2% before the pandemic. Restaurants (23.6%) and bars (18.2%) follow as preferred drinking locations.
In terms of popular alcoholic beverages, highballs topped the list at 25.6%. Lotte Members’ data shows a 16.1% year-on-year increase in whiskey sales in 2023, a key ingredient in highballs.
The survey also revealed a positive response to alcohol brand pop-up stores. Three out of 10 respondents had visited such stores, primarily to purchase brand merchandise (36.2%) or to visit a trendy location (34.9%).
These visits appear to be effective marketing tools, with 68.6% of visitors reporting an improved brand image and 66.1% expressing intention to purchase products.
Oh Hyun-jin, an analyst at Lotte Members, noted a shift in drinking trends. “While last year’s trend was ‘mixology’ – making your own cocktails – this year we’re seeing the rise of ‘sober life,’ a drinking culture where people find and enjoy alcohol that suits them in moderation,” Oh said.
Ashley Song (ashley@koreabizwire.com)
