South Korea’s retail sector is undergoing a transformation, with department stores, convenience chains, e-commerce platforms, and home shopping networks all doubling down on health supplement. (Image courtesy of Hyundai Department Store ）
SEOUL, May 6 (Korea Bizwire) — South Korea’s retail sector is undergoing a transformation, with department stores, convenience chains, e-commerce platforms, and home shopping networks all doubling down on health supplements as a key growth driver in the post-pandemic era.
Spurred by the rise of the “Healthy Pleasure” lifestyle — where consumers actively enjoy health management — demand for dietary supplements has surged across all demographics. As a result, industry players are racing to expand their offerings and capture a share of the growing market.
According to the Korea Health Supplements Association, the domestic market reached 6.04 trillion won ($4.4 billion) in 2024, up fivefold from 1.2 trillion won in 2005.
Hyundai Department Store Group recently opened a flagship “Nestlé Health Science Store” at its Mokdong branch through its healthcare affiliate Hyundai Bioland. The store features over 140 products from premium brands like Solgar and Vital Proteins and offers AI-powered diagnostic mirrors that scan facial biomarkers to assess blood pressure, pulse, skin age, and disease risk in under 30 seconds.
The move aligns with Hyundai’s “Vision 2030” strategy to scale its healthcare revenue from 150 billion won in 2023 to over 400 billion won by 2030. “Healthcare, including supplements, has strong synergy with our manufacturing and retail platforms,” said a Hyundai GF Holdings spokesperson.
Other retail players are following suit:
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CJ Olive Young, the beauty and health chain, has boosted its “inner beauty” segment, posting 30% annual growth over the past two years. Products such as collagen, probiotics, and glutathione supplements now complement its traditional vitamin lineup.
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Daiso, known for its flat pricing model, began offering general vitamins and omega-3s at 3,000 and 5,000 won price points starting in February 2025.
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Convenience stores like CU designated 3,000 locations as “health-focused” stores in late 2024, and plan to expand to 5,000 after seeing triple the daily supplement sales compared to regular outlets. Emart24 reported a 234% year-over-year spike in Q1 supplement sales and is offering buy-two-get-50%-off promotions on select products.
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Home shopping has also joined the wave. KT Alpha Shopping launched a new show, Good Good Show, hosted by comedian Kim Ji-sun, to target the so-called “Grand Generation” — Koreans in their mid-50s to early 70s — with curated premium supplements.
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E-commerce platforms are sealing partnerships with supplement manufacturers. Gmarket signed a joint business agreement in February with Chong Kun Dang Health to boost exclusive product launches and early-access promotions.
Industry experts say the boom reflects structural shifts in consumer behavior. “Health supplements have become lifestyle essentials,” one retail executive noted. “As variety and functionality expand, consumers are increasingly comparing ingredient origin, dosage, and efficacy before purchasing.”
Ashley Song (ashley@koreabizwire.com)
