"With Better Taste, It Took the Top Spot... The Drink That Surpassed Banana Milk, the Convenience Store Powerhouse"

GS25 Protein Drink Sales Up 27%
"Driven by the Rise of the 'Healthy Pleasure' Trend"

Convenience store industry statistics show that, for the first time, sales in the protein drink category have surpassed those of banana milk. This shift is attributed to the growing "healthy pleasure" trend among younger consumers, who seek both flavor and health benefits in their choices.

According to GS25 on July 5, sales of protein drinks in the first half of this year increased by 26.8% compared to the same period last year, outpacing banana milk category sales by 3.7%. Protein drink sales were also 44.6% higher than those of chocolate milk and 158% higher than those of strawberry milk.

A consumer is choosing a beverage at the GS25 convenience store protein drink display. Provided by GS25

This marks the first time that protein drink sales have overtaken banana milk. GS25 explained, "The consumer base for protein drinks, which were relatively unfamiliar despite the trend of prioritizing health in daily life, has expanded rapidly." Initially, protein drinks focused on functionality such as protein supplementation, but as more mainstream and diverse flavors were introduced, sales grew significantly.

As a result, the variety of drinks has increased substantially. In 2020, when GS25 began selling protein drinks, there were only three types available; now, the number has grown to about 50 kinds.

With the summer vacation season approaching and demand for body management peaking in July and August, GS25 will run special promotions throughout this month on around 40 types of protein drinks, including buy-one-get-one (1+1) and buy-two-get-one (2+1) offers.

This content was produced with the assistance of AI translation services.