Are Electrolyte Beverages the 'Young Forty Drink'?... Soaring Demand Among Middle-Aged in Running and Hiking Boom

Analysis of Embrain Purchase Deep Data: Estimated Sales Figures

235.5 Billion Won in the Past Year, Up 6.1% from the Previous Year

Main Buyers Are in Their 40s and 50s, Fastest Growth in the 60s

Rising Interest in Health Management and Hydration

CU Learning Station Signature Store No.1. Provided by BGF Retail

As leisure activities such as running and hiking grow in popularity as ways to manage health, the market for electrolyte beverages intended for hydration continues to expand. As more people across all age groups participate in these recreational activities, consumption of electrolyte beverages among the middle-aged and older demographic is increasing even faster than among the younger generation.

According to Embrain, a market research agency, analysis of purchase receipts from 20,000 individual panelists in its Embrain Purchase Deep Data found that from August of last year to July this year (MAT), estimated purchases of electrolyte beverages at major distribution channels such as hypermarkets and convenience stores reached 235.5 billion won, up 6.1% year-on-year. Estimated purchase amounts had previously grown by 3.9% from 213.7 billion won during the same period two years ago to 221.9 billion won last year, and the growth rate over the most recent year has accelerated further. From January to July of this year alone, the estimated purchase value increased by 8.6% compared to the same period last year.

By age group, consumers in their 40s and 50s were identified as the primary buyers of electrolyte beverages. Breaking down the data for the past year, people in their 40s accounted for 28.4% of all estimated purchases, the largest share, while those in their 50s made up 22.7%. Together, these two age groups accounted for 51.1% of total estimated spending—more than half. In terms of growth rate, those in their 60s stood out. During this period, estimated purchases by people in their 20s and below rose by 5.3% year-on-year, while those in their 30s declined by 4.9%. By contrast, the figures for people in their 40s and 50s increased by 4.4% and 6.4%, respectively, and for those in their 60s, purchases surged by 34.7%. An industry official explained, "The number of people participating in running or hiking is rising rapidly across generations, and as hydration and health management become more important to older adults, their consumption of electrolyte beverages is increasing accordingly."

In terms of sales by electrolyte beverage brand over the past year, Pocari Sweat ranked first with estimated purchases totaling 71.64 billion won. Powerade followed with 51.43 billion won. Other brands included Gatorade (32.55 billion won), Toreta (29.3 billion won), and 2Pro Bujokhalttae (16.61 billion won), in that order. The combined estimated purchases of the two top brands, Pocari Sweat and Powerade, accounted for more than half of the entire market.

Among distribution channels, sales of product categories linked to leisure demand are also showing remarkable growth. For example, CU convenience stores operated by BGF Retail launched "Running Stations," which combine amenities for runners such as changing rooms and powder zones with running-specific products, in places like Yeouido Hangang Park in Seoul and Jeju. In April and May of this year, these stores recorded dramatic year-on-year growth rates: bottled water sales rose 211.9%, sports and electrolyte beverages 195%, energy bars 188.1%, and protein drinks 179.8%.

An Embrain representative commented, "Cases in which people choose electrolyte beverages are increasing not only right after exercising but also in various situations such as commuting, outdoor movement, and routine hydration management. The range of choices has expanded to include low-sugar and zero-calorie products," adding that, "While electrolyte beverages were previously perceived largely as 'thirst quenchers,' they are now broadening their usage to become everyday hydration drinks."

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