Milk Market, Hard Hit by Low Birth Rates, Finds an Unexpected 'Savior'... 'This' Outsells Infant Formula

White milk consumption falls amid low birth rates
Infant formula sales also decline
Protein products surge amid health craze
Companies strengthen related product lines

Milk companies, which have struggled amid the effects of a low birth rate, are seeking a way forward with protein products. As consumption of their flagship white milk declines and infant formula sales continue to fall, protein supplements in powdered and ready-to-drink forms are emerging as a new growth engine. Demand has surged not only among middle-aged and older people seeking to address a lack of muscle strength, but also among younger consumers keen to manage their health, pushing sales past those of infant formula.

According to MarketLink data from market research firm MarketLink, published in the food industry statistics information system of the Korea Agro-Fisheries & Food Trade Corporation (aT), revenue from protein drinks sold at retail outlets nationwide, including hypermarkets, chain supermarkets and convenience stores, reached KRW 108.5 billion last year, nearly 15 times the KRW 7.3 billion recorded in 2020. Over the same period, infant formula revenue fell 67.4%, from KRW 70.2 billion to KRW 22.9 billion. Protein drink revenue reached KRW 68.7 billion in 2022, overtaking infant formula revenue of KRW 51.1 billion, and the gap has widened each year since.

Namyang Dairy's Take Fit product. Photo courtesy of Namyang Dairy.

Industry players expect the market for protein supplements in various forms, including powders, drinks and bars, to grow from KRW 450 billion in 2023 to KRW 800 billion this year. Sales figures from major manufacturers also show clear growth in protein products. Maeil Dairies' nutrition business, which includes infant formula, food for infants and young children, nutrition products for pregnant women and seniors, and health functional foods, posted revenue of KRW 120.4 billion in the first half of 2026, up 13.2% from the same period a year earlier. Although revenue from infant formula and nutritional foods is combined, health foods are said to have outsold infant formula in actual sales volume. The beverage segment of Sellex, the company's adult nutrition brand, has posted an average annual growth rate of 5.5% over the three years since 2024.

Three varieties of Sellex Profit Sports WPI drinks. Provided by Maeil Dairies.

Namyang Dairy Products also recorded KRW 141 billion in revenue from its other products segment, which includes protein drinks, in the first half of 2026, exceeding the KRW 105.7 billion from infant formula products. Direct comparison is difficult because the other products segment also includes processed milk and tea drinks. However, revenue from the product lineup centered on its Take Fit protein brand rose 76.1% from the first half of 2025, showing clear growth. Take Fit's revenue at retail outlets nationwide also rose 24.8% year over year to KRW 31.9 billion in 2025, making it the top-selling individual brand in the offline protein drink market. During the same period, revenue from Sellex protein powder grew 33.8% to KRW 13.3 billion.

Milk companies are expanding their nutrition-related product lines to sustain this growth. Maeil Dairies' Sellex launched Profit Sports Coconut, containing 20 grams of protein, in October 2025 and Profit Sports Wild Choco, containing 45 grams of protein, in April 2026, focusing on raising awareness of its Profit Sports brand. In June 2026, it also introduced two plant-based protein drinks as it continued to expand its beverage portfolio.

Namyang Dairy Products also revamped Take Fit Monster in March 2026, increasing its protein content and enhancing its nutritional formula. It then strengthened its product portfolio to suit different workout goals and consumption occasions, launching the Take Fit Bread Meal protein shake in April, Take Fit Extreme, an ultra-high-protein product containing 60 grams of protein, in May, and Take Fit Booster functional energy gel in June.

Seoul Milk Cooperative launched A2+ Milk in 2024, made with raw milk containing only A2 protein. In June 2026, it introduced a new complete and balanced nutritional product made with A2 milk, Meal Replacement Daily Care in Savory Flavor. It has also expanded its related product lineup with high-protein drinks such as Protein Energy and high-protein sliced cheese called Protein Cheese.

“In the past, health management was something people felt they had to do even if it was difficult. Now, the healthy pleasure trend, in which people manage their health in fun and efficient ways, has become mainstream,” an industry official said. “As people increasingly recognize that protein is essential for building muscle and improving basic physical fitness for weight loss, we expect the market for related products to continue growing steadily.”

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