According to Expert Market Research, Korea’s health supplement market was valued at $5.45 billion in 2024 and is projected to expand at a compound annual growth rate of 5.2 percent, reaching $9 billion by 2034. A separate survey by the Korea Health Supplements Association found 81.2 percent of Korean households purchased health supplements in 2023.
The surge in both online and offline distribution channels to meet this demand is reshaping the market structure. Daiso and convenience store chains are entering the space with low-cost, easy-access options, while the Korean Pharmaceutical Association is partnering with major drugmakers to develop pharmacy-exclusive products. ]
Daiso, a popular budget franchise, has teamed up with domestic drugmakers such as Daewoong Pharmaceutical, which released 26 products priced between 3,000 and 5,000 won ($3.5) for a month’s supply. Jongkundang Health also introduced its competitively priced probiotics “Lactofit Gold” line.
“We offer a variety of products like vitamins and probiotics, mostly priced at 3,000 or 5,000 won,” a Daiso official said.
Convenience stores are likewise expanding their shelves. Dong-A Pharmaceutical launched its “Cellparex Baro” line exclusively through CU stores, targeting single-person households with five- to ten-day packs.
“We aim to provide products that address modern health concerns with immediacy and convenience,” a Dong-A representative said.
The industry is closely watching how the market evolves in the latter half of the year as low-price, convenience-driven products go head-to-head with pharmacy-exclusive, trust-based brands.
In response to Daiso’s push, the Korean Pharmaceutical Association signed MOUs with Yuhan Corporation and Dong-A Pharmaceutical to co-develop affordable supplements sold exclusively through pharmacies. Eight new Yuhan-made products are due by year-end, and Dong-A’s lineup will debut in October.
With online availability expanding rapidly, experts are also warning of potential misuse. “With increased accessibility, improper guidance could lead to overuse or misuse,” an industry insider said.
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