By Jung Min-seo KT Co-editor
The "Healthy Pleasure" Trend: Changing Dietary Habits Among Millennials and Gen Z
Growing health awareness is fueling a rapid expansion in both the low-sugar food market and the health tech industry. One noticeable shift in dietary habits, particularly among people in their 20s and 30s, is a preference for low-sugar foods over highcalorie options. By definition, low-sugar foods contain less than 5 grams of sugar per 100 grams or less than 2.5 grams per 100 milliliters.
This trend is largely driven by a rise in the number of young adults who exercise regularly and have become more conscious of what goes into their food. According to the “Intent Data Report: 2024 Consumer Desire Data” released by Ascent Korea, Korean consumers searched for keywords related to “domestic low-sugar foods” approximately 2.74 million times annually over the past two years.
As concerns about chronic illnesses such as diabetes increase, demand for low-sugar products is surging. Meanwhile, the “healthy pleasure” trend—pursuing enjoyment while maintaining healthy habits—has also gained momentum. This shift in consumer behavior is significantly influencing product offerings.
Products with minimal sugar—especially in confectionery and frozen food categories—are gaining popularity. Convenience stores are also joining the movement, actively expanding their low-sugar offerings to meet the health-conscious demands of consumers. Some stores are even participating in a government initiative that supports the development of low-sodium and low-sugar products, offering healthier ready-to-eat meals and desserts.
The Expanding Role of AI in Healthcare and Its Technological Applications
Healthcare technology now uses artificial intelligence (AI) to analyze vast amounts of medical data to predict diseases and provide personalized treatment. Key areas of application include patient data analysis, precision medicine, lifestyle management and monitoring, medical research, imaging and diagnostics, and drug
development. With AI-powered prediction models and image and voice recognition technologies being integrated into healthcare, innovative medical services are becoming increasingly viable. Notably, remote monitoring for chronic diseases, post-surgery complication prediction, and personalized patient care are receiving significant attention.
Health Tech and Personalized Nutrition Services
AI is also playing a critical role in health tech by enabling personalized low-sugar diet planning. AI-based meal recommendation services analyze individual health data to suggest optimal dietary plans. Some services, when integrated with wearable devices, can monitor blood glucose levels in real-time and recommend appropriate low-sugar food options. Emerging technologies such as virtual reality (VR) and augmented reality (AR) are also expected to enhance the effectiveness of remote healthcare services.
The Growth Potential of AI Healthcare in South Korea
Korea is well-positioned to lead in AI healthcare thanks to its robust 5G infrastructure and universal national health insurance system. According to Korea Bio-Economic Research Center, the global digital healthcare market is projected to grow at an average annual rate of 21.11% over the next decade.
As health tech continues to evolve, it is expected to positively impact future dietary habits, helping prevent chronic diseases like obesity and diabetes through reduced sugar
intake. At the same time, companies are investing more in the development of low-sugar food products.
Unbalanced Eating Habits Among Millennials and Gen Z
A 2024 survey conducted by Gyeongsang National University among 100 college students revealed a growing trend of unbalanced eating habits among young adults in their 20s and 30s. When asked, “How often do you eat breakfast in a week?” the most common response—chosen by 60%—was “rarely.” Only 5% reported eating breakfast every day. In response to the question “How often do you eat spicy and salty foods?” 46% reported doing so two to three times a week. Regarding vegetable intake (excluding kimchi), 40% said they “rarely eat any.”
As more young people opt for flavorful, stimulation-driven diets, achieving balanced nutrition is becoming increasingly difficult. The Ministry of Health and Welfare recommends a daily intake of at least 500 grams of fruits and vegetables to help prevent chronic diseases. However, according to the Korea Disease Control and Prevention Agency’s National Health Statistics, the percentage of people meeting this recommendation dropped from 31.3% in 2019 to 22.7% in 2022. Nutritional imbalance can lead to weakened immunity, fatigue, and lethargy, and in severe cases, increase the risk of cardiovascular disease. Some individuals resort to dietary supplements to make up for poor nutrition, but supplements alone are not enough.
Although maintaining healthy eating habits can be challenging amid busy daily routines, doing so is a crucial investment in long-term well-being. With the help of modern healthcare services, individuals now have more tools to develop healthier dietary habits. Businesses such as convenience stores are also stepping up by offering low-sugar food options. By embracing these changes and fully utilizing healthcare
technologies, people can take charge of their well-being and contribute to a more sustainable culture of healthy eating.
