Low-Sugar and ZERO Jelly Purchases Surge 37.1% While Total Jelly Market Decreases 12.3%

While the overall jelly market size is showing a downward trend compared to the previous year, the low-sugar and ZERO jelly product category is changing the market flow, with both purchase value and the number of purchases increasing significantly. According to an Embrain TV video, the estimated purchase value of the total jelly market over the past year was approximately 331.4 billion won, a 12.3% decrease compared to the previous year (378,000,000,000 won). The number of purchases also decreased by 17.2%, showing a contraction across the overall market.

The Reverse Run of Low-Sugar and ZERO Jelly Across All Age Groups, Centered on Those in Their 30s

Contrary to the decline in the total market, the low-sugar and ZERO jelly category recorded unrivaled growth. The estimated purchase value of low-sugar and ZERO jelly increased by 37.1%, from 9.3 billion won in the previous year to approximately 12.8 billion won over the past year. In particular, the growth rate in the number of purchases reached 45.5%, showing a steeper increase than the purchase value. Accordingly, the proportion of low-sugar and ZERO products within the total jelly purchase value also rose from 3.1% to 5.4% based on the number of purchases.

The core consumer group driving this growth is those in their 30s. As a result of analyzing the receipt data of 20,000 Macromill Embrain panels, the growth rate of low-sugar and ZERO jelly purchase value for those in their 30s was the highest at 68.9% compared to the previous year. This was followed by those in their 40s at 36.9% and those in their 20s or younger at 34%. It is notable that consumption of low-sugar and ZERO jelly increased evenly across all age groups, including those in their 50s (28.7%) and 60s (9.2%).

The Landscape of Low-Sugar and ZERO Jelly Brands Differs from the HARIBO-led Market

The brand rankings of the total jelly market and the top brands in the low-sugar and ZERO jelly market show a distinctly different pattern. In the total jelly market, HARIBO maintained the number one position with a purchase value of approximately 77.5 billion won, followed by Petitzel, Cellistro, and Trolli. Steady sellers such as My Gummy and Wang Kkumteuri also appeared in the upper ranks.

On the other hand, the TOP 5 by purchase value in the low-sugar and ZERO jelly market are forming a separate competitive structure. LOTTE WELLFOOD's 'ZERO' brand took first place with a purchase value of approximately 3.4 billion won. This was followed by MDS Korea's 'Jellyvely Zero', Orion's 'My Gummy Zero', INTAKE's 'Sugarlolo', and Samlip's 'Jellypo Zero' forming the upper ranks. This shows that a product group with the clear characteristic of being low-sugar and ZERO is leading a new market, different from the existing market centered on large brands.

The video analyzed that the consumption paradigm is shifting beyond consumers simply purchasing snacks toward considering health by checking sugar content. Even if the total market size decreases, the competitiveness of low-sugar and ZERO products with clear product characteristics is expected to become even more important.