South Korean dairy companies turn to sports nutrition as milk consumption falls
Maeil Dairy, Ildong Foodis and Namyang Dairy are expanding into protein drinks and energy gels as South Korean milk consumption declines. The companies are targeting runners and fitness consumers with whey isolate, plant protein, amino acids and other specialized formulations.
Milk demand falls to a multi-decade low
South Korea’s leading dairy companies are expanding beyond conventional milk into protein drinks, energy gels and other sports-nutrition products as demographic change and shifting consumption patterns weaken their traditional market. Maeil Business Newspaper reported that Maeil Dairy, Ildong Foodis and Namyang Dairy are increasingly targeting runners and recreational athletes, broadening a category that was previously associated mainly with gym users.
Per-capita consumption of milk, including white and flavored milk, fell 2.7% year on year to 29.3 kilograms last year. White-milk consumption dropped 9.5% to 22.9 kilograms, its lowest level since the late 1980s. Industry forecasts cited by the newspaper put consumption in the low 22-kilogram range this year and the 21-kilogram range next year.
The decline reflects South Korea’s falling population of children and teenagers, the growing availability of high-protein and plant-based alternatives, and inflows of comparatively inexpensive imported UHT milk. Domestic milk also struggles to achieve sufficient price competitiveness in export markets, limiting overseas sales as a route for offsetting weaker local demand.
Protein portfolios become more specialized
Dairy producers see stronger prospects in active nutrition. According to Straits Research figures cited by Maeil Business Newspaper, the global active-nutrition market is expected to increase from $12.5 billion last year to $13.69 billion this year. Products are also becoming more specialized, combining amino acids, carbohydrates, electrolytes and vitamins for preparation before exercise, energy during activity and post-exercise nutrition.
Ildong Foodis has extended its focus from protein beverages to amino-acid energy gels, completing a five-product lineup under its Himmune Amino Poten brand. A company representative said the global energy-gel market, currently valued at $730 million, is expected to grow by an average of 7% annually through 2035. Cumulative sales of its Himmune protein brand surpassed 600 billion won in September last year and are approaching 700 billion won this year.
Maeil Dairy is differentiating its Selex range by protein source, purity and dosage. It is strengthening products based on whey protein isolate, which removes lactose and fat, and promotes its offering as South Korea’s only beverage made with 100% whey protein isolate. The company launched Profit Sports Coconut last October, Profit Sports Wild Chocolate in April and two plant-protein drinks in June. Selex sales recorded average annual growth of 5.5% over 2024-2026, and Maeil Dairy plans further portfolio expansion, including products in formats such as shakes.
Namyang links new products with running
Namyang Dairy launched its Takefit Booster functional energy gel in late June. In July, it raised the protein content of Takefit Monster to 47 grams and added a strawberry flavor. Sales across the Takefit range increased approximately 7.3% in August from the previous month.
The company is also using running events to reach consumers directly. This month, it is providing around one month of tailored training and product trials to a 50-member running crew, followed by participation in a large running event next month. The initiatives illustrate how dairy groups are repositioning ingredients and brands for adult sports consumers as the domestic market for conventional milk contracts.
