Trends in cross-border shopping for dietary supplements in South Korea with a focus on major types of health functional foods.

Background/objectives: Dietary supplements are popular among Korean consumers in the cross-border market. This study examined the cross-border shopping trends of dietary supplements in Korea, focusing on the major health functional foods.

Materials/methods: This study analyzed the customs clearance data provided by the Korea Customs Service, spanning 2019-2021. The term 'health functional foods,' which are manufactured with functional ingredients specified by law, was distinguished from the broader concept of 'dietary supplements.' The trends in dietary supplements and the major types of health functional foods in cross-border shopping were analyzed. The top 10 most purchased health functional foods were identified and analyzed by consumer gender and age group.

Results: Dietary supplements constituted 19.1% of all cross-border items, with the primary consumers being women aged 30 and 40 yrs. The most popular type of health functional foods was the 'multi-nutrient product,' comprising 14.5% of all health functional food items. 'Protein' was popular among men and younger age groups, while 'probiotics' was favored by women. In particular, 32.3% of health functional food items were related to blood health.

Conclusion: The cross-border market for dietary supplements in Korea is experiencing growth, with consumer preferences varying by gender and age. These findings can assist in the development of regulatory policies that align with market trends and consumer needs in cross-border shopping for dietary supplements.