As the “healthy pleasure” lifestyle gains traction across all age groups in South Korea, consumer demand for caffeine-free, high-protein, and low-sugar products is surging. The term “healthy pleasure” refers to the enjoyment of taking care of one’s health and is no longer limited to young consumers.

Sales of decaffeinated drinks are booming, with Starbucks Korea reporting that decaf beverage sales in the first quarter of 2025 hit 9.8 million cups, up 31 percent from the same period during the previous year. The company also noted that caffeine-free teas and coffees are becoming increasingly popular menu options.

A Starbucks official said that its caffeine-free tea beverages introduced in 2024 received positive feedback, reflecting growing consumer preference for non-caffeinated options. Starbucks launched two new Energy Physio drinks earlier in April 2025 that are entirely caffeine-free and contain just 99 calories for a grande size.

Around 10 percent of the company’s Americano sales now come from decaffeinated versions. Starbucks removes caffeine from green coffee beans using only carbon dioxide and steam, avoiding any chemical solvents.

Other coffee chains are seeing similar trends, with A Twosome Place recording a 1.4-fold increase in decaf coffee sales in the first quarter of 2025 compared to the previous year. Sales of herbal teas including cream caramel and chamomile, which contain no caffeine, also saw double-digit growth.

A Twosome Place introduced “Decaf Cold Brew” and “Decaf Oatly Cold Brew” in August 2024 to meet rising demand, and the decaf cold brew currently selling at a rate of around 8,000 cups per day. Ediya Coffee also saw a 35 percent year-over-year increase in decaf coffee sales in the first quarter of 2025.

According to a food industry official, the rising popularity of decaffeinated beverages stems from increasing awareness of sleep quality as a key aspect of health. “Caffeine-free drinks are becoming popular because they can be enjoyed in the afternoon and evening without disrupting sleep,” the official said. Customs data show that Korea imported about 7,023 tons of decaffeinated coffee in 2024, up 7.7 percent from 2023.

The healthy lifestyle trend extends beyond coffee and tea. GS25, a convenience store chain operated by GS Retail, reported that sales of low-sugar ice cream jumped 50.8 percent year-over-year in April 2025. Low-sugar products now account for 19 percent of total ice cream sales, surpassing the double-digit threshold for the first time.

This trend has also shifted the age demographics in the ice cream category, with customers in their teens and twenties making up 21.3 percent of total ice cream consumers in 2024. That figure climbed to 27.5 percent in the first four months of 2025.

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