Food companies are competing for consumers' attention with products designed to help them unwind in the evening without the burden of caffeine or alcohol.
Options range from carbonated drinks marketed for relaxation and caffeine-free beverages made with barley and chicory to recreate coffee's flavor, to health functional foods aimed at easing tension and supporting sleep.
According to the food industry on Wednesday, sales of hy's Stress Care Shim, a product targeting stress relief and sleep health, rose 19 percent in the first half of this year from a year earlier. The health functional food contains 250 milligrams of theanine and probiotics and is sold online and at convenience stores.
In the second half of last year, hy also launched MPro Relax, which contains theanine and ashwagandha extract, an ingredient recognized for its sleep health benefits. The product is designed to support both stress relief and sleep health and is available through the company's Fresh Managers.
Off Hour, a carbonated drink launched in May by Kluep, a beverage brand owned by food and beverage company Ignis, has also gained sales momentum.
The company said about 1.96 million cans were sold cumulatively from its launch through September, with sales in September more than doubling from the previous month. Including sales for October, which are still being tallied, cumulative sales are expected to exceed 2 million cans.
Off Hour has also gained attention on social media under the nickname "fake alcohol." The moniker stems from reviews describing its refreshing, fruit-ade-like taste and a relaxed, drowsy feeling after drinking it, similar to the sensation of having alcohol.
The drink contains 5 milligrams of plant-based melatonin, an ingredient that helps relax the body and support sleep, as well as 250 milligrams of theanine. It is also sugar-free and calorie-free. Ignis has expanded the lineup with Grapefruit Fizz, launched in September, following Lime Breeze and Peach Relaxer.
Demand is also growing among consumers who want to enjoy the taste and aroma of coffee while avoiding caffeine. At Lotte Mart, cumulative sales of caffeine-free coffee products from July through October this year increased 70 percent from the same period last year, while sales of decaffeinated coffee rose 27.6 percent.
In response, Lotte Mart launched two varieties of Chiko, an alternative coffee made from roasted chicory root to recreate coffee's characteristic bitter flavor, in July.
Barley-based drinks are also gaining popularity at coffee shops. Mega MGC Coffee's caffeine-free Orzo Latte sold about 600,000 cups from its launch on Sept. 3 through Oct. 20. Unlike decaffeinated coffee, which is made by removing caffeine from coffee beans, the drink uses barley instead of coffee beans to recreate a similar flavor.
Maeil Dairies has introduced Barista Rules Orzo Black, a caffeine-free beverage made with plant-based ingredients such as barley, chicory, rye and malt to capture coffee's flavor.
From Oct. 22 through Nov. 12, the company is also running a promotion on its official online store under the theme "Complete Your Sleep Routine with Orzo." Customers who purchase selected bundle products receive a pair of sleep socks, an effort to link caffeine-free beverages with bedtime routines.
The trend reflects changing consumer habits, as more people seek to manage their health while reducing their alcohol and caffeine intake. "
Consumers are increasingly paying attention to health and self-care in the alcoholic beverage market," an industry official said. "Products such as Off Hour appear to be gaining attention in line with these lifestyle changes."
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