[Mega Hit Product Story] Jeong Kwan Jang's Everytime: Diversifying Formats, Flavors, and Ingredients to Lead K-Health Functional Foods
In 2012, Jeong Kwan Jang introduced "Everytime," the first stick-type red ginseng product, ushering in an era of convenient health care. It quickly became a beloved essential for busy modern individuals seeking to maintain their health amidst hectic daily lives. By offering various formats such as sticks, films, and ampoules, and expanding its product lineup with diversified flavors, ingredients, and functionalities, it has established itself as a leading health functional food brand in South Korea. ◆ Convenient consumption plays a significant role in attracting 2030 customers. "Everytime" was born in 2012 as a result of listening to consumer demands for a more convenient way to consume red ginseng. Prior to the launch of "Everytime," KGC's (Korea Ginseng Corporation) sales were primarily driven by concentrate-type products. Through extensive field research, the company identified a growing demand among younger consumers for red ginseng products that were easy to carry and consume. In response, KGC began developing a stick-type red ginseng product and named it "Everytime," signifying its convenience for consumption anytime and anywhere. "Everytime" was the first product to introduce red ginseng in stick form. "Everytime" received an enthusiastic response from the outset. Its annual sales, which stood at 9 billion KRW in 2013, surged to 48 billion KRW in 2015, surpassed 100 billion KRW in 2016, and reached 190 billion KRW in 2019. Over 12 years since its launch, it achieved cumulative sales of 1.5598 trillion KRW, solidifying its position as a mega-brand. The product garnered significant attention after appearing in popular dramas such as Misaeng and Descendants of the Sun. This popularity led to "Everytime" being nicknamed "Misaeng Red Ginseng" at one point, earning explosive acclaim not only among the 20s and 30s demographic but also among 40-something office workers. ◆ Expansion of a tailored lineup for TPO (Time, Place, Occasion). Building on the success of "Everytime," Jeong Kwan Jang has consistently expanded its product lineup. Keeping pace with changing trends, the brand has introduced innovative formats beyond sticks, such as films and ampoules. Additionally, it has diversified its offerings by incorporating various ingredients and flavors tailored to TPO (Time, Place, Occasion), evolving from a "convenient red ginseng" product to a synonymous name for "convenient health." Among these innovations, the "Everytime Film," a red ginseng concentrate compressed into an oral dissolving film (ODF), has emerged as a second-generation "Everytime" product. Within just 16 months of its launch, it recorded cumulative sales of 4.8 million units. Its success is attributed to its ultra-lightweight individual packaging, making it easy to carry in a wallet or pocket, and the ability to consume it without water, offering convenience during busy workdays or workouts. "Everytime" has enhanced its accessibility by entering convenience stores and duty-free shops. With the growing demand for health products in accessible locations like convenience stores, Jeong Kwan Jang introduced two variants, "Everytime Refresh" and "Everytime Max," into these outlets. These products, designed to provide energy boosts and mood refreshment with a single stick, have gained popularity among office workers. In duty-free shops, the brand caters to the tastes of international visitors by offering delicious and enjoyable "Everytime" options. These include the "Everytime Film Fresh," featuring red ginseng with an apple-mint flavor, and the recently launched "Everytime Pear" and "Everytime Hallabong (Jeju Citrus)" flavors, inspired by Korea's representative fruits. Additionally, "Everytime Soft," enriched with licorice extract and propolis, offers a smoother red ginseng experience. It has gained significant traction online, ranking high in the health category on KakaoTalk Gift, underscoring its popularity as a convenient and thoughtful gift option. ◆ Rising as a K-Health Functional Food Leader… Annual Global Sales Reach 60 Billion KRW. "Everytime" is expanding beyond the domestic market, making significant strides in the global arena. In 2023 alone, it achieved overseas sales of approximately 60 billion KRW. This success stems from analyzing local health concerns, developing tailored products, and diversifying its distribution channels across major global markets. Notably, "Everytime" became the first Korean health functional food to be featured in Sprouts, a premium U.S. supermarket chain, receiving positive responses from consumers. Products such as "Everytime 2000mg," "Everytime Powerful Deer Antler," and "Everytime Energy Boost" have been designed specifically for the U.S. market and are available across all Sprouts locations. These offerings address the interest of American consumers in energy boosting and metabolism improvement, focusing on the blood circulation and fatigue recovery benefits of red ginseng, as recognized by Korean health authorities. Additionally, the products are formulated to reduce the bitterness of red ginseng, catering to the preferences of American consumers unaccustomed to such flavors. In Greater China, "Everytime" is credited with playing a significant role in shifting the market focus from traditional root ginseng to convenient ginseng-based products. Historically, Korean ginseng (red ginseng) was perceived as a "traditional Chinese medicine for the elderly," but since the launch of "Everytime," its convenience and ease of consumption have gained popularity, particularly among office workers in their 30s. In Taiwan, the grapefruit-flavored "Everytime You (柚)" has received widespread praise, especially among women in their 20s and 30s, highlighting the brand's appeal to younger, health-conscious consumers. A representative from KGC Ginseng Corporation commented, "Everytime has continuously evolved to become a beloved health essential in the daily lives of modern individuals. Moving forward, we aim to further enhance the global status of K-Health Functional Foods by understanding and addressing the lifestyles and health needs of people worldwide." ChatGPT를 사용하여 번역한 기사입니다.
