Coca-Cola Beverage Company is running its first-ever simultaneous discount promotion for its 250ml Coca-Cola cans across convenience stores in Korea, a move attributed to the growing dominance of zero-sugar beverages in the carbonated drinks market.
According to retail industry sources on Wednesday, Coca-Cola Beverage has been offering discounts on 250ml Coca-Cola cans at four major convenience store chains—GS25, CU, Seven Eleven, and Emart24—since January 1. The promotion sells two cans for 2,000 won total, down from the regular price of 1,700 won each.
"We have previously run discount promotions for this product at major convenience stores on a rotating basis, but this is the first time we are doing it simultaneously," a Coca-Cola Beverage official said.
Industry observers say this trend reflects zero-sugar beverages surpassing original versions in popularity. What started as an alternative for health-conscious consumers and dieters has evolved beyond a passing trend to become the default choice. According to GS25, zero-sugar beverages' share of total carbonated drink sales has steadily increased from 32.0% in 2022 to 41.3% in 2023, 52.2% in 2024, and 54.5% last year.
As zero-sugar drinks become the mainstream option, beverage companies are focusing on expanding their zero-sugar product lines. Coca-Cola Beverage introduced "Jack Daniel's & Coca-Cola Zero Sugar" to Korea late last year. The ready-to-drink product combines Jack Daniel's whiskey with Coca-Cola, and only the zero-sugar version is available in Korea.
Lotte Chilsung Beverage has launched a wide range of zero-sugar products including Chilsung Cider Zero, Milkis Zero, Hot Six Zero, Tams Zero, Hot Six The King Zero, and 2% Aqua Zero. Woongjin Foods has also introduced Chorok Maesil Zero, Achim Haetsal Zero Sugar, and Ion The Fit Zero Sparkling.
The zero-sugar trend has extended beyond beverages to alcoholic drinks and food products. Lotte Chilsung Beverage launched Saero, a zero-sugar soju, while Hite Jinro introduced zero-sugar versions of Jinro and Jinro Gold. Hite Jinro also revamped its Isul Tok Tok as a zero-sugar version. In the food industry, Binggrae launched Yoplait Zero Choco Ring, a zero-sugar yogurt, and Paldo introduced Paldo Bibimmyeon Zero Sugar.
"What started as a substitute has moved beyond a temporary fad to become a basic option, and is now more popular than original products," a retail industry official said.