In recent years, Orthomol, a German supplement company, has made significant strides in South Korea’s multivitamin market. According to Euromonitor International, Orthomol has achieved the remarkable feat of ranking first in multivitamin sales for three consecutive years, from 2023 to 2025. This success is reflected in their robust sales figures across both online and offline sales channels.
Orthomol’s entry into the South Korean market began in 2020 through a strategic partnership with Dong-A Pharmaceutical, leading to the launch of their flagship product, Immun.
This innovative product features a unique dual-formulation that combines liquid and tablet formats, offering consumers a distinctive experience that set it apart in a competitive landscape.
In 2023, Orthomol expanded its offerings with the introduction of Vital M and Vital F, two tailored multivitamins designed to combat stress, fatigue, and burnout, catering specifically to men and women.
The multivitamin market is rapidly changing, with consumers increasingly prioritizing products that deliver balanced nutrition tailored to individual lifestyles and are supported by scientific research.
Dong-A Pharmaceutical is confident in its ability to maintain a strong market position thanks to its established brand credibility and competitive product offerings.
“Our formulations take into account the nutritional habits of Koreans while upholding the stringent research standards set by Orthomol’s headquarters in Germany. This year, we aim to enhance our brand competitiveness by expanding our product lines and introducing various new formats,” remarked a representative from Dong-A Pharmaceutical.
Additionally, the company is working to improve consumer accessibility through a variety of distribution channels, including health and beauty stores, department stores, mobile commerce, and online shopping platforms.
Orthomol has also differentiated itself by marketing its products not only for their functional benefits but also as “premium health gifts,” thereby enhancing their value proposition to consumers.
Riding the Zero-Sugar Trend
Ice Bac Cider, known as “Eolbaksa” in South Korea, is a popular carbonated energy drink from Dong-A Pharmaceutical that includes caffeine and taurine. Launched in June last year, the company recently unveiled a sugar-free variant, Ice Bac Cider Zero, which is designed to entice health-conscious consumers by containing just 10 calories per 355 mL can.
Ice Bac Cider Zero is enhanced with taurine and three types of vitamin B, promoting fatigue relief and replenishing energy levels.
Taurine, an amino acid derivative, is recognized for its role as a potent antioxidant, protecting cells from oxidative stress while also facilitating muscle recovery and liver detoxification.
Like its original counterpart, Ice Bac Cider Zero features carbonation and a refreshing lemon-lime flavor that elevates the drink’s overall appeal.
“In response to the growing demand from health-conscious consumers, we have introduced Ice Bac Cider Zero, which provides enjoyment without the worry of sugar or calories. This product is fortified with 1,000 mg of taurine to invigorate individuals feeling drained from their daily routines,” said the representative from Dong-A Pharmaceutical.
The company emphasizes its Customer-Centric Management (CCM) approach, actively seeking consumer feedback to continually enhance satisfaction and improve product quality.
