According to data from Euromonitor International, German supplement firm Orthomol ranked first in the sales of multivitamins in South Korea for three consecutive years from 2023 to 2025. This is based on sales figures of multivitamins across online and offline distribution channels.
Through a partnership with Dong-A Pharmaceutical, Orthomol entered the South Korean market in 2020 with the launch of its flagship product Immun.
This dual formulation combining liquid and tablet formats provided a new consumption experience, which helped it establish a unique position in the market.
Orthomol’s line-up expanded in 2023 through the release of Vital M and Vital F, which are multivitamins targeting stress, fatigue and burnout for men and women respectively.
In the rapidly evolving multivitamin market, consumers’ decision-making criteria are shifting towards prioritizing balanced nutritional products tailored to individual lifestyles and data-driven, science-backed formulations.
Dong-A Pharmaceutical believes it is able to maintain a stable leading market position due to its brand credibility and product competitiveness.
“Our formulation considers the nutritional intake characteristics of Koreans while maintaining the research standards of Orthomol’s German headquarter. This year, we will strengthen our brand competitiveness and create new growth opportunities by expanding our product lines and introducing various new formats,” said Dong-A Pharmaceutical.
At the same time, the company also increased consumer accessibility through various distribution channels and touchpoints, including offline channels like health and beauty stores and department stores, as well as mobile commerce and online shopping malls.
In addition, Orthomol has built a point of differentiation by going beyond being marketed as function-oriented products, and offering a new consumer value proposition as “premium health gifts”.
Riding the zero-sugar trend
Ice Bac Cider—widely known as “Eolbaksa” in South Korea—is a popular carbonated energy drink containing caffeine and taurine launched by Dong-A Pharmaceutical in June last year.
The company recently introduced the zero-sugar version of this beverage, called Ice Bac Cider Zero, hoping to attract the calorie-conscious crowd as it contains only 10kcal per 355mL can.
Ice Bac Cider Zero is formulated with taurine and three types of vitamin B to help with fatigue relief and replenish energy levels.
An amino acid derivative, taurine is known as a potent free radical scavenger, protecting cells from oxidative stress, and aiding in muscle recovery and liver detoxification.
Similar to the original version, carbonation is added to the lemon-lime flavor to elevate the refreshing taste of the drink.
“In line with the needs of health-conscious consumers, we have launched Ice Bac Cider Zero, which can be enjoyed without the burden of sugar and calories. The product contains 1,000mg of taurine to provide vitality to consumers exhausted from their daily lives,” said Dong-A Pharmaceutical.
The company added that it adopts a Customer-Centric Management (CCM) approach, and actively incorporates consumer feedback to enhance satisfaction and drive continuous quality improvement.
