From Millennials to seniors: TSI Group’s MyHMB to fuel South Korea’s emerging sports nutrition market

02 Nov 2023 --- TSI Group has received regulatory approval for its sports nutrition product MyHMB in Korea. The dietary supplements and functional product is exclusively distributed in Korea by Jupiter International, is set for the budding sports nutrition market and benefits Korea’s aging population.

The product aims to enhance muscle health and exercise endurance by providing HMB, also known as β-hydroxy β-methylbutyrate. These compounds are naturally produced in human bodies as byproducts of metabolism and can assist in increasing maximal oxygen consumption and delaying blood lactate accumulation.

Larry Kolb, president of TSI Group, tells Nutrition Insight: “With Korea’s sports nutrition market still in its infancy, TSI Group understands the importance of educating and engaging consumers about the unique benefits of MyHMB.” 

“For the moment, only a few ingredients are approved to make health claims of sports performance and improvement of sports fatigue in Korea, and their sales volume is not big,” explains Jupiter International team leader, strategy and business development David Kim.

Fitness trends and sports nutrition
Currently, sports nutrition still centers on refueling, replenishing, and rehydrating, but the sector has evolved with scientific progress. Snack products, cheese, yogurt and meat snacks are gaining popularity and are promoted for performance enhancement and quicker post-exercise recovery. 

The end consumers’ interest in sports nutrition is growing and diversifying in Korea.In recent years, a growing trend of bodybuilding among Millennials and Gen Z is challenging traditional South Korean beauty standards, attracting athletes, bodybuilders and lifestyle users’ attention to sports nutrition. More and more weightlifters in the country are going to great lengths to achieve their personal goals through exercising and a healthy diet.

“Korea’s trending interest in sports nutrition makes this the right time to introduce consumers to the many benefits of MyHMB as a functional ingredient,” Kolb comments.

“Together with our distributor Jupiter International, we will work on creating and promoting educational content that highlights the scientifically-backed benefits in enhancing exercise performance, improving muscle health, and supporting active lifestyles.”

Aging society in Asia
South Korea is grappling with one of the world’s most rapidly aging populations and the lowest birth rate. It is on track to transition into a “super-aged society” by 2025, where the segment of individuals aged 65 years and older will comprise 20% of the entire population.

Similar crises have been seen in other East Asian countries with falling birth rates, representing a significant portion of health and functional food product sales. 

Asian consumers have a particular preference for food products that promote healthy aging and include ingredients that enhance bone density, boost immunity, facilitate quicker injury recovery, reduce the risk of chronic illnesses like Type 2 diabetes and high blood pressure, and improve cognitive function.

Kim highlights that South Korea has a significant aging population, and this demographic represents a crucial market sector. He also notes that senior citizens are becoming more aware of the significance of maintaining muscle, bone, and joint health.

Kolb concurs, “MyHMB is well-positioned to cater to their specific needs, focusing on muscle health by helping build and maintain muscle mass and improve strength and function while attenuating age-related muscle loss — areas of critical concern for the aging population.” 

“The product’s benefits in supporting muscle protein synthesis and reducing muscle protein breakdown and thus improving body composition can contribute to healthier aging, enhanced mobility, and an overall better quality of life for senior citizens.”

By Sichong Wang