[Provided by CJ OnStyle]
[Provided by CJ OnStyle]

CJ OnStyle said wellness consumption is being reshaped around three new patterns it calls the "3S" — Subtraction, Selection and Savor.

The finding comes from a comparison of purchase, search and content data across two periods: the year following the end of the COVID-19 pandemic (August 2023–July 2024) and the most recent year (August 2025–July 2026). Subtraction — cutting out unnecessary ingredients such as reduced sugar, zero-calorie and additive-free options — posted the steepest growth of the three over the past year.

Orders for zero-related products on CJ OnStyle surged 523 percent in the most recent year compared with the post-pandemic period. Orders for cold-pressed fruit and vegetable juices, including tomato and bilberry varieties, jumped 793 percent, while olive oil orders rose 463 percent. Within the mobile app, searches for "low sugar" climbed 203 percent, "zero sugar" 164 percent and "additive-free" 100 percent.

In health supplements, consumers are increasingly choosing products tailored to specific needs. Orders for general-purpose supplements such as red ginseng and multivitamins fell about 30 percent over the same period, while enzyme products surged 284 percent and skin-health items — including collagen and hyaluronic acid — rose 103 percent. Probiotic products also grew about 10 percent as their functions expanded beyond gut health to cover skin, oral care and blood sugar management.

The supply side is shifting as well. The number of new protein brands on the platform grew by 58 over the past year. To meet increasingly specific customer needs, CJ OnStyle has divided its health supplement offerings into 111 subcategories to strengthen personalized curation.

Wellness is also expanding into food culture and personal taste. The share of wellness products in the total programming of two popular wellness shows — "Choi Hwa-jeong Show" and "Kang Ju-eun's Good Life" — rose 5.3 percentage points, from 22.7 percent two years ago to 28.0 percent recently.

CJ OnStyle is strengthening its wellness curation to keep pace with these shifts. The "Wellness Food Market," a dedicated wellness section launched on its mobile app in April, saw daily unique visitors in July climb about 57 percent from the opening month, while order value rose about 62 percent over the same period.

"We will continue to expand our wellness curation to reflect changes in customers' lifestyles and deliver a differentiated shopping experience," a CJ OnStyle official said.


siuu@heraldcorp.com