[E-Daily Reporter KYUNG GYEYOUNG ] “Healthy Pleasure,” a trend focused on enjoying a healthy lifestyle, has even changed the most popular beverage at convenience stores.

According to an analysis of first-half sales data released on the 5th by GS25—a convenience store chain operated by GS Retail(007070)—sales in the protein drink category were 3.7% higher than those in the banana milk category. This marks the first time protein drink sales have surpassed those of banana milk.

Sales of protein drinks were 44.6% and 158.0% higher than those of chocolate milk and strawberry milk, respectively. GS Holdings attributed this to the expanding consumer base for protein drinks driven by the growing “Healthy Pleasure” culture, as well as the company’s rapid expansion of its protein drink lineup.

When GS Holdings first began offering protein drinks in 2020, it carried only three varieties—chocolate, banana, and strawberry—but now sells over 50 varieties. In just six years, protein drink sales have grown 15-fold.

With summer—considered the peak season for protein drinks—approaching, GS25 is running a special promotion throughout July featuring “buy one, get one free” and “buy two, get one free” deals on over 40 protein drink varieties.

Eom Yu-hyun, a Merchandising Director (MD) in the Beverage Division at GS Retail, said, “As the consumer base for protein drinks has significantly expanded to include customers seeking convenient ways to manage their health in their daily lives, this category is rapidly growing into a flagship beverage category for convenience stores.” She added, “We will lead the growth of the protein drink market by strengthening the category’s competitiveness through the development of differentiated products tailored to changes in customer lifestyles.”