Market Intelligence
Healthcare Food and Beverage Agribusiness South Korea Government, Law and Regulation Standards Technical Regulations

South Korea Health Functional Food

South Korea is a top global market for U.S. health supplements, importing $1.8 billion in 2022—nearly 38% of its total. With the market projected to soar from $4.7 billion in 2023 to $20 billion by 2030, U.S. companies have significant opportunities. However, success depends on navigating Korea’s strict regulatory framework and standing out in a saturated, fast-evolving marketplace. U.S. firms can gain a competitive edge by aligning with Korea’s evolving ingredient approvals and leveraging strong e-commerce channels, where American brands already enjoy high visibility.

The Korean health functional food market is regulated by the Health Functional Food Act, which enforces stricter rules than in the United States, where dietary supplements are regulated as food by the Food and Drug Administration. In Korea, U.S. dietary supplements can be categorized as food, drug, or health functional food. Health claims are only allowed for products with approved nutrients or functional ingredients. U.S. manufacturers interested in selling to Korea must understand and comply with Korean regulatory requirements to successfully export to the market.

There have been recent changes in what Korea recognizes as approved nutrients and ingredients as well. As of June 27, 2025, Korea recognizes 28 approved nutrients, 69 functional ingredients, and 444 individually approved functional ingredients. For individually approved ingredients, manufacturers must submit clinical trial data and obtain approval from the Ministry of Food and Drug Safety (MFDS).

This is a high-growth market:

  • Valued at $4.7 billion in 2023, it accounted for 2.6% of the global market.
  • Though growth slowed post-COVID, the market is projected to reach $20 billion by 2030.
  • By mid-2024, over 37,000 health supplement products were registered.

Consumer demand is diverse and strong across all age groups, with focus areas including immune support, digestion, eye health, skin, and liver health. E-commerce dominates the sales channel, accounting for 68% of purchases, especially among people in their 30s. Online research and peer recommendations are key sources of product information.

In 2022, $1.8 billion (37.7%) of Korea’s health functional food imports came from the U.S., with $822 million specifically in health supplements, primarily through cross-border e-commerce. Price and brand awareness drive this trend.

However, foreign companies face challenges including strict regulations, complex registration processes, and a highly saturated market, with approximately 5,000 new products introduced annually and frequent market turnover due to fast-changing trends.

For U.S. exporters, the U.S. Commercial Service Korea provides guidance and assistance in navigating the regulatory and commercial landscape. If you need more detailed insights, contact the U.S. Commercial Service in South Korea, Office.seoul@trade.gov.  If you’re looking to make your first export sale or expand to additional markets, connect with your local U.S. Export Assistance Center in the United States to schedule an appointment for a consultation.