**From Multivitamins to Juice Shots, The Wellness Shelf Is on Fire**

Call it the supplement spillover.

In South Korea, Orthomol ranked first in multivitamin sales for three consecutive years from 2023 to 2025 across online and offline channels, according to Euromonitor International. The German brand entered the market in 2020 through a partnership with Dong-A Pharmaceutical, launching its flagship Immun product. Five years in, it is sitting at the top.

Zoom out to the UK and the same health drumbeat is getting louder. The functional drinks market has hit £100 million in value sales. Juice shots are the rocket fuel. The segment has logged a 47% compound annual growth rate over the past three years, with 130 million shots purchased in the last year. Household penetration jumped 48% year on year to 6.8%. Consumers seeking functional benefits in drinks climbed from 13% in 2024 to 24%.

Brands are cashing in. Moju grew revenue 30% year on year. Its 420ml Ginger Dosing Bottle is the number one retail sales value product in chilled juice, with a 44% repeat rate.

Meanwhile in Asia, Herbal Player is pushing ginseng into the mainstream. It launched sparkling ginseng sodas with over 30mg of ginsenosides per 100ml, using patented nanotechnology. It also sells ginseng candies at CNY29.90 per 18-candy tube, about US$4.37, to widen access in FMCG channels.

Why it matters. Wellness is no longer a pill-only play. It is a format war. Shots, sodas, candies, multivitamins. Consumers are voting for function wherever they shop. The brands that win will not just promise benefits. They will package them into everyday rituals.