11st launches wellness specialty store amid rising health trends

South Korean e-commerce platform 11st has launched a specialized ‘Wellness’ shopping section to meet rising consumer demand for healthy lifestyles. Between January and August of this year, searches for health-related keywords such as ‘additive-free’, ‘zero’, ‘diet’, and ‘vegan’ on the platform doubled compared to the same period last year. Notably, searches for ‘low sugar’ products surged more than fivefold.

The new wellness section is divided into three primary categories: ‘Wellness Food’, which includes alternative diets, healthy snacks, and herbal teas; ‘Healthy’, featuring supplements and inner beauty products tailored to specific age groups and genders; and ‘Vegan’, offering plant-based meat alternatives, vegan bakery items, and soy-based products.

According to Ko Kwang-il, head of the sales group at 11st, the company aims to provide an accessible shopping space for various age groups interested in healthy lifestyles and will continue to introduce products that meet increasingly segmented consumer needs.