A new product at budget lifestyle retailer Daiso has set off another wave of consumer buzz — this time, a protein shake priced at just 1,000 won.
According to industry sources Thursday, five varieties of the "Better Fit High-Protein Low-Sugar Shake" that Daiso launched on its online store at 9 a.m. Wednesday sold out almost immediately after going on sale. The entire stock was gone within about 10 minutes.
In-store sales began rolling out from Tuesday, and a large number of locations have already sold out or have only limited stock remaining. Daiso said it plans to restock and resume sales as soon as additional supply is secured.
The product, manufactured by Samjin Pharmaceutical, spread by word of mouth even before its launch, thanks to its value at 1,000 won per packet. Each 40-gram serving contains 23 grams of protein and just 1.8 grams of sugar, with a calorie count of around 150 to 160 kilocalories.
The shake offers a nutritional profile broadly comparable to existing protein shakes but at more than half the price. Most protein shakes currently on the market sell for around 3,000 won, with some priced as high as 5,000 won.
Reactions on social media have been swift, with users writing things like, "They were selling this expensively when it could have been 1,000 won all along," and "The ingredients aren't that different from existing products — time to switch."
Industry observers say Daiso has effectively tapped into the health-conscious consumer base in their 20s and 30s. Interest in protein shakes as a diet aid and workout supplement has been growing among younger consumers.
Daiso had already made waves last year by selling health supplements — including vitamins, omega-3s and probiotics — for under 5,000 won, offering a budget-friendly alternative for younger shoppers who had struggled with the cost of supplements that often run into the tens of thousands of won. The number of health supplement brands carried by Daiso has since expanded to 22, with more than 160 products available as of late April.
spa@heraldcorp.com
