Buavita Expands Portfolio with Korean Series Drinks to Capture Gen-Z Market

Innovative Products for Health-Conscious Consumers

Buavita, a brand under Unilever Indonesia, has introduced two new variants to its product lineup: Buavita Korean Strawberry and Buavita Korean Muscat Grape. This strategic move is designed to tap into the growing trend of health and beauty consciousness among the younger generation, particularly Gen-Z. The new drinks are positioned as healthy beverage options that cater to the preferences of this demographic.

Key Features of the New Products

The Buavita Korean Series drinks are made from real fruit and do not contain any added sugar, aligning with the clean label trend that is gaining traction among health-conscious consumers. Additionally, these beverages are enriched with 100% Niacinamide (Vitamin B3), which is known for its benefits in supporting skin health. This formulation not only appeals to consumers looking for tasty drinks but also those seeking products that offer additional health benefits.

Marketing Strategy and Brand Purpose

The launch of the Korean Series was accompanied by an event called 'Buavita #GlowingJUICEseyo Playcourt', a beauty-themed padel tournament held at Central Park Mall, Jakarta, on January 10-11, 2025. This marketing strategy reflects Buavita's understanding of Gen-Z's preferences for active and engaging lifestyles. According to Lendi Yuwarlian, Head of Marketing Beverages & Bango Unilever Indonesia, the introduction of these new variants is in line with Buavita's brand purpose: 'Delightful Nutrition, Powered by Fruits'. This mission emphasizes the brand's commitment to providing nutrition that is both practical and enjoyable, derived from fruits.

Market Context and Consumer Trends

The decision to launch the Korean Series comes as Buavita responds to the rising demand for healthy beverage options among Gen-Z consumers. This generation is characterized by their strong preference for products that not only taste good but also offer health benefits and align with their lifestyle choices. By introducing products that are both nutritious and appealing, Buavita aims to strengthen its position in the competitive beverage market.

Conclusion

With the launch of Buavita Korean Strawberry and Buavita Korean Muscat Grape, Buavita continues to innovate in the beverage sector by catering to the evolving tastes and preferences of younger consumers. The emphasis on natural ingredients, absence of added sugar, and the addition of skin health benefits positions these new drinks as attractive options for Gen-Z. As the health and wellness trend continues to grow, Buavita's strategic move is likely to resonate well with its target audience, potentially boosting its market share in the healthy beverage segment.