Spring’s long days and warmer weather have everyone heading outdoors — and more people are hitting the pavement. As the running crowd swells, food companies are scrambling to offer smarter, grab-and-go options.
Races nationwide are selling out and registrations are closing early. With a full-on running boom underway, the market for runner-focused products is growing fast.
According to Marathon Online, the number of marathon events climbed to about 530 last year, up sharply from 394 the year before. The National Sports Survey also shows the share of people choosing running rose from 4.8% to 7.7%.
That shift is reshaping how food brands approach products. Because running can happen anytime, anywhere, demand is rising for convenient items that deliver quick energy without sacrificing nutritional balance.
Beyond basic snacks and drinks, companies are launching functional pre- and post-workout foods as well as high-protein, low-sugar options — making “runner-friendly” food a new growth category.
◇ Energy from an easy-to-eat fruit: Sumifru Korea's Gamsukwang banana
Global banana specialist Sumifru Korea is pitching its premium Gamsukwang banana as a simple, fast energy option for runners on the go.
Because running quickly drains energy before and after a workout, it helps to reach for food that’s fuss-free and immediately replenishing. Bananas are packed with carbs and potassium — perfect fuel — and their soft texture makes them easy to eat around a run.
Athletes who need short bursts of power often snack on bananas: you’ll spot baseball players eating them on the bench, and cameras have caught Olympians grabbing a banana during competition.
Gamsukwang bananas are grown in the cool, pristine highlands of Mindanao in the Philippines. The wide day‑to‑night temperature swings give them a sweeter taste and a firmer, chewier bite than regular bananas.
◇ Ildong Foodis' Hi‑Mune Protein Balance Choco
Ildong Foodis is targeting outdoor enthusiasts this spring with Hi‑Mune Protein Balance Choco, a richly chocolatey protein drink designed for taste-focused consumers.
The Hi‑Mune Protein Balance line includes several 10 g options — Original, Low‑Sugar, Black Sesame, and Plant High‑Protein — and the Choco flavor was developed to give protein seekers a delicious choice.
Each pack of Hi‑Mune Choco delivers 10 g of protein. Its deep chocolate flavor makes it an easy snack or a light meal replacement when you don’t want to feel weighed down.
The formula centers on Hi‑Mune’s specialized goat milk protein and balances animal and plant proteins in a 6:4 ratio. It also includes 1,500 mg of BCAAs and a curated blend of 16 vitamins and minerals, such as calcium and zinc.
◇ High-protein energy bars for quick refueling: Harim's Oh!Neul Protein Choco Bar
Food company Harim has launched two new flavors of its high-protein, gluten-free Oh!Neul Protein Choco Bar. The product has already sold more than 3 million units in just 10 months.
The Milk Choco Strawberry Bar delivers a bright burst of real strawberry flavor, while the Milk Choco Cheesecake Bar offers a smooth, luxe taste that channels New York‑style cheesecake.
Both bars blend three proteins — milk protein (animal), soy protein (plant), and ICBP (isolated chicken breast protein) — in an optimized ratio to provide 16 g of protein per bar.
They also pack over 7,000 mg of dietary fiber to support digestion and keep you feeling full, yet contain only 4 g of sugar — making them a smart snack or dessert option when you’re watching your diet.
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