Summary

Heightened hygiene since the pandemic in South Korea continued to drive up demand for many home care products in 2022. Although the threat of COVID-19 was starting to wane in 2022, the country continued to experience significant numbers of new infections and hundreds of deaths. Accordingly, the local government retained stricter regulations in 2022 compared to many other countries, including wearing a face mask in public and compulsory home quarantine for infected citizens, in addition to mandat...

Euromonitor International's Home Care in South Korea market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

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Table of Contents

Home Care in South Korea
Euromonitor International
May 2023

List Of Contents And Tables

HOME CARE IN SOUTH KOREA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Heightened interest in personal hygiene continues to drive demand for laundry care in 2022
Tablets continue to gain in popularity as convenient detergent type
Specific functionality in terms of eliminating odours and bacteria drives innovation by players
PROSPECTS AND OPPORTUNITIES
Consumers will continue to shift towards more convenient laundry care options
How to differentiate from competitors presents a challenge for many players
Eco-friendly aspects will become increasingly important in attracting consumers
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Further penetration of dishwashers and home cooking help drive up demand for automatic dishwashing
Safety with eco-friendly ingredients critical to further developing dishwashing
Retail e-commerce and hypermarkets as major distribution channels
PROSPECTS AND OPPORTUNITIES
Price expected to be most important factor influencing consumers’ purchasing decisions
Further sales for established hand dishwashing despite the ongoing penetration of dishwashers
Demand for eco-friendly packaging and ingredients likely to strengthen
CATEGORY INDICATORS
Table 68 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 69 Sales of Dishwashing by Category: Value 2017-2022
Table 70 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 72 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 73 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 74 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Heightened hygiene awareness continues to drive demand for surface care
Consumers demand convenience and quick results, driving sales of multi-purpose options
Increasing demand for eco-friendly and safe ingredients with proven effects
PROSPECTS AND OPPORTUNITIES
Higher demand for surface care in line with habit persistence and hygiene awareness
Increasing pet population could create new product category within surface care
Further shift from offline to online distribution
CATEGORY DATA
Table 26 Sales of Surface Care by Category: Value 2017-2022
Table 27 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 30 NBO Company Shares of Surface Care: % Value 2018-2022
Table 31 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 32 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 33 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 34 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 35 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach, traditionally popular disinfectant, experiences slower volume growth in 2022
Yuhan Clorox retains dominance of bleach but private label remains popular
Different home care products used as substitutes for bleach
PROSPECTS AND OPPORTUNITIES
Demand for bleach set to stabilise over forecast period but remain above pre-pandemic levels
Bleach driven by price-sensitive consumers searching for economical options
Stronger demand likely to be driven by industry
CATEGORY DATA
Table 36 Sales of Bleach: Value 2017-2022
Table 37 Sales of Bleach: % Value Growth 2017-2022
Table 38 NBO Company Shares of Bleach: % Value 2018-2022
Table 39 LBN Brand Shares of Bleach: % Value 2019-2022
Table 40 Forecast Sales of Bleach: Value 2022-2027
Table 41 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers still attach great importance to toilet care in South Korea
Toilet care remains highly consolidated in 2022
Blurring of lines between toilet care and bathroom cleaners
PROSPECTS AND OPPORTUNITIES
Products must offer cleaning power and convenience of use
Eco-friendly positioning to become increasingly important but cleaning power essential
Prolonged purchase cycle for toilet care in line with increasing penetration of bidets in South Korea
CATEGORY DATA
Table 42 Sales of Toilet Care by Category: Value 2017-2022
Table 43 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 45 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 46 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stronger decline for furniture polish in South Korea
Shoe polish negatively impacted by increasing casualisation trend
Leading player Malpyo continues to suffer subdued sales for its shoe polish
PROSPECTS AND OPPORTUNITIES
Continuous drop in demand expected for polishes over the forecast period
Convenient and alternative formats offer competition
Competitive landscape likely to remain highly consolidated amongst incumbent players
CATEGORY DATA
Table 48 Sales of Polishes by Category: Value 2017-2022
Table 49 Sales of Polishes by Category: % Value Growth 2017-2022
Table 50 NBO Company Shares of Polishes: % Value 2018-2022
Table 51 LBN Brand Shares of Polishes: % Value 2019-2022
Table 52 Forecast Sales of Polishes by Category: Value 2022-2027
Table 53 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care popular for creating relaxing home environment, but safety issues are emerging
Competition intensifies as new air care products are launched in 2022
Increasing interest in car air fresheners in South Korea
PROSPECTS AND OPPORTUNITIES
Local interest in air care to further increase, supporting positive performance over the forecast period
Premiumisation of air care as perceived safe and natural products likely to find favour with local consumers
All-in-1 function air care likely to gain in popularity
CATEGORY DATA
Table 54 Sales of Air Care by Category: Value 2017-2022
Table 55 Sales of Air Care by Category: % Value Growth 2017-2022
Table 56 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 57 NBO Company Shares of Air Care: % Value 2018-2022
Table 58 LBN Brand Shares of Air Care: % Value 2019-2022
Table 59 Forecast Sales of Air Care by Category: Value 2022-2027
Table 60 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Falling demand due to prolonged summer with unusually high temperatures
Electric and spray/aerosol insecticides most popular formats but chemophobia is impacting demand
Players attempt to emphasise convenience and safety as part of new product development
PROSPECTS AND OPPORTUNITIES
Further drop in demand expected for home insecticides over the forecast period
Demand for safer products is expected to steadily grow
Reinforced standards introduced by Ministry of Environment to enhance safety
CATEGORY DATA
Table 61 Sales of Home Insecticides by Category: Value 2017-2022
Table 62 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 63 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027