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Home care in South Korea experienced an upturn in demand across a number of categories in 2020, with the pandemic and a greater focus on the home supporting this performance. Despite a lack of an official lockdown in South Korea, social distancing measures and a general fear of spending too long outside due to concerns of exposure to the virus, meant that many consumers self-isolated or worked from home. This supported demand for a number of home care categories with consumers dedicating greater...
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 2025 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Further demand for convenient liquid tablet detergents and dryer sheets as consumers focus on greater hygiene and cleaning routines during pandemic
E-commerce and homeshopping gain further share from grocery retailers
Leading players strengthen positions in 2020 with new product launches
RECOVERY AND OPPORTUNITIES
Further demand for more convenient and effective laundry care solutions to drive stronger growth over the forecast period
Environmental concerns could offer further potential for green laundry care
E-commerce can offer insight into consumers' purchasing patterns for laundry care players
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Notable upturn in demand for dishwashing as consumers spend longer in the home due to pandemic
E-commerce continues to gain notable share in 2020 from modern grocery retailers
Fairly consolidated competitive landscape but leaders lose ground to smaller players
RECOVERY AND OPPORTUNITIES
Greater return to normalisation in terms of consumer behaviour slows demand for dishwashing
Increasing popularity of domestic Sugar Bubble likely to encourage other local green brands to enter
E-commerce offers opportunity to smaller players to gain visibility
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Emergence of pandemic heightens awareness amongst consumers to follow stricter cleaning routines, driving stronger demand for surface care
After undynamic growth, pandemic adds dynamism to e-commerce's performance
LG Household & Health Care strengthens overall leadership with notable share gain in the dynamic multi-purpose cleaners
RECOVERY AND OPPORTUNITIES
Ongoing maintenance of hygienic living environments will support solid demand for surface care over forecast period
"Eco" brands could further develop category but consumers need to be convinced of efficacy
First-time customers of e-commerce likely to continue to use distribution channel if they have a positive experience
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Stricter cleaning routines by consumers in the home during pandemic increases demand for mature category of bleach in 2020
E-commerce receives boost to sales of bleach in 2020 but older consumers prefer store-based outlets
Highly consolidated competitive landscape with dominant leader Yuhan Clorox launching marketing campaign soon after pandemic emerges
RECOVERY AND OPPORTUNITIES
Demand set to return to greater levels of normalisation from 2021
Yuhan Clorox likely to be instrumental in any further marketing or product development
Less potential for e-commerce to further expand in bleach compared to other home care categories
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020 Table 44 Sales of Bleach: % Value Growth 2015-2020 Table 45 NBO Company Shares of Bleach: % Value 2016-2020 Table 46 LBN Brand Shares of Bleach: % Value 2017-2020 Table 47 Forecast Sales of Bleach: Value 2020-2025 Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Stable but undynamic growth for toilet care, despite heightened hygiene awareness
Impressive performance for toilet cleaning systems, quickly gaining in popularity since its entry mid-review period
Henkel Home Care retains convincing leadership but smaller players gain ground
RECOVERY AND OPPORTUNITIES
Rim blocks and toilet cleaning systems to continue as strongest performers
E-commerce has potential for further share gain following notable growth during pandemic
Scent development and innovative toilet care solutions likely to attract consumers
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020 Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Ongoing declines for polishes due to casualisation in workplace and concerns over chemical ingredients
Modern grocery retailers dominates sales of polishes but e-commerce gains notable value share in 2020
Highly consolidated competitive landscape but smaller players gain share in 2020
RECOVERY AND OPPORTUNITIES
Weak outlook for polishes over the forecast period
Major players likely to look at moving into other areas of home care
E-commerce offers greater visibility to smaller brands
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020 Table 56 Sales of Polishes by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Polishes: % Value 2016-2020 Table 58 LBN Brand Shares of Polishes: % Value 2017-2020 Table 59 Forecast Sales of Polishes by Category: Value 2020-2025 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Desire amongst consumers to create comforting and calm living environment during pandemic results in upturn in demand for air care
E-commerce gains ground due to home delivery and competitive prices
Leading air care players maintain solid positions but smaller players gain ground in 2020
RECOVERY AND OPPORTUNITIES
Steady demand for air care over the forecast period as consumers continue to invest in their living environment
Creating a pleasant ambiance in the home will support further demand for candle and liquid air fresheners
Sensory experience in terms of choosing air care will support ongoing demand through physical retailers
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020 Table 62 Sales of Air Care by Category: % Value Growth 2015-2020 Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 64 NBO Company Shares of Air Care: % Value 2016-2020 Table 65 LBN Brand Shares of Air Care: % Value 2017-2020 Table 66 Forecast Sales of Air Care by Category: Value 2020-2025 Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Reduced mosquito season due to changing climate
Local consumers continue to search for more natural alternatives to traditional home insecticides
Consolidated competitive environment with local and smaller players gaining ground
RECOVERY AND OPPORTUNITIES
Continual decline predicted for home insecticides over the forecast period
Leading players to continue investing in different formats including alternatives perceived as less harmful
E-commerce set to make further gains within home insecticides
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2015-2020 Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025