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Home Care in South Korea

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    Report

  • 60 Pages
  • February 2024
  • Region: South Korea
  • Euromonitor International
  • ID: 2620096
In 2023, home care in South Korea saw robust current value growth, propelled by heightened consumer awareness of hygiene levels since the COVID-19 pandemic. Consumers are also showing a growing preference for sophisticated and specialised home care solutions, with many prioritising products that offer superior cleanliness and hygiene features.

The 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 2028 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

HOME CARE IN SOUTH KOREA
EXECUTIVE SUMMARY
  • Home care in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2018-2023
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2018-2023
  • Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
  • Table 4 NBO Company Shares of Home Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
  • Table 7 Distribution of Home Care by Format: % Value 2018-2023
  • Table 8 Distribution of Home Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN SOUTH KOREAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Laundry care value growth due to inflation and premiumisation
  • Dryer sheets benefit from growing household penetration of dryers
  • Fragrance-led decisions are uppermost in consumers' minds
PROSPECTS AND OPPORTUNITIES
  • Laundry care to benefit from self-care and wellness trend
  • Emphasis on functionality as demands of indoor drying increase
  • Growing online sales to drive further engagement offline
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2018-2023
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
  • Table 14 Sales of Laundry Aids by Category: Value 2018-2023
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
  • Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
  • Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
  • Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
  • Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
  • Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
  • Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
  • Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
  • Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
  • Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN SOUTH KOREAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Automatic dishwashing propels category performance
  • Frosch holds a dominant position in automatic dishwashing
  • Hand dishwashing faces significant challenges
PROSPECTS AND OPPORTUNITIES
  • Hand dishwashing is expected to see a decline in both value and volume
  • Stronger demand for private label
  • Brands remain focused on sustainability initiatives
CATEGORY INDICATORS
  • Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
  • Table 27 Sales of Dishwashing by Category: Value 2018-2023
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
  • Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN SOUTH KOREAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Surface care registers double-digit value growth
  • Time-saving innovations in surface care
  • LG Household & Health Care's Homestar maintains its leading position
PROSPECTS AND OPPORTUNITIES
  • Manufacturers prioritise specialisation over multi-purpose products
  • Landscape sees an increasing number of small players
CATEGORY DATA
  • Table 33 Sales of Surface Care by Category: Value 2018-2023
  • Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
  • Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
  • Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
  • Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
  • Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
  • Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
  • Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
  • Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN SOUTH KOREAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Bleach continues to record steady and moderate growth
  • Yuhan Rox maintains its strong position in bleach
PROSPECTS AND OPPORTUNITIES
  • Moderate growth anticipated for bleach
  • Sustainability initiatives on the rise
  • Bleach to adapt to eco-conscious consumers
CATEGORY DATA
  • Table 43 Sales of Bleach: Value 2018-2023
  • Table 44 Sales of Bleach: % Value Growth 2018-2023
  • Table 45 NBO Company Shares of Bleach: % Value 2019-2023
  • Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
  • Table 47 Forecast Sales of Bleach: Value 2023-2028
  • Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN SOUTH KOREAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Pandemic spurs increased focus on toilet care hygiene and product innovation
  • Rising tide of small brands as e-commerce surges post-pandemic
PROSPECTS AND OPPORTUNITIES
  • Toilet care is expected to register moderate growth
  • Disposable all-in-one toilet care expected to grow
CATEGORY DATA
  • Table 49 Sales of Toilet Care by Category: Value 2018-2023
  • Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
  • Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
  • Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
  • Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
  • Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN SOUTH KOREAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Shoe polishes register weaker performance
  • Furniture polish embraces premiumisation
PROSPECTS AND OPPORTUNITIES
  • Less formal work attire poses challenges for shoe polish
  • Polishes category to contract in volume and value terms
CATEGORY DATA
  • Table 55 Sales of Polishes by Category: Value 2018-2023
  • Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
  • Table 57 NBO Company Shares of Polishes: % Value 2019-2023
  • Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
  • Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN SOUTH KOREAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Air care records moderate value growth
  • Incense sticks and reed diffusers drive momentum in air care
PROSPECTS AND OPPORTUNITIES
  • Design becomes of greater importance in air care products
  • Car air fresheners support air care category
CATEGORY DATA
  • Table 61 Sales of Air Care by Category: Value 2018-2023
  • Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
  • Table 63 Sales of Air Care by Fragrance: Value Ranking 2021-2023
  • Table 64 NBO Company Shares of Air Care: % Value 2019-2023
  • Table 65 LBN Brand Shares of Air Care: % Value 2020-2023
  • Table 66 Forecast Sales of Air Care by Category: Value 2023-2028
  • Table 67 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN SOUTH KOREAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Home insecticides witness decline in volume sales
  • Bedbug anxiety hits South Korea
  • Coway launches a new home insecticide spray service
PROSPECTS AND OPPORTUNITIES
  • Home insecticides expected to register decline
  • E-commerce to emerge as primary channel for home insecticides
  • Climate change likely to introduce new species of insects
CATEGORY DATA
  • Table 68 Sales of Home Insecticides by Category: Value 2018-2023
  • Table 69 Sales of Home Insecticides by Category: % Value Growth 2018-2023
  • Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
  • Table 71 NBO Company Shares of Home Insecticides: % Value 2019-2023
  • Table 72 LBN Brand Shares of Home Insecticides: % Value 2020-2023
  • Table 73 Forecast Sales of Home Insecticides by Category: Value 2023-2028
  • Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028