Domestic Electrical Appliances in South Korea
Euromonitor International's Domestic Electrical Appliances 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, 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 illustrate how the market is set to change.
Tables: 197 | Publication date: Jan 2009
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- Get insight into trends in market performance
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Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Moderate growth achieved in 2007
The overall growth of the domestic electric appliances market remained modest in 2007 while dishwashers, multifunctional ovens and air conditioners showed brisk growth. Increasing numbers of working women are buying freestanding dishwashers in order to reduce the time they spend on housekeeping. More such consumers are also buying multifunctional ovens with a microwave function instead of just a microwave. In addition, the long hot summer in 2007 boosted sales of air conditioners.
Slumping housing market slows growth of domestic electrical appliances
The Korean housing market took a downwards turn in 2007 in the wake of stern measures taken by the government to curb climbing house prices. After almost five years of booming house prices, the prices of apartments began to drop, and real estate transactions dampened. As a result, fewer people are now moving into new houses as they used to and those who do are proving an important but scarce source of new demand in the matured domestic electrical appliances industry. At the same time, the supply of new apartments, which is the most common type of housing in Korea, is expected to decrease in 2008. This means that demand for built-in electrical appliances will decline accordingly.
Foreign companies strive to expand distribution channels
Foreign manufacturers have to deal with the difficulties in securing supply chains in South Korea and the low penetration of high profile foreign brands is partially explained by the lack of distribution channels in Korea. For instance, large kitchen appliances are generally only sold in department stores. Given the difficulties in securing distribution channels for domestic electrical appliances, foreign manufacturers of large kitchen appliances began to tap into retailers multiples with lower-priced products. However, despite this strategy, the penetration of large kitchen appliances did not increase significantly because, despite expanding their retail presence, these foreign corporations have had to contend with the dominance of locally manufactured products. It is however estimated that the expanded retail presence will help them increase consumer recognition and ultimately their market positions in the long run.
A series of premium products launched in 2007
While the popularity of side-by-side refrigerators saw no signs of abating, new models extend the freshness of vegetables and fruit, offer greater efficiency in energy consumption and more sophisticated design. Front-loading washing machines also advanced technologically, able to optimise washing according to the nature of water, density of detergents and water temperature. Newly released multi-split air conditioners now offer improved cooling quality and energy efficiency as they are built with digital inverters. Multifunctional ovens using super-hot steam are combined with ovens, grills and microwaves to make cooking easy and fast. Premium rice cookers have settings that consumers can choose to cook healthy food, including brown rice and rice mixed with various grains.
Future technological developments will save human labour and space
With an increasing number of people working or living alone, electrical appliances that can reduce human labour and space will lead to the growth of domestic electrical appliances. The trend of convergence has already manifested through the introduction of multifunctional ovens that combine oven, grill and microwave functions, air conditioners and air purifiers with a humidifying function, and refrigerators with a wine cooler compartment. Robot vacuum cleaners have a great potential to grow once their functionality proves satisfactory as they can effectively spare people the tedious daily routine of cleaning. Thus, future developments of electrical appliances will be aimed at minimising human intervention as well as required space but also maximising efficiency.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN SOUTH KOREA : MARKET INSIGHT
EXECUTIVE SUMMARY
Moderate growth achieved in 2007
Slumping housing market slows growth of domestic electrical appliances
Foreign companies strive to expand distribution channels
A series of premium products launched in 2007
Future technological developments will save human labour and space
KEY TRENDS AND DEVELOPMENTS
Pre-reward points used as discounts
Slumping housing market and rising interest rates dampen growth
Premium products drive growth of DEA
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods 2007
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SOUTH KOREA
DAEWOO ELECTRONICS CO LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Daewoo Electronics Co Ltd: Key Facts
Summary 3 Daewoo Electronics Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Daewoo Electronics Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Daewoo Electronics Co Ltd: Competitive Position 2007
LG ELECTRONICS CO LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 LG Electronics Co Ltd: Key Facts
Summary 7 LG Electronics Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 LG Electronics Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 LG Electronics Co Ltd: Competitive Position 2007
PHILIPS KOREA LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Philips Korea Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Philips Korea Ltd: Competitive Position 2007
SAMSUNG ELECTRONICS CO LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Samsung Electronics Co Ltd: Key Facts
Summary 13 Samsung Electronics Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Samsung Electronics Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Samsung Electronics Co Ltd: Competitive Position 2007
TONG YANG MAGIC INC - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Tong Yang Magic Inc: Key Facts
Summary 17 Tong Yang Magic Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Tong Yang Magic Inc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 Tong Yang Magic Inc: Competitive Position 2007
REFRIGERATION APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 32 Sales of Fridge Freezers by Format: % Breakdown 2003-2007
Table 33 Sales of Fridges by Format: % Breakdown 2003-2007
Table 34 Sales of Freezers by Format: % Breakdown 2003-2007
Table 35 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2003-2007
Table 36 Sales of Fridges by Volume Capacity: % Breakdown 2003-2007
Table 37 Sales of Freezers by Volume Capacity: % Breakdown 2003-2007
Table 38 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2007
Table 39 Company Shares of Refrigeration Appliances 2003-2007
Table 40 Brand Shares of Refrigeration Appliances 2004-2007
Table 41 Company Shares of Built-in Fridge Freezers 2003-2007
Table 42 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 43 Company Shares of Built-in Fridges 2003-2007
Table 44 Company Shares of Freestanding Fridges 2003-2007
Table 45 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 46 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 47 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 48 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 50 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 51 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 52 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 53 Sales of Automatic Washing Machines by Format: % Breakdown 2002-2007
Table 54 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2007
Table 55 Sales of AutomaticTumble Dryers by Format: % Breakdown 2003-2007
Table 56 Company Shares of Home Laundry Appliances 2003-2007
Table 57 Brand Shares of Home Laundry Appliances 2004-2007
Table 58 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 59 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 60 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 61 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 63 Sales of Dishwashers by Subsector: Value 2002-2007
Table 64 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 65 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 66 Sales of Dishwashers by Format: % Breakdown 2003-2007
Table 67 Company Shares of Dishwashers 2003-2007
Table 68 Brand Shares of Dishwashers 2004-2007
Table 69 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 70 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 71 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 72 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 74 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 75 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 76 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 77 Sales of Cookers by Gas/Electric: % Breakdown 2002-2007
Table 78 Sales of Ovens by Standard/Multifunctional: % Breakdown 2002-2007
Table 79 Sales of Built-in Hobs by Format: % Breakdown 2002-2007
Table 80 Sales of Freestanding Hobs by Format: % Breakdown 2002-2007
Table 81 Company Shares of Large Cooking Appliances 2003-2007
Table 82 Brand Shares of Large Cooking Appliances 2004-2007
Table 83 Company Shares of Cookers 2003-2007
Table 84 Company Shares of Ovens 2003-2007
Table 85 Company Shares of Hobs 2003-2007
Table 86 Company Shares of Built-in Hobs 2003-2007
Table 87 Company Shares of Freestanding Hobs 2003-2007
Table 88 Company Shares of Cooker Hoods 2003-2007
Table 89 Company Shares of Built-in Cooker Hoods 2003-2007
Table 90 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 91 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 92 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 93 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 94 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 95 Retail Sales of Ready Made Meals 2002-2012
Table 96 Sales of Microwaves by Subsector: Volume 2002-2007
Table 97 Sales of Microwaves by Subsector: Value 2002-2007
Table 98 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 99 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 100 Company Shares of Microwaves 2003-2007
Table 101 Brand Shares of Microwaves 2004-2007
Table 102 Microwaves by Distribution Format: % Analysis 2002-2007
Table 103 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 104 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 105 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 106 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 108 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 109 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 110 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 111 Company Shares of Food Preparation Appliances 2003-2007
Table 112 Brand Shares of Food Preparation Appliances 2004-2007
Table 113 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 114 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 115 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 116 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Retail Sales of Coffee 2002-2012
Table 118 Share of Coffee Pods % Breakdown 2004-2007
Table 119 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 120 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 121 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 122 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 123 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2007
Table 124 Company Shares of Small Cooking Appliances 2003-2007
Table 125 Brand Shares of Small Cooking Appliances 2004-2007
Table 126 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 127 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 128 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 129 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 130 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 131 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 132 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 133 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 134 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 135 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 136 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 137 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 138 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 139 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 140 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 141 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 142 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 143 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 144 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2007
Table 145 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2007
Table 146 Company Shares of Vacuum Cleaners 2003-2007
Table 147 Brand Shares of Vacuum Cleaners 2004-2007
Table 148 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 149 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 150 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 151 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 152 Sales of Irons: 2002-2007
Table 153 Sales of Irons: % Growth 2002-2007
Table 154 Unit Sales of Irons by Format: % Breakdown 2003-2007
Table 155 Company Shares of Irons 2003-2007
Table 156 Brand Shares of Irons 2004-2007
Table 157 Forecast Sales of Irons: 2007-2012
Table 158 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 159 Sales of Personal Care Appliances: 2002-2007
Table 160 Sales of Personal Care Appliances: % Growth 2002-2007
Table 161 Sales of Hair Care Appliances by Format: % Breakdown 2002-2007
Table 162 Sales of Body Shavers by Type: % Breakdown 2002-2007
Table 163 Company Shares of Personal Care Appliances 2003-2007
Table 164 Brand Shares of Personal Care Appliances 2004-2007
Table 165 Forecast Sales of Personal Care Appliances: 2007-2012
Table 166 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 167 Sales of Air Treatment Products: 2002-2007
Table 168 Sales of Air Treatment Products: % Growth 2002-2007
Table 169 Company Shares of Air Treatment Products 2003-2007
Table 170 Brand Shares of Air Treatment Products 2004-2007
Table 171 Forecast Sales of Air Treatment Products: 2007-2012
Table 172 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 173 Retail Sales of Heating Appliances: 2002-2007
Table 174 Retail Sales of Heating Appliances: % Growth 2002-2007
Table 175 Company Shares of Heating Appliances 2003-2007
Table 176 Brand Shares of Heating Appliances 2004-2007
Table 177 Forecast Sales of Heating Appliances: 2007-2012
Table 178 Forecast Sales of Heating Appliances: % Growth 2007-2012