Household Care in South Korea
Euromonitor International's Household 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, 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.
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Tables: 90 | Publication date: Jul 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Retail value growth remains strong in 2006
The launch of “premium products”, along with additional product variants, contributed to the retail value growth of household care in 2006, which remained strong. Key players such as LG Household & Health Care Ltd indicated plans to increase the proportion of higher-priced products in their portfolio while launching new products with improved formulas and additional benefits to justify the higher prices. Nevertheless, price increases were limited in 2006 by promotions in the retail channel and the increasing presence of private label products. Frequent promotions in the retail channel comprise of “2-for-1” product bundles and related products or refill products being offered with new products. These forms of price competition hurt the profit margins of companies in household care but are inevitable as the companies otherwise have difficulty expanding their consumer base.
Fierce competition in household care
Competition is fierce in household care and is characterised by manufacturers introducing products that are similar to those of their competitors and undertaking similar marketing activities. When a new product is launched that is well accepted by consumers, similar products are soon introduced by competing manufacturers. For example, in 2005, Pigeon Corp introduced products in concentrated liquid detergents for the first time and was quickly followed by Aekyung Industrial Co Ltd and Green Chemical Co in 2006. CJ Lion Co and LG Household & Health Care Ltd are expected to join them in 2007. TV advertising campaigns featuring celebrities are the most common form of marketing strategy among the key players in household care.
Natural ingredients widely used in products in household care
Growing interest in health and well-being has led to the development of environmentally friendly products in household care, so that many products are formulated with or contain natural ingredients, such as the majority of products in dishwashing products. Ingredients such as hard charcoal, which is widely used in air deodorising products due to its power to attract and destroy odours, green tea and orange have all made their way into a variety of products in household care. Manufacturers compete to obtain certification of the safety of their products in terms of health and the environment by using natural ingredients. Companies are ranked under the Korea Wellbeing Consumer Index, for which suppliers of environmentally friendly products in every aspect of business are selected by the Korean Standards Association.
Strong outlook for household care with buoyant unit prices and development of products for specific consumers
Household care is expected to record strong constant value growth over the forecast period, as unit prices remain buoyant owing to new product launches and the increased cost of raw materials, however it will be capped by the increasing strength of private label products and price promotions in the retail channel. More focus is expected to be placed on increasing value sales in laundry care, for example of laundry aids, and specific purpose products in surface care, through wider product availability and increased consumer education regarding usage of the products. Furthermore more specialised products targeted at specific types of consumers, such as single people living alone, small families and ageing consumers, are expected to be introduced with product features and product positioning catered to the specific needs of these different types of consumers. While large players such as LG Household & Health Care Ltd and CJ Lion Co are expected to remain strong in household care, smaller players such as Green Chemical Co are expected to carve out niche value shares through strong corporate imaging and the development of products using unique methods such as “green” technology.
Table of contents
HOUSEHOLD CARE IN SOUTH KOREA : MARKET INSIGHT
EXECUTIVE SUMMARY
Retail value growth remains strong in 2006
Fierce competition in household care
Natural ingredients widely used in products in household care
Strong outlook for household care with buoyant unit prices and development of products for specific consumers
KEY TRENDS AND DEVELOPMENTS
Unit prices increase slightly owing to product innovation and possible price fixing
Use of natural ingredients continues to increase
Small companies achieve value share through niche innovation
More multi-functional and more specialised product development
Large retailers achieve increased sales of their brands
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - SOUTH KOREA
AEKYUNG INDUSTRIAL CO LTD - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Aekyung Industrial Co Ltd: Key Facts
Summary 2 Aekyung Industrial Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Aekyung Industrial Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Aekyung Industrial Co Ltd: Competitive Position 2006
CJ LION CO - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 CJ Lion Co: Key Facts
Summary 6 CJ Lion Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 CJ Lion Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 CJ Lion Co: Competitive Position 2006
GREEN CHEMICAL CO - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Green Chemical Co: Key Facts
Summary 10 Green Chemical Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Green Chemical Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Green Chemical Co: Competitive Position 2006
LG HOUSEHOLD & HEALTH CARE LTD - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 LG Household & Health Care Ltd: Key Facts
Summary 14 LG Household and Health Care Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 LG Household and Health Care Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 LG Household & Health Care Ltd: Competitive Position 2006
PIGEON CORP - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Pigeon Corp: Key Facts
Summary 18 Pigeon Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Pigeon Corp: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 20 Pigeon Corp: Competitive Position 2006
LAUNDRY CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Surface Care Company Shares 2002-2006
Table 37 Surface Care Brand Shares 2003-2006
Table 38 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Chlorine Bleach: Value 2001-2006
Table 41 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 42 Chlorine Bleach Company Shares 2002-2006
Table 43 Chlorine Bleach Brand Shares 2003-2006
Table 44 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 48 Toilet Care Products Company Shares 2002-2006
Table 49 Toilet Care Products Brand Shares 2003-2006
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2001-2006
Table 53 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 54 Polishes Company Shares 2002-2006
Table 55 Polishes Brand Shares 2003-2006
Table 56 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2001-2006
Table 59 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 60 Leading Air Care Fragrances 2006
Table 61 Air Care Company Shares 2002-2006
Table 62 Air Care Brand Shares 2003-2006
Table 63 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Insecticides by Subsector: Value 2001-2006
Table 66 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 67 Insecticides Company Shares 2002-2006
Table 68 Insecticides Brand Shares 2003-2006
Table 69 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 70 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011