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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 92 | Publication date: Sep 2008
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
Continued growth in 2007
Value sales of household care products continued to grow in 2007, although the growth was slower than in 2006. Despite the increasing maturity of traditional household care categories such as laundry detergents and hand dishwashing, continued product segmentation and growth of natural products led to positive value growth in 2007.
Product segmentation and preference for natural products drives growth
In the increasingly mature South Korean household care market, product segmentation and an increasing preference for natural products led to positive sales value growth in 2007. Product segmentation was most noticeable in laundry care, as major companies continued to segment each laundry care category by introducing new products such as laundry detergent and fabric softener for drum washing machines. Product segmentation also continued in most other household care categories, including dishwashing products, surface care and polishes. In 2007, South Korean consumers also showed increasing preference for natural household care products. Consumers believe that natural household care products, which are made from natural raw materials or contain natural ingredients, are good for both their health and the environment, and are willing to pay extra for these products. Companies introduced natural products in most categories within the household care market, and these products gained share, especially in dishwashing products and insecticides in 2007.
LG Household & Health Care Ltd maintains the leading position
In 2007, LG Household & Health Care Ltd maintained the leading position in the household care market, although it lost slight share from 2006. LG Household & Health Care held leading shares in large categories such as laundry care, dishwashing products and surface care with a comprehensive range of products. Holding the largest share in laundry care was especially crucial for the company to maintain its leading position in the overall household care market, because laundry care generates a significant proportion of total household care sales in South Korea. While domestic companies held over a 50% value share in this market, competition is growing amongst major domestic companies, multinational companies and joint venture companies.
Supermarkets/hypermarkets accounts for the dominant share of distribution
Supermarkets/hypermarkets accounted for the dominant share of distribution of household care products, and the importance of this channel continued to increase in 2007. Large supermarket/hypermarket operators continued to extend the number of outlets, and manufacturers focused their promotional activities on these large scale outlets. It is becoming increasingly important but difficult for manufacturers to gain shelf space in major chained supermarket/hypermarket outlets. Thus, companies often have 1+1 sales promotions in these outlets, which offer two packs for the price of one, or offer a free refill pack when purchasing a regular pack. With frequent use of 1+1 promotions and increasing sales from supermarkets/hypermarkets, unit price increases remained moderate in most household care categories in 2007.
Steady value growth expected over the forecast period
Household care is expected to show steady growth in constant value terms over the forecast period. With the increasing maturity of the household care market in South Korea, significant volume growth is unlikely. For this reason, manufacturers and retailers will continue their support for value added and higher priced products. Product segmentation is expected to continue, and companies will introduce new products which provide enhanced convenience and function to meet consumers’ needs. With South Korean consumers’ growing concerns about health and wellbeing, sales of natural products will also continue to rise in this market. As a result, positive constant sales value growth will be sustained over the forecast period.
Table of contents
HOUSEHOLD CARE IN SOUTH KOREA : MARKET INSIGHT
EXECUTIVE SUMMARY
Continued growth in 2007
Product segmentation and preference for natural products drives growth
LG Household & Health Care Ltd maintains the leading position
Supermarkets/hypermarkets accounts for the dominant share of distribution
Steady value growth expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Growth from product segmentation
Consumer preference for natural products
Frequent use of 1+1 sales promotions
Growing competition between domestic, multinational and joint venture companies
Increasing importance of supermarkets/hypermarkets
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SOUTH KOREA
AEKYUNG INDUSTRIAL CO LTD - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aekyung Industrial Co Ltd: Key Facts
Summary 3 Aekyung Industrial Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Aekyung Industrial Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Aekyung Industrial Co Ltd: Competitive Position 2007
GREEN CHEMICAL CO - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Green Chemical Co: Key Facts
Summary 7 Green Chemical Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Green Chemical Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Green Chemical Co: Competitive Position 2007
LG HOUSEHOLD & HEALTH CARE LTD - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 LG Household & Health Care Ltd: Key Facts
Summary 11 LG Household & Health Care Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 LG Household & Health Care Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 LG Household & Health Care Ltd: Competitive Position 2007
MUKUNGHWA CORP - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Mukunghwa Corp: Key Facts
Summary 15 Mukunghwa Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Mukunghwa Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Mukunghwa Corp: Competitive Position 2007
PIGEON CORP - HOUSEHOLD CARE - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Pigeon Corp: Key Facts
Summary 19 Pigeon Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Pigeon Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 Pigeon Corp: Competitive Position 2007
LAUNDRY CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Surface Care Company Shares 2003-2007
Table 37 Surface Care Brand Shares 2004-2007
Table 38 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Chlorine Bleach: Value 2002-2007
Table 41 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 42 Chlorine Bleach Company Shares 2003-2007
Table 43 Chlorine Bleach Brand Shares 2004-2007
Table 44 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 48 Toilet Care Products Company Shares 2003-2007
Table 49 Toilet Care Products Brand Shares 2004-2007
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2002-2007
Table 53 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 54 Polishes Company Shares 2003-2007
Table 55 Polishes Brand Shares 2004-2007
Table 56 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2002-2007
Table 59 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 60 Air Care Fragrances Rankings by Value 2006-2007
Table 61 Air Care Company Shares 2003-2007
Table 62 Air Care Brand Shares 2004-2007
Table 63 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Insecticides by Subsector: Value 2002-2007
Table 66 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 67 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 68 Insecticides Company Shares 2003-2007
Table 69 Insecticides Brand Shares 2004-2007
Table 70 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 71 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012