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South Korea

The world's most comprehensive market research on consumer products, commercial industries, demographics trends and consumer lifestyles in South Korea.

South Korea StatisticsConsumer Lifestyles in South Korea

South Korea Country Briefings

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    Country Briefing

    Digital Consumer – Connected Commerce in South Korea

    Feb 2017

    South Korea is a highly advanced nation in terms of digital connectivity, ranking high on digital readiness, home connectivity and mobile connectivity. Digital remote payments are more common than digital proximity payments in South Korea. In the ...

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    Country Report

    Air Care in South Korea

    Jan 2017

    Like many other home care categories in South Korea, in 2016 air care was negatively affected by the Oxy boycott and the related “chemophobia” trend. Reports of potential health risks posed by some smaller brands made consumers increasingly cautious ...

    US$990
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    Country Report

    Bleach in South Korea

    Jan 2017

    Bleach performed positively in 2015, with current value sales growing strongly as public concern about MERS-CoV (Middle East Respiratory Syndrome Coronavirus) made consumers more conscious of the importance of maintaining high personal and home ...

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    Country Report

    Dishwashing in South Korea

    Jan 2017

    Dishwashing is a mature and stable category in South Korea. The penetration of automatic dishwashing remained very low in 2016, with hand dishwashing accounting for 98% of total current value sales. Hand dishwashing remains highly competitive, with ...

    US$990
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    Country Report

    Home Insecticides in South Korea

    Jan 2017

    Home insecticides had been expected to perform well in 2016 due to increased public concern about the threat of the Zika virus in early summer. However, the summer season turned out to be one of the hottest in decades. High summer temperatures ...

    US$990
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    Country Report

    Laundry Care in South Korea

    Jan 2017

    Laundry care remained by far the largest of the main categories in South Korean home care in value terms in 2016, and as such its performance continued to have a major influence on the direction of the entire market. The Oxy boycott had a negative ...

    US$990
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    Country Report

    Home Care in South Korea

    Jan 2017

    Home care in South Korea posted a decline in current value sales in 2016. This performance was in sharp contrast to the rest of the review period, when the market had managed to maintain reasonably robust growth in current value terms. The main ...

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    Country Report

    Polishes in South Korea

    Jan 2017

    Polishes in South Korea has been in decline for over a decade. The negative trend continued throughout the review period, with the category posting consistent declines in retail volume and current value sales. Moreover, in 2016 it was represented by ...

    US$990
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    Country Report

    Surface Care in South Korea

    Jan 2017

    Oxy Reckitt Benckiser has long ranked among the leading players in surface care in South Korea, with its brands competing in several product categories. However, in 2016 this company’s reputation was seriously damaged after it publicly admitted ...

    US$990
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    Country Report

    Toilet Care in South Korea

    Jan 2017

    Growth in toilet care current value sales was relatively sluggish in 2016, and mainly driven by the dynamic performance of rim blocks. The latter category’s overall value share within toilet care increased on 2015 to reach 39%. However, in-cistern ...

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    Country Report

    Direct Selling in South Korea

    Jan 2017

    Major companies such as Amway Korea Co Ltd, Atomy Co Ltd and Nu Skin Korea Ltd have successfully increased their direct selling value shares in South Korea. As they have strong distribution channels and marketing and sales personnel, which are tied ...

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    Country Report

    Electronics and Appliance Specialist Retailers in South Korea

    Jan 2017

    Shinsegae Group launched stand-alone electronics and appliance outlet Electro Mart in Pangyo in 2016 to tap into the increasing level of male consumerism in South Korea. The outlet, which has a strong focus on the in-store experience, carries ...

    US$990
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    Country Report

    Grocery Retailers in South Korea

    Jan 2017

    Grocery retailers performed better in 2016 with 5% value growth as consumer sentiment greatly recovered after a MERS incident in 2015. Many consumers returned to shopping in grocery stores and thus several categories in grocery retailers indicated a ...

    US$990
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    Country Report

    Health and Beauty Specialist Retailers in South Korea

    Jan 2017

    Drugstores/parapharmacies recorded the fastest value growth in 2016, with a 7% sales rise, contributing to the positive growth of the overall channel. South Korean females are highly interested in beauty products such as cosmetics and body and hair ...

    US$990
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    Country Report

    Home and Garden Specialist Retailers in South Korea

    Jan 2017

    The entrance of IKEA into the South Korean market at the end of 2014 has significantly influenced trends and developments in homewares and home furnishing stores. Prior to IKEA, ordering products at the distributor’s shop and having them delivered ...

    US$990
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    Country Report

    Apparel and Footwear Specialist Retailers in South Korea

    Jan 2017

    Apparel and footwear specialist retailers posted value growth of 6% to reach KRW23.9 trillion in 2016. The growth rate was faster than the previous year’s. It was in part boosted by the strong performance of fast fashion brands such as Uniqlo, Zara, ...

    US$990
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    Country Report

    Homeshopping in South Korea

    Jan 2017

    Homeshopping registered 7% value growth in 2016. In early 2000, homeshopping growth reached higher than double digits because of the allure of shopping hosts – celebrity shopping hosts who promoted products via demos on television. However, it ...

    US$990
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    Country Report

    Internet Retailing in South Korea

    Jan 2017

    Mobile retailing became the most popular internet retailing platform in 2016 with a value share of 52%. As consumers feel it is convenient to shop through mobile devices and operators aggressively developed and launched mobile-friendly shopping ...

    US$990
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    Country Report

    Leisure and Personal Goods Specialist Retailers in South Korea

    Jan 2017

    Bags and Luggage Specialist Retailers: Bags and luggage specialist retailers showed a better performance in 2016 than in the previous year. In 2015, many consumers refrained from visiting bags and luggage specialist retailers due to the serious ...

    US$990
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    Country Report

    Mixed Retailers in South Korea

    Jan 2017

    Mixed retailers increased by 5% in value terms in 2016 and department stores were a major contributor to the positive performance. Major department stores such as Lotte and Shinsegae managed to attract consumers in 2016 by featuring well-known food ...

    US$990
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