Cotton Wool/Buds/Pads in South Korea

TRENDS

Cotton wool/buds/pads recorded growth of 2% in value and volume terms respectively in 2014. The category is already mature, so manufacturers are turning to premium products by targeting niche consumer areas such as products for babies. For baby consumers, cotton buds should have all chemical ingredients eliminated and the size and shape should also be different from conventional cotton buds. For example, the leading player in baby cotton buds, Boryung Medience Co produces cotton buds through a process that is 100% bacteria-free. The volume size also increased because the number of users increased as well thanks to the products’ wide availability.

COMPETITIVE LANDSCAPE

Boryung Medience Co was the leading manufacturer in cotton buds with specialist baby products. Within cotton buds alone, the company recorded a 43% value share. The company distributes products through department stores, hypermarkets and internet retailing, so it has a competitive advantage over rival players which mainly distribute baby products through the internet retailing channel. Without particular new innovative products, its B&B brand already has a good reputation for baby hygiene products with parents, therefore the company gradually gained value share since 2006 in cotton wool/buds/pads.

PROSPECTS

Cotton wool/buds/pads is expected to record a value CAGR of 1% at constant 2014 prices over the forecast period. The category is already mature, so high growth rates are not expected in the future. Due to the continued strong performance of private label, the unit price of cotton buds and pads will decrease over the forecast period in constant value terms. Private label products are mostly economy/standard price. Product development will be expected from manufacturers who want to differentiate themselves from private label by targeting niche marketing or using special/premium ingredients such as organic cotton. By attracting potential consumers, cotton wool/buds/pads will record a CAGR of 1% in volume terms as well over the forecast period.

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