Dishwashing in South Korea

2020 IMPACT

Notable upturn in demand for dishwashing as consumers spend longer in the home due to pandemic

Dishwashing experienced a notable upturn in demand in 2020, with consumers spending longer periods of time in the home during the pandemic due to social distancing measures, resulting in cooking their own meals. The latter trend was further supported from September when foodservice outlets were not permitted to operate after 21.

E-commerce continues to gain notable share in 2020 from modern grocery retailers

While modern grocery retailers continued to dominate distribution of dishwashing products in 2020, driven by the larger format of hypermarkets, it continued to lose value share to e-commerce. The latter was already gaining in popularity as a viable alternative channel for this category towards the end of the review period but a greater reluctance to spend too long in public spaces shopping due to fears of exposure to the virus, encouraged consumers to make a further switch towards e-commerce with its rapid home delivery options and competitive prices.

Fairly consolidated competitive landscape but leaders lose ground to smaller players

The competitive landscape of dishwashing remained fairly consolidated in 2020, with leading players LG Household & Health Care (Natural Pong, Pong Pong) and Aekyung Industrial Co (Trio, Soonsaem) dominating value share. LG Household & Health Care’s overall strength is due to the fact that it leads both the dominant hand dishwashing and the more dynamic automatic dishwashing.

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