Dishwashing in South Korea

PROSPECTS

Rising dishwashing appliance sales supporting growth of automatic dishwashing

Consumer appliance manufacturers such as SK Magic, LG and Samsung produce dishwashing machines, with SK Magic regularly introducing new types of dishwashing machines while LG and Samsung produce only premium dishwashing machines in a category that remains non-essential in South Korea. Many Koreans use bowl-type dishes and standard machines were unable to deeply clean the inside of bowl dishes thus demand from consumers was lower in years gone by.

Declining demand for hand dishwashing due to food delivery service and HMR

Hand dishwashing is expected to decrease in size due to the popularity of food delivery service and home meal replacement (HMR). Self-cooking continues to decrease with food delivery service and home meal replacement (HMR) filling the gap.

Hypermarkets and e-commerce as major distribution channels

Hypermarkets remains the leading distribution channel followed by e-commerce, however during the forecast period the position is likely to be reversed with e-commerce taking the lead. Hypermarkets is still the major distribution channel but numbers of shoppers keep falling such that some retailers closed their physical stores as e-commerce proved more attractive to consumers as a convenient channel.

COMPETITIVE LANDSCAPE

Expanding domestic player share in dishwashing

Domestic players showed enhanced market presence in 2019. LG Household & Health Care Ltd held its leading position with various brands such as Natural Pong and Pong Pong, and Aekyung Industrial Co Ltd remained second with its brands Trio and Soonsaem.

Automatic dishwashing dominated by multinational firms

Automatic dishwashing has seen increasing growth with multinational firms’ dishwashing products widely selling. European brands with natural type products such as eco products were attractive to consumers.

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