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Country Report

Home Care in

Home Care in South Korea

Feb 2019

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Home care market affected by chemophobia and climate change

Sales in the home care market declined in 2018 in South Korea, negatively affected by increasing “chemophobia” in the country following the Oxy Reckitt Benckiser scandal. The concerns were intensified due to the harmful humidifier sanitiser products that had been on sale on the home care market and that contained harmful chemical ingredients.

Transparency, natural ingredients and the popularity of consumer appliances

In the wake of the Oxy scandal, home care trends turned towards the introduction of natural and less harmful products for respiratory organs and sensitive skin. As consumers are still being very careful with regard to chemical ingredients in home care products, the safety of ingredients remains a priority for them.

Leading home care players maintain their positions

The leading players in home care maintained their rankings and shares in 2018. LG Household & Health Care lost share in air care, bleach, dishwashing and laundry care, but still clearly held the leading position in the overall home care market.

Desire for safe and comfortable homes boosts natural products

A desire among South Koreans to ensure their home and car is as comfortable and safe as possible continues to be observed. There are also increasing numbers of dual-income and single-person households looking to improve the quality of their life.

Pessimistic outlook for the forecast period but a chance to rebuild trust

Home care is expected to record a stagnating volume CAGR over the forecast period and modest annual growth in current value terms. Home care overall will continue to be negatively affected by chemophobia and the maturity of the market, even though air care, laundry care, surface care and toilet care will show positive current value sales CAGRs over the forecast period.

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Home Care Sample Report Home Care Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in South Korea with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in South Korea, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in South Korea for free:

The Home Care in South Korea market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Home Care in South Korea?
What are the major brands in South Korea?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in South Korea?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Home Care in South Korea

EXECUTIVE SUMMARY

Home care market affected by chemophobia and climate change

Transparency, natural ingredients and the popularity of consumer appliances

Leading home care players maintain their positions

Desire for safe and comfortable homes boosts natural products

Pessimistic outlook for the forecast period but a chance to rebuild trust

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Distribution of Home Care by Format: % Value 2013-2018
Table 7 Distribution of Home Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Home Care by Category: Value 2018-2023
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in South Korea

HEADLINES

PROSPECTS

Increasing interest in air quality influences air care

Car air fresheners to see strong growth

Hypermarkets maintains its strong presence as the major retail channel

COMPETITIVE LANDSCAPE

Leading player Bullsone Co Ltd gains value share

Transparency of ingredients information and natural products

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2013-2018
Table 11 Sales of Air Care by Category: % Value Growth 2013-2018
Table 12 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 13 NBO Company Shares of Air Care: % Value 2014-2018
Table 14 LBN Brand Shares of Air Care: % Value 2015-2018
Table 15 Forecast Sales of Air Care by Category: Value 2018-2023
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in South Korea

HEADLINES

PROSPECTS

Unit price falling due to the success of private label lines

Slowly increasing retail power of hypermarkets and internet retailing in bleach

COMPETITIVE LANDSCAPE

Local manufacturers dominate bleach

Increasing popularity of natural bleach products

CATEGORY DATA

Table 17 Sales of Bleach: Value 2013-2018
Table 18 Sales of Bleach: % Value Growth 2013-2018
Table 19 NBO Company Shares of Bleach: % Value 2014-2018
Table 20 LBN Brand Shares of Bleach: % Value 2015-2018
Table 21 Forecast Sales of Bleach: Value 2018-2023
Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in South Korea

HEADLINES

PROSPECTS

Dishwashing affected by changing demographics

Automatic dishwashing to see strong growth

COMPETITIVE LANDSCAPE

Domestic manufacturers dominate dishwashing

Continued expansion of private label

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2013-2018
Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in South Korea

HEADLINES

PROSPECTS

Home insecticides hit by falling mosquito numbers and shorter monsoon periods

Increasing disinfestation services needed due to high summer temperatures

New natural and innovative home insecticides

COMPETITIVE LANDSCAPE

Home insecticides still dominated by multinational companies

Increasing brand awareness for Yuhan Corp

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2013-2018
Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 32 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 33 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 34 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 35 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 36 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in South Korea

HEADLINES

PROSPECTS

Continued shift from powder detergents to liquid detergents

Opportunity In dryer sheets

COMPETITIVE LANDSCAPE

LG Household & Health Care continues to lead

Shrinking share gap between local and overseas players

CATEGORY INDICATORS

Table 37 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 38 Sales of Laundry Care by Category: Value 2013-2018
Table 39 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 40 Sales of Laundry Aids by Category: Value 2013-2018
Table 41 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 42 Sales of Laundry Detergents by Category: Value 2013-2018
Table 43 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 45 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 46 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 47 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 48 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 49 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 50 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 51 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in South Korea

HEADLINES

PROSPECTS

Polishes to continue declining over the forecast period

Furniture polish also in decline

COMPETITIVE LANDSCAPE

Malpyo Industrial Co Ltd continues to lead

Kangaroo Co Ltd maintains its second position

CATEGORY DATA

Table 52 Sales of Polishes by Category: Value 2013-2018
Table 53 Sales of Polishes by Category: % Value Growth 2013-2018
Table 54 NBO Company Shares of Polishes: % Value 2014-2018
Table 55 LBN Brand Shares of Polishes: % Value 2015-2018
Table 56 Forecast Sales of Polishes by Category: Value 2018-2023
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in South Korea

HEADLINES

PROSPECTS

Steady growth expected over the forecast period

All-purpose cleaning wipes to record strong growth

Hypermarkets is the major distribution channel for surface care

COMPETITIVE LANDSCAPE

LG Household & Health Care Ltd continues to hold the leading position

Aekyung ST Co Ltd increases its share with new brands

CATEGORY DATA

Table 58 Sales of Surface Care by Category: Value 2013-2018
Table 59 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 62 NBO Company Shares of Surface Care: % Value 2014-2018
Table 63 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 64 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 65 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 66 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in South Korea

HEADLINES

PROSPECTS

Higher value sales CAGR expected for toilet care over the forecast period

Increasing value sales of rim blocks and in-cistern devices expected

Internet retailing to continue growing

COMPETITIVE LANDSCAPE

Henkel Home Care Korea Ltd continues to dominate toilet care

Limited toilet care choice from local players

CATEGORY DATA

Table 68 Sales of Toilet Care by Category: Value 2013-2018
Table 69 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 70 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 71 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 72 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in South Korea

New Report Guarantee

Executive Summary

New Report Guarantee

Home care market affected by chemophobia and climate change

Transparency, natural ingredients and the popularity of consumer appliances

Leading home care players maintain their positions

Desire for safe and comfortable homes boosts natural products

Pessimistic outlook for the forecast period but a chance to rebuild trust

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in South Korea

EXECUTIVE SUMMARY

Home care market affected by chemophobia and climate change

Transparency, natural ingredients and the popularity of consumer appliances

Leading home care players maintain their positions

Desire for safe and comfortable homes boosts natural products

Pessimistic outlook for the forecast period but a chance to rebuild trust

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in South Korea

HEADLINES

PROSPECTS

Increasing interest in air quality influences air care

Car air fresheners to see strong growth

Hypermarkets maintains its strong presence as the major retail channel

COMPETITIVE LANDSCAPE

Leading player Bullsone Co Ltd gains value share

Transparency of ingredients information and natural products

CATEGORY DATA

Bleach in South Korea

HEADLINES

PROSPECTS

Unit price falling due to the success of private label lines

Slowly increasing retail power of hypermarkets and internet retailing in bleach

COMPETITIVE LANDSCAPE

Local manufacturers dominate bleach

Increasing popularity of natural bleach products

CATEGORY DATA

Dishwashing in South Korea

HEADLINES

PROSPECTS

Dishwashing affected by changing demographics

Automatic dishwashing to see strong growth

COMPETITIVE LANDSCAPE

Domestic manufacturers dominate dishwashing

Continued expansion of private label

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in South Korea

HEADLINES

PROSPECTS

Home insecticides hit by falling mosquito numbers and shorter monsoon periods

Increasing disinfestation services needed due to high summer temperatures

New natural and innovative home insecticides

COMPETITIVE LANDSCAPE

Home insecticides still dominated by multinational companies

Increasing brand awareness for Yuhan Corp

CATEGORY DATA

Laundry Care in South Korea

HEADLINES

PROSPECTS

Continued shift from powder detergents to liquid detergents

Opportunity In dryer sheets

COMPETITIVE LANDSCAPE

LG Household & Health Care continues to lead

Shrinking share gap between local and overseas players

CATEGORY INDICATORS

CATEGORY DATA

Polishes in South Korea

HEADLINES

PROSPECTS

Polishes to continue declining over the forecast period