Home Care in South Korea

Home Care in South Korea

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in South Korea

KEY DATA FINDINGS

2020 IMPACT

Further demand for convenient liquid tablet detergents and dryer sheets as consumers focus on greater hygiene and cleaning routines during pandemic

E-commerce and homeshopping gain further share from grocery retailers

Leading players strengthen positions in 2020 with new product launches

RECOVERY AND OPPORTUNITIES

Further demand for more convenient and effective laundry care solutions to drive stronger growth over the forecast period

Environmental concerns could offer further potential for green laundry care

E-commerce can offer insight into consumers’ purchasing patterns for laundry care players

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in South Korea

KEY DATA FINDINGS

2020 IMPACT

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

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

Fairly consolidated competitive landscape but leaders lose ground to smaller players

RECOVERY AND OPPORTUNITIES

Greater return to normalisation in terms of consumer behaviour slows demand for dishwashing

Increasing popularity of domestic Sugar Bubble likely to encourage other local green brands to enter

E-commerce offers opportunity to smaller players to gain visibility

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in South Korea

KEY DATA FINDINGS

2020 IMPACT

Emergence of pandemic heightens awareness amongst consumers to follow stricter cleaning routines, driving stronger demand for surface care

After undynamic growth, pandemic adds dynamism to e-commerce’s performance

LG Household & Health Care strengthens overall leadership with notable share gain in the dynamic multi-purpose cleaners

RECOVERY AND OPPORTUNITIES

Ongoing maintenance of hygienic living environments will support solid demand for surface care over forecast period

“Eco” brands could further develop category but consumers need to be convinced of efficacy

First-time customers of e-commerce likely to continue to use distribution channel if they have a positive experience

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in South Korea

KEY DATA FINDINGS

2020 IMPACT

Stricter cleaning routines by consumers in the home during pandemic increases demand for mature category of bleach in 2020

E-commerce receives boost to sales of bleach in 2020 but older consumers prefer store-based outlets

Highly consolidated competitive landscape with dominant leader Yuhan Clorox launching marketing campaign soon after pandemic emerges

RECOVERY AND OPPORTUNITIES

Demand set to return to greater levels of normalisation from 2021

Yuhan Clorox likely to be instrumental in any further marketing or product development

Less potential for e-commerce to further expand in bleach compared to other home care categories

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in South Korea

KEY DATA FINDINGS

2020 IMPACT

Stable but undynamic growth for toilet care, despite heightened hygiene awareness

Impressive performance for toilet cleaning systems, quickly gaining in popularity since its entry mid-review period

Henkel Home Care retains convincing leadership but smaller players gain ground

RECOVERY AND OPPORTUNITIES

Rim blocks and toilet cleaning systems to continue as strongest performers

E-commerce has potential for further share gain following notable growth during pandemic

Scent development and innovative toilet care solutions likely to attract consumers

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in South Korea

KEY DATA FINDINGS

2020 IMPACT

Ongoing declines for polishes due to casualisation in workplace and concerns over chemical ingredients

Modern grocery retailers dominates sales of polishes but e-commerce gains notable value share in 2020

Highly consolidated competitive landscape but smaller players gain share in 2020

RECOVERY AND OPPORTUNITIES

Weak outlook for polishes over the forecast period

Major players likely to look at moving into other areas of home care

E-commerce offers greater visibility to smaller brands

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in South Korea

KEY DATA FINDINGS

2020 IMPACT

Desire amongst consumers to create comforting and calm living environment during pandemic results in upturn in demand for air care

E-commerce gains ground due to home delivery and competitive prices

Leading air care players maintain solid positions but smaller players gain ground in 2020

RECOVERY AND OPPORTUNITIES

Steady demand for air care over the forecast period as consumers continue to invest in their living environment

Creating a pleasant ambiance in the home will support further demand for candle and liquid air fresheners

Sensory experience in terms of choosing air care will support ongoing demand through physical retailers

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in South Korea

KEY DATA FINDINGS

2020 IMPACT

Reduced mosquito season due to changing climate

Local consumers continue to search for more natural alternatives to traditional home insecticides

Consolidated competitive environment with local and smaller players gaining ground

RECOVERY AND OPPORTUNITIES

Continual decline predicted for home insecticides over the forecast period

Leading players to continue investing in different formats including alternatives perceived as less harmful

E-commerce set to make further gains within home insecticides

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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