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Country Report

Home Care in

Home Care in South Korea

Feb 2020

US$2,650

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Executive Summary

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Diminishing overall home care market due to chemophobia and political conflict

In 2019, South Korea’s home care market decreased slightly due to chemophobia and the Japanese boycott. Consumers are very conscious about chemical ingredients in home care products therefore they check the ingredients first on the label when they buy the products.

Chemical ingredients, major determinant of consumer choice

In home care, consumers showed a preference for non-chemical products in 2019. After reported incidents, consumers still hesitate to use chemical-based home care products and look closely at ingredient descriptions on the products before buying the product.

Domestic players enjoy strong presence but chased by multinationals

Overall, domestic players slightly gained share in 2019 however multinational companies continued to show an increased presence in the market. LG Household & Health Care Co Ltd remained atop the ranking in home care and led laundry care, surface care and dishwashing despite slightly losing share, while third-ranked Aekyung Industrial Co Ltd also lost share in 2019.

More convenient home care products

Consumers want to use more convenient types of home care products because small living spaces and efficient time use are some of their major concerns, thus these trends influence the home care market. In laundry care, the liquid format has become a major type since 2016 while powder continues to be a shrinking force, with some start-up companies beginning to produce liquid capsule laundry detergents.

Shrinking home care market over the forecast period

Overall, the home care market is expected to shrink in size over the forecast period. Consumer lifestyles are shifting towards a desire for greater convenience, and powder detergents will decline sharply as liquid laundry detergents grow in popularity.

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Home Care Sample Report Home Care Sample Data

Overview

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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

Diminishing overall home care market due to chemophobia and political conflict

Chemical ingredients, major determinant of consumer choice

Domestic players enjoy strong presence but chased by multinationals

More convenient home care products

Shrinking home care market over the forecast period

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in South Korea

HEADLINES

PROSPECTS

Shifting the detergent type from powder to liquid

Dryer sheets becoming the new growth engine

Increasing the presence of e-commerce and homeshopping

COMPETITIVE LANDSCAPE

LG Household & Health Care hold clear on leading position

Rising share growth for (some) multinational firms

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in South Korea

HEADLINES

PROSPECTS

Rising dishwashing appliance sales supporting growth of automatic dishwashing

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

Hypermarkets and e-commerce as major distribution channels

COMPETITIVE LANDSCAPE

Expanding domestic player share in dishwashing

Automatic dishwashing dominated by multinational firms

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in South Korea

HEADLINES

PROSPECTS

Natural ingredients in surface care fuel growth

Multi-purpose cleaners lead category growth

Shifting from offline to online distribution channel

COMPETITIVE LANDSCAPE

Domestic players dominate surface care

Shrinking presence of multinational firms

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 41 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in South Korea

HEADLINES

PROSPECTS

Stagnant growth for bleach due to preference for fewer chemical ingredients

Decreasing unit price supporting growth of bleach

Growing non-grocery sales via e-commerce

COMPETITIVE LANDSCAPE

Strong presence for Yuhan Clorox Ltd

Increasing number of private label products due to consumer preference

CATEGORY DATA

Table 43 Sales of Bleach: Value 2014-2019
Table 44 Sales of Bleach: % Value Growth 2014-2019
Table 45 NBO Company Shares of Bleach: % Value 2015-2019
Table 46 LBN Brand Shares of Bleach: % Value 2016-2019
Table 47 Forecast Sales of Bleach: Value 2019-2024
Table 48 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in South Korea

HEADLINES

PROSPECTS

Toilet care makes consumers’ lives more convenient

Growth of in-cistern devices and rim blocks lead the future of toilet care

Offline is still main distribution channel but declining

COMPETITIVE LANDSCAPE

Henkel Home Care Korea Ltd increased share through sustained product innovation

Slowly expanding presence of domestic players mainly supporting by LG Household & Health Care Ltd

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2014-2019
Table 50 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 52 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 53 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in South Korea

HEADLINES

PROSPECTS

Casual dress in the work place reshaping shoe polish sales

Declining use of furniture polish due to chemophobia, falling numbers of newly married couples and rising single-person households

Convenience as key factor of distribution channel

COMPETITIVE LANDSCAPE

Rising strong presence of domestic players in polishes

SC Johnson Korea Inc leads furniture polish

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2014-2019
Table 56 Sales of Polishes by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Polishes: % Value 2015-2019
Table 58 LBN Brand Shares of Polishes: % Value 2016-2019
Table 59 Forecast Sales of Polishes by Category: Value 2019-2024
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in South Korea

HEADLINES

PROSPECTS

Chemophobia driving innovation in air care

Coming new era of smart air care with IoT

Dominant presence of grocery stores within distribution

COMPETITIVE LANDSCAPE

Yankee Candle most preferred brand in air care

Declining presence of domestic players

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2014-2019
Table 62 Sales of Air Care by Category: % Value Growth 2014-2019
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 64 NBO Company Shares of Air Care: % Value 2015-2019
Table 65 LBN Brand Shares of Air Care: % Value 2016-2019
Table 66 Forecast Sales of Air Care by Category: Value 2019-2024
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in South Korea

HEADLINES

PROSPECTS

Climate change and chemophobia influence home insecticides

Product innovations with LED lights and ultrasonic waves to repel bugs

E-commerce gaining presence as distribution channel

COMPETITIVE LANDSCAPE

Slightly decreased multinational presence but still dominant

Rise of domestic players, especially Yuhan Corp

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2014-2019
Table 69 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 71 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 72 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 73 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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Country Report

Home Care in South Korea

New Report Guarantee

Executive Summary

New Report Guarantee

Diminishing overall home care market due to chemophobia and political conflict

Chemical ingredients, major determinant of consumer choice

Domestic players enjoy strong presence but chased by multinationals

More convenient home care products

Shrinking home care market over the forecast period

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

Diminishing overall home care market due to chemophobia and political conflict

Chemical ingredients, major determinant of consumer choice

Domestic players enjoy strong presence but chased by multinationals

More convenient home care products

Shrinking home care market over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Laundry Care in South Korea

HEADLINES

PROSPECTS

Shifting the detergent type from powder to liquid

Dryer sheets becoming the new growth engine

Increasing the presence of e-commerce and homeshopping

COMPETITIVE LANDSCAPE

LG Household & Health Care hold clear on leading position

Rising share growth for (some) multinational firms

CATEGORY INDICATORS

CATEGORY DATA

Dishwashing in South Korea

HEADLINES

PROSPECTS

Rising dishwashing appliance sales supporting growth of automatic dishwashing

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

Hypermarkets and e-commerce as major distribution channels

COMPETITIVE LANDSCAPE

Expanding domestic player share in dishwashing

Automatic dishwashing dominated by multinational firms

CATEGORY INDICATORS

CATEGORY DATA

Surface Care in South Korea

HEADLINES

PROSPECTS

Natural ingredients in surface care fuel growth

Multi-purpose cleaners lead category growth

Shifting from offline to online distribution channel

COMPETITIVE LANDSCAPE

Domestic players dominate surface care

Shrinking presence of multinational firms

CATEGORY DATA

Bleach in South Korea

HEADLINES

PROSPECTS

Stagnant growth for bleach due to preference for fewer chemical ingredients

Decreasing unit price supporting growth of bleach

Growing non-grocery sales via e-commerce

COMPETITIVE LANDSCAPE

Strong presence for Yuhan Clorox Ltd

Increasing number of private label products due to consumer preference

CATEGORY DATA

Toilet Care in South Korea

HEADLINES

PROSPECTS

Toilet care makes consumers’ lives more convenient

Growth of in-cistern devices and rim blocks lead the future of toilet care

Offline is still main distribution channel but declining

COMPETITIVE LANDSCAPE

Henkel Home Care Korea Ltd increased share through sustained product innovation

Slowly expanding presence of domestic players mainly supporting by LG Household & Health Care Ltd

CATEGORY DATA

Polishes in South Korea