Oral Care in South Korea

PRE-COVID-19 PERFORMANCE

Toothpaste sees innovations and new flavours, TV homeshopping gains traction

Toothpastes saw positive growth in 2019. Success was contributed by manufacturers launching diverse types of toothpaste in terms of both format and type.

Legal action taken over brand names in pump dispenser formats

The Perioe brand from LG Household & Health Care Ltd led the oral care category in 2019, followed by Oral-B and 2080. Perioe is one of the innovative brands in oral care, launching pump-type toothpaste in 2013, in the form of the Pum Ping toothpaste brand in 2013.

Pharmaceutical players gain importance in oral care in 2019

Pharmaceutical companies were increasingly penetrating oral care in 2019. Some were launching products to be distributed in all channels – hypermarkets, supermarkets, internet and TV homeshopping – while some focused on pharmacies only, with the aim of achieving professional positioning.

2020 AND BEYOND

COVID-19 impact

Sales of oral care in South Korea are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within oral care

Oral health fits into the wider context of overall health and wellbeing, so the category is largely resilient. Reduced opportunities to visit to dentists have reinforced consumer concerns about maintaining a consistent oral care routine at home.

Recovery and opportunities

Companies focusing on other categories such as hair care, skin care, and baby and child-specific products, were launching oral care products at the end of the review period, and this is set to continue. Mongdies, a company famous for baby and child-specific products and baby detergent, launched baby toothpaste in 2020, for example.

Files are delivered directly into your account within a few minutes of purchase.