Oral care has reached a mature stage in South Kora, showing less innovation and competition. Despite this situation, players are diversifying formulae and packaging, and launching unique flavours to attract consumers.
Premiumisation has been observed in new product launches in oral care. In January 2022, Aekyung Industrial Co Ltd, the third-placed oral care company in South Korea, launched a new organic toothpaste brand, Savorr.
Interest in oral hygiene increased during the pandemic, both in terms of the prevention of and recovery from COVID-19. People who did not brush their teeth during the daytime before the pandemic started to brush their teeth due to hygiene concerns.
Meeting the needs of the older population will have potential in the forecast period. South Korea is an ageing society with a low birth rate and an increase in the number of senior citizens due to advancing medical care.
Big players are expected to expand their category range within oral care over the forecast period. LG Household & Health Care acquired the dental floss and manual toothbrushes business rights from Johnson & Johnson in November 2020, followed by the acquisition of a dental floss factory in May 2021, located in the Dominican Republic.
Sales of oral care products through e-commerce are expected to grow even further over the forecast period. This channel’s distribution share already jumped by 30 percentage points between 2017 and 2021.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in South Korea, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See All of Our DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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