Oral Care in South Korea

PROSPECTS

Demographic changes are set to boost oral care

During the forecast period, South Korea will become one of the most aged countries in Asia, and this demographic change will work in favour of oral care. Oral care products are expected to be developed by players to target the ageing population.

Oral care products for specific needs

Oral care in South Korea is a simple category compared with in developed countries. General purpose products are used to cover a wide range of consumers, despite differences in each individual’s oral condition.

Mouthwashes/dental rinses shows healthy growth

Mouthwashes/dental rinses continued to see stable current value growth in 2017. The penetration of such products is growing, as the leading brands are taking responsibility for advising consumers about the importance of using mouthwashes/dental rinses through frequent promotion and television advertising.

COMPETITIVE LANDSCAPE

Domestic brands dominate

Domestic brands dominate oral care, but AmorePacific went through a particularly rough patch in 2016 and 2017. Some of the company’s toothpaste products had CMIT/MIT detected in September 2016.

Brand and product diversity are required for expansion

Mass products led oral care over the review period in South Korea. Consumers did not have the need for, nor took pleasure from using premium oral care products.

Globally renowned brands have difficulties in the domestic market

Domestic brands dominate oral care, and some international brands are having a hard time penetrating the local market. For instance, one of most popular leading oral care brands globally, Colgate, is not available in the South Korean market.

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