Retail tissue saw stronger growth in 2020 than during the pre-pandemic years. Concerns over the impact of the virus resulted in many consumers buying in bulk to stock up and reduce purchasing frequency, with larger pack sizes in particular benefiting from this trend.
Yuhan Kimberly continued to strongly lead retail tissue in South Korea in value terms in 2021, due to ongoing investment in innovation, with the company continuing to introduce new premium products. Yuhan Kimberly is expected to maintain its lead moving forward, as it announced in July 2020 that it would invest KRW43 billion in new tissue facilities at its Gimcheon Plant, as a new growth engine and to supply innovative products in household goods and B2B.
Retail tissue accounts for the highest share of private label within retail tissue and hygiene, with a double-digit value share, providing strong competition for players offering branded products. Private label products benefit from offering lower prices in comparison with leading brands, along with good quality, thus attracting a large number of consumers.
In 2022, it is expected that consumers’ lives will approach normality thanks to better control of the virus through vaccination. Therefore, more time is likely to be spent outside of the home, and more consumers will eat out, which will lead to a decline for retail tissue, with toilet paper and napkins set to see particularly strong declines.
Consumers in Korea are increasingly concerned about their impact on the environment, and are demanding environmentally-friendly products across retail tissue categories. Major manufacturers are responding by showing growing concern about sustainability.
Hypermarkets is expected to continue to lead distribution in the forecast period. However, e-commerce will continue to gain share, in line with the rising demand for convenience and the offering of quick delivery times and cheaper prices.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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