Sales of sanitary protection increased only slightly in 2020. The main impact of the COVID-19 pandemic was to encourage bulk buying due to concerns over potential product shortages or the need to self-isolate.
Sanitary protection was hit by a series of safety scandals in the latter half of the review period. For example, KleanNara refunded all purchases of its Lilian sanitary protection following consumer concerns over the use of volatile organic compounds (VOCs), with a number of women claiming to experience side effects.
Yuhan Kimberly continues to lead sales, followed by LG Unicharm. Yuhan Kimberly introduced various brands offering varying quality depending on price.
The COVID-19 pandemic is expected to have only a short-term impact on sales of sanitary protection, which encouraged a shift towards bulk packs. This trend is however likely to be short-lived, with consumers reverting to normal purchasing patterns.
Hypermarkets and supermarkets remain the major distribution channels but are slowly losing sales share. Young consumers increasingly purchase sanitary protection from e-commerce through smartphones with cheaper prices and short delivery times, attracting consumers seeking more convenient lifestyles.
As consumers remained at home for prolonged periods during 2020, many had more opportunities to explore and engage with social media conversations surrounding feminine hygiene. Therefore, smaller and independent brands of sanitary protection were able to leverage the attention gained and explore new platforms through various distribution and marketing channels.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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