Executive Summary

Apr 2019
PROSPECTS
Rising “radonphobia” in sanitary protection

In 2017, consumers began to distrust the safety of sanitary protection products due to the Lilian sanitary pads issue, even though the Ministry of Food and Drug Safety proclaimed that there were no serious findings of chemical problems with Lilian. Major manufacturers therefore tried to build up trust among their consumers by introducing eco-friendly sanitary protection pads made from cotton or organic sanitary pads or by introducing new substitute sanitary protection products like menstrual cups.

Pantyliners and tampons record positive value sales growth

Pantyliners and tampons are expected to record stronger performances in current value terms over the forecast period than towels. Female workers increasingly like to use pantyliners because they want to feel freshness in their daily life and the products are also easy to carry in their handbag.

Consumers like to see and feel products, but internet retailing continues to grow

Consumers like to buy sanitary protection pads in offline channels like hypermarkets. Major manufacturers display their sample products in such outlets so that consumers can touch the pads and see detailed explanations about the ingredients used in the products.

COMPETITIVE LANDSCAPE
Yuhan Kimberly continues to lead but loses a little value share

Yuhan Kimberly continued to rank first in sanitary protection in 2018. It has a long-established brand and a strong partnership with players in major retail channels such as hypermarkets and internet retailing.

KleanNara loses share

After the issue with the Lilian brand in 2017, major retail players removed KleanNara’s sanitary protection pads from their shelves so that it was difficult to find Lilian pads in retail stores in 2018. KleanNara therefore introduced a new brand May&June, which enhanced softness and featured hypoallergenic pads based on consumer needs.

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Sanitary Protection in South Korea

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in South Korea with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in South Korea, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in South Korea market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in South Korea?
  • What are the major brands in South Korea?
  • What are the key new product launches in the sanitary protection market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in South Korea - Category analysis

HEADLINES

PROSPECTS

Rising “radonphobia” in sanitary protection
Pantyliners and tampons record positive value sales growth
Consumers like to see and feel products, but internet retailing continues to grow

COMPETITIVE LANDSCAPE

Yuhan Kimberly continues to lead but loses a little value share
KleanNara loses share

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 5 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in South Korea - Industry Overview

EXECUTIVE SUMMARY

Demographic changes and organic/natural products influencing tissue and hygiene
Relieving “chemophobia” fears with eco-friendly products and government measures
Yuhan Kimberly remains the clear leader in tissue and hygiene
Growing importance of internet retailing
Slightly slower current value growth expected in tissue and hygiene

MARKET DATA

Table 7 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 8 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 9 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 10 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 11 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 12 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 13 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 14 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 15 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources