South Korea

Remote working continued to limit demand for tea in 2021. In particular, green tea continued to decline in retail terms, which was part of a long-term trend, but also suffered from the decline in consumption in offices. In the second half of 2021,…

The media continues to communicate the negative impact of sugar consumption on health to consumers and hopes to guide consumers towards the consumption of less sugary drinks. For this reason, powder drinks containing high levels of sugar do not have…

In 2021, hot drinks in South Korea showed a similar movement in total volume terms as in 2020, with a slow but stable increase. Sales of coffee saw higher total volume growth, whilst tea saw slower growth and other hot drinks a decline. However, in…

The demand for coffee continued to grow in 2020, as at-home indulgence was relevant for consumers. With changes in consumer habits, including homecafé (making drinks at home that are as high-quality as those found in specialist coffee shops), as new…

Local consumers are retaining high standards of hygiene in the home as a result of the pandemic. This includes the frequent cleaning of toilets, with specific products such as toilet cleaning systems enjoying strong growth in 2021 by offering greater…

Heightened hygiene concerns as a result of the pandemic and ongoing home seclusion continue to drive up considerable demand for surface care in 2021. This is supporting further growth of leading players such as LG Household & Health Care, with the…

The increasing casualisation of the workplace prior to the pandemic, which saw a greater move away by consumers from wearing formal suits and footwear towards comfortable choices was already reducing the demand for shoe polish in South Korea. The…

COVID-19 has continued to impact consumers’ confidence and influence their purchasing decisions in 2021, serving to further heighten hygiene concerns, both on an individual basis and within the home. As local consumers have spent prolonged time in…

In 2021, the number of mosquitos had declined by 44% compared to figures in 2020 according to the Korea Disease Control and Prevention Agency. Due to the shorter monsoon season, the highest temperatures reached by mid-afternoon were around the 30°C…

Home care continues to record stable demand in 2021 due to ongoing home seclusion and heightened health awareness with the virus still in circulation. In addition to driving up demand for larger packaging for regular cleaning routines, local…

Manufacturers of consumer appliances including SK Magic, LG and Samsung in addition to smaller players are continuing to expand their offer of dishwashers. SK Magic has introduced new dishwashers in both table-top format and larger models, while LG…

Home seclusion remained a relevant trend in South Korea in 2021. Combined with heightened health awareness as a result of the pandemic, local consumers are continuing to place a greater focus on their living environments, and adhering to strict…

Long periods of home seclusion have encouraged local consumers to search for different ways to improve their living environment, not only as a clean and hygienic space, but also as a place to relax and feel comfortable. Therefore, their homes as…

Organic packaged food is set to continue to record a strong performance in 2021, as part of a trend already emerging over the review period. Organic baby food is a strong contributor to value sales, including products targeted towards toddlers or…

Value sales of organic beverages continue to grow, even though the category remains a niche in South Korea. 2021 is set to see a less dynamic performance compared to other health and wellness beverages, considering the positive impact of COVID-19 on…

The strong growth by naturally healthy packaged food is set to continue in 2021, as consumers have been cooking more at home as a result of COVID-19 and various related restrictions. NH rice and NH olive oil remain particularly strong performers,…

The dominant category of NH bottled water continues to record impressive growth rates, with local consumers purchasing packaged water more than ever as they trust this format, and are willing to pay a price rather than drink tap water. Consumers have…

Health and wellness in South Korea is set to experience further growth in 2021 amid growing consumer interest in healthy living. While naturally healthy and fortified/functional continue to account for the largest share of health and wellness value…

The pandemic has further accelerated sales of some free from packaged food products in 2021, following positive performances in 2020. This is being supported by an increasing number of consumers switching to plant-based diets. In South Korea, the…

Value sales of fortified/functional packaged food in South Korea are set to see a marginal improvement in 2021, following a sharp decline in 2020. However, growth patterns differ across the category. Demand for FF baby food continues to decline due…