South Korea

In general, snacks categories related to impulse purchase or social events are set to recover their consumer base in 2022, as people are returning to their pre-pandemic lifestyles. In April 2022, the government finally phased out all COVID-19…

The average unit price of takju increased in the aftermath of tax hikes and inflation. In April 2021, leading player Seoul Takju Association raised the price of Jangsu Makkeoli by KRW120, resulting in the retail price at convenience stores reaching…

In 2021, homeshopping retained a fairly stable performance, albeit recording low value sales declines, as local consumers continued to spend greater time at home than usual, leading to increased screen time on digital devices, including televisions.…

E-Mart Inc entered discounters in 2016 as the growth of hypermarkets, the company’s core business, had gradually plateaued. Since the launch of its No Brand banner, the company has aggressively expanded its presence by opening close to 300 outlets…

Womenswear experienced a low decline in demand in 2020 as a result of the pandemic, with many companies providing working from home options whilst the government also imposed restrictions on social gatherings, reducing the need to buy womenswear. As…

With increasing concerns over healthy lifestyles and smoking odours, tobacco consumption in South Korea showed a downward trend in 2021, along with the lower smoking prevalence of cigarettes. Since the emergence of the pandemic, the country has…

In 2020, gardening saw significantly higher current value growth than in the previous year. As consumers avoided socialising as much as possible, many looked for new hobbies to pass the time, especially hobbies that could be enjoyed at home. For many…

Due to the continued impact of COVID-19, South Korean consumers have formed a habit of cooking at home instead of dining out frequently, resulting in the growth of food and drink e-commerce. More specifically, cooking ingredients and meals showed…

Sportswear recorded declining sales in 2020 as a direct result of the pandemic, leading to prolonged home seclusion and limited access to gyms and organised sports. Nevertheless, the at-home fitness trend gained momentum during this time with local…

In line with increasing casualisation of dress codes in the workplace, demand for men’s suits was already declining in South Korea. The pandemic further exacerbated this decline, as most companies adopted remote working policies. Therefore, even as…

Prior to the emergence of the pandemic in South Korea, most segments of jeans were boosted by consumers’ growing interest in casual clothing. However, the category was becoming increasingly polarised, with consumers either opting for affordable…

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…

Soju, the dominant category in South Korean spirits, recorded low volume declines in 2021, with greater at-home consumption during the pandemic, especially among single-person households, negatively its performance. South Koreans tend to choose…

South Korea witnessed a rebound in sales of RTDs in 2021, partially offsetting 2020’s volume declines. Although RTDs gained global attention over the review period, especially following the emergence of the pandemic, home consumption of the category…

Much stronger current value growth was seen in homewares in 2020 and 2021 than pre-pandemic. Although the government did not impose a strict national lockdown, as seen in other countries, social distancing measures were put in place throughout the…

While the threat of the pandemic remained relevant in South Korea in 2021, a gradual relaxing of restrictions meant that many educational institutions and employees returned to normal operations as the country’s vaccination programme continued to be…

Hypermarkets have been struggling to gain share in grocery retailing due to the rise of alternatives, such as online grocery shopping, warehouse clubs, and convenience stores. Food and drink e-commerce in particular, has been growing rapidly over the…

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…

On-trade beer sales continued to decline in 2021 as the aftermath of the pandemic was more prolonged than expected. On the other hand, to maintain a strong presence in the off-trade channel, which recorded relatively strong sales throughout, beer…

Similar to previous years, in 2021 depilatories lacked growth potential due to the competition from waxing salons and laser hair removal in dermatological clinics. Waxing salons are becoming more popular, caring better for sensitive areas and…