South Korea

In 2022, retail volume sales of dishwashers are expected to see a slowdown in growth, after a sales spike in 2020 and 2021, as consumers have been spending more time outside of the home along with the complete lifting of social distancing measures…

Up until mid-2021, the vaccination rate in South Korea was lower than expected, while strict social distancing and restrictions lasted for much of the year. Travel restrictions were partially eased for several months from July to early December, but…

Despite a surge in demand for air travel, the number of passengers via airlines remains significantly lower than pre-pandemic levels in 2022. With restrictions on travel during the pandemic, thereby limiting international flights, full service…

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…

There is some disillusionment amongst consumers, given that less than half feel that they can make a difference to the world through their actions, and many industries with sustainable products witnessed contraction in 2021. Sustainability actions…

While demand for hair loss treatments is marginally increasing in 2022 in line with rising stress levels due to the prolonged impact of the pandemic, overall sales remain subdued as a result of rising competition from outside of the category. Demand…

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…

The pandemic resulted in heightened health awareness among local consumers, who became increasingly interested in protecting their health, with the benefits of building immunity attracting a great deal of attention from the media and consumers, and…

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…