South Korea

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 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…

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…

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…

During the COVID-19 pandemic in 2020, sales of wipes were boosted by the increasing consumer focus on hygiene. In a bid to prevent the spread of the virus, sales soared as consumers sought to disinfect surfaces, their hands and faces. This continued…

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,…

In 2021, social distancing measures enforced by the government to prevent the further spread of COVID-19 continued to affect channel dynamics in South Korea. E-commerce was a particular beneficiary of ongoing home seclusion, recording another year of…

Hosiery experienced a marginal decline in demand in 2020. In line with the home seclusion trend due to restrictions on visiting the office or social gatherings, consumers did not prioritise purchases of these items. In particular, restrictions on…

While footwear experienced a marginal dip in demand in 2020 due to remote working and learning as a result of the pandemic, overall retail volume sales recorded an upturn in 2021 as local consumers took to the outdoors and nature to combat prolonged…

Demand for childrenswear was already subdued prior to the pandemic, due to the country’s low birth rate. With home seclusion and the closure of schools in line with restrictions imposed by the government to control the spread of the virus, demand for…