Surface Care in South Korea

2020 IMPACT

Emergence of pandemic heightens awareness amongst consumers to follow stricter cleaning routines, driving stronger demand for surface care

The emergence of the pandemic in South Korea heightened local consumers’ awareness of the need to follow stricter cleaning routines and maintain higher standards of hygiene in the living environment. This supported a notable upturn in demand for surface care in 2020 for many products, while particular attention was paid to kitchens and bathrooms as major areas of concern in terms of bacteria build-up, supporting sales of bathroom cleaners, drain openers, home care disinfectants and kitchen cleaners.

After undynamic growth, pandemic adds dynamism to e-commerce’s performance

Whilst offering a wide range of surface care, modern grocery retailers is no longer the dominant distribution channel for this category in South Korea, gradually losing share to smaller formats. Remaining stable for much of the review period, e-commerce received a major boost to sales in 2020 due to the pandemic and making it the second largest channel for surface, as consumers reduced their visits to physical retailers due to fears over exposure to the virus.

LG Household & Health Care strengthens overall leadership with notable share gain in the dynamic multi-purpose cleaners

LG Household & Health Care strengthened its convincing leadership of surface care in 2020 through its popular brand Homestar, with second-ranked KMPC Co Ltd (Nano Silver Step) the only other player to hold double-digit value share overall. Homestar benefits from strong brand identity and good relationships with distribution channels.

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