Despite increasing awareness of the need to follow stricter cleaning regimes in the home during the pandemic, demand for toilet care experienced stable demand, rather than a notable upturn in volume sales experienced by other home care categories linked to hygiene. This could be linked to the more impressive performances of indirect competitors such as bleach during the year, in addition to the maturity of the largest category in-cistern devices.
Toilet cleaning systems recorded the most impressive performance in 2020, recording double-digit volume and current value growth, after first appearing in 2017/2018. These products appeal to consumers due to their all-in-one features, particularly as some are designed for disposal after use, a particularly relevant factor for consumers who are concerned about contamination and the build-up of germs.
Henkel Home Care Korea Ltd retained its overall convincing leadership of toilet care in 2020, due to leading each main area of the category with its brand Bref. The latter retained its dominance of rim blocks, gaining marginal value share following the launch of Bref Scent Switch which offers two scents, marine aroma scent when dry and citrus scent when flushing the water, thus helping to maintain a fresh scent in the toilet.
Ongoing high standards of hygiene in the home, particularly the bathroom and toilet areas due to concerns about bacteria build-up, will maintain fairly stable demand for toilet care in 2021/2022, although the rate of volume growth will marginally slow towards the end of the forecast period. Rim blocks and toilet cleaning systems offering greater convenience are predicted to remain as the strongest performers, while in-cistern devices will remain the most popular format, both for its convenience in cleaning through the flushing the toilet and its more accessible price.
E-commerce gained notable value share in 2020 to become the second most popular distribution channel for toilet care after the dominant modern grocery retailers in South Korea. The latter lost further ground to e-commerce as cautious consumers turned to ordering their toilet care needs online, appreciating home delivery and competitive prices.
Gradually returning to their busy lifestyles, many South Koreans are likely to search for easy but more efficient methods when cleaning their toilets in order to save time and energy. Toilet cleaning systems therefore offers further potential for development, especially by domestic players, which could help to reduce the average unit price.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Toilet Care research and analysis database.
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