Wipes in South Korea

2020 IMPACT

Sales boosted by major rise in health consciousness in response to pandemic

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

Concerns over chemical content and microplastics represent potential threat

Baby wipes and general-purpose wipes continue to grow in popularity due to a growing focus on hygiene among consumers. Even though the birth rate remains low, baby wipes are particularly popular.

Price sensitive consumers shifting towards cheaper private label ranges

Domestic players continue to account for a large share of sales within wipes in South Korea. KleanNara remains in the lead within general purpose wipes but continues to lose value share as competition intensifies.

RECOVERY AND OPPORTUNITIES

Return to normal represents threat to retail sales growth

Wipes is expected see considerably slower growth over the coming years as concerns over COVID-19 fade. In addition, the fact that many consumers will be vaccinated means that overall concern over hygiene is likely to fall, thus limiting demand for general purpose hand sanitising wipes.

E-commerce to continue gaining sales share in line with convenience trend

E-commerce will remain the leading distribution channel due to the growing popularity of baby wipes and general wipes. Start-up companies and small firms will introduce wipes through e-commerce then try and expand their presence in offline retail shops.

Return to socialising to boost facial cleansing wipes

General purpose wipes will see a good performance for hand disinfectant wipes, with convenient on-the-go packs being introduced by many players in 2020. Facial cleansing wipes will return to growth as some consumers opt to clean their faces while on-the-go in the hope of preventing the spread of the virus.