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.
Baby wipes remained by far the largest category within wipes in 2021. However, many parents remain deeply concerned about the ingredients in these products, and are most interested in premium baby wipes with organic ingredients, with this also supporting current value growth in the category.
Yuhan Kimberly became the leading player in wipes in 2020 and maintained this position in 2021 due to the popularity of its general purpose and baby wipes. Nevertheless, domestic players continued to account for a large share of sales within wipes in South Korea in 2021, with KleanNara remaining in second position and AJ in third.
After seeing exceptional current value growth in 2020, and maintaining a solid increase in 2021 due to COVID-19, demand for wipes is set to fall in 2022, as the virus comes under control. Subsequently, the category will then see only slow rates of increase for the rest of the forecast period.
Due to ongoing hygiene concerns, all purpose cleaning wipes will see good retail volume growth, as consumers continue to use these products in order to sanitise while on-the-go. There were many launches of disinfectant wipes during the pandemic, and these are expected to see good performances over the forecast period as a whole.
More and more distribution outlets are expected to carry wipes. Where consumer footfall is expected to recover, such as in city centres, there are likely to be opportunities for convenience stores to stock a wider variety of on-the-go wipes.
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Understand the latest market trends and future growth opportunities for the Wipes 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 is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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