Despite the gradual decline in the population in South Korea, bath and shower is expected to see a low retail value CAGR at constant 2024 prices in the forecast period. Growth will be driven by both an increase in per capita usage, and unit price growth due to premiumisation.
Intimate washes is expected to see the fastest value growth over the forecast period, but overall sales will remain relatively low. While consumer demand, along with brand and retailer push, will help grow the category, it is likely to be more of a moderate acceleration rather than a significant surge.
In bath and shower, the focus is shifting beyond just fragrance to the ingredients. Consumers are becoming more conscious of the components in these products, prioritising natural, gentle, and skin-friendly, moisturising formulae.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in South Korea, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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