Both retail and AFH tissue and hygiene maintained stable current value growth in South Korea in 2024, with this driven not only by volume growth for many categories, but also by inflation and rising input costs. However, performances differed, across categories, especially as South Korea is rapidly transitioning into an ageing society, while the birth rate remains extremely low.
Retail tissue remained the largest category within tissue and hygiene in South Korea in 2024, thanks to high and rising sales of toilet paper, which is considered a necessity in consumers’ homes, and is often purchased in bulk online to get the best price and home delivery. Many consumers are also turning to thicker, premium products in toilet paper, as an increasing number of consumers use a bidet, and thicker products are more suitable for effective moisture absorption.
Yuhan Kimberly Co Ltd maintained its strong lead in tissue and hygiene in South Korea in retail value terms in 2024, accounting for nearly a third of sales. The company has a presence across most categories, and in fact was the leader in all the main retail tissue and hygiene categories, with well-known brands such as Huggies in nappies/diapers/pants, Depend in retail adult incontinence, Kotex in menstrual care, Green Finger in wipes, and Kleenex in retail tissue, amongst many others.
Retail e-commerce remained the dominant distribution channel within overall tissue and hygiene in South Korea in 2024, seeing a slight share increase to account for three quarters of retail value sales. South Korea was an early mover in terms of the consumer switch to retail e-commerce, with this channel already accounting for half of value sales in 2019, but its share accelerated during the pandemic, when consumers were reluctant to shop in offline stores.
Tissue and hygiene in South Korea is expected to maintain current value growth in the forecast period, with increases for both retail tissue and hygiene and AFH tissue and hygiene, with the latter set to see the stronger increase. One of the main factors impacting sales will be demographic changes.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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