Tissue and Hygiene in South Korea

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  • 1. Tissue and Hygiene in South KoreaReport Details:Published:September 2012No. of Pages:Price: Single User License – US$2400Discover the latest market trends and uncover sources of future market growth for the Tissue andHygiene industry in South Korea with research from Euromonitors team of in-country analysts.The Tissue and Hygiene in South Korea market research report includes:•Analysis of key supply-side and demand trends•Historic volumes and values, company and brand market shares•Five year forecasts of market trends and market growth•Robust and transparent market research methodology, conducted in-countryOur market research reports answer questions such as:•What is the market size of Tissue and Hygiene in South Korea?•What are the major brands in South Korea?•What are the most dynamic tissue and hygiene categories?•What are the major markets for tissue products sales?•What are the major markets for hygiene products sales?Why buy this report?•Gain competitive intelligence about market leaders•Track key industry trends, opportunities and threats•Inform your marketing, brand, strategy and market development, sales and supply functionsEXECUTIVE SUMMARYPositive market growth in 2011Tissue and hygiene in South Korea recorded retail value growth in 2011 due to growing demandfor premium products with specialised functionality, antibiotic ingredients and better quality rawmaterials. This rise in demand for higher priced brands boosted overall retail value growth.Positive real GDP growth and total consumption expenditure fuelled demand for premium productswithin retail tissue and hygiene in 2011. The increasing number of elderly people is boosting thedevelopment of new retail tissue and hygiene products and incontinence sales. Regardless of thestagnating birth rate, the fact that infants are wearing diapers for longer along with rising demandfor premium products is helping to boost sales.Japanese earthquake affects growthThe March 2011 earthquake in Japan affected tissue and hygiene in South Korea, with productquality requirements increasing. Sales of imported tissue and hygiene products from Japan(mainly diapers and sanitary protection etc.) have declined remarkably due to safety concerns
  • 2. among South Korean consumers. Instead, consumers have changed to national brands produceddomestically. Growing concern about personal hygiene has resulted in increasing sales of wipesand tissues and antibiotic functionality in order to eliminate harmful germs in daily life has becomea basic requirement among consumers.Positioning of imported brands improvesThe presence of imported brands such as Kleenex, Scottie and Huggies continues to increase inSouth Korea. However, it should be noted that most of these brands are manufactureddomestically. To compete against imported brands, domestic brand producers have activelyparticipated in marketing activities and product developments in order to increase their salesshares. In addition, as a result of the Japanese earthquake, many consumers of Japanese brandsmigrated towards national brands. In response, in 2010 and 2011 most national brand producersintroduced various kinds of new products or revamped existing products in order to attractpotential consumers, with national brands increasing their sales share in 2011.Private label products increase in popularityPrivate label products have been undergoing a transition period from being ‘low priced and of lowquality’ to ‘reasonable priced and of good quality’ since 2010 and this trend will lead to additionalsales growth within retail tissue and hygiene in South Korea. It is much easier to find private labelproducts in retail tissue and hygiene as products in these areas are essential for daily life. As moreprivate label products become available in hypermarkets and supermarkets, it is becoming easierto compare product quality with that of national brand products. Efforts to upgrade private labelproduct quality by distributors are also contributing to the growing popularity of private labelproducts.Continuous positive growth expectedWhilst South Korea’s population is falling in absolute terms, the number of elderly people is rising.As a result, demand for premium and green products is rising and increasing concerns aboutpersonal hygiene will be the major driving forces behind further growth in retail tissue and hygienein South Korea over the forecast period. As product quality increases, unit prices will naturally rise– a development that will help to boost vale growth. The growing popularity of private labelproducts and the focus of distributors on ensuring that such products are reliable is expected tocreate additional demand among consumers. As a result, competition with national brands will befiercer over the forecast period.Get your copy of this report @http://www.reportsnreports.com/reports/190955-tissue-and-hygiene-in-south-korea.htmlMajor points covered in Table of Contents of this report includeTable of ContentsTissue and Hygiene in South Korea - Industry OverviewEXECUTIVE SUMMARYPositive market growth in 2011Japanese earthquake affects growthPositioning of imported brands improves
  • 3. Private label products increase in popularityContinuous positive growth expectedKEY TRENDS AND DEVELOPMENTSConsuming power strengthened after global recessionInternational brands achieve stronger position in retail tissue and hygieneStagnant birth rate and ageing society in South KoreaIncreasing popularity of private label productsGreen products increasing in popularity among South Korean consumersMARKET INDICATORSTable 1 Birth Rates 2006-2011Table 2 Infant Population 2006-2011Table 3 Female Population by Age 2006-2011Table 4 Total Population by Age 2006-2011Table 5 Households 2006-2011Table 6 Forecast Infant Population 2011-2016Table 7 Forecast Female Population by Age 2011-2016Table 8 Forecast Total Population by Age 2011-2016Table 9 Forecast Households 2011-2016MARKET DATATable 10 Retail Sales of Tissue and Hygiene by Category: Value 2006-2011Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2006-2011Table 12 Tissue and Hygiene Retail Company Shares 2007-2011Table 13 Tissue and Hygiene Retail Brand Shares 2008-2011Table 14 Penetration of Private Label by Category 2006-2011Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2006-2011Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis2011Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2011-2016Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2011-2016SOURCESSummary 1 Research SourcesTissue and Hygiene in South Korea - Company ProfilesAJ Co Ltd in Tissue and Hygiene (South Korea)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 4 AJ Co Ltd: Production Statistics 2011PRIVATE LABELSummary 5 AJ Co Ltd: Private Label PortfolioKleanNara Co Ltd in Tissue and Hygiene (South Korea)STRATEGIC DIRECTION
  • 4. KEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 8 KleanNara Co Ltd: Production Statistics 2011COMPETITIVE POSITIONINGSummary 9 KleanNara Co Ltd: Competitive Position 2011Mirae Well Life Co Ltd in Tissue and Hygiene (South Korea)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 12 Mirae Well Life Co Ltd: Production Statistics 2011COMPETITIVE POSITIONINGSummary 13 Mirae Well Life Co Ltd: Competitive Position 2011Monalisa Co Ltd in Tissue and Hygiene (South Korea)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 16 Monalisa Co Ltd: Production Statistics 2011COMPETITIVE POSITIONINGSummary 17 Monalisa Co Ltd: Competitive Position 2011SsangYong C&B Co Ltd in Tissue and Hygiene (South Korea)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 20 SsangYong C&B Co Ltd: Production Statistics 2011COMPETITIVE POSITIONINGSummary 21 SsangYong C&B Co Ltd: Competitive Position 2011Away-From-Home Tissue and Hygiene in South Korea - Category AnalysisHEADLINESTRENDSAway-From-Home products has faced severe competition recently, with many manufacturers andsuppliers offering different priced products to meet changing consumer needs. As a result, theAFH area is increasingly becoming polarised between premium and economy products.COMPETITIVE LANDSCAPEYuhan Kimberly led Away-From-Home sales over the review period due to the popularity ofvarious AFH products under well-known brands like Kleenex, Scottie and Poppy. The companypositions itself as a premium and reliable brand in South Korea. As a result, imported brands fromKimberly Clark, Kleenex and Scott enjoy a higher level of consumer awareness.
  • 5. PROSPECTSAway-From-Home tissue and hygiene has a projected forecast period constant retail value CAGRof 2%, with growth set to be fuelled by the fact that AFH products are increasingly expected to befound in public buildings and restaurants.CATEGORY DATATable 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2006-2011Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2006-2011Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis2006-2011Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution Format: %Analysis 2011Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value 2011-2016Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth2011-2016Cotton Wool/Buds/Pads in South Korea - Category AnalysisHEADLINESTRENDSCotton wool/buds/pads products are widely used and demand remains strong. In addition, theseproducts have relatively low unit prices. As a result, consumers tend to purchase them without toomuch consideration. Various distribution channels such as department stores, hypermarkets,supermarkets, specialised retailers for cosmetics and babies and convenient stores have beenoffering cotton wool/buds/pads on shelves, including national brands and private label products atthe same time.COMPETITIVE LANDSCAPEBoryung Medience, which is famous for its B&B baby brand, recorded a retail value share of 23%in 2011. The company offers B&B cotton buds for new born babies and toddlers as well as blackcharcoal cotton buds. All products have anti-biotic functionality and can be easily bent for userconvenience and black charcoal cotton buds are particularly useful for locating any foreign objects.As a result, many parents purchase such products for use on their babies.PROSPECTSCotton wool/buds/pads has a projected forecast period volume CAGR of 2%. As concerns aboutpersonal hygiene rise, consumers are increasingly demanding upgraded products with antibioticfunctionality. At the same time, a growing number of consumers are becoming more consciousabout personal beauty and are thus looking for new upgraded products which minimise the use ofany potentially harmful ingredients. In other words, products made from organic cotton or naturallyhealthy ingredients will increase in popularity among consumers over the coming years.CATEGORY DATATable 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2006-2011Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2006-2011Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2006-2011Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2007-2011
  • 6. Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2008-2011Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2011-2016Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2011-2016Incontinence in South Korea - Category AnalysisHEADLINESTRENDSIncontinence sales are being boosted by the fact that South Korea’s population is ageing.According to Euromonitor International estimates, the number of over 65 year-olds accounted for11% of the total population in South Korea in 2011 and this figure is expected to reach 13% in2016. The Korea Statistics Office also announced similar figures and it is expected that SouthKorea will officially become an ‘aged society’, with the number of over 65 year-olds expected toaccount for over 14% of the population in the near future.COMPETITIVE LANDSCAPEYuhan Kimberly accounted for 59% of retail volume sales in 2011. The company introduced itsincontinence brand Depend in 1993 when incontinence products were hard to find on retailshelves. There was little brand awareness among the old at that time. However, Depend started tobe well known in 1998 as a result of continuous marketing activities designed to change consumerperceptions of incontinence products. Yuhan Kimberly introduced senior care products in October2011. The company introduced ‘Depend shampoo with no water’, ‘Depend body cleanser with nowater’ and ‘Depend body lotion’. These products are targeted at elderly people who are notcomfortable moving and cleaning themselves. Yuhan Kimberly has announced its intention tointroduce more diverse ‘silver care’ products in order to boost sales amongst elderly consumers.PROSPECTSIncontinence has a projected forecast period CAGR of 5% in both retail volume and constant retailvalue terms. Growth within the area will be fuelled by South Korea’s ageing population.CATEGORY DATATable 32 Retail Sales of Incontinence by Category: Value 2006-2011Table 33 Retail Sales of Incontinence by Category: % Value Growth 2006-2011Table 34 Incontinence Retail Company Shares 2007-2011Table 35 Incontinence Retail Brand Shares 2008-2011Table 36 Forecast Retail Sales of Incontinence by Category: Value 2011-2016Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2011-2016Nappies/Diapers/Pants in South Korea - Category AnalysisHEADLINESTRENDSDemand within nappies/diapers/pants is directly related to the birth rate. According to EuromonitorInternational estimates, the birth rate in South Korea has been declining since 2008, when theglobal recession hit the country’s economy. As a result, overall nappies/diapers/pants sales alsofell in 2011. Based on OECD estimates, South Korea had the lowest birth rate in the 34 OECDmember countries in 2009 (1.15). The average OECD birth rate in 2009 was 1.74.COMPETITIVE LANDSCAPEYuhan Kimberly accounted for 64% of retail value sales in 2011, with the company performing far
  • 7. better than rivals like LG Household & Health Care and KleanNara. Yuhan Kimberly launched itsnappies/diapers/pants brand ‘Huggies’ in 1983 and has since been the leading player in the area.In response to the falling birth rate in South Korea, the company has developed new products in-line with changing demand trends. For instance, a ‘Huggies magic panty’ diaper was introduced in2005 and was the first step in creating new demand for disposable pants among consumers. Inorder to boost retail sales, Yuhan Kimberly has tried to export nappies/diapers/pants products toAustralia, China and Russia.PROSPECTSNappies/diapers/pants has a projected forecast period retail volume CAGR of -1% due to thefalling birth rate. In response, producers will look to focus on offering more advancednappies/diapers/pants which retail at higher unit prices.CATEGORY DATATable 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2006-2011Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2006-2011Table 40 Nappies/Diapers/Pants Retail Company Shares 2007-2011Table 41 Nappies/Diapers/Pants Retail Brand Shares 2008-2011Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2011-2016Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2011-2016Retail Tissue in South Korea - Category AnalysisHEADLINESTRENDSThe most significant trend within retail tissue in 2011 was the growth in the popularity of privatelabel brands. Retail tissue comprises products within toilet paper, tissues, kitchen towels andpaper tableware which are used on a daily basis. As most of these products are disposable,consumers are more sensitive to retail prices. Due to the fact such products typically come in largeand heavy formats, a growing number of consumers are purchasing them via the internet.COMPETITIVE LANDSCAPEYuhan Kimberly accounted for 39% of retail value sales in 2011. The company’s success can beattributed to the popularity of its Kleenex, Poppy and Scottie brands. Indeed, the Kleenex brandname is synonymous with boxed facial tissues amongst many consumers.PROSPECTSRetail tissue has a projected forecast period CAGR of 2% in retail volume terms and 3% inconstant retail value terms. Toilet paper will continue to account for the majority of volume andvalue sales over the forecast period. During the review period, the penetration of bidets stood ataround 40% of households according to industry players. Bidet penetration is expected to increaseover the forecast period – a development which will boost retail tissue sales.CATEGORY DATATable 44 Retail Tissue Sales by Category: Value 2006-2011Table 45 Retail Tissue Sales by Category: % Value Growth 2006-2011Table 46 Retail Tissue Company Shares 2007-2011Table 47 Retail Tissue Brand Shares 2008-2011
  • 8. Table 48 Forecast Retail Tissue Sales by Category: Value 2011-2016Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2011-2016Sanitary Protection in South Korea - Category AnalysisHEADLINESTRENDSWithin sanitary protection, a growing number of consumers are looking to use products made fromless harmful ingredients. As a result, most manufacturers are developing eco-friendly products,minimising the use of artificial ingredients and maximising the use of natural ingredients such asreal cotton or pulp. Consequently, it is becoming common for product names and packagingdesign to emphasise words such as ‘natural cotton or pulp’ or ‘green’ etc.COMPETITIVE LANDSCAPEYuhan Kimberly continued to lead sanitary protection in 2011, recording a retail value share of52%. Thanks to superior awareness of brands such as ‘White’, ‘Good Feeling’ and ‘Anyday’ intowels and pantyliners, the company has dominated sales since 2002. Yuhan Kimberly introducedits first sanitary protection product in South Korea in 1971.PROSPECTSSanitary protection is characterised by a high level of consumer loyalty in South Korea. Therefore,manufacturers have tried to give their brands a clean and safe image by promoting theirabsorbency and high quality raw materials during advertising.CATEGORY DATATable 50 Sanitary Towels by Type of Use: % Value Analysis 2006-2011Table 51 Retail Sales of Sanitary Protection by Category: Value 2006-2011Table 52 Retail Sales of Sanitary Protection by Category: % Value Growth 2006-2011Table 53 Retail Sales of Tampons by Application Format: % Value Analysis 2006-2011Table 54 Sanitary Protection Retail Company Shares 2007-2011Table 55 Sanitary Protection Retail Brand Shares 2008-2011Table 56 Forecast Retail Sales of Sanitary Protection by Category: Value 2011-2016Table 57 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2011-2016Wipes in South Korea - Category AnalysisHEADLINESTRENDSRising concerns about personal hygiene fuel wipes sales in 2011. Concerns over radiationexposure from neighbouring Japan resulted in growing fears over personal health outside andinside the home. At the same time, concerns over exposure to yellow dust from China andMongolia and heavy metals have also led to increasing demand for wipes, especially thosecontaining antibiotic ingredients.COMPETITIVE LANDSCAPEYuhan Kimberly accounted for 26% of retail value sales in 2011. As the historical leader withinretail tissue and hygiene, the company has been developing new products by strengthening itsexisting Huggies and Kleenex brands for South Korean consumers. Moreover, the company’s newDoubleHeart brand, which was launched in March 2010 through a strategic relationship withJapanese baby care product producer Pigeon Corporation also helped to boost wipes sales in
  • 9. 2011.PROSPECTSWipes will record constant retail value growth over the forecast period, with general purpose wipesexpected to perform particularly well.CATEGORY DATATable 58 Retail Sales of Wipes by Category: Value 2006-2011Table 59 Retail Sales of Wipes by Category: % Value Growth 2006-2011Table 60 Wipes Retail Company Shares 2007-2011Table 61 Wipes Retail Brand Shares 2008-2011Table 62 Forecast Retail Sales of Wipes by Category: Value 2011-2016Table 63 Forecast Retail Sales of Wipes by Category: % Value Growth 2011-2016Contact: sales@reportsandreports.com for more information.