1. Tissue and Hygiene in South Korea
Report Details:
Published:September 2012
No. of Pages:
Price: Single User License – US$2400
Discover the latest market trends and uncover sources of future market growth for the Tissue and
Hygiene industry in South Korea with research from Euromonitor's 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-country
Our 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 functions
EXECUTIVE SUMMARY
Positive market growth in 2011
Tissue and hygiene in South Korea recorded retail value growth in 2011 due to growing demand
for premium products with specialised functionality, antibiotic ingredients and better quality raw
materials. 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 products
within retail tissue and hygiene in 2011. The increasing number of elderly people is boosting the
development of new retail tissue and hygiene products and incontinence sales. Regardless of the
stagnating birth rate, the fact that infants are wearing diapers for longer along with rising demand
for premium products is helping to boost sales.
Japanese earthquake affects growth
The March 2011 earthquake in Japan affected tissue and hygiene in South Korea, with product
quality 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 produced
domestically. Growing concern about personal hygiene has resulted in increasing sales of wipes
and tissues and antibiotic functionality in order to eliminate harmful germs in daily life has become
a basic requirement among consumers.
Positioning of imported brands improves
The presence of imported brands such as Kleenex, Scottie and Huggies continues to increase in
South Korea. However, it should be noted that most of these brands are manufactured
domestically. To compete against imported brands, domestic brand producers have actively
participated in marketing activities and product developments in order to increase their sales
shares. In addition, as a result of the Japanese earthquake, many consumers of Japanese brands
migrated towards national brands. In response, in 2010 and 2011 most national brand producers
introduced various kinds of new products or revamped existing products in order to attract
potential consumers, with national brands increasing their sales share in 2011.
Private label products increase in popularity
Private label products have been undergoing a transition period from being ‘low priced and of low
quality’ to ‘reasonable priced and of good quality’ since 2010 and this trend will lead to additional
sales growth within retail tissue and hygiene in South Korea. It is much easier to find private label
products in retail tissue and hygiene as products in these areas are essential for daily life. As more
private label products become available in hypermarkets and supermarkets, it is becoming easier
to compare product quality with that of national brand products. Efforts to upgrade private label
product quality by distributors are also contributing to the growing popularity of private label
products.
Continuous positive growth expected
Whilst 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 about
personal hygiene will be the major driving forces behind further growth in retail tissue and hygiene
in 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 label
products and the focus of distributors on ensuring that such products are reliable is expected to
create additional demand among consumers. As a result, competition with national brands will be
fiercer over the forecast period.
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Major points covered in Table of Contents of this report include
Table of Contents
Tissue and Hygiene in South Korea - Industry Overview
EXECUTIVE SUMMARY
Positive market growth in 2011
Japanese earthquake affects growth
Positioning of imported brands improves

3. Private label products increase in popularity
Continuous positive growth expected
KEY TRENDS AND DEVELOPMENTS
Consuming power strengthened after global recession
International brands achieve stronger position in retail tissue and hygiene
Stagnant birth rate and ageing society in South Korea
Increasing popularity of private label products
Green products increasing in popularity among South Korean consumers
MARKET INDICATORS
Table 1 Birth Rates 2006-2011
Table 2 Infant Population 2006-2011
Table 3 Female Population by Age 2006-2011
Table 4 Total Population by Age 2006-2011
Table 5 Households 2006-2011
Table 6 Forecast Infant Population 2011-2016
Table 7 Forecast Female Population by Age 2011-2016
Table 8 Forecast Total Population by Age 2011-2016
Table 9 Forecast Households 2011-2016
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2006-2011
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2006-2011
Table 12 Tissue and Hygiene Retail Company Shares 2007-2011
Table 13 Tissue and Hygiene Retail Brand Shares 2008-2011
Table 14 Penetration of Private Label by Category 2006-2011
Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2006-2011
Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis
2011
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2011-2016
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2011-2016
SOURCES
Summary 1 Research Sources
Tissue and Hygiene in South Korea - Company Profiles
AJ Co Ltd in Tissue and Hygiene (South Korea)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 4 AJ Co Ltd: Production Statistics 2011
PRIVATE LABEL
Summary 5 AJ Co Ltd: Private Label Portfolio
KleanNara Co Ltd in Tissue and Hygiene (South Korea)
STRATEGIC DIRECTION

4. KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 8 KleanNara Co Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 9 KleanNara Co Ltd: Competitive Position 2011
Mirae Well Life Co Ltd in Tissue and Hygiene (South Korea)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 12 Mirae Well Life Co Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 13 Mirae Well Life Co Ltd: Competitive Position 2011
Monalisa Co Ltd in Tissue and Hygiene (South Korea)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 16 Monalisa Co Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 17 Monalisa Co Ltd: Competitive Position 2011
SsangYong C&B Co Ltd in Tissue and Hygiene (South Korea)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 20 SsangYong C&B Co Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 21 SsangYong C&B Co Ltd: Competitive Position 2011
Away-From-Home Tissue and Hygiene in South Korea - Category Analysis
HEADLINES
TRENDS
Away-From-Home products has faced severe competition recently, with many manufacturers and
suppliers offering different priced products to meet changing consumer needs. As a result, the
AFH area is increasingly becoming polarised between premium and economy products.
COMPETITIVE LANDSCAPE
Yuhan Kimberly led Away-From-Home sales over the review period due to the popularity of
various AFH products under well-known brands like Kleenex, Scottie and Poppy. The company
positions itself as a premium and reliable brand in South Korea. As a result, imported brands from
Kimberly Clark, Kleenex and Scott enjoy a higher level of consumer awareness.

5. PROSPECTS
Away-From-Home tissue and hygiene has a projected forecast period constant retail value CAGR
of 2%, with growth set to be fuelled by the fact that AFH products are increasingly expected to be
found in public buildings and restaurants.
CATEGORY DATA
Table 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2006-2011
Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2006-
2011
Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis
2006-2011
Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution Format: %
Analysis 2011
Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value 2011-2016
Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth
2011-2016
Cotton Wool/Buds/Pads in South Korea - Category Analysis
HEADLINES
TRENDS
Cotton wool/buds/pads products are widely used and demand remains strong. In addition, these
products have relatively low unit prices. As a result, consumers tend to purchase them without too
much consideration. Various distribution channels such as department stores, hypermarkets,
supermarkets, specialised retailers for cosmetics and babies and convenient stores have been
offering cotton wool/buds/pads on shelves, including national brands and private label products at
the same time.
COMPETITIVE LANDSCAPE
Boryung 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 black
charcoal cotton buds. All products have anti-biotic functionality and can be easily bent for user
convenience 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.
PROSPECTS
Cotton wool/buds/pads has a projected forecast period volume CAGR of 2%. As concerns about
personal hygiene rise, consumers are increasingly demanding upgraded products with antibiotic
functionality. At the same time, a growing number of consumers are becoming more conscious
about personal beauty and are thus looking for new upgraded products which minimise the use of
any potentially harmful ingredients. In other words, products made from organic cotton or naturally
healthy ingredients will increase in popularity among consumers over the coming years.
CATEGORY DATA
Table 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2006-2011
Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2006-2011
Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2006-2011
Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2007-2011

6. Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2008-2011
Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2011-2016
Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2011-2016
Incontinence in South Korea - Category Analysis
HEADLINES
TRENDS
Incontinence 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 for
11% of the total population in South Korea in 2011 and this figure is expected to reach 13% in
2016. The Korea Statistics Office also announced similar figures and it is expected that South
Korea will officially become an ‘aged society’, with the number of over 65 year-olds expected to
account for over 14% of the population in the near future.
COMPETITIVE LANDSCAPE
Yuhan Kimberly accounted for 59% of retail volume sales in 2011. The company introduced its
incontinence brand Depend in 1993 when incontinence products were hard to find on retail
shelves. There was little brand awareness among the old at that time. However, Depend started to
be well known in 1998 as a result of continuous marketing activities designed to change consumer
perceptions of incontinence products. Yuhan Kimberly introduced senior care products in October
2011. The company introduced ‘Depend shampoo with no water’, ‘Depend body cleanser with no
water’ and ‘Depend body lotion’. These products are targeted at elderly people who are not
comfortable moving and cleaning themselves. Yuhan Kimberly has announced its intention to
introduce more diverse ‘silver care’ products in order to boost sales amongst elderly consumers.
PROSPECTS
Incontinence has a projected forecast period CAGR of 5% in both retail volume and constant retail
value terms. Growth within the area will be fuelled by South Korea’s ageing population.
CATEGORY DATA
Table 32 Retail Sales of Incontinence by Category: Value 2006-2011
Table 33 Retail Sales of Incontinence by Category: % Value Growth 2006-2011
Table 34 Incontinence Retail Company Shares 2007-2011
Table 35 Incontinence Retail Brand Shares 2008-2011
Table 36 Forecast Retail Sales of Incontinence by Category: Value 2011-2016
Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2011-2016
Nappies/Diapers/Pants in South Korea - Category Analysis
HEADLINES
TRENDS
Demand within nappies/diapers/pants is directly related to the birth rate. According to Euromonitor
International estimates, the birth rate in South Korea has been declining since 2008, when the
global recession hit the country’s economy. As a result, overall nappies/diapers/pants sales also
fell in 2011. Based on OECD estimates, South Korea had the lowest birth rate in the 34 OECD
member countries in 2009 (1.15). The average OECD birth rate in 2009 was 1.74.
COMPETITIVE LANDSCAPE
Yuhan 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 its
nappies/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 in
2005 and was the first step in creating new demand for disposable pants among consumers. In
order to boost retail sales, Yuhan Kimberly has tried to export nappies/diapers/pants products to
Australia, China and Russia.
PROSPECTS
Nappies/diapers/pants has a projected forecast period retail volume CAGR of -1% due to the
falling birth rate. In response, producers will look to focus on offering more advanced
nappies/diapers/pants which retail at higher unit prices.
CATEGORY DATA
Table 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2006-2011
Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2006-2011
Table 40 Nappies/Diapers/Pants Retail Company Shares 2007-2011
Table 41 Nappies/Diapers/Pants Retail Brand Shares 2008-2011
Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2011-2016
Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2011-
2016
Retail Tissue in South Korea - Category Analysis
HEADLINES
TRENDS
The most significant trend within retail tissue in 2011 was the growth in the popularity of private
label brands. Retail tissue comprises products within toilet paper, tissues, kitchen towels and
paper 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 large
and heavy formats, a growing number of consumers are purchasing them via the internet.
COMPETITIVE LANDSCAPE
Yuhan Kimberly accounted for 39% of retail value sales in 2011. The company’s success can be
attributed to the popularity of its Kleenex, Poppy and Scottie brands. Indeed, the Kleenex brand
name is synonymous with boxed facial tissues amongst many consumers.
PROSPECTS
Retail tissue has a projected forecast period CAGR of 2% in retail volume terms and 3% in
constant retail value terms. Toilet paper will continue to account for the majority of volume and
value sales over the forecast period. During the review period, the penetration of bidets stood at
around 40% of households according to industry players. Bidet penetration is expected to increase
over the forecast period – a development which will boost retail tissue sales.
CATEGORY DATA
Table 44 Retail Tissue Sales by Category: Value 2006-2011
Table 45 Retail Tissue Sales by Category: % Value Growth 2006-2011
Table 46 Retail Tissue Company Shares 2007-2011
Table 47 Retail Tissue Brand Shares 2008-2011

8. Table 48 Forecast Retail Tissue Sales by Category: Value 2011-2016
Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2011-2016
Sanitary Protection in South Korea - Category Analysis
HEADLINES
TRENDS
Within sanitary protection, a growing number of consumers are looking to use products made from
less 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 as
real cotton or pulp. Consequently, it is becoming common for product names and packaging
design to emphasise words such as ‘natural cotton or pulp’ or ‘green’ etc.
COMPETITIVE LANDSCAPE
Yuhan Kimberly continued to lead sanitary protection in 2011, recording a retail value share of
52%. Thanks to superior awareness of brands such as ‘White’, ‘Good Feeling’ and ‘Anyday’ in
towels and pantyliners, the company has dominated sales since 2002. Yuhan Kimberly introduced
its first sanitary protection product in South Korea in 1971.
PROSPECTS
Sanitary 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 their
absorbency and high quality raw materials during advertising.
CATEGORY DATA
Table 50 Sanitary Towels by Type of Use: % Value Analysis 2006-2011
Table 51 Retail Sales of Sanitary Protection by Category: Value 2006-2011
Table 52 Retail Sales of Sanitary Protection by Category: % Value Growth 2006-2011
Table 53 Retail Sales of Tampons by Application Format: % Value Analysis 2006-2011
Table 54 Sanitary Protection Retail Company Shares 2007-2011
Table 55 Sanitary Protection Retail Brand Shares 2008-2011
Table 56 Forecast Retail Sales of Sanitary Protection by Category: Value 2011-2016
Table 57 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2011-2016
Wipes in South Korea - Category Analysis
HEADLINES
TRENDS
Rising concerns about personal hygiene fuel wipes sales in 2011. Concerns over radiation
exposure from neighbouring Japan resulted in growing fears over personal health outside and
inside the home. At the same time, concerns over exposure to yellow dust from China and
Mongolia and heavy metals have also led to increasing demand for wipes, especially those
containing antibiotic ingredients.
COMPETITIVE LANDSCAPE
Yuhan Kimberly accounted for 26% of retail value sales in 2011. As the historical leader within
retail tissue and hygiene, the company has been developing new products by strengthening its
existing Huggies and Kleenex brands for South Korean consumers. Moreover, the company’s new
DoubleHeart brand, which was launched in March 2010 through a strategic relationship with
Japanese baby care product producer Pigeon Corporation also helped to boost wipes sales in

9. 2011.
PROSPECTS
Wipes will record constant retail value growth over the forecast period, with general purpose wipes
expected to perform particularly well.
CATEGORY DATA
Table 58 Retail Sales of Wipes by Category: Value 2006-2011
Table 59 Retail Sales of Wipes by Category: % Value Growth 2006-2011
Table 60 Wipes Retail Company Shares 2007-2011
Table 61 Wipes Retail Brand Shares 2008-2011
Table 62 Forecast Retail Sales of Wipes by Category: Value 2011-2016
Table 63 Forecast Retail Sales of Wipes by Category: % Value Growth 2011-2016
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