Home Care in South Korea

April 2026
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care 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:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care 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.

The Home Care in South Korea report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in South Korea?
  • Which are the leading brands in Home Care in South Korea?
  • How are products distributed in Home Care in South Korea?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in South Korea

Slow Value Growth Masks Significant Innovation in Product Formats

Key Data Insights

Chart 1 Key Industry Trends for Home Care
Slow Value Growth Masks Significant Innovation in Product Formats
Chart 2 Lion Korea and Aekyung Expand Capsule Detergent Lines to Meet Demand for Compact, Easy Formats
Premiumisation Boosts Dishwashing Sales
Chart 3 Mongdies Launches Premium Baby-Safe Auto Dishwashing Detergent for Korean Families with Babies
Mood-Boosting Ingredients Gain Traction
Chart 4 Downy Launches ‘White Tea’ Fabric Softener with Hotel-Inspired Fragrance
Chart 5 Value Sales in Home Care 2020-2030
Chart 6 Volume Sales in Home Care 2020-2030
Chart 7 Value Sales in Home Care by Category 2025
Laundry Care Maintains Dominance with Convenience-Driven Innovations
Chart 8 Analyst Insight for Home Care
Surface Care and Air Care Gain Traction with Premium and Wellness-Focused Products
Evolving Product Formats and Premiumisation Drive Business Growth
Chart 9 Forecast Value Sales in Home Care 2020-2030
Chart 10 Forecast Value Sales in Home Care by Category 2025-2030
Lg?H&H?Co Ltd and Henkel Home Care Korea Ltd Lead through Innovation
Strategic Acquisitions and Innovations Reshape Market Dynamics
Chart 11 Company Shares in Home Care 2025
Chart 12 Brand Shares in Home Care 2025
E-Commerce Dominates Home Care Sales in South Korea
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025

Air Care in South Korea

Key Data Insights

Rise of Minor Brands Drives Competition in Air Care
Chart 21 Key Industry Trends for Air Care
Rise of Minor Brands Drives Competition in Air Care
Car Air Fresheners Dominate, Driven by Increased Demand for Personalised Air Care
Chart 22 Bullsone Launches ‘Polar Topping’ Customisable Car Air Freshener
Increased Demand for Mood-Boosting Ingredients Drives Innovation in Air Care
Chart 23 Bullsone Launches ‘Grasse Cypress Moon Jar Diffuser’ Inspired by Korean Tradition
Chart 24 Value Sales in Air Care 2020-2030
Chart 25 Volume Sales in Air Care 2020-2030
Chart 26 Value Sales in Air Care by Category 2025
Consumer Demand for Mood-Boosting Ingredients Set to Drive Sales
Car Air Fresheners Expected to Remain the Best-Performing Category as Smaller Brands Gain Traction
Chart 27 Analyst Insight for Air Care
Sustainability Anticipated to Drive Business Innovation
Chart 28 Forecast Value Sales in Air Care 2020-2030
Chart 29 Forecast Value Sales in Air Care by Category 2025-2030
Tope Players Maintain Lead through Innovation
Chart 30 Company Shares in Air Care 2025
Chart 31 Brand Shares in Air Care 2025
E-Commerce Dominates Air Care Sales with Convenience and Variety
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Car
Chart 34 Real GDP Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Car
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025

Bleach in South Korea

Key Data Insights

Living Crafts Drives Shift to Oxygen-Based Bleach with Natural Ingredients
Chart 40 Key Industry Trends for Bleach
Living Crafts Drives Shift to Oxygen-Based Bleach with Natural Ingredients
Chart 41 Living Crafts Launches Enzyme-Infused Oxygen Bleach with Natural Ingredients
Evolving Product Formats Gain Traction Due to Enhanced Efficiency and Simplicity
Chart 42 Value Sales in Bleach 2020-2030
Chart 43 Volume Sales in Bleach 2020-2030
Rise of Specialised Cleaning Products Set to Drive Future Decline in Sales of Bleach
Consumer Demand for Efficient Bleach Formats Expected to Influence Category Performance
Increased Focus on Hygiene and Sterilisation Set to Drive Brands’ Marketing Metrics
Chart 44 Forecast Value Sales in Bleach 2020-2030
Yuhan Clorox Ltd Maintains Dominance through Brand Equity
Chart 45 Company Shares in Bleach 2025
Chart 46 Brand Shares in Bleach 2025
Retail E-Commerce Dominates Bleach Sales with Convenience and Variety
Chart 47 Retail Channels for Bleach 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real GDP Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025

Dishwashing in South Korea

Key Data Insights

Consumers Demand for Premiumisation and Sensorial Benefits Rises
Chart 55 Key Industry Trends for Dishwashing
Consumers Demand for Premiumisation and Sensorial Benefits Rises
Chart 56 Aekyung Launches ‘Soonsaem Propolis’ Dishwashing Detergent with Antibacterial and Sensory Appeal
Private Label Gains Traction with Compact and Affordable Offerings
Health and Wellness Drive Demand for Natural and Safe Products
Chart 57 Lion Korea Launches ‘Chamgreen Lemon Vinegar’ Dishwashing Liquid with Vegan and Skin-Safe Claims
Chart 58 Value Sales in Dishwashing 2020-2030
Chart 59 Volume Sales in Dishwashing 2020-2030
Chart 60 Value Sales in Dishwashing by Category 2025
Premiumisation Anticipated to Drive Value Growth
Automatic Dishwashing Tablets Set to Perform Best Due to Sustainability Innovations
Chart 61 Analyst Insight for Dishwashing
Efficiency Expected to Drive Hand Dishwashing Sales
Chart 62 Forecast Value Sales in Dishwashing 2020-2030
Chart 63 Forecast Value Sales in Dishwashing by Category 2025-2030
Lg H&H Co Ltd and Aekyung Industrial Co Ltd Lead with Strong Brand Presence
Chart 64 Company Shares in Dishwashing 2025
Chart 65 Brand Shares in Dishwashing 2025
E-Commerce Remains Dominant Retail Channel with 59% Share
Grocery Retailers Remain a Significant Offline Channel Despite Decline
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real GDP Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025

Home Insecticides in South Korea

Key Data Insights

Slow Growth Driven by Climate and Consumer Behaviour
Chart 74 Key Industry Trends for Home Insecticides
Slow Growth Driven by Climate and Consumer Behaviour
Spray/Aerosol Insecticides Dominates Due to Convenience
Chart 75 Dongsung Launches ‘Biokill’ Insecticide with Long-Lasting, Odorless, Water-Based Formula
Dongsung's Biokill Exemplifies Health-Conscious Innovation
Chart 76 Value Sales in Home Insecticides 2020-2030
Chart 77 Volume Sales in Home Insecticides 2020-2030
Chart 78 Value Sales in Home Insecticides by Category 2025
Innovation in Eco-Friendly Solutions Expected to Influence Future Performance
Chart 79 Analyst Insight for Home Insecticides
Spray/Aerosol Insecticides Anticipated to Remain Dominant Category
Eco-Friendly Solutions Expected to Drive Future Growth
Chart 80 Forecast Value Sales in Home Insecticides 2020-2030
Chart 81 Forecast Value Sales in Home Insecticides by Category 2025-2030
Leading Brands Maintain Dominance through Legacy and Innovation
Chart 82 Company Shares in Home Insecticides 2025
Chart 83 Brand Shares in Home Insecticides 2025
Retail E-Commerce Leads Home Insecticides’ Sales through Convenience
Hypermarkets Gain Share through Bulk Purchases and Promotions
Chart 84 Retail Channels for Home Insecticides 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real GDP Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025

Laundry Care in South Korea

Key Data Insights

Mood-Boosting Ingredients Maintain Laundry Care Sales
Chart 92 Key Industry Trends for Laundry Care
Mood-Boosting Ingredients Maintain Laundry Care Sales
Chart 93 Aekyung’S Le Chatelard Launches ‘Petit’ Fabric Softener with Little Prince-Inspired Mood Fragrance
Fabric Softeners Becomes the Best-Performing Category through Evolving Product Formats
Chart 94 Lg H&H Launches ‘Tech Super Caps’ 6-Variant Capsule Detergents with Stain-Specific Claims
Premiumisation Shapes Innovation in Laundry Care
Chart 95 Aekyung Launches ‘Liq Zet’ Capsule Detergent with Odour-Control for Indoor Drying
Chart 96 Value Sales in Laundry Care 2020-2030
Chart 97 Volume Sales in Laundry Care 2020-2030
Chart 98 Value Sales in Laundry Care by Category 2025
Shifts in Household Sizes Set to Drive the Evolution of Product Formats
Laundry Detergents Set to Maintain Dominance with Targeted Benefits While Fabric Softeners Remain the Best Performing
Emotional Benefits Anticipated to Shape Future Growth
Chart 99 Analyst Insight for Laundry Care
Chart 100 Forecast Value Sales in Laundry Care 2020-2030
Chart 101 Forecast Value Sales in Laundry Care by Category 2025-2030
Top Players Maintain Their Lead through Strong Leveraging of Consumer Insights and Innovation
Emerging Companies and Product Innovation Drive Competitive Dynamics
Chart 102 Brand Shares in Laundry Care 2025
Hypermarkets Lead Laundry Care Sales in Retail Offline
Retail E-Commerce Continues to Gain Share with Convenience and Variety
Chart 103 Retail Channels for Laundry Care 2020-2025
Chart 104 Economic Context for Laundry Care
Chart 105 Real GDP Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Laundry Care
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025

Polishes in South Korea

Key Data Insights

Changing Consumer Preferences and Multifunctionality Drive Market Contraction
Chart 111 Key Industry Trends for Polishes
Changing Consumer Preferences and Multifunctionality Drive Market Contraction
Evolving Product Formats Become Essential for Brands to Stay Relevant
Health and Wellness Trends Present Opportunities in Polishes
Chart 112 Value Sales in Polishes 2020-2030
Chart 113 Volume Sales in Polishes 2020-2030
Chart 114 Value Sales in Polishes by Category 2025
Multifunctional Surface Cleaners Set to Drive Decline in Polishes
Shoe Polish Expected to Remain Largest Category Despite Decline
Innovation in Niche Markets Set to Aid Brands in Maintaining Relevance
Chart 115 Forecast Value Sales in Polishes 2020-2030
Chart 116 Forecast Value Sales in Polishes by Category 2025-2030
Leading Brands Maintain Share in a Declining Market
Chart 117 Company Shares in Polishes 2025
Chart 118 Brand Shares in Polishes 2025
E-Commerce Drives Sales of Polishes with Convenience and Variety
Chart 119 Retail Channels for Polishes 2020-2025
Chart 120 Economic Context for Polishes
Chart 121 Real GDP Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Polishes
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025

Surface Care in South Korea

Key Data Insights

Premiumisation Drives Sales of High-Quality Products Amidst Cautious Discretionary Spending
Chart 127 Key Industry Trends for Surface Care
Premiumisation Drives Sales of High-Quality Products Amidst Cautious Discretionary Spending
Chart 128 LG H&H Launches ‘Homestar Expert’ Line with Bleach-Free, Targeted Cleaning Solutions
Lg H&H?Co Ltd Drives Innovation in Surface Care
Smart Home Care Trend Fuels Innovation in Surface Care Products
Chart 129 Living Crafts Launches Bleach-Free Floor Cleaner for Robot Mops and Manual Use
Chart 130 Value Sales in Surface Care 2020-2030
Chart 131 Volume Sales in Surface Care 2020-2030
Chart 132 Value Sales in Surface Care by Category 2025
Clear Functional and Cleaning Efficacy Claims Set to Influence the Future Performance of Surface Care
Bathroom Cleaners Anticipated to Continue Leading Market Growth
Consumers Anticipated to Continue Shifting Towards More Efficient Products
Chart 133 Forecast Value Sales in Surface Care 2020-2030
Chart 134 Forecast Value Sales in Surface Care by Category 2025-2030
Lg H&H Co Ltd and 3M Korea Co Ltd Maintain Lead through Innovation
Emerging Brands and Innovation Drive Future Growth
Chart 135 Analyst Insight for Surface Care
Chart 136 Brand Shares in Surface Care 2025
Retail E-Commerce Drives Sales through Convenience and Variety
Chart 137 Retail Channels for Surface Care 2020-2025
Chart 138 Economic Context for Surface Care
Chart 139 Real GDP Growth 2020-2030
Chart 140 Inflation 2020-2030
Chart 141 Consumer Context for Surface Care
Chart 142 Population 2020-2030
Chart 143 Consumer Expenditure 2020-2030
Chart 144 Population by Generation 2025

Toilet Care in South Korea

Key Data Insights

Premiumisation Drives Growth Amidst Cautious Consumer Spending
Chart 145 Key Industry Trends for Toilet Care
Premiumisation Drives Growth Amidst Cautious Consumer Spending
Chart 146 Lg H&H Launches ‘Homestar Expert’ Line with Bleach-Free, High-Performance Toilet Cleaners
Convenience and Low-Effort Solutions Drive Growth in Toilet Cleaning Systems and Toilet Liquids/Foam
Chart 147 Bref Launches ‘Duo Cube’ with Bio-Control Spores for Effortless Long-Lasting Toilet Hygiene
Wellness-Conscious Cleaning Shifts Consumer Demand Towards Natural Scents and Biodegradable Formulations
Chart 148 Value Sales in Toilet Care 2020-2030
Chart 149 Volume Sales in Toilet Care 2020-2030
Chart 150 Value Sales in Toilet Care by Category 2025
Consumers Anticipated to Drive Demand for Convenient Toilet Care Solutions
Toilet Cleaning Systems Set to Remain Largest and Best-Performing Category Due to Demand for Ongoing Hygiene Maintenance
Consumer Demand for Wellness Set to Shape the Future of Toilet Care
Chart 151 Forecast Value Sales in Toilet Care 2020-2030
Chart 152 Forecast Value Sales in Toilet Care by Category 2025-2030
Henkel and Lg H&H Maintain Lead through Innovation
Chart 153 Analyst Insight for Toilet Care
Chart 154 Company Shares in Toilet Care 2025
Chart 155 Brand Shares in Toilet Care 2025
E-Commerce Dominates Toilet Care Sales with Convenience and Variety
Chart 156 Retail Channels for Toilet Care 2020-2025
Chart 157 Economic Context for Toilet Care
Chart 158 Real GDP Growth 2020-2030
Chart 159 Inflation 2020-2030
Chart 160 Consumer Context for Toilet Care
Chart 161 Population 2020-2030
Chart 162 Consumer Expenditure 2020-2030
Chart 163 Population by Generation 2025

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Download table of contents
The following categories and subcategories are included:

Home Care

      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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