Competitive Landscape
Top Players Maintain Their Lead through Strong Leveraging of Consumer Insights and Innovation
Laundry care in South Korea remains moderately concentrated, with the top three manufacturers holding a significant share in 2025. LG H&H Co Ltd led the market with a 20% share, followed by Procter & Gamble Korea Inc with 12%, and Henkel Home Care Korea Ltd with 10%.
Emerging Companies and Product Innovation Drive Competitive Dynamics
Frosch is emerging strongly in laundry care after building popularity in automatic dishwashing detergents. Its eco-friendly image, consistent green branding, and focus on safe, plant-based ingredients have helped it gain consumer trust.
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Overview:
Understand the latest market trends and future growth opportunities for the Laundry 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.
If you're in the Laundry 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 Laundry 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 Laundry Care in South Korea?
- Which are the leading brands in Laundry Care in South Korea?
- How are products distributed in Laundry 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 Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in South Korea - Category analysis
Key Data Insights
Mood-Boosting Ingredients Maintain Laundry Care Sales
Mood-Boosting Ingredients Maintain Laundry Care Sales
Fabric Softeners Becomes the Best-Performing Category through Evolving Product Formats
Premiumisation Shapes Innovation in Laundry Care
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
Top Players Maintain Their Lead through Strong Leveraging of Consumer Insights and Innovation
Emerging Companies and Product Innovation Drive Competitive Dynamics
Hypermarkets Lead Laundry Care Sales in Retail Offline
Retail E-Commerce Continues to Gain Share with Convenience and Variety
Home Care in South Korea - Industry Overview
Slow Value Growth Masks Significant Innovation in Product Formats
Key Data Insights
Slow Value Growth Masks Significant Innovation in Product Formats
Premiumisation Boosts Dishwashing Sales
Mood-Boosting Ingredients Gain Traction
Laundry Care Maintains Dominance with Convenience-Driven Innovations
Surface Care and Air Care Gain Traction with Premium and Wellness-Focused Products
Evolving Product Formats and Premiumisation Drive Business Growth
Lg?H&H?Co Ltd and Henkel Home Care Korea Ltd Lead through Innovation
Strategic Acquisitions and Innovations Reshape Market Dynamics
E-Commerce Dominates Home Care Sales in South Korea
Country Reports Disclaimer
The following categories and subcategories are included:
Laundry Care
- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsWhy 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
This report originates from Passport, our Laundry Care research and analysis database.
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