Competitive Landscape
Procter & Gamble Korea Inc Accelerates Share Gains as
The nappies/diapers/pants market is highly concentrated, with the two leading companies accounting for nearly 70% of the retail value share in 2025. Yuhan-Kimberly Co Ltd holds a 45% share, maintaining its dominant position through Huggies, but this represents a decline, signalling a gradual erosion of its leadership.
Yuhan-Kimberly Co Ltd Defends Lead through Trust and Omni-Channel Reach
Yuhan-Kimberly Co Ltd maintains its lead through strong brand trust, broad distribution coverage, and an omni-channel strategy that anchors its engagement with parents. The company leverages its brand mall as a data hub, ensuring its products are accessible across all major retail formats while deepening consumer loyalty.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in South Korea?
- Which are the leading brands in Nappies/Diapers/Pants in South Korea?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in South Korea - Category analysis
Key Data Insights
Persistently Low Birth Rates Drive Continuous Decline in Nappies/Diapers/Pants
Persistently Low Birth Rates Drive Continuous Decline in Nappies/Diapers/Pants
Huggies and Pampers Raises the Bar as Parents Drive Premiumisation
Pampers and Huggies Respond to Custom-Fit Demands
Parents Increase Spend per Child as Usage Becomes Specialised
Disposable Pants Narrow Decline as Parents Prioritise Convenience
Procter & Gamble Korea Inc Accelerates Share Gains as
Yuhan-Kimberly Co Ltd Defends Lead through Trust and Omni-Channel Reach
South Korean Parents Shift Nappy Purchases Online as Digital Habits Reshape Sales
Tissue and Hygiene in South Korea - Industry Overview
Retail Adult Incontinence Sees Dynamic Growth, Supporting Overall Category Sales as Nappies/Diapers/Pants Contract
Key Data Insights
Retail Adult Incontinence Sees Dynamic Growth, Supporting Overall Category Sales as Nappies/Diapers/Pants Contract
Yuhan Kimberly Co Ltd’S Sets New Standard for Skin Health and Premiumisation
Innovations Focus on Inclusivity and Convenience
Online Platforms Reshape Purchasing Patterns, with Bulk Buying a Popular Trend
Ingredient Transparency and Health Benefits Command Premium Pricing
Senior Care Innovations Will Increasingly Be Based on Convenience for Home-Care Needs
Yuhan Kimberly Co Ltd Leverages Wide Portfolio of Trusted Brands to Maintain Leadership
Digital-First Brands Fuel Pricing Wars in Bulk-Buying Trend
Digital-Native Brands Accelerate Online Dominance through Bulk Strategies
Offline Retail Loses Share as E-Commerce Surges
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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