Competitive Landscape
Leading Brands Maintain Share in a Declining Market
In 2025, polishes in South Korea remained highly concentrated. The top two brands, Malpyo Industrial Co Ltd and Kangaroo Co Ltd, held 45% and 32% market shares, respectively, in terms of retail value sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes 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 Polishes 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 Polishes 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 Polishes in South Korea?
- Which are the leading brands in Polishes in South Korea?
- How are products distributed in Polishes 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 Polishes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Polishes in South Korea - Category analysis
Key Data Insights
Changing Consumer Preferences and Multifunctionality Drive Market Contraction
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
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
Leading Brands Maintain Share in a Declining Market
E-Commerce Drives Sales of Polishes 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:
Polishes
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
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 Polishes research and analysis database.
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