Competitive Landscape
Yuhan Kimberly Co Maintains Lead as Private Label and Smaller Players Slowly Cannibalise Share
Retail tissue in South Korea remained moderately concentrated in 2025, with Yuhan Kimberly Co Ltd holding a leading position with 29% value share, primarily through its Kleenex brand, which accounts for 28% in brand terms. Second-placed player, KleanNara Co Ltd, held a 15% share in 2025.
Private Label Increasingly Reflected in Sales of Retail Tissue
Reflecting the growing strength of private label, E-Mart (E-Mart Co Ltd) held a 4% brand share in 2025, with Homeplus (Homeplus Co Ltd) holding 2%, Choice L (Lotte Shopping Co Ltd) holding 2%, and other private label holding 6%. Meanwhile, unnamed "others", constituting small brands, held an 18% share in 2025.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Retail Tissue 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 Retail Tissue 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 Retail Tissue in South Korea?
- Which are the leading brands in Retail Tissue in South Korea?
- How are products distributed in Retail Tissue 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 Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in South Korea - Category analysis
Key Data Insights
Retail Tissue Maintains Positive Sales, with Toilet Paper Remaining Strong Thanks to Essentail Nature
Retail Tissue Maintains Positive Sales, with Toilet Paper Remaining Strong Thanks to Essentail Nature
Natural Materials Gain Traction in Tissue Premiumisation
Paper Towels Contract While Convenience Drives Demand
Low Positive Growth Expected to Continue, with Brands Focusing on Premiumisation to Justify Higher Prices Compared to Private Label
Yuhan Kimberly Co Maintains Lead as Private Label and Smaller Players Slowly Cannibalise Share
Private Label Increasingly Reflected in Sales of Retail Tissue
E-Commerce Sets New Consumer Expectations for Low Prices and Convenience
Warehouse Clubs and Hypermarkets Maintain Relevance, Despite Strong Competition From E-Commerce
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:
Retail Tissue
- Paper Towels
-
- Napkins
- Tablecloths
-
- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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
This report originates from Passport, our Retail Tissue research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!