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Retail Adult Incontinence Sees Dynamic Growth, Supporting Overall Category Sales as Nappies/Diapers/Pants Contract
Tissue and hygiene in South Korea maintained low positive growth in 2025, supported by dynamic expansion in retail adult incontinence and innovation-led advances in menstrual care and wipes. The local performance is primarily due to South Korea’s highly mature market, a contracting population, and a sharp increase in those aged 65 and over, which is reshaping both demand and product innovation. Despite headwinds such as a low birth rate, the market remains attractive due to the rapid shift to e-commerce, a strong premiumisation trend, and rising consumer willingness to pay for health, safety, and convenience attributes.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in South Korea?
- Which are the leading brands in Tissue and Hygiene in South Korea?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in South Korea
Retail Adult Incontinence Sees Dynamic Growth, Supporting Overall Category Sales as Nappies/Diapers/Pants Contract
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
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
Chart 2 Yuhan-Kimberly Launches Dermatologically Tested Premium Hygiene
Innovations Focus on Inclusivity and Convenience
Chart 3 Secretday Expands Disposable Period Pants Lineup to Meet Rising Demand for Convenience
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Online Platforms Reshape Purchasing Patterns, with Bulk Buying a Popular Trend
Chart 6 Analyst Insight for Tissue and Hygiene
Ingredient Transparency and Health Benefits Command Premium Pricing
Senior Care Innovations Will Increasingly Be Based on Convenience for Home-Care Needs
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Yuhan Kimberly Co Ltd Leverages Wide Portfolio of Trusted Brands to Maintain Leadership
Digital-First Brands Fuel Pricing Wars in Bulk-Buying Trend
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Digital-Native Brands Accelerate Online Dominance through Bulk Strategies
Offline Retail Loses Share as E-Commerce Surges
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in South Korea
Key Data Insights
Recovering Tourism Drives Category Growth
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Recovering Tourism Drives Category Growth
Monit Drives Innovation with Smart Care
Chart 20 Monit’S Mecs Brings Smart Adult Incontinence Monitoring to Elderly Care Facilities
Yuhan-Kimberly’S Recycling Campaign Enhances Sustainability Credentials and Procurement Standards
Chart 21 Yuhan Kimberly Pioneers Closed-Loop Hand Towel Recycling with Industry Partners
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Government Policies Shift Demand Patterns
B2c and Online Channels Redefine Business Models and Margins
Chart 24 Analyst Insight for Away-From-Home Tissue and Hygiene
Public and Hospitality Channels Set New Hygiene Standards
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Tourism Recovery Drives Afh Tissue Opportunities
Coupang Biz Drives E-Commerce Efficiency
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in South Korea
Key Data Insights
Yuhan Kimberly Co Ltd Expands Solutions for Active Seniors
Chart 35 Key Industry Trends for Retail Adult Incontinence
Yuhan Kimberly Co Ltd Expands Solutions for Active Seniors
Chart 36 Depend Introduces Booster Pads for Pants-Type Incontinence Products
Lifree Redefines Comfort
Chart 37 LG Unicharm's Lifree Brand Launches Slim Underwear
Yuhan-Kimberly’S Campaign Empowers Seniors to Shop with Confidence
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
Home-Based Care Policies Accelerate Growth of Discreet Incontinence Solutions
Demand Shifts toward Lifestyle-Aligned Light Incontinence Solutions
Chart 41 Analyst Insight for Retail Adult Incontinence
Chart 42 Forecast Value Sales 2020-2030
Chart 43 Forecast Value Sales by Category 2025-2030
Yuhan Kimberly Co Ltd Broadens Portfolio to Reinforce Brand Leadership
Innovation and Evolving Demand Reshape Competitive Dynamics
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Retail E-Commerce Continues to Gain Share as Brands Expand Direct-To-Consumer Reach
Hanaro Mart Offers Affordable Private Label for Older Shoppers
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in South Korea
Key Data Insights
Persistently Low Birth Rates Drive Continuous Decline in Nappies/Diapers/Pants
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Persistently Low Birth Rates Drive Continuous Decline in Nappies/Diapers/Pants
Huggies and Pampers Raises the Bar as Parents Drive Premiumisation
Chart 55 Huggies Skin Essential Sets New Benchmark for Premium Diaper with a 'Derma' Claim
Chart 56 Pampers Touch of Nature Upgrade Highlights Organic and Botanical Care
Pampers and Huggies Respond to Custom-Fit Demands
Chart 57 Yuhan-Kimberly relaunches "Huggies Nature Made" and "Huggies Max Dry" with new Gender-Fit Care Technology
Chart 58 Value Sales 2020-2030
Chart 59 Volume Sales 2020-2030
Chart 60 Value Sales by Category 2025
Parents Increase Spend per Child as Usage Becomes Specialised
Chart 61 Analyst Insight for Nappies/Diapers/Pants
Disposable Pants Narrow Decline as Parents Prioritise Convenience
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Procter & Gamble Korea Inc Accelerates Share Gains as
Yuhan-Kimberly Co Ltd Defends Lead through Trust and Omni-Channel Reach
Chart 64 Company Shares 2025
Chart 65 Brand Shares 2025
South Korean Parents Shift Nappy Purchases Online as Digital Habits Reshape Sales
Chart 66 Retail Channels 2020-2025
Chart 67 Economic Context for Nappies/Diapers/Pants
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Nappies/Diapers/Pants
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Menstrual Care in South Korea
Key Data Insights
Menstrual Care Sees Healthy Growth, Driven by Premiumisation and Inclusive Sizing
Chart 74 Key Industry Trends for Menstrual Care
Menstrual Care Sees Healthy Growth, Driven by Premiumisation and Inclusive Sizing
Chart 75 Secretday Broadens Menstrual Pants Lineup to Meet Rising Demand
Yuhan Kimberly Co Ltd Leverages Derma-Grade Claims to Drive Premiumisation in Towels
Chart 76 Yuhan-Kimberly Launches Good Feel Sensitive Skin” Claiming “Low-Irritation Derma Towels”
Dong-A Pharmaceutical Introduces Slimmer Tampon to Lower Barriers for First-Time Users
Chart 77 Value Sales 2020-2030
Chart 78 Volume Sales 2020-2030
Chart 79 Value Sales by Category 2025
Brands Need to Respond to Consumer Demands for Ingredient Transparency and Safety Scrutiny
Chart 80 Analyst Insight for Menstrual Care
Government Initiatives Boost Accessibility and Reshape Value Dynamics
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
Yuhan Kimberly Co Ltd Maintains Its Lead through Dual-Brand Targeting
Emergent Happy Moonday Set to Disrupt Korea’S Menstrual Care Market
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Retail E-Commerce Grows as Shoppers Seek Privacy and a Wide Range of Products
Emerging Brands Gain Ground at Health Specialists
Chart 85 Retail Channels 2020-2025
Chart 86 Economic Context for Menstrual Care
Chart 87 Real Gdp Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Menstrual Care
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Wipes in South Korea
Key Data Insights
Consumers Seek Wipes Offering More Utility per Sheet, Rather Than Those Offering the Lowest Prices
Chart 93 Key Industry Trends for Wipes
Consumers Seek Wipes Offering More Utility per Sheet, Rather Than Those Offering the Lowest Prices
E-Commerce Widens the Reach and Enhances the Visibility of Private Label Wipes
Chart 94 Kleannara Launches Extra-Large Embossed Wipes for Multi-Purpose Use
Kleannara and Yuhan-Kimberly Capitalise on the Demand for Utility and Portability
Chart 95 Yuhan-Kimberly Launches Pocket-Sized Moist Toilet Wipes for On-The-Go Hygiene
Chart 96 Value Sales 2020-2030
Chart 97 Value Sales by Category 2025
Premiumisation Expected in Baby Wipes, to Offset Declining Volume Demand
Regulatory Proposals Drive Manufacturers Towards Biodegradable Materials, Albeit at Higher Costs
Chart 98 Analyst Insight for Wipes
Personal Wipes Remain the Largest Category as Home Care Wipes and Floor Cleaning Systems Continue to Grow
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Aj Co Ltd and Yuhan Kimberly Co Ltd Defend Leadership in a Highly Competitive Category
Chart 101 Company Shares 2025
Chart 102 Brand Shares 2025
Retail E-Commerce Has Risen to Become the Dominant Sales Channel for Wipes
Chart 103 Retail Channels 2020-2025
Chart 104 Economic Context for Wipes
Chart 105 Real Gdp Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Wipes
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Retail Tissue in South Korea
Key Data Insights
Retail Tissue Maintains Positive Sales, with Toilet Paper Remaining Strong Thanks to Essentail Nature
Chart 111 Key Industry Trends for Retail Tissue
Retail Tissue Maintains Positive Sales, with Toilet Paper Remaining Strong Thanks to Essentail Nature
Natural Materials Gain Traction in Tissue Premiumisation
Chart 112 KleanNara Launches Wellness Brand Better
Paper Towels Contract While Convenience Drives Demand
Chart 113 Pull-Out Kitchen Towel Tops Daiso Mall's Year-End Rankings
Chart 114 Value Sales 2020-2030
Chart 115 Volume Sales 2020-2030
Chart 116 Value Sales by Category 2025
Low Positive Growth Expected to Continue, with Brands Focusing on Premiumisation to Justify Higher Prices Compared to Private Label
Chart 117 Analyst Insight for Retail Tissue
Chart 118 Forecast Value Sales 2020-2030
Chart 119 Forecast Value Sales by Category 2025-2030
Yuhan Kimberly Co Maintains Lead as Private Label and Smaller Players Slowly Cannibalise Share
Private Label Increasingly Reflected in Sales of Retail Tissue
Chart 120 Company Shares 2025
Chart 121 Brand Shares 2025
E-Commerce Sets New Consumer Expectations for Low Prices and Convenience
Warehouse Clubs and Hypermarkets Maintain Relevance, Despite Strong Competition From E-Commerce
Chart 122 Retail Channels 2020-2025
Chart 123 Economic Context for Retail Tissue
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Retail Tissue
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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