Home & Laundry Care - South Korea

In 2024, the revenue in the Home & Laundry Care market in South Korea amounts to US$3.28bn.
This market is projected to experience an annual growth rate of 2.93% (CAGR 2024-2029).
The largest segment within this market is Laundry Care, which is expected to have a market volume of US$1.78bn in 2024.
When compared globally, United States generates the highest revenue in this market, with US$32bn in 2024.
In terms of per capita revenue, in South Korea generates US$63.47 per person in 2024.
Looking specifically at the Home & Laundry Care market, online sales are predicted to contribute 66.0% of the total revenue by 2024.
South Korean consumers are increasingly favoring eco-friendly and natural home and laundry care products, driving the market towards sustainability.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in South Korea is experiencing mild growth, influenced by increasing consumer demand for eco-friendly products, heightened hygiene awareness, and the convenience of innovative cleaning solutions that streamline household tasks.

Customer preferences: In South Korea, consumers are increasingly prioritizing eco-friendly home and laundry care products, reflecting a growing environmental consciousness and preference for sustainable living. The rise in dual-income households has led to a demand for time-saving solutions, driving innovation in multi-functional cleaning products. Additionally, younger consumers are gravitating towards brands that align with their values, seeking transparency in ingredients and ethical sourcing. This shift is further influenced by an urban lifestyle that emphasizes convenience, cleanliness, and health.

Trends in the market: In South Korea, the Home & Laundry Care market is experiencing a surge in demand for eco-friendly products, as consumers increasingly seek sustainable alternatives that reflect their environmental values. The trend towards multi-functional cleaning solutions is gaining momentum, driven by the rise of dual-income households that prioritize convenience and efficiency. Additionally, younger consumers are favoring brands that demonstrate transparency in their ingredient sourcing and ethical practices. This evolving landscape presents significant opportunities for industry stakeholders to innovate and align their offerings with consumer preferences, ultimately shaping a more sustainable market.

Local special circumstances: In South Korea, the Home & Laundry Care market is shaped by a unique blend of cultural values and urban living conditions. High population density and small living spaces drive demand for efficient, space-saving products that offer multifunctionality. Additionally, South Korean consumers place a strong emphasis on cleanliness, influenced by cultural norms and the country’s history of public health campaigns. Regulatory support for eco-friendly initiatives further propels the market, as government policies encourage sustainable practices and limit harmful chemicals, fostering a shift towards greener alternatives.

Underlying macroeconomic factors: The Home & Laundry Care market in South Korea is significantly influenced by macroeconomic factors such as urbanization trends, consumer spending power, and government policies. The rapid urbanization and rising disposable income among South Koreans create a strong demand for premium and innovative home care products. Additionally, the government's focus on sustainable growth fosters investments in eco-friendly technologies and practices, encouraging manufacturers to develop greener solutions. Global economic trends, such as fluctuations in raw material costs and supply chain disruptions, also impact pricing strategies and product availability, further shaping market dynamics in this competitive landscape.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.