TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Won), 2003?08 20
Value analysis (Won), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 33
Expenditure and consumption per capita 35
Chapter 4 Leading Company Profiles 38
Unilever 38
Amorepacific corp. 40
Chapter 5 Category Analysis: Bath & shower products 42
Value analysis (Won), 2003?08 42
Value analysis (Won), 2008?13 43
Value analysis (US dollars), 2003?08 45
Value analysis (US dollars), 2008?13 45
Volume analysis, 2003?08 47
Volume analysis, 2008?13 48
Company and brand share analysis 50
Distribution analysis 53
Expenditure and consumption per capita 55
Chapter 6 Category Analysis: Deodorants 58
Value analysis (Won), 2003?08 58
Value analysis (Won), 2008?13 59
Value analysis (US dollars), 2003?08 61
Value analysis (US dollars), 2008?13 62
Volume analysis, 2003?08 64
Volume analysis, 2008?13 65
Company and brand share analysis 67
Distribution analysis 70
Expenditure and consumption per capita 72
Chapter 7 Category Analysis: Soap 78
Value analysis (Won), 2003?08 78
Value analysis (Won), 2008?13 79
Value analysis (US dollars), 2003?08 81
Value analysis (US dollars), 2008?13 81
Volume analysis, 2003?08 83
Volume analysis, 2008?13 84
Company and brand share analysis 86
Distribution analysis 90
Expenditure and consumption per capita 92
Chapter 8 Country Comparison 95
Value 95
Volume 99
Market share 103
Chapter 9 PESTLE Analysis 104
Summary 104
Political analysis 105
Economic analysis 109
Social analysis 113
Technological analysis 117
Legal analysis 121
Environmental analysis 125
Chapter 10 New Product Development 129
Product launches over time 129
Recent product launches 131
Chapter 11 Macroeconomic Profile 132
Macroeconomic indicators 132
Chapter 12 Research Methodology 137
Methodology overview 137
Secondary research 138
Market modeling 139
Creating an initial data model 139
Revising the initial data model 139
Creating a final estimate 140
Creating demographic value splits 140
Primary research 140
Data finalization 141
Ongoing research 141
Chapter 13 APPENDIX 142
Future readings 142
How to contact experts in your industry 142
Disclaimer 142
LIST OF FIGURES
Figure 1: South Korea personal hygiene value and value forecast, 2003?13 (KRWm, nominal prices) 22
Figure 2: South Korea personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: South Korea personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: South Korea personal hygiene category growth comparison, by volume, 2003?13 27
Figure 5: South Korea personal hygiene company share, by value, 2007?08 (%) 30
Figure 6: South Korea personal hygiene distribution channels, by value, 2007?08 (%) 34
Figure 7: South Korea bath & shower products value and value forecast, 2003?13 (KRWm, nominal prices) 44
Figure 8: South Korea bath & shower products category growth comparison, by value, 2003?13 46
Figure 9: South Korea bath & shower products volume and volume forecast, 2003?13 (units, million) 49
Figure 10: South Korea bath & shower products category growth comparison, by volume, 2003?13 49
Figure 11: South Korea bath & shower products company share, by value, 2007?08 (%) 51
Figure 12: South Korea bath & shower products distribution channels, by value, 2007?08 (%) 54
Figure 13: South Korea deodorants value and value forecast, 2003?13 (KRWm, nominal prices) 60
Figure 14: South Korea deodorants category growth comparison, by value, 2003?13 63
Figure 15: South Korea deodorants volume and volume forecast, 2003?13 (units, million) 66
Figure 16: South Korea deodorants category growth comparison, by volume, 2003?13 66
Figure 17: South Korea deodorants company share, by value, 2007?08 (%) 68
Figure 18: South Korea deodorants distribution channels, by value, 2007?08 (%) 71
Figure 19: South Korea soap value and value forecast, 2003?13 (KRWm, nominal prices) 80
Figure 20: South Korea soap category growth comparison, by value, 2003?13 82
Figure 21: South Korea soap volume and volume forecast, 2003?13 (units, million) 85
Figure 22: South Korea soap category growth comparison, by volume, 2003?13 85
Figure 23: South Korea soap company share, by value, 2007?08 (%) 88
Figure 24: South Korea soap distribution channels, by value, 2007?08 (%) 91
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 96
Figure 26: Global personal hygiene market value, 2003–08, top five countries 98
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 100
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 102
Figure 29: Annual data review process 138
LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: South Korea personal hygiene value, 2003?08 (KRWm, nominal prices) 20
Table 4: South Korea personal hygiene value forecast, 2008?13 (KRWm, nominal prices) 21
Table 5: South Korea personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: South Korea personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: South Korea personal hygiene volume, 2003?08 (units, million) 25
Table 8: South Korea personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: South Korea personal hygiene brand share, by value, 2007?08 (%) 28
Table 10: South Korea personal hygiene value, by brand 2007?08 (KRWm, nominal prices) 29
Table 11: South Korea personal hygiene company share by value, 2007?08 (%) 31
Table 12: South Korea personal hygiene value, by company, 2007?08 (KRWm, nominal prices) 32
Table 13: South Korea personal hygiene distribution channels, by value, 2007?08 (%) 33
Table 14: South Korea personal hygiene value, by distribution channel, 2007?08 (KRWm, nominal prices) 33
Table 15: South Korea personal hygiene expenditure per capita, 2003?08 (KRW, nominal prices) 35
Table 16: South Korea personal hygiene forecast expenditure per capita, 2008?13 (KRW, nominal prices) 35
Table 17: South Korea personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 36
Table 18: South Korea personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 36
Table 19: South Korea personal hygiene consumption per capita, 2003?08 (units) 37
Table 20: South Korea personal hygiene forecast consumption per capita, 2008?13 (units) 37
Table 21: Unilever key facts 38
Table 22: Amorepacific Corp. key facts 40
Table 23: South Korea bath & shower products value, 2003?08 (KRWm, nominal prices) 42
Table 24: South Korea bath & shower products value forecast, 2008?13 (KRWm, nominal prices) 43
Table 25: South Korea bath & shower products value, 2003?08 ($m, nominal prices) 45
Table 26: South Korea bath & shower products value forecast, 2008?13 ($m, nominal prices) 45
Table 27: South Korea bath & shower products volume, 2003?08 (units, million) 47
Table 28: South Korea bath & shower products volume forecast, 2008?13 (units, million) 48
Table 29: South Korea bath & shower products brand share, by value, 2007?08 (%) 50
Table 30: South Korea bath & shower products value, by brand 2007?08 (KRWm, nominal prices) 50
Table 31: South Korea bath & shower products company share by value, 2007?08 (%) 52
Table 32: South Korea bath & shower products value, by company, 2007?08 (KRWm, nominal prices) 52
Table 33: South Korea bath & shower products distribution channels, by value, 2007?08 (%) 53
Table 34: South Korea bath & shower products value, by distribution channel, 2007?08 (KRWm, nominal prices) 53
Table 35: South Korea bath & shower products expenditure per capita, 2003?08 (KRW, nominal prices) 55
Table 36: South Korea bath & shower products forecast expenditure per capita, 2008?13 (KRW, nominal prices) 55
Table 37: South Korea bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 56
Table 38: South Korea bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 56
Table 39: South Korea bath & shower products consumption per capita, 2003?08 (units) 57
Table 40: South Korea bath & shower products forecast consumption per capita, 2008?13 (units) 57
Table 41: South Korea deodorants value, 2003?08 (KRWm, nominal prices) 58
Table 42: South Korea deodorants value forecast, 2008?13 (KRWm, nominal prices) 59
Table 43: South Korea deodorants value, 2003?08 ($m, nominal prices) 61
Table 44: South Korea deodorants value forecast, 2008?13 ($m, nominal prices) 62
Table 45: South Korea deodorants volume, 2003?08 (units, million) 64
Table 46: South Korea deodorants volume forecast, 2008?13 (units, million) 65
Table 47: South Korea deodorants brand share, by value, 2007?08 (%) 67
Table 48: South Korea deodorants value, by brand 2007?08 (KRWm, nominal prices) 67
Table 49: South Korea deodorants company share by value, 2007?08 (%) 69
Table 50: South Korea deodorants value, by company, 2007?08 (KRWm, nominal prices) 69
Table 51: South Korea deodorants distribution channels, by value, 2007?08 (%) 70
Table 52: South Korea deodorants value, by distribution channel, 2007?08 (KRWm, nominal prices) 70
Table 53: South Korea deodorants expenditure per capita, 2003?08 (KRW, nominal prices) 72
Table 54: South Korea deodorants forecast expenditure per capita, 2008?13 (KRW, nominal prices) 73
Table 55: South Korea deodorants expenditure per capita, 2003?08 ($, nominal prices) 74
Table 56: South Korea deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 75
Table 57: South Korea deodorants consumption per capita, 2003?08 (units) 76
Table 58: South Korea deodorants forecast consumption per capita, 2008?13 (units) 77
Table 59: South Korea soap value, 2003?08 (KRWm, nominal prices) 78
Table 60: South Korea soap value forecast, 2008?13 (KRWm, nominal prices) 79
Table 61: South Korea soap value, 2003?08 ($m, nominal prices) 81
Table 62: South Korea soap value forecast, 2008?13 ($m, nominal prices) 81
Table 63: South Korea soap volume, 2003?08 (units, million) 83
Table 64: South Korea soap volume forecast, 2008?13 (units, million) 84
Table 65: South Korea soap brand share, by value, 2007?08 (%) 86
Table 66: South Korea soap value, by brand 2007?08 (KRWm, nominal prices) 87
Table 67: South Korea soap company share by value, 2007?08 (%) 89
Table 68: South Korea soap value, by company, 2007?08 (KRWm, nominal prices) 89
Table 69: South Korea soap distribution channels, by value, 2007?08 (%) 90
Table 70: South Korea soap value, by distribution channel, 2007?08 (KRWm, nominal prices) 90
Table 71: South Korea soap expenditure per capita, 2003?08 (KRW, nominal prices) 92
Table 72: South Korea soap forecast expenditure per capita, 2008?13 (KRW, nominal prices) 92
Table 73: South Korea soap expenditure per capita, 2003?08 ($, nominal prices) 93
Table 74: South Korea soap forecast expenditure per capita, 2008?13 ($, nominal prices) 93
Table 75: South Korea soap consumption per capita, 2003?08 (units) 94
Table 76: South Korea soap forecast consumption per capita, 2008?13 (units) 94
Table 77: Global personal hygiene market value, 2008 95
Table 78: Global personal hygiene market split (value terms ($m), 2008), top five countries 98
Table 79: Global personal hygiene market volume, 2008 99
Table 80: Global personal hygiene market split (volume terms, 2008), top five countries 102
Table 81: Leading players, top five countries 103
Table 82: Analysis of South Korea’s political landscape 105
Table 83: Analysis of South Korea’s economic landscape 109
Table 84: Analysis of South Korea’s social landscape 113
Table 85: Analysis of South Korea’s technology landscape 117
Table 86: Analysis of South Korea’s legal landscape 121
Table 87: Analysis of South Korea’s environmental landscape 125
Table 88: South Korea personal hygiene new product launches reports, by company (top five companies), 2008 129
Table 89: South Korea personal hygiene new product launches SKUs, by company (top five companies), 2008 129
Table 90: South Korea personal hygiene new product launches (reports), by flavor and fragrances (top 10 flavors), 2008 130
Table 91: South Korea personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2008 130
Table 92: South Korea personal hygiene new product launches (reports), by package tags or claims (top 10 claims), 2008 131
Table 93: South Korea personal hygiene new product launches (reports) - Recent five launches (2008) 131
Table 94: South Korea population, by age group, 2003?08 (millions) 132
Table 95: South Korea population forecast, by age group, 2008?13 (millions) 133
Table 96: South Korea population, by gender, 2003?08 (millions) 133
Table 97: South Korea population forecast, by gender, 2008?13 (millions) 134
Table 98: South Korea nominal GDP, 2003?08 (KRWbn, nominal prices) 134
Table 99: South Korea nominal GDP forecast, 2008?13 (KRWbn, nominal prices) 134
Table 100: South Korea real GDP, 2003?08 (KRWbn, 2000 prices) 135
Table 101: South Korea real GDP forecast, 2008?13 (KRWbn, 2000 prices) 135
Table 102: South Korea real GDP, 2003?08 ($bn, 2000 prices) 135
Table 103: South Korea real GDP forecast, 2008?13 ($bn, 2000 prices) 136
Table 104: South Korea consumer price index, 2003?08 (2000=100) 136
Table 105: South Korea consumer price index, 2008?13 (2000=100) 136
