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South Korea oral care market: 3% CAGR growth forecast between 2012-17
Oral Care in South Korea - a new market research report on 2014-04-15 17:43:01
LG Household & Health Care ranked second in the South Korea oral care market during 2012 with a 23% value share. The company retained the largest value share within toothpaste based on its famous Perio brand. By undergoing a renewal of Perio, it gained more value share in 2012. In mouthwashes/dental rinses, the company recorded 39% value growth and took a 7% value share in 2012. Perio also continued to rank first, holding a 37% share of value sales in mouth fresheners.

Functional toothpaste recorded better growth than traditional/standard/basic products in 2012. Despite frequently engaging in large promotional discounting campaigns, traditional/standard/basic toothpaste showed a weak performance and declined by 9% in actual value terms in 2012. Also in toothbrushes, power toothbrushes showed better performance than manual toothbrushes. Although the unit price of power toothbrushes is about five times higher than that of manual toothbrushes, consumers continued shifting to power toothbrushes due to convenience.

Oral care is expected to increase by a CAGR of 3% in constant value terms over the forecast period. Except for mouthwashes/dental rinses, most categories will register positive growth by 2017 as consumer concern in and knowledge of oral hygiene will increase. The price range in each category is also predicted to be diverse with more players entering the respective categories based on their individual potential.

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