[E-Daily Reporter KIM JUNG YOU ] The domestic laundry detergent market is rapidly shifting toward efficiency. As the number of people in their 20s and 30s—who prioritize convenience—as well as single-person and dual-income households increases, demand for ultra-concentrated, easy-to-store capsule detergents, rather than liquid or powder detergents, has recently surged. Unlike in the past, the household goods industry appears to be rapidly expanding its capsule detergent lineups and strengthening its premium product strategy.

According to industry sources on the 13th, capsule detergent sales accounted for 16% of Lion Korea’s “Bit” laundry detergent brand’s total sales last year. This means the share of capsule detergents—which stood at just 4% in 2023—has quadrupled in just over two years. Sales of Bit capsule detergents are also reported to have increased approximately fourfold during the same period.

In contrast, the share of liquid detergent—currently Bit’s flagship product—has actually declined. As of last year, liquid detergent accounted for about 60% of Bit’s sales, a 5 percentage point drop compared to 2023. While liquid detergent still holds a dominant position with a 60% share, capsule detergent is clearly outpacing it in terms of growth rate.

AEKYUNG INDUSTRIAL(018250), which was recently acquired by TaekwangIndustrial, has also been strengthening its capsule detergent business this year. According to AEKYUNG INDUSTRIAL, the company’s capsule detergent sales have grown at an average annual rate of 64% over the past five years. The company continues to drive product development, as evidenced by the recent launch of “Le Châtra,” a new product with enhanced cleaning performance.

Another household goods company, KleanNara, also entered the capsule detergent market earlier this month. Analysts attribute KleanNara’s sudden move into the capsule detergent market—despite its traditional focus on hygiene products like toilet paper and sanitary napkins—to the growing demand in this segment. According to market research firm Nielsen IQ Korea, domestic capsule detergent sales have been growing at an average annual rate of 44.6% from 2023 through last year.

Recently, the domestic laundry detergent market has been gradually shifting from powder to liquid, and from liquid to capsules. While the markets for powder and liquid detergents remain large, the recent growth of capsule detergents has been notably steep. An official from the household goods industry stated, “Capsule detergents require no measuring and are easy to store,” adding, “Their ultra-concentrated formula offers both convenience and efficiency, which is driving the rise in demand.”

Analysts suggest that this growing demand for capsule detergents is linked to recent changes in domestic household structures. As household structures in Korea shift—particularly among the 20s and 30s age group, single-person households, and dual-income households—demand is increasing for products that eliminate the hassle of measuring out detergent each time and for those that are easy to store in small spaces, such as studio apartments.

The household goods industry is also strengthening its premium lines to capture demand for capsule detergents. Lion Korea’s “Bit” brand, for example, launched a product (Bit Monster Pot 10X Boiling Power) that combines highly concentrated liquid detergent and baking soda powder into a single capsule, and recently sold out four times in a row on home shopping channels. AEKYUNG INDUSTRIAL is also stepping up its offensive by launching a new “Le Châtra” product this year that combines five functions into one.

Currently, the domestic capsule detergent market features competition among Henkel Home Care (Persil), Wells & Mann Centra Rin Korea, Yuhan Corporation, and LG H&H(051900). Although there are no official statistics, the industry estimates that Persil holds approximately a 20% market share, making it the top brand in Korea. Given the recent steep growth of the capsule detergent market, competition among household goods companies to launch new products is expected to remain fierce for some time.

An industry official emphasized, “Although the capsule detergent market is still smaller than the existing liquid and powder detergent markets in absolute terms, it is becoming a key driver of growth for companies in terms of growth rate,” adding, “The key point is that companies’ strategies are shifting from the past model of low-price, high-volume sales toward innovating product formulations and highlighting premium features.”