seoul
Korean, English
Chloe is a multi-industry analyst who works in Euromonitor's research team in Seoul, providing analysis on the dynamic and commercially-significant South Korean market.
Chloe provides insight across consumer and industry trends, covering a range of industries, such as fashion and pet care. Prior to joining Euromonitor International, Chloe worked in banking as a Global Trade and Receivables Finance Department Analyst, where she examined trade documents and worked closely with the Bank of Korea.
As beauty consumers become more budget-conscious, they are seeking smarter, value-driven purchases, favouring brands that offer quality and clinical efficacy at accessible prices.
In a volatile economy, where birth rates are declining and businesses prioritise value growth over struggling volume consumption, aligning diaper innovation with consumers’ value perception and providing affordable goods that feel premium across price tiers will be key for businesses to differentiate. While core product functionalities such as leak protection remain priorities, it is wellness, particularly clean-positioned, science-backed skin health, that increasingly justifies value-add.
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