South Korea consumers prioritise quality over price as premiumisation expands

About 69% of consumers value quality over price.

Consumers in South Korea are increasingly prioritising quality and brand reputation over price, driving a continued shift toward premium products across key spending categories as premiumisation expands in the market.

According to Roland Berger’s Asia Consumer Study 2026, consumers remain cautiously optimistic, with 23% expecting income growth and 55% expecting income stability.

About 69% of consumers said they prioritise quality and brand reputation over price. This preference is even stronger in the luxury segment, where 63% of buyers identify as quality-driven.

Across categories including groceries, personal care, and home goods, consumers are increasingly willing to trade up for products perceived to offer better performance and lifestyle alignment. This is driving consistent premiumisation across groceries, personal care, and home products, with rising demand for premium packaged goods, meal kits, and ready-to-eat meals.

Luxury consumption in South Korea remains highly trend-sensitive and socially influenced, particularly among Gen Z consumers, with over half reporting peer influence in purchase decisions. Digital storytelling, influencer partnerships, and innovative packaging are emerging as key drivers of aspiration and conversion.

The secondary luxury market and authentication platforms are also gaining acceptance, reflecting a consumer base that increasingly balances prestige consumption with value retention and resale potential.

The country’s role as a global K-beauty and lifestyle trendsetter is reinforced by a growing preference for domestic brands. In 2025, 54% of consumers report preferring local brands, up from 49% in 2024. This shift highlights strengthening loyalty toward homegrown innovation and culturally resonant products.

At the same time, openness to new brands is slightly declining, suggesting consumers are becoming more selective and results-driven in their purchasing decisions.

“For both local and international players, this means that the market is more competitive than ever: brand equity, proven efficacy and cultural resonance are now prerequisites for gaining and defending market share in a landscape where consumers reward what works and are less willing to experiment,” the report said.