In 2024, home care in Thailand experienced slow retail volume growth, along with more significant retail current value growth. Volume growth was driven by increasing disposable incomes, urbanisation, and the desire to maintain good hygiene and cleanliness. Consumers have been seeking innovative and effective cleaning solutions that cater to their busy lifestyles and evolving needs. This led to a surge in demand for multi-purpose cleaning products, concentrated references, natural products, and p...
Euromonitor International's Home Care in Thailand market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Home Care in Thailand
- Euromonitor International
- February 2025
- List Of Contents And Tables
- HOME CARE IN THAILAND
- EXECUTIVE SUMMARY
- Home care in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- MARKET INDICATORS
- Table 1 Households 2019-2024
- MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2019-2024
- Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
- Table 4 NBO Company Shares of Home Care: % Value 2020-2024
- Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
- Table 7 Distribution of Home Care by Format: % Value 2019-2024
- Table 8 Distribution of Home Care by Format and Category: % Value 2024
- Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- LAUNDRY CARE IN THAILAND
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Value-conscious consumers drive demand for affordable and effective products
- Sustainable and eco-friendly formulations
- Multinationals dominate, but the competitive landscape is evolving
- PROSPECTS AND OPPORTUNITIES
- Continued growth anticipated, with affordable, eco-friendly formulations favoured
- Continued move to concentrated format, while refillable packaging may be explored
- Evolving distribution landscape will see a move to omnichannel strategies
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2019-2024
- CATEGORY DATA
- Table 12 Sales of Laundry Care by Category: Value 2019-2024
- Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
- Table 14 Sales of Laundry Aids by Category: Value 2019-2024
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
- Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
- Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
- Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
- Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
- Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
- Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
- Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
- Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
- Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
- Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
- DISHWASHING IN THAILAND
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Price consciousness leads consumers to seek value in their purchases
- The rising significance of natural extracts
- Players in hand dishwashing dominate overall dishwashing
- PROSPECTS AND OPPORTUNITIES
- Efficacy and sustainability will be selling points in hand dishwashing in the forecast period
- Automatic dishwashing expected to see little movement in volume sales
- More players likely to turn to an omnichannel distribution model
- CATEGORY INDICATORS
- Table 27 Household Possession of Dishwashers 2019-2024
- CATEGORY DATA
- Table 28 Sales of Dishwashing by Category: Value 2019-2024
- Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
- Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
- Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
- Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
- Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
- SURFACE CARE IN THAILAND
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Value-conscious consumers drive demand for affordable, efficient products
- Intensifying competition in surface care, with the leaders extending their shares
- Scent innovation continues, but must be combined with efficacy
- PROSPECTS AND OPPORTUNITIES
- Strong growth anticipated, but smart home integration may prevent a stronger performance
- Hygiene, odour removal, and sustainability will be key selling points
- Evolving distribution landscape as consumer behaviour changes
- CATEGORY DATA
- Table 34 Sales of Surface Care by Category: Value 2019-2024
- Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
- Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
- Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
- Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
- Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
- Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
- Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
- Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
- Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
- BLEACH IN THAILAND
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Demand for affordability and efficacy maintains stable volume sales
- A rising preference for more eco-friendly formulations
- Kao continues to dominate, but the competition rises
- PROSPECTS AND OPPORTUNITIES
- Growth likely to be driven by desire for germ-killing, and more eco-friendly products
- Distribution landscape expected to continue to evolve
- Innovations to improve the usage experience for consumers
- CATEGORY DATA
- Table 44 Sales of Bleach: Value 2019-2024
- Table 45 Sales of Bleach: % Value Growth 2019-2024
- Table 46 NBO Company Shares of Bleach: % Value 2020-2024
- Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
- Table 48 Forecast Sales of Bleach: Value 2024-2029
- Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
- TOILET CARE IN THAILAND
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Consumers remain price-sensitive, but require efficacy along with affordability
- Plant-based and natural formulations favoured due to higher environmental consciousness
- Supermarkets and hypermarkets continue to dominate, but retail e-commerce rises
- PROSPECTS AND OPPORTUNITIES
- Low growth from a low base, with most consumers in urban areas
- Innovation in packaging and dispensing to attract consumers
- SC Johnson & Son set to maintain its lead over Kao Industrial
- CATEGORY DATA
- Table 50 Sales of Toilet Care by Category: Value 2019-2024
- Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
- Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
- Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
- Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
- Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
- POLISHES IN THAILAND
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Value consciousness remains, with consumers looking for affordable and effective products
- Changing consumer behaviour impacts distribution
- Fragmentation in floor polish, concentration in shoe polish
- PROSPECTS AND OPPORTUNITIES
- Floor polish will continue drive a poor performance for polishes overall
- Shoe polish set to maintain slow growth despite an already high base
- Growing importance of sustainable and eco-friendly formulations
- CATEGORY DATA
- Table 56 Sales of Polishes by Category: Value 2019-2024
- Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
- Table 58 NBO Company Shares of Polishes: % Value 2020-2024
- Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
- Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
- Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
- AIR CARE IN THAILAND
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Affordability remains important, hampering sales of electric air fresheners
- Trend towards natural ingredients and relaxing, aromatic scents
- Evolving competitive landscape as smaller players perform well
- PROSPECTS AND OPPORTUNITIES
- Growth across all air care categories as consumers aim to improve their home environment
- Evolving distribution landscape in air care
- Innovations in air care technology
- CATEGORY DATA
- Table 62 Sales of Air Care by Category: Value 2019-2024
- Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
- Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
- Table 65 NBO Company Shares of Air Care: % Value 2020-2024
- Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
- Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
- Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
- HOME INSECTICIDES IN THAILAND
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Demand for affordable and effective products as desire for value prevails
- Consumers look for safe and eco-friendly formulations
- SC Johnson & Son maintains its lead, but the gap from Earth in second place narrows
- PROSPECTS AND OPPORTUNITIES
- Maturity and concerns about the safety of home insecticides set to prevent volume growth
- Evolving distribution landscape in home insecticides
- A variety of innovations anticipated in home insecticides
- CATEGORY DATA
- Table 69 Sales of Home Insecticides by Category: Value 2019-2024
- Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
- Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
- Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
- Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
- Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
- Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
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