Domestic Electrical Appliances in Thailand
Euromonitor International's Domestic Electrical Appliances 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, 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 illustrate how the market is set to change.
Tables: 192 | Publication date: Jan 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Sales boosted by growth in housing
During the review period interest rates continued to drop, stimulating growth of many property-developing projects in metropolitan areas, particularly in business centres. Most of these properties target mid-income groups, although a few luxury projects are also being built. These mid-to high-income customers enjoy built-in models, as those formats provide better solutions to store within limited space. Hence, this trend drove volume growth of built-in large kitchen appliances over freestanding in 2007. Within built-in appliances the most popular were side-by-side refrigerator, washing machines and microwave ovens.
Chinese brands increase in presence
China gained an increasing trading presence in the region during the review period after liberalising its global trading. Chinese wages are low compared to those of other countries, resulting in production costs for Chinese products being more competitive than those of its neighbours. A widening variety of Chinese brands appeared in Thailand during the review period. These are performing very well, especially in small cooking appliances. This in turn is expected to damage some small local firms that target in the same mass market, particularly rice cookers, desk fans and kettles.
Urban consumers seek features while rural consumers seek low prices
Modern city life drove demand for convenient appliances during the review period, with urban people tending to choose convenience over price and willing to pay more in order to satisfy their demands. Manufacturers thus developed user-friendly functions across a wide range of domestic electrical appliances. For example, programmable cooking times for rice cookers, multi-functional appliances and stylish features used to differentiate products. However, rural consumers remain highly price-sensitive.
LG remains its leadership in LKAs in 2007
Once again LG remains the top player in large kitchen appliances in 2007. LG brand is popular among Thai consumers because brand awareness is high not only on the DEA market but also across various sectors like AV, mobiles, and IT. Innovation and good product quality with reasonable price are the major factors which contributed to LG growth. LG is the first player to have introduced the concept of added design in home appliances such as side-by-side refrigertors with flower design or Swarovski decorated as well as new red colour of front-loading washing machines. In 2007 LG also gained market share by diversifying its business.
Young families drive demand for DEA
Urbanisation is resulting in busier consumers, more likely to live alone. Disposable incomes are rising. This is being accompanied by longer working hours, time constraints and traffic congestion in towns, pushing demand for new accommodation near work places. Therefore, demand for convenience products such as microwaves, dishwashers and automatic washing machines is expected to grow.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales boosted by growth in housing
Chinese brands increase in presence
Urban consumers seek features while rural consumers seek low prices
LG remains its leadership in LKAs in 2007
Young families drive demand for DEA
KEY TRENDS AND DEVELOPMENTS
Domestic electrical appliances sees cut-throat competition
Economy struggles with dampened consumer confidence
Rising property development boosts white goods
Consumers gain interest in energy efficiency and environmental issues
Rising disposable incomes due to increased female employment
Thais attracted by cheaper Chinese imports
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods by Type of Household 2007
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Sector and Subsector Definitions
Distribution Definitions
LOCAL COMPANY PROFILES - THAILAND
BOSCH & SIEMENS HOME APPLIANCES (THAILAND) LTD - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Bosch & Siemens Home Appliances (Thailand) Ltd: Key Facts
Summary 2 Bosch-Siemens Hausgeräte GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUTION
Summary 3 BHST Washing Appliances Ltd.: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 4 Bosch & Siemens Home Appliances (Thailand) Ltd: Competitive Position 2007
HAIER ELECTRICAL APPLIANCES (THAILAND) CO LTD - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Haier Electrical Appliances(Thailand) Co., Ltd.: Key Facts
Summary 6 Haier Electrical Appliances(Thailand) Co., Ltd.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Haier Group: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Haier Group: Competitive Position 2007
LG ELECTRONIC (THAILAND) CO LTD - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 LG Electronic (Thailand) Co Ltd: Key Facts
Summary 10 LG Electronic (Thailand) Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 LG Electronic (Thailand) Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 LG Electronic (Thailand) Co Ltd: Competitive Position 2007
PANASONIC AP SALES [THAILAND] - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Panasonic AP Sales (Thailand): Key Facts
Summary 14 Matsushita Electric Industrial Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Panasonic AP Sales (Thailand): Competitive Position 2007
THAI SAMSUNG ELECTRONICS CO LTD - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Thai Samsung Electronics Co Ltd: Key Facts
Summary 17 Thai Samsung Electronics Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Thai Samsung Electronics Co Ltd: Competitive Position 2007
REFRIGERATION APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 32 Sales of Fridge Freezers by Format: % Breakdown 2003-2007
Table 33 Sales of Fridges by Format: % Breakdown 2003-2007
Table 34 Sales of Freezers by Format: % Breakdown 2003-2007
Table 35 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2003-2007
Table 36 Sales of Fridges by Volume Capacity: % Breakdown 2003-2007
Table 37 Sales of Freezers by Volume Capacity: % Breakdown 2003-2007
Table 38 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2007
Table 39 Company Shares of Refrigeration Appliances 2003-2007
Table 40 Brand Shares of Refrigeration Appliances 2004-2007
Table 41 Company Shares of Built-in Fridge Freezers 2003-2007
Table 42 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 43 Company Shares of Built-in Fridges 2003-2007
Table 44 Company Shares of Freestanding Fridges 2003-2007
Table 45 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 46 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 47 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 48 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 50 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 51 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 52 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 53 Sales of Automatic Washing Machines by Format: % Breakdown 2002-2007
Table 54 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2007
Table 55 Sales of AutomaticTumble Dryers by Format: % Breakdown 2003-2007
Table 56 Company Shares of Home Laundry Appliances 2003-2007
Table 57 Brand Shares of Home Laundry Appliances 2004-2007
Table 58 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 59 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 60 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 61 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 63 Sales of Dishwashers by Subsector: Value 2002-2007
Table 64 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 65 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 66 Sales of Dishwashers by Format: % Breakdown 2003-2007
Table 67 Company Shares of Dishwashers 2003-2007
Table 68 Brand Shares of Dishwashers 2004-2007
Table 69 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 70 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 71 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 72 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 74 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 75 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 76 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 77 Sales of Cookers by Gas/Electric: % Breakdown 2002-2007
Table 78 Sales of Range Cookers by Format: % Breakdown 2002-2007
Table 79 Sales of Ovens by Standard/Multifunctional: % Breakdown 2002-2007
Table 80 Sales of Built-in Hobs by Format: % Breakdown 2002-2007
Table 81 Sales of Freestanding Hobs by Format: % Breakdown 2002-2007
Table 82 Company Shares of Large Cooking Appliances 2003-2007
Table 83 Brand Shares of Large Cooking Appliances 2004-2007
Table 84 Company Shares of Cookers 2003-2007
Table 85 Company Shares of Range Cookers 2003-2007
Table 86 Company Shares of Ovens 2003-2007
Table 87 Company Shares of Hobs 2003-2007
Table 88 Company Shares of Built-in Hobs 2003-2007
Table 89 Company Shares of Freestanding Hobs 2003-2007
Table 90 Company Shares of Cooker Hoods 2003-2007
Table 91 Company Shares of Built-in Cooker Hoods 2003-2007
Table 92 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 93 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 94 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 95 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 96 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Retail Sales of Ready Made Meals 2002-2012
Table 98 Sales of Microwaves by Subsector: Volume 2002-2007
Table 99 Sales of Microwaves by Subsector: Value 2002-2007
Table 100 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 101 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 102 Company Shares of Microwaves 2003-2007
Table 103 Brand Shares of Microwaves 2004-2007
Table 104 Microwaves by Distribution Format: % Analysis 2002-2007
Table 105 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 106 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 107 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 108 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 109 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 110 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 111 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 112 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 113 Company Shares of Food Preparation Appliances 2003-2007
Table 114 Brand Shares of Food Preparation Appliances 2004-2007
Table 115 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 116 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 117 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 118 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Retail Sales of Coffee 2002-2012
Table 120 Share of Coffee Pods % Breakdown 2004-2007
Table 121 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 122 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 123 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 124 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 125 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2007
Table 126 Company Shares of Small Cooking Appliances 2003-2007
Table 127 Brand Shares of Small Cooking Appliances 2004-2007
Table 128 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 129 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 130 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 131 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 132 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 133 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 134 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 135 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 136 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 137 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 138 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 139 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 140 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 141 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 142 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 143 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 144 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 145 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 146 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2007
Table 147 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2007
Table 148 Company Shares of Vacuum Cleaners 2003-2007
Table 149 Brand Shares of Vacuum Cleaners 2004-2007
Table 150 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 151 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 152 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 153 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 154 Sales of Irons: 2002-2007
Table 155 Sales of Irons: % Growth 2002-2007
Table 156 Unit Sales of Irons by Format: % Breakdown 2003-2007
Table 157 Company Shares of Irons 2003-2007
Table 158 Brand Shares of Irons 2004-2007
Table 159 Forecast Sales of Irons: 2007-2012
Table 160 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 161 Sales of Personal Care Appliances: 2002-2007
Table 162 Sales of Personal Care Appliances: % Growth 2002-2007
Table 163 Sales of Hair Care Appliances by Format: % Breakdown 2002-2007
Table 164 Sales of Body Shavers by Type: % Breakdown 2002-2007
Table 165 Company Shares of Personal Care Appliances 2003-2007
Table 166 Brand Shares of Personal Care Appliances 2004-2007
Table 167 Forecast Sales of Personal Care Appliances: 2007-2012
Table 168 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 169 Sales of Air Treatment Products: 2002-2007
Table 170 Sales of Air Treatment Products: % Growth 2002-2007
Table 171 Company Shares of Air Treatment Products 2003-2007
Table 172 Brand Shares of Air Treatment Products 2004-2007
Table 173 Forecast Sales of Air Treatment Products: 2007-2012
Table 174 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS