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.
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Tables: 153 | Publication date: Sep 2007
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- 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
Changing Lifestyles Go Hand-in-Hand With Increasing Demand for Electronic Goods
One of the South East Asian Tiger Economies, Thailand continues to post moderate economic growth. With economic prosperity has come a certain western influence in the lives of Thai consumers. The domestic electrical appliances sector has shown substantial growth in the review period. This growth is projected to continue in the near term. The average Thai consumer, while remaining price sensitive, is increasingly driven by quality, and has become attracted to the lifestyle impact of modern appliances. This is shown in the steady if not robust demand for products such as refrigerators and washing machines.
Intense Competition Results in Falling Average Prices
Volume increases generally outpaced value rises in almost all categories, indicating a general trend towards falling prices. Intense competition drove major players to engage in price wars, which only served to increase the affordability and accessibility of domestic electrical appliances to the broader mass market. Heavy discounts, attractive instalment terms and zero-interest rate credit card purchases all contributed to underscore healthy volume growth.
Low-price Chinese Products Pose Threat to Established Brands
There has been a considerable influx of electrical appliances from China in recent years. Mostly catering to low end, price sensitive consumers, Chinese imports have changed the competitive environment in the Thai market, forcing established multinationals to compete on product innovation strategies to stay ahead. While sales volume has increased, sales value and consequently profits, have been dampened overall. Furthermore, as electrical appliance sales have shifted from dealers to large discount stores, sales volumes had increased but profits have declined. This is largely attributed to influx of low cost Chinese products that have entered the market. In addition, a high number of stores are sourcing electronic units directly and selling them as private label products.
Production Move to Thailand in Effort to Widen Margins
Companies such as Panasonic Samsung, LG, and Bosch are slowly shifting home appliance production to Thailand. At the time of writing it is unclear just what the effect of local production will be on demand. It may not have any effect or it may act as a dampener as consumers may tend to view locally manufactured goods as inferior to those imported from developed countries such as Japan or Korea.
Political Uncertainty Expected to Continue
Consumers and businesses remain wary so long as the military-installed interim government is in place. As a result, growth is expected to be slow or stagnant in 2007. This will tend to have a negative impact on the disposable incomes of consumers, and may adversely impact demand for consumer durables. The extent of this impact is difficult to assess at the time of writing, and may depend on the duration and policies of the interim government
No Demand As Yet for Built-in Products
Demand for built-in electrical appliances remains undeveloped. Expensive products, lack of product awareness, lack of aggressive marketing and the limitations in both available space and the constraints regarding the construction of homes stifled growth. Despite rising incomes and affordability of urban households, this trend has not caught on. This segment is very niche and is still limited to high network individuals and expatriate homes.
Continued Demand in Key Appliances
Over the forecast period microwaves, room air conditioners and front-loading washing machines are expected to drive sales significantly, especially in urban areas. The increase in awareness of such products and greater affordability are boosting sales of such products. Young Thai couples in the country's cities, for example, are being driven more by convenience than price, and these people represent the main consumer base for feature-driven electrical appliances. Similarly the highest selling small appliances are electric fans followed by rice cookers and irons. Electric fans account for 39% of sales, followed by rice cookers at 26%, irons 17%, vacuum cleaners 10% and blenders 8%.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Changing Lifestyles Go Hand-in-Hand With Increasing Demand for Electronic Goods
Intense Competition Results in Falling Average Prices
Low-price Chinese Products Pose Threat to Established Brands
Production Move to Thailand in Effort to Widen Margins
Political Uncertainty Expected to Continue
No Demand As Yet for Built-in Products
Continued Demand in Key Appliances
KEY TRENDS AND DEVELOPMENTS
Rise of Nuclear Families and Working Women Spurs Demand for Convenience Products
Increased Demand for Premium, High End Products on the Rise
Flurry of Low Cost Chinese Products Enter Thai Market
Increasing Health Awareness Stimulates Sales of Small Kitchen Appliances
Energy-Saving and Environmentally Friendly Products Increasingly Appealing
Demand Moving Towards the Rural Areas and Smaller Towns
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
MARKET DATA
Table 2 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 3 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 6 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 10 Company Shares of Large Kitchen Appliances 2002-2006
Table 11 Brand Shares of Large Kitchen Appliances 2003-2006
Table 12 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 13 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 14 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 15 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 19 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2006-2011
DEFINITIONS
Sector and Subsector Definitions
Distribution Definitions
Units of Measurement
LOCAL COMPANY PROFILES - THAILAND
BOSCH & SIEMENS DOMESTIC APPLIANCES - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Bosch & Siemens Domestic Appliances: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
HAIER ELECTRICAL APPLIANCES (THAILAND) CO LTD - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Haier Electrical Appliances (Thailand) Co Ltd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
LG ELECTRONIC (THAILAND) CO LTD - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 3 LG Electronics (Thailand) Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
PANASONIC AP SALES [THAILAND] - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Panasonic AP Sales (Thailand): Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
THAI SAMSUNG ELECTRONICS CO LTD - DOMESTIC ELECTRICAL APPLIANCES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Thai Samsung Electronics Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
REFRIGERATION APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 23 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 24 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 27 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 28 Company Shares of Refrigeration Appliances 2002-2006
Table 29 Brand Shares of Refrigeration Appliances 2003-2006
Table 30 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 31 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 32 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 33 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 34 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 36 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 37 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 38 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 39 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 40 Company Shares of Home Laundry Appliances 2002-2006
Table 41 Brand Shares of Home Laundry Appliances 2003-2006
Table 42 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 43 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 44 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 45 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 47 Sales of Dishwashers by Subsector: Value 2001-2006
Table 48 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 49 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 50 Company Shares of Dishwashers 2002-2006
Table 51 Brand Shares of Dishwashers 2003-2006
Table 52 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 53 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 54 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 55 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 57 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 58 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 59 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 60 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 61 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 62 Sales of Freestanding Hobs by Format: % Breakdown 2001-2006
Table 63 Company Shares of Large Cooking Appliances 2002-2006
Table 64 Brand Shares of Large Cooking Appliances 2003-2006
Table 65 Company Shares of Cookers 2002-2006
Table 66 Company Shares of Ovens 2002-2006
Table 67 Company Shares of Hobs 2002-2006
Table 68 Company Shares of Freestanding Hobs 2002-2006
Table 69 Company Shares of Cooker Hoods 2002-2006
Table 70 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 71 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 72 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 73 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 74 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Sales of Microwaves by Subsector: Volume 2001-2006
Table 76 Sales of Microwaves by Subsector: Value 2001-2006
Table 77 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 78 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 79 Company Shares of Microwaves 2002-2006
Table 80 Brand Shares of Microwaves 2003-2006
Table 81 Microwaves by Distribution Format: % Analysis 2001-2006
Table 82 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 83 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 84 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 85 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 86 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 87 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 88 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 89 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 90 Company Shares of Food Preparation Appliances 2002-2006
Table 91 Brand Shares of Food Preparation Appliances 2003-2006
Table 92 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 93 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 94 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 95 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 96 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 97 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 98 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 99 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 100 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 101 Company Shares of Small Cooking Appliances 2002-2006
Table 102 Brand Shares of Small Cooking Appliances 2003-2006
Table 103 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 104 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 105 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 106 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 108 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 109 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 110 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 111 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 112 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 113 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 114 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 115 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 116 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 118 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 119 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 120 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 121 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 122 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 123 Company Shares of Vacuum Cleaners 2002-2006
Table 124 Brand Shares of Vacuum Cleaners 2003-2006
Table 125 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 126 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 127 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 128 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 129 Sales of Irons: 2001-2006
Table 130 Sales of Irons: % Growth 2001-2006
Table 131 Company Shares of Irons 2002-2006
Table 132 Brand Shares of Irons 2003-2006
Table 133 Forecast Sales of Irons: 2006-2011
Table 134 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Sales of Personal Care Appliances: 2001-2006
Table 136 Sales of Personal Care Appliances: % Growth 2001-2006
Table 137 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 138 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 139 Company Shares of Personal Care Appliances 2002-2006
Table 140 Brand Shares of Personal Care Appliances 2003-2006
Table 141 Forecast Sales of Personal Care Appliances: 2006-2011
Table 142 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 143 Sales of Air Treatment Products: 2001-2006
Table 144 Sales of Air Treatment Products: % Growth 2001-2006
Table 145 Company Shares of Air Treatment Products 2002-2006
Table 146 Brand Shares of Air Treatment Products 2003-2006
Table 147 Forecast Sales of Air Treatment Products: 2006-2011
Table 148 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN THAILAND
OVERVIEW