Household Care in Thailand
Euromonitor International's Household 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, 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: 82 | Publication date: Jul 2007
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Competitors preparing to sparkle in laundry care
Laundry care continued to dominate household care sales in 2006. Laundry care saw aggressive competition in terms of launches of new variants and fragrances and promotion of existing products. While Procter & Gamble Thailand focused on integrating its newly-acquired brands in the first quarter 2006, other players geared up to face the impending onslaught from Procter & Gamble Thailand in the following months. Manufacturers announced plans to increase production capacity to cater to the regional market requirements in their efforts to spread overheads over larger volumes and thereby achieve cost efficiencies in an increasingly competitive landscape.
Car air fresheners pick up speed
Air care registered the highest growth in 2006. Most sales came from supermarkets and hypermarkets in urban areas. Within air care, the standard spray/aerosol air fresheners maintained the lead; however it was car air fresheners, driven by increasing car ownership and rising product penetration that registered almost three times the total growth of all air care products put together. The continuous scent innovations and consumer desire for fresh-smelling cars helped boost sales.
Unilever holds onto its market leadership
Unilever Thai improved its share marginally in 2006 in spite of facing intense competition and household care experiencing a slowdown in consumer spending in 2006. In spite of household care being characterised by tough competition and dwindling brand loyalty, Unilever continued its social responsibility campaign “Adding Vitality to Life” to create a long-term bond between Thai consumers and the company's brands. As part of the campaign, the company opened its 60th Breeze Vitality Ground at a school in December 2006. The Thai Princess Maha Chakri Sirindhorn presided over the ceremony.
Private label continues to shine
Household care products continued to be a good route for private label penetration, especially those offered by the top retailers such as Tesco, Tops and Carrefour. With the rapid development of modern retailing in the country, reaching just beyond Bangkok, these retailers enjoy good success with private label products such as dishwashing products, surface care and toilet care. Targeting the lower-end consumers with no frills offerings, retailers have been able to push their products with highly competitive prices.
Air care to see best performance
In the forecast period, the household care market is expected to increase steadily as a result of increasing levels of maturity and a high level of household penetration for these products especially in the urban area such as Bangkok. Consumers are expected to shop increasingly in supermarkets/hypermarkets for value-priced household care products. Air care will have the highest growth in the market; dishwashing products and surface care will also contribute significantly to forecast period growth of the household care market in Thailand.
Table of contents
HOUSEHOLD CARE IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Competitors preparing to sparkle in laundry care
Car air fresheners pick up speed
Unilever holds onto its market leadership
Private label continues to shine
Air care to see best performance
KEY TRENDS AND DEVELOPMENTS
Private label winning consumers over with low pricing
Emergence of Procter & Gamble heats up competition
Innovation captures consumer loyalty
Working women increasingly seeking greater convenience
Health and hygiene driving demand for household care products
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - THAILAND
ARS CHEMICAL (THAILAND) CO LTD - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 ARS Chemical (Thailand) Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 ARS Chemical (Thailand) Co Ltd: Competitive Position 2006
BIO CONSUMER CO LTD - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Bio Consumer Co Ltd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Bio Consumer Co Ltd: Competitive Position 2006
ICC INTERNATIONAL PCL - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 ICC International PCL: Key Facts
Summary 6 ICC International PCL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 ICC International PCL: Competitive Position 2006
IP MANUFACTURING CO LTD - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 IP Manufacturing Co Ltd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 9 IP Manufacturing Co Ltd: Competitive Position 2006
LION CORP (THAILAND) LTD - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Lion Corp (Thailand) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 Lion Corp (Thailand) Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Lion Corp (Thailand) Ltd: Competitive Position 2006
LAUNDRY CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Surface Care Company Shares 2002-2006
Table 37 Surface Care Brand Shares 2003-2006
Table 38 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Chlorine Bleach: Value 2001-2006
Table 41 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 42 Chlorine Bleach Company Shares 2002-2006
Table 43 Chlorine Bleach Brand Shares 2003-2006
Table 44 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 48 Toilet Care Products Company Shares 2002-2006
Table 49 Toilet Care Products Brand Shares 2003-2006
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2001-2006
Table 53 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 54 Polishes Company Shares 2002-2006
Table 55 Polishes Brand Shares 2003-2006
Table 56 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2001-2006
Table 59 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 60 Leading Fragrances for Air Care 2006
Table 61 Air Care Company Shares 2002-2006
Table 62 Air Care Brand Shares 2003-2006
Table 63 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Insecticides by Subsector: Value 2001-2006
Table 66 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 67 Insecticides Company Shares 2002-2006
Table 68 Insecticides Brand Shares 2003-2006
Table 69 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 70 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011