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: 89 | Publication date: Sep 2008
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
Stronger performance by household care in 2007
Household care recorded stronger current value growth in 2007, thanks to an improved performance by laundry care. Product innovations remained frequent in the household care industry, including laundry care. More powerful cleaning properties and hybrid functions offered by new laundry detergents stimulated retail value growth. Since laundry care is the biggest contributor to household care sales, this was reflected in the stronger performance of the industry on the whole.
Emerging air care maintains fastest value growth
Air care, which is less developed than other categories, enjoyed growing consumer interest and continued to perform well in 2007. Air care is still considered a luxury product by most Thai consumers and the acceptance is still growing among the middle- to upper-income consumers. Building on the emerging trend, manufacturers have further pushed the popularity of the products through positioning that ties in the products with specific lifestyles. The concept of linking products to lifestyles has been successful towards 2007, pushing up growth to double-digit levels.
Product quality and added features over price
Companies largely competed on price over the review period. By 2007 players had begun to modify their business strategies to focus more on product innovations offering value-added benefits. Initially, value-added products would only draw wealthy consumers; however, Thai consumers in urban and rural areas are increasingly looking for fast and convenient cleaning products. As a result, price competition has continued but at a lower intensity, as more consumers focus on product quality and functionality rather than simply price. Many new product launches in 2007 reflected the trend for added features at higher prices, and the consumer acceptance of such items has encouraged manufacturers.
Unilever maintains top spot despite the threat from other multinationals
Unilever Thai Holdings Ltd retained its leading position in household care in 2007. The company continued to focus heavily on marketing and promotional strategies. Unilever enjoys many advantages over its competitors as a major multinational company with greater resources. While its product portfolio within household care is relatively limited, it leads the most lucrative category. The dominance of laundry care over other categories in terms of retail value sales is such that the top players in laundry care and the industry overall are the same.
Good growth predicted for household care over the forecast period
Household care is expected to maintain its good performance over the forecast period. Many categories offer growth opportunities, as sales remain unsaturated. Innovations offering value-added features to more established product types are also expected to raise unit prices and fuel retail value growth. Nonetheless, more economy brands and private label products are also expected to appear, to satisfy the demand from price sensitive consumers especially, but not exclusively, in rural areas.
Table of contents
HOUSEHOLD CARE IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Stronger performance by household care in 2007
Emerging air care maintains fastest value growth
Product quality and added features over price
Unilever maintains top spot despite the threat from other multinationals
Good growth predicted for household care over the forecast period
KEY TRENDS AND DEVELOPMENTS
The popularity of economy brands rises
Multinationals increasingly focus on product innovation
Non-grocery retailers improves its position in distribution
Packaging positions lifestyle and premium products
The demand for stronger and longer-lasting products grows
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - THAILAND
ARS CHEMICAL (THAILAND) CO LTD - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 ARS Chemical (Thailand) Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 ARS Chemical (Thailand) Co Ltd: Competitive Position 2007
BIO CONSUMER CO LTD - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bio Consumer Co Ltd: Key Facts
Summary 5 Bio Consumer Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Bio Consumer Co Ltd: Competitive Position 2007
SAHA PATHANAPIBUL PCL - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Saha Pathanapibul PCL: Key Facts
Summary 8 Saha Pathanapibul PCL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Lion Corp (Thailand) Ltd: Competitive Position 2007
SATHAPORN MARKETING CO LTD - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Sathaporn Marketing Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Sathaporn Marketing Co Ltd: Competitive Position 2007
SIAM POOLSUB INTERCHEMICAL CO LTD - HOUSEHOLD CARE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Siam Poolsub Interchemical Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Siam Poolsub Interchemical Co Ltd: Competitive Position 2007
LAUNDRY CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Chlorine Bleach by Type: % Value Analysis 2005-2007
Table 49 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 53 Toilet Care Products Company Shares 2003-2007
Table 54 Toilet Care Products Brand Shares 2004-2007
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2002-2007
Table 58 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 59 Polishes Company Shares 2003-2007
Table 60 Polishes Brand Shares 2004-2007
Table 61 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2002-2007
Table 64 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 65 Air Care Fragrances Rankings by Value 2006-2007
Table 66 Air Care Company Shares 2003-2007
Table 67 Air Care Brand Shares 2004-2007
Table 68 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2002-2007
Table 71 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 72 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 73 Insecticides Company Shares 2003-2007
Table 74 Insecticides Brand Shares 2004-2007
Table 75 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012