Consumer Appliances in Thailand

December 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Dishwashers
  • Home Laundry Appliances
  • Large Cooking Appliances
  • Microwaves
  • Refrigeration Appliances
  • Air Treatment Products
  • Food Preparation Appliances
  • Personal Care Appliances
  • Small Cooking Appliances
  • Vacuum Cleaners

If you're in the Consumer Appliances industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Appliances in Thailand report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Appliances in Thailand?
  • Which are the leading brands in Thailand?
  • How are products distributed in Thailand?
  • To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
  • How are considerations such as urban development and the rise in single-person households determining sales growth?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Consumer Appliances in Thailand

Consumer appliances in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2024
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2024
Table 3 Sales of Consumer Appliances by Category: Volume 2018-2023
Table 4 Sales of Consumer Appliances by Category: Value 2018-2023
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 11 Sales of Small Appliances by Category: Volume 2018-2023
Table 12 Sales of Small Appliances by Category: Value 2018-2023
Table 13 Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 14 Sales of Small Appliances by Category: % Value Growth 2018-2023
Table 15 NBO Company Shares of Major Appliances: % Volume 2019-2023
Table 16 LBN Brand Shares of Major Appliances: % Volume 2020-2023
Table 17 NBO Company Shares of Small Appliances: % Volume 2019-2023
Table 18 LBN Brand Shares of Small Appliances: % Volume 2020-2023
Table 19 Distribution of Major Appliances by Format: % Volume 2018-2023
Table 20 Distribution of Small Appliances by Format: % Volume 2018-2023
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2023-2028
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2023-2028
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2023-2028
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2023-2028
Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2023-2028
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2023-2028
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2023-2028
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2023-2028
Table 29 Forecast Sales of Small Appliances by Category: Volume 2023-2028
Table 30 Forecast Sales of Small Appliances by Category: Value 2023-2028
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2023-2028
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Dishwashers in Thailand

KEY DATA FINDINGS

New technology and smaller units helping to attract more consumers to dishwashers
Xiaomi helps to make dishwashers more accessible but Bosch and Electrolux retain the lead with their trusted and familiar products
Dishwashers becoming more compact and more efficient in Thailand
Demand expected to be driven by desire for time and space saving solutions
New technology expected to provide further fuel for growth
Built-in dishwashers seen as expensive to buy and to maintain
Table 33 Sales of Dishwashers by Category: Volume 2018-2023
Table 34 Sales of Dishwashers by Category: Value 2018-2023
Table 35 Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 36 Sales of Dishwashers by Category: % Value Growth 2018-2023
Table 37 Sales of Dishwashers by Format: % Volume 2018-2023
Table 38 Sales of Dishwashers by Smart Appliances: % Volume 2019-2023
Table 39 NBO Company Shares of Dishwashers: % Volume 2019-2023
Table 40 LBN Brand Shares of Dishwashers: % Volume 2020-2023
Table 41 Distribution of Dishwashers by Format: % Volume 2018-2023
Table 42 Production of Dishwashers: Total Volume 2018-2023
Table 43 Forecast Sales of Dishwashers by Category: Volume 2023-2028
Table 44 Forecast Sales of Dishwashers by Category: Value 2023-2028
Table 45 Forecast Sales of Dishwashers by Category: % Volume Growth 2023-2028
Table 46 Forecast Sales of Dishwashers by Category: % Value Growth 2023-2028

Home Laundry Appliances in Thailand

KEY DATA FINDINGS

Built-in home laundry appliances suffering from high prices and a lack of flexibility
Chinese brands having a big impact on the competitive landscape with quality products at affordable prices
Price competition and new technology helping to drive up sales of freestanding automatic washing machines
Emerging technology and modern designs set to propel demand
Chinese brands expected to continue having a positive impact on volume sales of home laundry appliances
High prices and limited availability impacting the popularity of built-in options
Table 47 Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 48 Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 49 Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 50 Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023
Table 51 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2018-2023
Table 52 Sales of Automatic Washing Machines by Format: % Volume 2018-2023
Table 53 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2018-2023
Table 54 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2019-2023
Table 55 NBO Company Shares of Home Laundry Appliances: % Volume 2019-2023
Table 56 LBN Brand Shares of Home Laundry Appliances: % Volume 2020-2023
Table 57 Distribution of Home Laundry Appliances by Format: % Volume 2018-2023
Table 58 Production of Home Laundry Appliances: Total Volume 2018-2023
Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2023-2028
Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2023-2028
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2023-2028
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2023-2028

Large Cooking Appliances in Thailand

KEY DATA FINDINGS

Stable prices and a buoyant property market help support growth in large cooking appliances in 2023
Locals influenced by a preference for premium designs and traditional cooking methods
The rise of online channels for pre-ordering
Surge in new property development set to drive demand for large cooking appliances
Booming tourism industry could help fuel demand
Traditional lifestyles and cooking habits of Thai consumers likely to remain an obstacle to the category’s development
Table 63 Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 64 Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023
Table 67 Sales of Built-in Hobs by Format: % Volume 2018-2023
Table 68 Sales of Ovens by Smart Appliances: % Volume 2019-2023
Table 69 NBO Company Shares of Large Cooking Appliances: % Volume 2019-2023
Table 70 LBN Brand Shares of Large Cooking Appliances: % Volume 2020-2023
Table 71 NBO Company Shares of Built-in Hobs: % Volume 2019-2023
Table 72 NBO Company Shares of Ovens: % Volume 2019-2023
Table 73 NBO Company Shares of Cooker Hoods: % Volume 2019-2023
Table 74 NBO Company Shares of Built-in Cooker Hoods: % Volume 2019-2023
Table 75 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2019-2023
Table 76 NBO Company Shares of Cookers: % Volume 2019-2023
Table 77 NBO Company Shares of Range Cookers: % Volume 2019-2023
Table 78 Distribution of Large Cooking Appliances by Format: % Volume 2018-2023
Table 79 Production of Large Cooking Appliances: Total Volume 2018-2023
Table 80 Forecast Sales of Large Cooking Appliances by Category: Volume 2023-2028
Table 81 Forecast Sales of Large Cooking Appliances by Category: Value 2023-2028
Table 82 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2023-2028
Table 83 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2023-2028

Microwaves in Thailand

KEY DATA FINDINGS

Convenience the key driver of demand for microwaves while new lower-priced models help expand the potential market audience
Built-in microwaves losing favour due to high prices
Brands adopt different strategies to win favour in an increasingly competitive market
Health concerns and home-based working two trends that are likely to shape demand for microwaves over the forecast period
Busy lifestyles and a recovering property market expected to drive demand for microwaves
Built-in microwaves set for further struggles as high prices likely to deter consumers
Table 84 Sales of Microwaves by Category: Volume 2018-2023
Table 85 Sales of Microwaves by Category: Value 2018-2023
Table 86 Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 87 Sales of Microwaves by Category: % Value Growth 2018-2023
Table 88 Sales of Microwaves by Smart Appliances: % Volume 2019-2023
Table 89 NBO Company Shares of Microwaves: % Volume 2019-2023
Table 90 LBN Brand Shares of Microwaves: % Volume 2020-2023
Table 91 Distribution of Microwaves by Format: % Volume 2018-2023
Table 92 Production of Microwaves: Total Volume 2018-2023
Table 93 Forecast Sales of Microwaves by Category: Volume 2023-2028
Table 94 Forecast Sales of Microwaves by Category: Value 2023-2028
Table 95 Forecast Sales of Microwaves by Category: % Volume Growth 2023-2028
Table 96 Forecast Sales of Microwaves by Category: % Value Growth 2023-2028

Refrigeration Appliances in Thailand

KEY DATA FINDINGS

Wealthy consumers paying more attention to the look of their refrigeration appliances as well as their functionality
Chinese brands steal the show with affordable low-capacity refrigeration appliances
Wealthier consumers looking for modern and attractive refrigeration appliances
Sales of built-in refrigeration appliances in Thailand set to continue declining due to limited appeal and high prices
New property development set to fuel growth in demand
Rising temperatures increase the focus on the importance of refrigeration appliances
Table 97 Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 98 Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 99 Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 100 Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023
Table 101 Sales of Freezers by Format: % Volume 2018-2023
Table 102 Sales of Freezers by Volume Capacity: % Volume 2018-2023
Table 103 Sales of Fridge Freezers by Format: % Volume 2018-2023
Table 104 Sales of Fridge Freezers by Volume Capacity: % Volume 2018-2023
Table 105 Sales of Fridge Freezers by Smart Appliances: % Volume 2019-2023
Table 106 NBO Company Shares of Refrigeration Appliances: % Volume 2019-2023
Table 107 LBN Brand Shares of Refrigeration Appliances: % Volume 2020-2023
Table 108 NBO Company Shares of Built-in Fridge Freezers: % Volume 2019-2023
Table 109 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2019-2023
Table 110 Distribution of Refrigeration Appliances by Format: % Volume 2018-2023
Table 111 Production of Refrigeration Appliances: Total Volume 2018-2023
Table 112 Forecast Sales of Refrigeration Appliances by Category: Volume 2023-2028
Table 113 Forecast Sales of Refrigeration Appliances by Category: Value 2023-2028
Table 114 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2023-2028
Table 115 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2023-2028

Air Treatment Products in Thailand

KEY DATA FINDINGS

Higher temperatures and the rise of Chinese brands increases the demand for air conditioners in 2023
Consumers looking for more from their air conditioners with a focus on inverter technology and air purification
Air purifiers becoming must-have appliances in the homes of some health conscious families
Rising temperatures likely to fuel demand for air conditioners
Air purifiers could become more commonplace as health concerns rise
Chinese brands expected to gain further ground thanks to competitive pricing
Table 116 Sales of Air Treatment Products by Category: Volume 2018-2023
Table 117 Sales of Air Treatment Products by Category: Value 2018-2023
Table 118 Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 119 Sales of Air Treatment Products by Category: % Value Growth 2018-2023
Table 120 Sales of Air Conditioners by Smart Appliances: % Volume 2019-2023
Table 121 NBO Company Shares of Air Treatment Products: % Volume 2019-2023
Table 122 LBN Brand Shares of Air Treatment Products: % Volume 2020-2023
Table 123 Distribution of Air Treatment Products by Format: % Volume 2018-2023
Table 124 Production of Air Conditioners: Total Volume 2018-2023
Table 125 Forecast Sales of Air Treatment Products by Category: Volume 2023-2028
Table 126 Forecast Sales of Air Treatment Products by Category: Value 2023-2028
Table 127 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2023-2028
Table 128 Forecast Sales of Air Treatment Products by Category: % Value Growth 2023-2028

Food Preparation Appliances in Thailand

KEY DATA FINDINGS

Food preparation appliances sees slower growth as economic pressures take their toll
Home cooking trend finding success on TikTok and driving demand for food preparation appliances
The rise of livestreaming and e-commerce a big plus for sales of food preparation appliances
New property development expected to be a key sales driver for food preparation appliances
Social media playing an important role in driving the home cooking trend and in raising awareness around the importance of eating healthily
Chinese brands expected to make further headway through the online channel
Table 129 Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 130 Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 131 Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 132 Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023
Table 133 NBO Company Shares of Food Preparation Appliances: % Volume 2019-2023
Table 134 LBN Brand Shares of Food Preparation Appliances: % Volume 2020-2023
Table 135 Distribution of Food Preparation Appliances by Format: % Volume 2018-2023
Table 136 Forecast Sales of Food Preparation Appliances by Category: Volume 2023-2028
Table 137 Forecast Sales of Food Preparation Appliances by Category: Value 2023-2028
Table 138 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2023-2028
Table 139 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2023-2028

Personal Care Appliances in Thailand

KEY DATA FINDINGS

Korean beauty trend sparks surge in demand for personal care appliances in 2023
Body shavers see growing demand from men in Thailand in 2023
Electric facial cleansers seeing falling demand due to high prices and hygiene concerns
Korean beauty trend likely to remain a key influence on demand
Impactful designs could be key to standing out with the focus being on the appearance as well the functionality of products
Dyson could be a sign of the future with new and innovative line of hair care appliances
Table 140 Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 141 Sales of Personal Care Appliances by Category: Value 2018-2023
Table 142 Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 143 Sales of Personal Care Appliances by Category: % Value Growth 2018-2023
Table 144 Sales of Body Shavers by Format: % Volume 2018-2023
Table 145 Sales of Hair Care Appliances by Format: % Volume 2018-2023
Table 146 NBO Company Shares of Personal Care Appliances 2019-2023
Table 147 LBN Brand Shares of Personal Care Appliances 2020-2023
Table 148 Distribution of Personal Care Appliances by Format: % Volume 2018-2023
Table 149 Forecast Sales of Personal Care Appliances by Category: Volume 2023-2028
Table 150 Forecast Sales of Personal Care Appliances by Category: Value 2023-2028
Table 151 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2023-2028
Table 152 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2023-2028

Small Cooking Appliances in Thailand

KEY DATA FINDINGS

Sales of small cooking appliances benefit from home cooking trend and an increased focus on healthy eating
Consumers invest in small cooking appliances as they look to recreate the café experience at home
Light fryers facing competition from other multifunctional cooking appliances
As homes get smaller the demand for small cooking appliances should grow
Manufacturers will need to meet the modern demand for convenience and multifunctionality
Added-value features could bring renewed momentum to sales of light fryers
Table 153 Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 154 Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 155 Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 156 Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023
Table 157 Sales of Freestanding Hobs by Format: % Volume 2018-2023
Table 158 NBO Company Shares of Small Cooking Appliances: % Volume 2019-2023
Table 159 LBN Brand Shares of Small Cooking Appliances: % Volume 2020-2023
Table 160 Distribution of Small Cooking Appliances by Format: % Volume 2018-2023
Table 161 Forecast Sales of Small Cooking Appliances by Category: Volume 2023-2028
Table 162 Forecast Sales of Small Cooking Appliances by Category: Value 2023-2028
Table 163 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2023-2028
Table 164 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2023-2028

Vacuum Cleaners in Thailand

KEY DATA FINDINGS

Busy lifestyles and rising health concerns fuel demand for vacuum cleaners
Smaller living spaces and increased hygiene concerns influence consumer purchasing decisions in 2023
Stick vacuum cleaners on the rise with Xiaomi leading the charge
Wet and dry stick vacuum cleaners likely to prove increasingly popular thanks to their convenience and adaptability
Rising concerns over pollution could help encourage more consumers to invest in vacuum cleaners
Cordless technology and added functionality expected to fuel demand
Table 165 Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 166 Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 167 Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 168 Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023
Table 169 Sales of Robotic Vacuum Cleaners by Smart Appliances: % Volume 2019-2023
Table 170 NBO Company Shares of Vacuum Cleaners: % Volume 2019-2023
Table 171 LBN Brand Shares of Vacuum Cleaners: % Volume 2020-2023
Table 172 Distribution of Vacuum Cleaners by Format: % Volume 2018-2023
Table 173 Forecast Sales of Vacuum Cleaners by Category: Volume 2023-2028
Table 174 Forecast Sales of Vacuum Cleaners by Category: Value 2023-2028
Table 175 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2023-2028
Table 176 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Consumer Appliances

    • Built-In Major Appliances
    • Freestanding Major Appliances
      • Built-in Dishwashers
      • Freestanding Dishwashers
      • Built-in Home Laundry Appliances
      • Freestanding Home Laundry Appliances
        • Built-in Automatic Dryers
        • Freestanding Automatic Dryers
        • Built-in Automatic Washer Dryers
        • Freestanding Automatic Washer Dryers
        • Built-in Automatic Washing Machines
        • Freestanding Automatic Washing Machines
      • Semi-Automatic Washing Machines
      • Built-in Large Cooking Appliances
      • Freestanding Large Cooking Appliances
      • Built-in Hobs
      • Ovens
        • Built-in Cooker Hoods
        • Freestanding Cooker Hoods
      • Cookers
      • Range Cookers
      • Built-in Microwaves
      • Freestanding Microwaves
      • Built-in Refrigeration Appliances
      • Freestanding Refrigeration Appliances
        • Built-in Electric Wine Coolers/Chillers
        • Freestanding Electric Wine Coolers/Chillers
        • Built-in Freezers
        • Freestanding Freezers
        • Built-in Fridge Freezers
        • Freestanding Fridge Freezers
        • Built-in Fridges
        • Freestanding Fridges
      • Air Purifiers
          • Portable Room Air Conditioners
          • Split Air Conditioners
          • Window Air Conditioners
        • Air Coolers
        • Cooling Fans
      • Dehumidifiers
      • Humidifiers
      • Blenders
      • Food Processors
        • Centrifugal Juicers
        • Slow Juicers
      • Mixers
      • Other Food Preparation Appliances
    • Heating Appliances
    • Irons
      • Body Shavers
      • Electric Facial Cleansers
      • Hair Care Appliances
        • Battery Toothbrush Units
        • Electric Toothbrush Units
        • Other Oral Care Appliances
      • Other Personal Care Appliances
      • Breadmakers
          • Espresso Coffee Machines
          • Filter Coffee Machines
          • Other Standard Coffee Machines
          • Hard Pods
          • Soft Pods
      • Coffee Mills
        • Light Fryers
        • Deep Fat Fryers
      • Electric Grills
      • Electric Steamers
      • Freestanding Hobs
      • Kettles
      • Rice Cookers
      • Slow Cookers
      • Other Small Cooking Appliances
        • Cylinder Vacuum Cleaners
        • Handheld Vacuum Cleaners
        • Stick Vacuum Cleaners
        • Upright Vacuum Cleaners
        • Steam Vacuum Cleaners
      • Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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