The pandemic led to increasing consciousness of health and personal hygiene amongst Thai consumers. Thanks to this heightened awareness, further current value growth is expected in bath and shower in the forecast period.
The competitive landscape in bath and shower is expected to become more fragmented in the forecast period. Although the leading brands will continue to have a strong foothold, there are likely to be more small emerging brands included under “others”, which will drive up its share, continuing the trend seen since 2018.
E-commerce saw dynamic growth in 2020 during the COVID-19 lockdown, and maintained share growth in 2021 and 2022 even as pandemic restrictions eased and consumers were able to return to offline retailers, as many of them still wanted to avoid spending time in crowded areas and public places. Despite this already strong performance, it is expected that consumers will continue to make purchases online, and e-commerce has further growth potential thanks to online-exclusive promotions.
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Understand the latest market trends and future growth opportunities for the Bath and Shower 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.
If you're in the Bath and Shower 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.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See All of Our DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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