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Consumer Electronics in Thailand
August 2022
Consumer electronics in 2022: The big picture
Consumer electronics overall is seeing slowed retail volume growth in 2022 compared to its performance in 2021, with many product areas still falling. Leading the decline is imaging devices, followed by home audio and cinema.
2022 key trends
Health and wellness trends remain prevalent and have been brought even more to the fore by COVID-19, with consumers more urgently focused on devices designed to promote and help maintain healthier lifestyles and higher fitness levels. Smart wearables is benefiting enormously from these developments, and gaining ground not only with young, fitness-focused consumers, but also increasingly with the elderly and their carers.
Competitive landscape
Samsung maintains its position as number one brand in consumer electronics overall in Thailand in 2022. The player is present in most product areas and holds leading positions in several of them, including the all-important smartphones.
Retailing developments
The store closures experienced during the pandemic saw more consumers shift to the e-commerce channel, and the habit holds strong in 2022. Consumers continue to enjoy purchasing products online even as restrictions are eased, feeling safer and also accustomed to the convenience the channel affords.
What next for consumer electronics?
Consumer electronics overall will see slow and steady volume growth during the forecast period, led by wearable electronics and wireless speakers. Manufacturers will continue to stimulate sales by positioning products in line with health and wellness and environmental trends, for example.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics 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:
Computers and Peripherals
In-Car Entertainment
Home Audio and Cinema
Home Video
Imaging Devices
Mobile Phones
Portable Players
Wearable Electronics
If you're in the Consumer Electronics 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 Electronics 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 Electronics in Thailand?
Which are the leading brands in Thailand?
How are products distributed in Thailand?
How is the rise of e-commerce changing the retail landscape?
How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
How are considerations such as urban development and the rise in single-person households driving sales growth?
Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
Where is future growth expected to be most dynamic?
Consumer Electronics in Thailand
EXECUTIVE SUMMARY
Consumer electronics in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2017-2022Table 2 Sales of Consumer Electronics by Category: Value 2017-2022Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2017-2022Table 4 Sales of Consumer Electronics by Category: % Value Growth 2017-2022Table 5 NBO Company Shares of Consumer Electronics: % Volume 2018-2022Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2019-2022Table 7 Distribution of Consumer Electronics by Channel: % Volume 2017-2022Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2022-2027Table 9 Forecast Sales of Consumer Electronics by Category: Value 2022-2027Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2022-2027Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2022-2027
APPENDIX
DISCLAIMER
SOURCES
Summary 1 Research Sources
Computers and Peripherals in Thailand
KEY DATA FINDINGS
2022 DEVELOPMENTS
Supply chain constraints contribute to widespread declines within computers and peripherals in 2022
Acer stays on top and expands across categories, while e-sports and gaming support upgrade sales
Desktops in descent as consumers demand portability, and tablets rises in business but falls in retail
PROSPECTS AND OPPORTUNITIES
Decline to persist with demand from niche groups insufficient to turn growth positive
Monitors will fall as printers rises
Laptops to drop deeply and rise to only slightly positive growth by end of forecast period
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2017-2022Table 13 Sales of Computers and Peripherals by Category: Value 2017-2022Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2017-2022Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2017-2022Table 16 Sales of Computers by Category: Business Volume 2017-2022Table 17 Sales of Computers by Category: Business Value MSP 2017-2022Table 18 Sales of Computers by Category: Business Volume Growth 2017-2022Table 19 Sales of Computers by Category: Business Value MSP Growth 2017-2022Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2018-2022Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2019-2022Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2017-2022Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2022-2027Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2022-2027Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2022-2027Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2022-2027Table 27 Forecast Sales of Computers by Category: Business Volume 2022-2027Table 28 Forecast Sales of Computers by Category: Business Value MSP 2022-2027Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2022-2027Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2022-2027
In-Car Entertainment in Thailand
KEY DATA FINDINGS
2022 DEVELOPMENTS
In-car navigation drives closer to obsolescence thanks to smartphone apps
Pioneer maintains overall lead while Sony moves forward
Modification trend dies off thanks to travel restrictions and budget constraints
PROSPECTS AND OPPORTUNITIES
In-car navigation to see deepest descent despite some support from commercial use
Electric vehicles prove yet another obstacle to development in in-car entertainment
Store-based retail channels still lead but e-commerce is set to rise
CATEGORY DATA
Table 31 Sales of In-Car Entertainment by Category: Volume 2017-2022Table 32 Sales of In-Car Entertainment by Category: Value 2017-2022Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2017-2022Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2017-2022Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2018-2022Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2019-2022Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2017-2022Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2022-2027Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2022-2027Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2022-2027Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2022-2027
Home Audio and Cinema in Thailand
KEY DATA FINDINGS
2022 DEVELOPMENTS
Evolving lifestyles further subvert growth in home audio and cinema
Pioneer leads, only just ahead of Aconatic and Sony
Home audio products fall further from grace with old-fashioned feel in face of more modern alternatives
PROSPECTS AND OPPORTUNITIES
Private entertainment trend and smaller living spaces to undermine growth
Digital media players docks will fail to attract despite falling unit prices
Though e-commerce is set to rise, consumers prefer face-to-face sales for home audio and cinema products
CATEGORY DATA
Table 42 Sales of Home Audio and Cinema by Category: Volume 2017-2022Table 43 Sales of Home Audio and Cinema by Category: Value 2017-2022Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2017-2022Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2017-2022Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2018-2022Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2019-2022Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2018-2022Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2022-2027Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2022-2027Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2022-2027Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2022-2027
Home Video in Thailand
KEY DATA FINDINGS
2022 DEVELOPMENTS
Chip shortage sees prices rise while OLED TVs leads growth in 2022
Samsung leads with continuous innovation but still loses share to second-ranked LG
Promotions take on new importance in light of price-sensitivity, though OLED TVs surges ahead
PROSPECTS AND OPPORTUNITIES
Growth will still be driven by televisions while video players fall fast
OLED unlikely to replace LCD by the end of the forecast period
Players to invest more in smart TVs and innovate in line with current trends
CATEGORY DATA
Table 53 Sales of Home Video by Category: Volume 2017-2022Table 54 Sales of Home Video by Category: Value 2017-2022Table 55 Sales of Home Video by Category: % Volume Growth 2017-2022Table 56 Sales of Home Video by Category: % Value Growth 2017-2022Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2017-2022Table 58 NBO Company Shares of Home Video: % Volume 2018-2022Table 59 LBN Brand Shares of Home Video: % Volume 2019-2022Table 60 Distribution of Home Video by Channel: % Volume 2017-2022Table 61 Forecast Sales of Home Video by Category: Volume 2022-2027Table 62 Forecast Sales of Home Video by Category: Value 2022-2027Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2022-2027Table 64 Forecast Sales of Home Video by Category: % Value Growth 2022-2027Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2022-2027
Headphones in Thailand
KEY DATA FINDINGS
2022 DEVELOPMENTS
Headphones overall sees post-pandemic rebound growth, though only TWS earbuds is moving up
AirPods stays narrowly ahead of Xiaomi and Samsung
E-commerce maintains distribution lead in 2022
PROSPECTS AND OPPORTUNITIES
Overall growth to continue positively thanks to TWS earbuds
Persistent decline for wireless headbands despite niche loyalty
Prices will drop though premiumisation trends will continue
CATEGORY DATA
Table 66 Sales of Headphones by Category: Volume 2017-2022Table 67 Sales of Headphones by Category: Value 2017-2022Table 68 Sales of Headphones by Category: % Volume Growth 2017-2022Table 69 Sales of Headphones by Category: % Value Growth 2017-2022Table 70 NBO Company Shares of Headphones: % Volume 2018-2022Table 71 LBN Brand Shares of Headphones: % Volume 2019-2022Table 72 Distribution of Headphones by Channel: % Volume 2017-2022Table 73 Forecast Sales of Headphones by Category: Volume 2022-2027Table 74 Forecast Sales of Headphones by Category: Value 2022-2027Table 75 Forecast Sales of Headphones by Category: % Volume Growth 2022-2027Table 76 Forecast Sales of Headphones by Category: % Value Growth 2022-2027
Imaging Devices in Thailand
KEY DATA FINDINGS
2022 DEVELOPMENTS
Competition from smartphones prevents positive growth in imaging devices
GoPro leads, and Sony and Canon shift to SLR cameras
Brands begin to focus on specific consumer groups with targeted devices and functionalities
PROSPECTS AND OPPORTUNITIES
Smartphones leave no room for significant growth in imaging devices
Niche consumer base to become target for players focused on high-end products
Appliances and electronics specialists maintains distribution lead but retailers may need to diversify to remain competitive
CATEGORY DATA
Table 77 Sales of Imaging Devices by Category: Volume 2017-2022Table 78 Sales of Imaging Devices by Category: Value 2017-2022Table 79 Sales of Imaging Devices by Category: % Volume Growth 2017-2022Table 80 Sales of Imaging Devices by Category: % Value Growth 2017-2022Table 81 NBO Company Shares of Imaging Devices: % Volume 2018-2022Table 82 LBN Brand Shares of Imaging Devices: % Volume 2019-2022Table 83 Distribution of Imaging Devices by Channel: % Volume 2017-2022Table 84 Forecast Sales of Imaging Devices by Category: Volume 2022-2027Table 85 Forecast Sales of Imaging Devices by Category: Value 2022-2027Table 86 Forecast Sales of Imaging Devices by Category: % Volume Growth 2022-2027Table 87 Forecast Sales of Imaging Devices by Category: % Value Growth 2022-2027
Mobile Phones in Thailand
KEY DATA FINDINGS
2022 DEVELOPMENTS
Slowed growth due to several factors, with smartphones rising as feature phones fall
Samsung still leads with broad portfolio
Expansion of 5G promises to push sales in smartphones across Thailand
PROSPECTS AND OPPORTUNITIES
Smartphones to see continued growth thanks to investment and innovation while feature phones get left further behind
Unit prices will rise in line with evolving technology, with some polarisation predicted
Players to place more importance on environmental impact of production and products
CATEGORY DATA
Table 88 Sales of Mobile Phones by Category: Volume 2017-2022Table 89 Sales of Mobile Phones by Category: Value 2017-2022Table 90 Sales of Mobile Phones by Category: % Volume Growth 2017-2022Table 91 Sales of Mobile Phones by Category: % Value Growth 2017-2022Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2019-2022Table 93 NBO Company Shares of Mobile Phones: % Volume 2018-2022Table 94 LBN Brand Shares of Mobile Phones: % Volume 2019-2022Table 95 Distribution of Mobile Phones by Channel: % Volume 2017-2022Table 96 Forecast Sales of Mobile Phones by Category: Volume 2022-2027Table 97 Forecast Sales of Mobile Phones by Category: Value 2022-2027Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2022-2027Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2022-2027Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2022-2027
Portable Players in Thailand
KEY DATA FINDINGS
2022 DEVELOPMENTS
Portable medias players suffer smartphones impact and e-readers remain invisible
JBL holds onto lead, both overall and in wireless speakers
Wireless speakers drives overall growth with continued rise and high levels of activity from invested brands
PROSPECTS AND OPPORTUNITIES
Wireless speakers will be only positive performer over the forecast period
Portable media players and e-readers see no hope of upwards movement
Expansion of wireless speakers to create increasingly competitive environment, forcing brands to invest more in innovation
CATEGORY DATA
Table 101 Sales of Portable Players by Category: Volume 2017-2022Table 102 Sales of Portable Players by Category: Value 2017-2022Table 103 Sales of Portable Players by Category: % Volume Growth 2017-2022Table 104 Sales of Portable Players by Category: % Value Growth 2017-2022Table 105 NBO Company Shares of Portable Players: % Volume 2018-2022Table 106 LBN Brand Shares of Portable Players: % Volume 2019-2022Table 107 Distribution of Portable Players by Channel: % Volume 2017-2022Table 108 Forecast Sales of Portable Players by Category: Volume 2022-2027Table 109 Forecast Sales of Portable Players by Category: Value 2022-2027Table 110 Forecast Sales of Portable Players by Category: % Volume Growth 2022-2027Table 111 Forecast Sales of Portable Players by Category: % Value Growth 2022-2027
Wearable Electronics in Thailand
KEY DATA FINDINGS
2022 DEVELOPMENTS
Current health trends drive overall growth in wearable electronics in 2022
Xiaomi retains overall lead and launches new smartwatches in 2022
Outdoor activities inform innovation and Garmin introduces sports-focused smartwatches
PROSPECTS AND OPPORTUNITIES
Smart wearables to lead overall growth, boosted by sales in smartphones
Older consumers to shift to smart wearables as activity bands decline
Store-based retailers to benefit from rise in smart wearables; new developments will gain pace to cater to evolving demand
CATEGORY DATA
Table 112 Sales of Wearable Electronics by Category: Volume 2017-2022Table 113 Sales of Wearable Electronics by Category: Value 2017-2022Table 114 Sales of Wearable Electronics by Category: % Volume Growth 2017-2022Table 115 Sales of Wearable Electronics by Category: % Value Growth 2017-2022Table 116 NBO Company Shares of Wearable Electronics: % Volume 2018-2022Table 117 LBN Brand Shares of Wearable Electronics: % Volume 2019-2022Table 118 Distribution of Wearable Electronics by Channel: % Volume 2017-2022Table 119 Forecast Sales of Wearable Electronics by Category: Volume 2022-2027Table 120 Forecast Sales of Wearable Electronics by Category: Value 2022-2027Table 121 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2022-2027Table 122 Forecast Sales of Wearable Electronics by Category: % Value Growth 2022-2027
The following categories and subcategories are included:
Consumer Electronics
Desktops
Laptops
Tablets
Monitors
Printers
In-Car Navigation
In-Car Speakers
In-Dash Media Players
Audio Separates
Digital Media Player Docks
Hi-Fi Systems
Home Cinema and Speaker Systems
Speakers
Other Home Audio and Cinema
Analogue TVs
LCD TVs
OLED TVs
Plasma TVs
Other TVs
TV Combis
BD Players
DVD Players
Video Recorders
Mass Wireless Headbands
Premium Wireless Headbands
Mass Wireless Earphones
Premium Wireless Earphones
Mass TWS Earbuds
Premium TWS Earbuds
Digital Cameras
Digital Camcorders
Feature Phones
Smartphones
E-Readers
Portable Multimedia Players
Other Portable Media Players
Wireless Speakers
Activity Bands
Activity Watch (Analogue)
Activity Watch (Digital)
Smart Wearables
Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.