Home Care in Thailand

February 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care 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:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care 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 Home Care 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 Home Care in Thailand?
  • Which are the leading brands in Home Care in Thailand?
  • How are products distributed in Home Care in Thailand?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Thailand

EXECUTIVE SUMMARY

Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2019-2026 Chart 2 Home Care Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1 Households 2016-2021

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2016-2021 Table 3 Sales of Home Care by Category: % Value Growth 2016-2021 Table 4 NBO Company Shares of Home Care: % Value 2017-2021 Table 5 LBN Brand Shares of Home Care: % Value 2018-2021 Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021 Table 7 Distribution of Home Care by Format: % Value 2016-2021 Table 8 Distribution of Home Care by Format and Category: % Value 2021 Table 9 Forecast Sales of Home Care by Category: Value 2021-2026 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Thailand

KEY DATA FINDINGS

2021 DEVELOPMENTS

Continued move from powder to liquid detergents
Fabric softeners rebounds to growth
New launch helps keep Breeze at the top

PROSPECTS AND OPPORTUNITIES

Level of concentration set to increase in liquid detergents
More eco-friendly products containing natural ingredients likely to be launched
Autodosing will be evident but not significant

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2016-2021

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2016-2021 Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021 Table 14 Sales of Laundry Aids by Category: Value 2016-2021 Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021 Table 16 Sales of Laundry Detergents by Category: Value 2016-2021 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021 Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021 Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021 Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021 Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021 Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021 Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

Dishwashing in Thailand

KEY DATA FINDINGS

2021 DEVELOPMENTS

Automatic dishwashing drives growth from a low base
Hand dishwashing also grows as more meals are taken at home
Unilever continues to dominate thanks to Thai-specific products and new launches

PROSPECTS AND OPPORTUNITIES

Move towards concentration in hand dishwashing
Automatic dishwashing powders to drive growth due to price and ability to self-dose
Price will determine the success of green and organic dishwashing products

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2016-2021 Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021 Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021 Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021 Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

Surface Care in Thailand

KEY DATA FINDINGS

2021 DEVELOPMENTS

Growth is maintained, but consumers remain price-sensitive
Bathroom cleaners dictates the performance of overall surface care
Consumers turn to home care disinfectants for more of their cleaning needs

PROSPECTS AND OPPORTUNITIES

Dynamic growth expected as consumers pay more attention to hygiene
Rising popularity of kitchen cleaners, although bathroom cleaners will dominate
Higher price points likely to limit the growth of eco-friendly products

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2016-2021 Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021 Table 35 NBO Company Shares of Surface Care: % Value 2017-2021 Table 36 LBN Brand Shares of Surface Care: % Value 2018-2021 Table 37 Forecast Sales of Surface Care by Category: Value 2021-2026 Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

Bleach in Thailand

KEY DATA FINDINGS

2021 DEVELOPMENTS

Sales turn to decline, but remain higher than pre-pandemic
Haiter is synonymous with bleach in Thailand
Growth in e-commerce as new affordable brands use this channel

PROSPECTS AND OPPORTUNITIES

Stabilisation of growth in the forecast period
The efficacy of bleach for cleaning clothing will support sales
Negative aspects of bleach likely to come to the fore

CATEGORY DATA

Table 39 Sales of Bleach: Value 2016-2021 Table 40 Sales of Bleach: % Value Growth 2016-2021 Table 41 NBO Company Shares of Bleach: % Value 2017-2021 Table 42 LBN Brand Shares of Bleach: % Value 2018-2021 Table 43 Forecast Sales of Bleach: Value 2021-2026 Table 44 Forecast Sales of Bleach: % Value Growth 2021-2026

Toilet Care in Thailand

KEY DATA FINDINGS

2021 DEVELOPMENTS

Consumers prefer bathroom cleaners or bleach to toilet care products
New player emerges and has a successful first year
Consumers continue to favour store-based retailers

PROSPECTS AND OPPORTUNITIES

Marketing and education on the benefits of toilet care products set to drive sales
Limited distribution and high prices to hamper growth of in-cistern devices
Volume decline for rim blocks due to limited awareness and usage occasions

CATEGORY DATA

Table 45 Sales of Toilet Care by Category: Value 2016-2021 Table 46 Sales of Toilet Care by Category: % Value Growth 2016-2021 Table 47 NBO Company Shares of Toilet Care: % Value 2017-2021 Table 48 LBN Brand Shares of Toilet Care: % Value 2018-2021 Table 49 Forecast Sales of Toilet Care by Category: Value 2021-2026 Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026

Polishes in Thailand

KEY DATA FINDINGS

2021 DEVELOPMENTS

Shoe polish maintains its decline due to home working and education
Sales of floor polish continue to plummet as consumers turn to alternatives
Metal and furniture polish maintain growth due to more time spent at home

PROSPECTS AND OPPORTUNITIES

Falling volume sales due to floor polish, but rising prices will stimulate value growth
Growth for metal and furniture polish to prolong the life of household items
Return to offices and schools to stimulate growth in shoe polish

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2016-2021 Table 52 Sales of Polishes by Category: % Value Growth 2016-2021 Table 53 NBO Company Shares of Polishes: % Value 2017-2021 Table 54 LBN Brand Shares of Polishes: % Value 2018-2021 Table 55 Forecast Sales of Polishes by Category: Value 2021-2026 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2021-2026

Air Care in Thailand

KEY DATA FINDINGS

2021 DEVELOPMENTS

Desire to enhance the home environment drives growth for gel air fresheners
Car and electric air fresheners negatively affected by the pandemic
Liquid air fresheners are rarely available and too expensive for most consumers

PROSPECTS AND OPPORTUNITIES

Solid growth as consumers look to improve their home environment
Consumers and producers likely to move to products perceived as safer
Return to growth for car air fresheners will help drive sales

CATEGORY DATA

Table 57 Sales of Air Care by Category: Value 2016-2021 Table 58 Sales of Air Care by Category: % Value Growth 2016-2021 Table 59 Sales of Air Care by Fragrance: Value Ranking 2019-2021 Table 60 NBO Company Shares of Air Care: % Value 2017-2021 Table 61 LBN Brand Shares of Air Care: % Value 2018-2021 Table 62 Forecast Sales of Air Care by Category: Value 2021-2026 Table 63 Forecast Sales of Air Care by Category: % Value Growth 2021-2026

Home Insecticides in Thailand

KEY DATA FINDINGS

2021 DEVELOPMENTS

Heavy rains and flooding maintain growth for home insecticides
Investment by Sherwood Chemical in a clear brand message
Launches focus on longer-acting products

PROSPECTS AND OPPORTUNITIES

Stable sales as home insecticides is mature and these are essential products
Manufacturers will launch products to cater to consumers’ changing needs
Consumer concern about chemical ingredients likely to lead to new product launches

CATEGORY DATA

Table 64 Sales of Home Insecticides by Category: Value 2016-2021 Table 65 Sales of Home Insecticides by Category: % Value Growth 2016-2021 Table 66 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021 Table 67 NBO Company Shares of Home Insecticides: % Value 2017-2021 Table 68 LBN Brand Shares of Home Insecticides: % Value 2018-2021 Table 69 Forecast Sales of Home Insecticides by Category: Value 2021-2026 Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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