Home Care in Thailand
Home care in 2022: The big picture
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Air Care in Thailand
Air care sees a positive performance thanks to being on trend
Manufacturers tackle inflationary pressures by adding value with targeted and seasonal blends
Glade maintains its top place, while newer brands launch online before expanding into physical stores
Natural ingredients and relaxing, aromatic scents will remain key trends
Car air fresheners on a declining trend due to unhealthy reputation
Air care consumers demand quality over pricing, due to dynamics of the category
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 14 NBO Company Shares of Air Care: % Value 2018-2022
Table 15 LBN Brand Shares of Air Care: % Value 2019-2022
Table 16 Forecast Sales of Air Care by Category: Value 2022-2027
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
Bleach in Thailand
Bleach returns to its overall decline following the boost seen during the height of the pandemic
Leading brand Haiter continues to dominate with no competition
Bleach is growing relatively well in convenience store retail and e-commerce
Bleach will continue to struggle due to negative image, with only small sales expected
Limited innovation and few products in the category further limit potential growth
E-commerce growth expected to continue, helping to support bleach
Table 18 Sales of Bleach: Value 2017-2022
Table 19 Sales of Bleach: % Value Growth 2017-2022
Table 20 NBO Company Shares of Bleach: % Value 2018-2022
Table 21 LBN Brand Shares of Bleach: % Value 2019-2022
Table 22 Forecast Sales of Bleach: Value 2022-2027
Table 23 Forecast Sales of Bleach: % Value Growth 2022-2027
Dishwashing in Thailand
Concentrated formulations continue to gain focus, leading to lower volume consumption
Inflationary pressures result in rising unit prices
Natural extracts continue to be favoured by consumers
Concentrated formulas expected to become increasingly relevant
Ongoing trends will continue to promote natural formulas
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2017-2022
Table 26 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 28 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 29 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
Home Insecticides in Thailand
Ongoing demand due to necessity continues, with value growth driven by inflation
In-home insect repellents popular in urban areas, while players capitalise on different formulas for different pests
Competition revolves around efficacy, although environmental factors are starting to come into play
Environmental friendliness and safeguarding against user hazards will be key features driving developments
Scent trend set to reach home insecticides, with aromatherapy options likely to appear
Have pests become resilient to normal insecticides? Manufacturers reformulate for extra efficiency and also to repel
Table 31 Sales of Home Insecticides by Category: Value 2017-2022
Table 32 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 34 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 35 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 36 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
Laundry Care in Thailand
Inflationary pressures define value growth in laundry care, as fabric fresheners remain popular and the transition from powder to liquid detergents continues
Refill stations become the new sustainability trend, with category leader Unilever and IP One Co heading the charge
High hygiene standards continue to inspire innovations
Sustainability drives and eco-friendly products will continue over the forecast period
Fabric fresheners will maintain their popularity
Popularity of autodose functions set to increase
Table 38 Household Possession of Washing Machines 2017-2022
Table 39 Sales of Laundry Care by Category: Value 2017-2022
Table 40 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Aids by Category: Value 2017-2022
Table 42 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 43 Sales of Laundry Detergents by Category: Value 2017-2022
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 49 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 51 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
Polishes in Thailand
Shoe polish taking its time to recover, rather than seeing a strong rebound
Floor polish still not popular, with strong competition from floor cleaners
A more positive outlook for metal polish with furniture polish remaining a large subcategory
Polishes faces volume challenges, but rising prices will help to boost value growth
Shoe polish faces both opportunities and challenges
Metal polish set to show the best performance, albeit from a low base
Table 53 Sales of Polishes by Category: Value 2017-2022
Table 54 Sales of Polishes by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Polishes: % Value 2018-2022
Table 56 LBN Brand Shares of Polishes: % Value 2019-2022
Table 57 Forecast Sales of Polishes by Category: Value 2022-2027
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
Surface Care in Thailand
High hygiene standards have become a habit as consumers continue to spend time at home, benefitting both value and volume sales
Ongoing cooking from home trend increases demand for surface care
Eco-friendly brands such as bio-home and Soganics start to gain attention
Strong home hygiene trends set to continue over the forecast period
Most popular subcategories all set to enjoy a healthy performance
Higher price points likely to limit the growth of eco-friendly products
Table 59 Sales of Surface Care by Category: Value 2017-2022
Table 60 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Surface Care: % Value 2018-2022
Table 62 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 63 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
Toilet Care in Thailand
Toilet care faces ongoing competition from bathroom cleaners and even bleach
Specialist toilet care products most popular among high-income urban consumers
SJ Johnson & Son maintains its strong lead, while Harpic also gains shares thanks to effective cleaning properties and celebrity endorsements
Toilet care will continue to face challenges over the forecast period
Still not the norm to use specialist toilet cleaners in Thailand
Stronger marketing needed, with a balance of cleaning efficiency, low toxicity, and pleasant scents
Table 65 Sales of Toilet Care by Category: Value 2017-2022
Table 66 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 68 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 69 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027