Competitive Landscape
Siam Sanitary Ware Industry Drives Loyalty with Resource-Efficient Innovation and Digital Engagement
Home improvement in Thailand remains moderately concentrated, with the leading companies maintaining stable positions over the past five years. Siam Sanitary Ware Industry Co Ltd held the largest retail value share at 14% in 2025, followed by Toa Paint (Thailand) Co Ltd at 13%, and SCG Ceramics Plc at 8%.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Improvement 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 Home Improvement 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 Improvement 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 Improvement in Thailand?
- Which are the leading brands in Home Improvement in Thailand?
- How are products distributed in Home Improvement in Thailand?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home Improvement?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home Improvement?
- Where is future growth expected to be most dynamic?
Home Improvement in Thailand - Category analysis
Key Data Insights
Home Improvement Summary
Consumer Caution Due to Debt Pressure and a Move to Affordable Upgrades
Homeowners Prioritise Floor Covering for Lasting, Visible Results
Cotto Leverages Eggshell Innovation to Win Eco-Conscious Buyers
Expansion of Low-Cost Offers to Meet Price-Sensitive Demand
Floor Covering to Maintain Dominance as Modular Solutions Drive Incremental Growth
Capturing Eco-Conscious Buyers Will Become Increasingly Important
Siam Sanitary Ware Industry Drives Loyalty with Resource-Efficient Innovation and Digital Engagement
Home Products Specialists Defends Share Even as Digital Rivals Accelerate
Retailers Intensify Value Offers and Omnichannel Strategies to Retain Price-Sensitive Shoppers
Home and Garden in Thailand - Industry Overview
2025 Developments
Key Data Insights
Value-Focused Retailers Capture Spending as Cautious Households Defer Some Major Purchases
Home Furnishings Leads, with Urban Lifestyles Driving Demand for Compact, Affordable Designs
Sustainability Gains Importance, While Omnichannel Accelerates
Retailers to Leverage Affordability and Digital Integration to Capture Value-Driven Demand
Players Expected to Build Trust with Credible Sustainability and Local Sourcing
Shopee, Lazada and Tiktok Shop Will Drive Omnichannel Shopping with Digital-First Experiences
Siam Sanitary Ware Industry Sustains Its Lead with Innovation and Eco Design
Home Products Specialists Defends Leadership with In-Store Experiences
Shopee, Lazada and Tiktok Shop Accelerate E-Commerce Growth with Digital-First Strategies
Personalisation and Regulatory Pressure Push Development beyond Price
Material Breakthroughs and Award-Winning Design Showcase the Innovation Pipeline
Provenance and Compliance Redraw the Boundaries of Competitiveness
Country Reports Disclaimer
The following categories and subcategories are included:
Home Improvement
- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
Home Improvement
Includes: products purchased by consumers through retail channels.Excludes: commercial sales to professional builders / tradesmen / contractors etc. Home improvement refers to bathroom and sanitaryware, decorating sundries, floor covering, hand tools, hardware, home paint, kitchen sinks, power tools, wall covering and other home improvement.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home Improvement research and analysis database.
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