Executive Summary

Apr 2019
PROSPECTS
Thai people eye DIY spurring sales of home improvement

To repaint and repair minor problems, Thai consumers are happy to buy home improvement products from retail stores and do it by themselves. For bigger renovations, they do not hesitate to hire skilled tradespersons to do the job.

Decorative paint performs well and has a bright outlook

Among new government projects such as the creation of industrial economic zones and the enhancement of public roads, real estate is rumbling with many new residential projects to be constructed. It is not only purchasers of new houses, but also owners of older houses that are looking for decorative paint products, the latter to make their home feel new within their budget constraints.

Power tool aims at making a big step to serve convenience

Corded drills are a core home improvement product that many households have. Since there are no substitute products to help consumers drill holes to install hooks or hang pictures, sales of corded drills are projected to increase steadily in the forecast period.

COMPETITIVE LANDSCAPE
Local Toa retains its top position in home improvement

Local player Toa Paint (Thailand) Co Ltd continued to hold the biggest value share of home improvement in 2018. Siam Sanitary Ware Industry Co Ltd is in second place and Thai consumers are familiar with its Cotto bathroom and sanitaryware products which are strong in luxury design.

Higher tension in power tools

During 2018, Black & Decker (Thailand) Ltd, the most active brand in power tools, launched a cordless drill in retail distribution channels at a reasonable price to meet the consumer desire to own and use this kind of practical and effective product. Black & Decker (Thailand) has thus retained its solid position for a period of time, benefiting from its expertise in drill manufacturing and product development.

Launching unique products and including special features are key success factors

Since demand for ordinary products is likely to slow down in line with the rate of new construction, Union Mosaic Industry PCL (UMI) is progressively using the tactic of offering extraordinary tiles to high-end consumers and differentiating itself while the majority of value sales are made by Cotto and Dynasty Tiletop. UMI plans to overcome giant brands with its designs and high product quality of tiles, targeting more specific groups of consumers who love unique patterns.

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Home Improvement in Thailand

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Overview: Discover the latest market trends and uncover sources of future market growth for the Home Improvement industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Home Improvement in Thailand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why 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 industry report originates from Passport, our market research database.

Home Improvement in Thailand - Category analysis

HEADLINES

PROSPECTS

Thai people eye DIY spurring sales of home improvement
Decorative paint performs well and has a bright outlook
Power tool aims at making a big step to serve convenience

COMPETITIVE LANDSCAPE

Local Toa retains its top position in home improvement
Higher tension in power tools
Launching unique products and including special features are key success factors

CATEGORY DATA

Table 1 Sales of Home Improvement by Category: Value 2013-2018
Table 2 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 4 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 5 Distribution of Home Improvement by Format: % Value 2013-2018
Table 6 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 7 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Home and Garden in Thailand - Industry Overview

EXECUTIVE SUMMARY

Home furnishings boosts overall home and garden sales growth
Constrained land availability supports the urban garden concept
Main players maintain their leading shares
Modern trade and internet retailing win Thai consumers over
Many favourable factors support a positive outlook for home and garden

MARKET DATA

Table 8 Sales of Home and Garden by Category: Value 2013-2018
Table 9 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 11 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 12 Distribution of Home and Garden by Format: % Value 2013-2018
Table 13 Distribution of Home and Garden by Format and Category: % Value 2018
Table 14 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 15 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources