Executive Summary

Apr 2019
PROSPECTS
Rising home cooking supports sales of homewares

With their interest in TV cooking shows and TV homeshopping channels which demonstrate how to cook, Thai people are finding home-made meals are easy to make and help them control their budgets and achieve a better diet. There are also an increasing number of single-parent families and people living alone in Thailand who seek individual homewares to fit their eating style and portions.

The Reuse campaign increases use of food storage

The Thai government has launched the Reuse campaign asking the people to reduce their consumption of foam containers and plastic bags, either for food or shopping. With a supportive campaign from the private sector, Thai consumers are using food storage which can be reused many times.

Consumers enjoy a wide selection at department stores

Visiting department stores to buy homewares is popular among Thai consumers as they like to look at the designs of products such as dinnerware and beverageware. It is becoming more stylish, luring middle- to high-income consumers.

COMPETITIVE LANDSCAPE
Product quality is the key factor to achieve consumer satisfaction

The pioneer in stainless steel homewares, Zebra from Satien Stainless Steel PCL sustained its leading value share of homewares in 2018 due to its expertise in cutlery and stove top cookware. To maintain its position, its strategy is to provide various choices of product differentiated by size and design.

Seagull and Tefal products aim to bring enjoyment to cooking

“Be Quality Lifestyle Kitchenware” is the concept of Seagull from Thai Stainless Steel Co Ltd. Seagull has a varied product line with strength in high quality for Thai consumers to enjoy home cooking.

IKEA updates its presentation and reaffirms confident growth

Following the opening of the IKEA Bang Yai store in March 2018, IKEA confirmed that its brand has become stronger with a larger consumer base. The number of IKEA customers is increasing as they have the choice to visit either the Bang Yai or the Bang Na showroom at their convenience.

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Homewares in Thailand

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Overview: Discover the latest market trends and uncover sources of future market growth for the Homewares 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 Homewares 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.

Homewares in Thailand - Category analysis

HEADLINES

PROSPECTS

Rising home cooking supports sales of homewares
The Reuse campaign increases use of food storage
Consumers enjoy a wide selection at department stores

COMPETITIVE LANDSCAPE

Product quality is the key factor to achieve consumer satisfaction
Seagull and Tefal products aim to bring enjoyment to cooking
IKEA updates its presentation and reaffirms confident growth

CATEGORY DATA

Table 1 Sales of Homewares by Category: Value 2013-2018
Table 2 Sales of Homewares by Category: % Value Growth 2013-2018
Table 3 Sales of Homewares by Material: % Value 2013-2018
Table 4 NBO Company Shares of Homewares: % Value 2014-2018
Table 5 LBN Brand Shares of Homewares: % Value 2015-2018
Table 6 Distribution of Homewares by Format: % Value 2013-2018
Table 7 Forecast Sales of Homewares by Category: Value 2018-2023
Table 8 Forecast Sales of Homewares 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 9 Sales of Home and Garden by Category: Value 2013-2018
Table 10 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 12 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 13 Distribution of Home and Garden by Format: % Value 2013-2018
Table 14 Distribution of Home and Garden by Format and Category: % Value 2018
Table 15 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 16 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources