During the lockdown period from March 2020, some consumers took to stockpiling goods, leading to solid value growth for laundry care in 2020. Most consumers purchased higher volumes to reduce the frequency of having to visit stores, while also stockpiling through fear that COVID-19 would impact supply issues, or that they would need to isolate.
During the initial stage of the COVID-19 outbreak, manufacturers such as Unilever and Procter & Gamble launched official stores through online retailers, such as LAZADA and Shopee. In doing so, they were able to offer special deals such as discount programmes and free delivery to their customers.
In 2020, manufacturers launched softener products, focusing on different scents as the unique selling point. For example, Downy introduced the Downy Flower Bouquet Series with 100% natural essential oils.
Following the outbreak of COVID-19 in 2020, value growth for laundry care is set to remain positive across the forecast period, driven by liquid tablet detergent, fabric fresheners and fabric softener. Products that combine scent booster pigment and fabric softener in liquid format will drive further demand for liquid fabric softeners, with the pleasant scent of fabric softeners boosting sales.
Scent is a key trend for laundry care, with a majority of Thai consumers preferring to buy detergents and fabric softeners that promote scent. As such, this will remain a key innovation across the forecast period, with brands launching new and appealing fragrances to drive growth.
Liquid tablet detergents are expected to drive the bulk of growth across the forecast period, recording double-digit growth each year. This high level of growth will be due to the product being relatively new on the landscape, introduced recently on the Thai market.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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