Retailing in Thailand

Retailing in Thailand

EXECUTIVE SUMMARY

COVID-19 impact on retailing

COVID-19 country impact

Ongoing trend towards digital payment

Utilising technology to address issue of product testing for online consumers

What next for retailing?

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Table 1 Cash and Carry Sales: Value 2015-2020

Seasonality

11.11 or single day
Mid- and end-year sales
Black Friday
Back to School

Payments and delivery

Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
Table 4 Sales in Store-based Retailing by Channel: Value 2015-2020
Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2015-2020
Table 6 Store-based Retailing Outlets by Channel: Units 2015-2020
Table 7 Store-based Retailing Outlets by Channel: % Unit Growth 2015-2020
Table 8 Sales in Non-Store Retailing by Channel: Value 2015-2020
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 11 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 12 Sales in Grocery Retailers by Channel: Value 2015-2020
Table 13 Sales in Grocery Retailers by Channel: % Value Growth 2015-2020
Table 14 Grocery Retailers Outlets by Channel: Units 2015-2020
Table 15 Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020
Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 18 Sales in Non-Grocery Specialists by Channel: Value 2015-2020
Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
Table 20 Non-Grocery Specialists Outlets by Channel: Units 2015-2020
Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 23 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 24 Sales in Mixed Retailers by Channel: Value 2015-2020
Table 25 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020
Table 26 Mixed Retailers Outlets by Channel: Units 2015-2020
Table 27 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 28 Retailing GBO Company Shares: % Value 2016-2020
Table 29 Retailing GBN Brand Shares: % Value 2017-2020
Table 30 Store-based Retailing GBO Company Shares: % Value 2016-2020
Table 31 Store-based Retailing GBN Brand Shares: % Value 2017-2020
Table 32 Store-based Retailing LBN Brand Shares: Outlets 2017-2020
Table 33 Non-Store Retailing GBO Company Shares: % Value 2016-2020
Table 34 Non-Store Retailing GBN Brand Shares: % Value 2017-2020
Table 35 Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 36 Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 37 Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 38 Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 39 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020
Table 40 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020
Table 41 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020
Table 42 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020
Table 43 Mixed Retailers GBO Company Shares: % Value 2016-2020
Table 44 Mixed Retailers GBN Brand Shares: % Value 2017-2020
Table 45 Mixed Retailers LBN Brand Shares: Outlets 2017-2020
Table 46 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025
Table 48 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025
Table 49 Forecast Sales in Store-based Retailing by Channel: Value 2020-2025
Table 50 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2020-2025
Table 51 Forecast Store-based Retailing Outlets by Channel: Units 2020-2025
Table 52 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025
Table 53 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025
Table 54 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 56 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 57 Forecast Sales in Grocery Retailers by Channel: Value 2020-2025
Table 58 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2020-2025
Table 59 Forecast Grocery Retailers Outlets by Channel: Units 2020-2025
Table 60 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 62 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025
Table 64 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025
Table 66 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 68 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 69 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025
Table 70 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025
Table 71 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025
Table 72 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 2 Research Sources

Convenience Stores in Thailand

KEY DATA FINDINGS

2020 IMPACT

Reduced opening hours, lower foot traffic and lack of inbound tourism adversely affect convenience stores sales

Major brands turn to vending machines to accommodate social distancing

7-Eleven dominates, but Tesco Express gains share

RECOVERY AND OPPORTUNITIES

Return to growth but recovery constrained by slow return of inbound tourists

Expanding the offer

Strengthening delivery capabilities through partnerships

CHANNEL DATA

Table 73 Convenience Stores: Value Sales, Outlets and Selling Space 2015-2020
Table 74 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 75 Convenience Stores GBO Company Shares: % Value 2016-2020
Table 76 Convenience Stores GBN Brand Shares: % Value 2017-2020
Table 77 Convenience Stores LBN Brand Shares: Outlets 2017-2020
Table 78 Convenience Stores LBN Brand Shares: Selling Space 2017-2020
Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 80 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Discounters in Thailand

2020 IMPACT

Discounters channel has not established a presence in the Thai market

Hypermarkets in Thailand

KEY DATA FINDINGS

2020 IMPACT

Providing a safer environment

Working to avoid store congestion

Falling demand for non-grocery products

RECOVERY AND OPPORTUNITIES

Less promising outlook than other modern grocery retailing formats

Enduring online demand

Need to differentiate

CHANNEL DATA

Table 81 Hypermarkets: Value Sales, Outlets and Selling Space 2015-2020
Table 82 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 83 Hypermarkets GBO Company Shares: % Value 2016-2020
Table 84 Hypermarkets GBN Brand Shares: % Value 2017-2020
Table 85 Hypermarkets LBN Brand Shares: Outlets 2017-2020
Table 86 Hypermarkets LBN Brand Shares: Selling Space 2017-2020
Table 87 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 88 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Supermarkets in Thailand

KEY DATA FINDINGS

2020 IMPACT

Supermarkets target relatively affluent consumers, while oversupply leads to promotional activity

Encouraging online purchases

Central Group maintains a strong lead

RECOVERY AND OPPORTUNITIES

Enduring demand for fresh food

Focus on essentials

Targeting strategic locations

CHANNEL DATA

Table 89 Supermarkets: Value Sales, Outlets and Selling Space 2015-2020
Table 90 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 91 Supermarkets GBO Company Shares: % Value 2016-2020
Table 92 Supermarkets GBN Brand Shares: % Value 2017-2020
Table 93 Supermarkets LBN Brand Shares: Outlets 2017-2020
Table 94 Supermarkets LBN Brand Shares: Selling Space 2017-2020
Table 95 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 96 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Traditional Grocery Retailers in Thailand

KEY DATA FINDINGS

2020 IMPACT

Traditional grocery retailers benefits from shift to local shopping

Adapting the offer to changed consumer demand during crisis

Government scheme boosts sales, while manufacturers play role in channel development

RECOVERY AND OPPORTUNITIES

Channel faces significant competition

Pressure to adapt to evolving demand

Opportunity to build on embedded position in communities

CHANNEL DATA

Table 97 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 98 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 99 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 100 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 101 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 102 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 103 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 104 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Thailand

KEY DATA FINDINGS

2020 IMPACT

Apparel and footwear specialist retailers hit by shifts in demand

Focus on digital marketing

Uniqlo remains the largest player, while H&M’s expansion comes to an abrupt halt

RECOVERY AND OPPORTUNITIES

Continued competition from e-commerce increases pressure on store-based player to develop online operations

Focus on affordability to play key role in budget-conscious consumer environment

Technological development

CHANNEL DATA

Table 105 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 106 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 107 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 108 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 109 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 110 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 111 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 112 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Electronics and Appliance Specialist Retailers in Thailand

KEY DATA FINDINGS

2020 IMPACT

Demand for electronic devices drives growth

Focus on domestic environment, home entertainment and home cooking

Highly fragmented category

RECOVERY AND OPPORTUNITIES

Favourable conditions for further development of electronic devices

Growing demand for health related products

Important to develop integrated multi-channel operations

CHANNEL DATA

Table 113 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 114 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 115 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 116 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 117 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 118 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 119 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 120 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Thailand

KEY DATA FINDINGS

2020 IMPACT

Declining sales despite essential status

Health-awareness boosts sales of vitamins and nutrition products, but beauty specialist retailers suffers from lifestyle changes

Watsons further extends lead

RECOVERY AND OPPORTUNITIES

Discounting and online development, while face masks are likely to influence the focus of beauty specialist retailers

Constraints on recovery

Potential to target the health and wellness trend

CHANNEL DATA

Table 121 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 122 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 123 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020
Table 124 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020
Table 125 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 126 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 127 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 128 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 129 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 130 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 131 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025
Table 132 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Home and Garden Specialist Retailers in Thailand

KEY DATA FINDINGS

2020 IMPACT

Shift to telesales and e-commerce

Dohome benefits from store network beyond Bangkok

Home Pro suffers from store closures

RECOVERY AND OPPORTUNITIES

Permanent shift to working from home and demographic developments present opportunities

Provincial store network expansion

Technological advances contributing to drive towards e-commerce

CHANNEL DATA

Table 133 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 134 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 135 Sales in Home and Garden Specialist Retailers by Channel: Value 2015-2020
Table 136 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2015-2020
Table 137 Home and Garden Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 138 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 139 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 140 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 141 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 142 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 143 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2020-2025
Table 144 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2020-2025

Department Stores in Thailand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 crisis hits department stores hard

Providing customers with a bio-secure environment and focus on online development

Central Group retains lead and maintains development strategy

RECOVERY AND OPPORTUNITIES

Economic difficulties to constrain recovery

Developing integrated multi-channel strategies

Challenges to traditional business model

CHANNEL DATA

Table 145 Department Stores: Value Sales, Outlets and Selling Space 2015-2020
Table 146 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 147 Department Stores GBO Company Shares: % Value 2016-2020
Table 148 Department Stores GBN Brand Shares: % Value 2017-2020
Table 149 Department Stores LBN Brand Shares: Outlets 2017-2020
Table 150 Department Stores LBN Brand Shares: Selling Space 2017-2020
Table 151 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 152 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Variety Stores in Thailand

KEY DATA FINDINGS

2020 IMPACT

Lockdown leads to closure of stores in shopping centres

Premium prices undermine MUJI’s performance in a difficult economic environment

Daiso benefits from competitive pricing

RECOVERY AND OPPORTUNITIES

Gradual return to pre-COVID-19 levels

Partnering with online platforms

Challenging economic conditions to exert considerable influence on demand

CHANNEL DATA

Table 153 Variety Stores: Value Sales, Outlets and Selling Space 2015-2020
Table 154 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 155 Variety Stores GBO Company Shares: % Value 2016-2020
Table 156 Variety Stores GBN Brand Shares: % Value 2017-2020
Table 157 Variety Stores LBN Brand Shares: Outlets 2017-2020
Table 158 Variety Stores LBN Brand Shares: Selling Space 2017-2020
Table 159 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 160 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Warehouse Clubs in Thailand

2020 IMPACT

Lack of presence in Thai market

Direct Selling in Thailand

KEY DATA FINDINGS

2020 IMPACT

Direct selling hit by economic difficulties and concerns about viral infection, but certain health and beauty products maintain demand

Focus on online expansion

Amway benefits from extensive salesforce and broad product offer

RECOVERY AND OPPORTUNITIES

Recovery constrained by consumer shift to e-commerce

An increased salesforce

Adapting the product offer

CHANNEL DATA

Table 161 Direct Selling by Category: Value 2015-2020
Table 162 Direct Selling by Category: % Value Growth 2015-2020
Table 163 Direct Selling GBO Company Shares: % Value 2016-2020
Table 164 Direct Selling GBN Brand Shares: % Value 2017-2020
Table 165 Direct Selling Forecasts by Category: Value 2020-2025
Table 166 Direct Selling Forecasts by Category: % Value Growth 2020-2025

Homeshopping in Thailand

KEY DATA FINDINGS

2020 IMPACT

Homeshopping particularly vulnerable to expansion of e-commerce

Shift in consumption of information and entertainment threatens TV homeshopping

RS stands out, but TV Direct remains the largest player

RECOVERY AND OPPORTUNITIES

Players working to stimulate demand, while competition intensified by new entrants

Health and wellness products remain key

Greater versatility in development of product offer

CHANNEL DATA

Table 167 Homeshopping by Category: Value 2015-2020
Table 168 Homeshopping by Category: % Value Growth 2015-2020
Table 169 Homeshopping GBO Company Shares: % Value 2016-2020
Table 170 Homeshopping GBN Brand Shares: % Value 2017-2020
Table 171 Homeshopping Forecasts by Category: Value 2020-2025
Table 172 Homeshopping Forecasts by Category: % Value Growth 2020-2025

Vending in Thailand

KEY DATA FINDINGS

2020 IMPACT

Marked fall in sales

Cashless technology

COVID-19 restrictions undermine demand in leader’s key strategic locations

RECOVERY AND OPPORTUNITIES

Convenience stores’ use of vending machines presents opportunities

Diversification of the product offer

Acceleration of development of cashless payment

CHANNEL DATA

Table 173 Vending by Category: Value 2015-2020
Table 174 Vending by Category: % Value Growth 2015-2020
Table 175 Vending GBO Company Shares: % Value 2016-2020
Table 176 Vending GBN Brand Shares: % Value 2017-2020
Table 177 Vending Forecasts by Category: Value 2020-2025
Table 178 Vending Forecasts by Category: % Value Growth 2020-2025

E-Commerce in Thailand

KEY DATA FINDINGS

2020 IMPACT

Channel sees dynamic growth during the COVID-19 crisis

Pricing a key factor in generating demand, while online food for home delivery boosts familiarity with online transactions

Lazada and Shopee see strong sales during shopping festivals

RECOVERY AND OPPORTUNITIES

Convenience to play strong role in channel’s further expansion

Foreign players key to growth

New brands to join e-marketplaces

CHANNEL DATA

Table 179 E-Commerce by Channel and Category: Value 2015-2020
Table 180 E-Commerce by Channel and Category: % Value Growth 2015-2020
Table 181 E-Commerce GBO Company Shares: % Value 2016-2020
Table 182 E-Commerce GBN Brand Shares: % Value 2017-2020
Table 183 Forecast E-Commerce by Channel and Category: Value 2020-2025
Table 184 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Thailand

KEY DATA FINDINGS

2020 IMPACT

Smartphone penetration enables mobile e-commerce to take advantage of opportunities during pandemic

Free internet boosts mobile e-commerce during crisis

Mobile app development

RECOVERY AND OPPORTUNITIES

Strong growth ahead

Social media has important role to play

Lazada keen to expand its mobile user base

CHANNEL DATA

Table 185 Mobile E-Commerce: Value 2015-2020
Table 186 Mobile E-Commerce: % Value Growth 2015-2020
Table 187 Mobile E-Commerce Forecasts: Value 2020-2025
Table 188 Mobile E-Commerce Forecasts: % Value Growth 2020-2025

Food and Drink E-Commerce in Thailand

KEY DATA FINDINGS

2020 IMPACT

Crisis accelerates development of food and drink e-commerce

Hypermarkets players work to boost online sales

Retailers and manufacturers partner with online players to ensure rapid response

RECOVERY AND OPPORTUNITIES

Strong platform for further growth

E-marketplaces to support growth through promotional activity

Expansion of cross-channel platforms

CHANNEL DATA

Table 189 Food and Drink E-Commerce: Value 2015-2020
Table 190 Food and Drink E-Commerce: % Value Growth 2015-2020
Table 191 Food and Drink E-Commerce Forecasts: Value 2020-2025
Table 192 Food and Drink E-Commerce Forecasts: % Value Growth 2020-2025

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