Surface care in Thailand recorded value growth in 2020, with the bulk of this growth coming from home care disinfectants, which increased from 7% value growth in 2019 to 12% in 2020. The initial lockdown period, led to shortages of home care disinfectants throughout stores.
To boost sales of surface cleaners during the year, some Thai retailers promoted ways to clean the house in order to keep it hygienic and free from the virus. Many retailers recommended specific products for the living room, bathroom and kitchen, and highlighted to consumers which ingredients in formulas were important for preventing the spread of the virus.
Value growth is expected to increase in 2021 and 2022, with COVID-19 driving demand for surface care products over the forecast period, as consumers have become more aware of effective cleaning methodologies and will continue to maintain a hygienic environment to stay healthy and well. Manufacturers are expected to tap into newer target segments for surface care, such as rural areas, as more consumers will be interested in investing in cleaning products due to the outbreak of COVID-19, and the ongoing focus on cleanliness and sanitation.
Following an uplift in share recorded in 2020, e-commerce is expected to perform well over the forecast period, with a host of new consumers having become accustomed to the online channel. In response, players are expected to enhance their presence on e-commerce, offering a wider range of goods online to appeal to the heightened demand.
Sales of bathroom cleaners and home care disinfectants will continue to be strong across the forecast period, with the outbreak of COVID-19 having heightened consumers interest in maintaining a clean, hygienic and germ-free environment. As such, cleaning frequency is expected to increase, driving strong volume sales for bathroom cleaners and home care disinfectants, which will drive the highest value growth across the next five years.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Surface Care 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 Surface Care 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.
This report originates from Passport, our Surface Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page