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Report
Home Care in Thailand
Market Direction I 2023-01-27 I 65 Pages I Euromonitor
One of the biggest factors driving trends in home care in Thailand in 2022 is the increasing return to out-of-home lifestyles following the previous pandemic lockdowns. During the height of the pandemic, there was a strong home cocooning trend, during which consumers spent more time cleaning (thus benefitting home care products overall) and also updating and enhancing their environments. As such, the reopening of society heralds a lesser need for such frequent cleaning - thus a lesser volume of...
Euromonitor International's Home Care in Thailand market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Home Care in Thailand
Euromonitor International
January 2023
List Of Contents And Tables
HOME CARE IN THAILAND
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inflationary pressures define value growth in laundry care, as fabric fresheners remain popular and the transition from powder to liquid detergents continues
Refill stations become the new sustainability trend, with category leader Unilever and IP One Co heading the charge
High hygiene standards continue to inspire innovations
PROSPECTS AND OPPORTUNITIES
Sustainability drives and eco-friendly products will continue over the forecast period
Fabric fresheners will maintain their popularity
Popularity of autodose functions set to increase
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Concentrated formulations continue to gain focus, leading to lower volume consumption
Inflationary pressures result in rising unit prices
Natural extracts continue to be favoured by consumers
PROSPECTS AND OPPORTUNITIES
Concentrated formulas expected to become increasingly relevant
Ongoing trends will continue to promote natural formulas
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
High hygiene standards have become a habit as consumers continue to spend time at home, benefitting both value and volume sales
Ongoing cooking from home trend increases demand for surface care
Eco-friendly brands such as bio-home and Soganics start to gain attention
PROSPECTS AND OPPORTUNITIES
Strong home hygiene trends set to continue over the forecast period
Most popular subcategories all set to enjoy a healthy performance
Higher price points likely to limit the growth of eco-friendly products
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 NBO Company Shares of Surface Care: % Value 2018-2022
Table 36 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 37 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach returns to its overall decline following the boost seen during the height of the pandemic
Leading brand Haiter continues to dominate with no competition
Bleach is growing relatively well in convenience store retail and e-commerce
PROSPECTS AND OPPORTUNITIES
Bleach will continue to struggle due to negative image, with only small sales expected
Limited innovation and few products in the category further limit potential growth
E-commerce growth expected to continue, helping to support bleach
CATEGORY DATA
Table 39 Sales of Bleach: Value 2017-2022
Table 40 Sales of Bleach: % Value Growth 2017-2022
Table 41 NBO Company Shares of Bleach: % Value 2018-2022
Table 42 LBN Brand Shares of Bleach: % Value 2019-2022
Table 43 Forecast Sales of Bleach: Value 2022-2027
Table 44 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care faces ongoing competition from bathroom cleaners and even bleach
Specialist toilet care products most popular among high-income urban consumers
SJ Johnson & Son maintains its strong lead, while Harpic also gains shares thanks to effective cleaning properties and celebrity endorsements
PROSPECTS AND OPPORTUNITIES
Toilet care will continue to face challenges over the forecast period
Still not the norm to use specialist toilet cleaners in Thailand
Stronger marketing needed, with a balance of cleaning efficiency, low toxicity, and pleasant scents
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2017-2022
Table 46 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 48 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 49 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Shoe polish taking its time to recover, rather than seeing a strong rebound
Floor polish still not popular, with strong competition from floor cleaners
A more positive outlook for metal polish with furniture polish remaining a large subcategory
PROSPECTS AND OPPORTUNITIES
Polishes faces volume challenges, but rising prices will help to boost value growth
Shoe polish faces both opportunities and challenges
Metal polish set to show the best performance, albeit from a low base
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2017-2022
Table 52 Sales of Polishes by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Polishes: % Value 2018-2022
Table 54 LBN Brand Shares of Polishes: % Value 2019-2022
Table 55 Forecast Sales of Polishes by Category: Value 2022-2027
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care sees a positive performance thanks to being on trend
Manufacturers tackle inflationary pressures by adding value with targeted and seasonal blends
Glade maintains its top place, while newer brands launch online before expanding into physical stores
PROSPECTS AND OPPORTUNITIES
Natural ingredients and relaxing, aromatic scents will remain key trends
Car air fresheners on a declining trend due to unhealthy reputation
Air care consumers demand quality over pricing, due to dynamics of the category
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2017-2022
Table 58 Sales of Air Care by Category: % Value Growth 2017-2022
Table 59 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 60 NBO Company Shares of Air Care: % Value 2018-2022
Table 61 LBN Brand Shares of Air Care: % Value 2019-2022
Table 62 Forecast Sales of Air Care by Category: Value 2022-2027
Table 63 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing demand due to necessity continues, with value growth driven by inflation
In-home insect repellents popular in urban areas, while players capitalise on different formulas for different pests
Competition revolves around efficacy, although environmental factors are starting to come into play
PROSPECTS AND OPPORTUNITIES
Environmental friendliness and safeguarding against user hazards will be key features driving developments
Scent trend set to reach home insecticides, with aromatherapy options likely to appear
Have pests become resilient to normal insecticides? Manufacturers reformulate for extra efficiency and also to repel
CATEGORY DATA
Table 64 Sales of Home Insecticides by Category: Value 2017-2022
Table 65 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 66 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 67 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 68 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 69 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
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