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Retail in Thailand

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    Report

  • 118 Pages
  • March 2023
  • Region: Thailand
  • Euromonitor International
  • ID: 228600
In 2022, many retailing channels posted positive growth in terms of retail value sales. This included department stores and non-grocery retailers, which had been particularly negatively impacted over 2020-2021 due to Coronavirus (COVID-19) lockdowns and general restrictions on consumer mobility and retailing in both years.

The analyst's Retail in Thailand report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product Coverage:
Retail E-Commerce, Retail Offline.

Data Coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Retail 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.

Table of Contents

RETAIL IN THAILAND
EXECUTIVE SUMMARY
  • Retail in 2022: The big picture
  • Retail e-commerce is still growing despite no further lockdowns
  • Retailers freeze prices or offer further discounts to help consumers
  • What next for retail?
OPERATING ENVIRONMENT
  • Informal retail
  • Opening hours for physical retail
  • Summary 1 Standard Opening Hours by Channel Type 2022
  • Seasonality
11.11 or single day
  • Mid- and end-year sales
  • Black Friday
  • Back to School
MARKET DATA
  • Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
  • Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
  • Table 3 Sales in Retail Offline by Channel: Value 2017-2022
  • Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
  • Table 5 Retail Offline Outlets by Channel: Units 2017-2022
  • Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
  • Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
  • Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
  • Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
  • Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
  • Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
  • Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
  • Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
  • Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
  • Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
  • Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
  • Table 21 Retail GBO Company Shares: % Value 2018-2022
  • Table 22 Retail GBN Brand Shares: % Value 2019-2022
  • Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
  • Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
  • Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
  • Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
  • Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
  • Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
  • Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
  • Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
  • Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
  • Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
  • Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
  • Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
  • Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
  • Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
  • Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
  • Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
  • Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
  • Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
  • Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
  • Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
  • Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
  • Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
  • Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
  • Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
  • Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
  • Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
  • Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
  • Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
  • Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
CONVENIENCE RETAILERS IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Higher demand in convenience stores as consumers return to the workplace
  • Convenience stores well placed to benefit from higher consumer traffic
  • Outlet network expansion and reduction strategies in play
PROSPECTS AND OPPORTUNITIES
  • More sales opportunities from busy local consumers and tourists
  • Convenience stores provide more user-friendly mobile apps to win over consumers
  • Intense competition as more players expand their outlet networks across the country
CHANNEL DATA
  • Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
  • Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
  • Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
  • Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
  • Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
  • Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
  • Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
  • Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
  • Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN THAILAND2022 DEVELOPMENTSHYPERMARKETS IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Shift in consumer behaviour impacts hypermarkets
  • Hypermarkets use discount and buy-one-get-one free strategies
  • Hypermarkets invest in digitalisation
PROSPECTS AND OPPORTUNITIES
  • Improved sales expected due to the full reopening of the country
  • E-commerce to intensify the pressure on physical hypermarkets
  • More improvements to facilities and restaurants anticipated to create destination stores
CHANNEL DATA
  • Table 65 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
  • Table 66 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 67 Hypermarkets GBO Company Shares: % Value 2018-2022
  • Table 68 Hypermarkets GBN Brand Shares: % Value 2019-2022
  • Table 69 Hypermarkets LBN Brand Shares: Outlets 2019-2022
  • Table 70 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 71 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Leading brands see outlet network growth
  • Discount and buy-one-get-one-free offers to stimulate sales
  • Players encourage online orders with further discount and special deals
PROSPECTS AND OPPORTUNITIES
  • Focus on local and convenience shopping to continue channel recovery
  • Premium and imported products to continue to differentiate supermarkets’ offer
  • Omnichannel approach is expected to expand
CHANNEL DATA
  • Table 72 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
  • Table 73 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 74 Supermarkets GBO Company Shares: % Value 2018-2022
  • Table 75 Supermarkets GBN Brand Shares: % Value 2019-2022
  • Table 76 Supermarkets LBN Brand Shares: Outlets 2019-2022
  • Table 77 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 78 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Leading small local grocers provide wider product variety
  • The leading chains see significant investment in a landscape dominated by independents
  • Some players use product discounts and lucky draws to lure consumers as e-commerce poses a growing threat
PROSPECTS AND OPPORTUNITIES
  • Expansion of modern grocery retailers set to continue to put pressure on small local grocers
  • Retailers are expected to synergise production to reduce costs
  • Investment in digital tools and spaces to create new revenue streams
CHANNEL DATA
  • Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
  • Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 81 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 82 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Heavy reduction in physical outlets in the wake of the pandemic
  • Reopening of society renews demand for a variety of apparel and footwear
  • Increased emphasis on digital marketing proves robust
PROSPECTS AND OPPORTUNITIES
  • Online space to grow in importance
  • Better quality and sustainable items to appeal to changing consumer behaviour
  • Specialist retailers look to place physical outlets in more locations
CHANNEL DATA
  • Table 83 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
  • Table 84 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 85 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
  • Table 86 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
  • Table 87 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
  • Table 88 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 89 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Attractive payment plans boost demand
  • More home-centred lifestyles sustain a demand for consumer appliances and electronics
  • The leaders experience growing pressure from smaller rivals in a tough economic climate
PROSPECTS AND OPPORTUNITIES
  • Retailers to look to omnichannel approach and attractive payment plans to reach consumers
  • Digitalisation offers constant sales opportunities
  • Health and wellness to continue to inform purchases of consumer electronics
CHANNEL DATA
  • Table 90 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
  • Table 91 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 92 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
  • Table 93 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
  • Table 94 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
  • Table 95 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 96 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Return to out-of-home lifestyles boosts sales of beauty specialists
  • Leading health and beauty specialists focus on online communication for customer engagement
  • Technology adds dynamism to Watsons’s in-store experience as consumers embrace digitalisation
PROSPECTS AND OPPORTUNITIES
  • Omnichannel approach is expected to develop strongly
  • Collaborations set to add synergies and dynamism in the category
  • Robust health and wellness trend to support health and beauty retailers
CHANNEL DATA
  • Table 97 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
  • Table 98 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 99 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
  • Table 100 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
  • Table 101 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
  • Table 102 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
  • Table 103 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
  • Table 104 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 105 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
  • Table 106 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
  • Table 107 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Reopening of physical stores underpins strong growth performance in 2022
  • Leading players continue to expand their outlet networks in city and provincial areas
  • Leading players use technology while others look to wider product ranges to cater to consumers
PROSPECTS AND OPPORTUNITIES
  • Omnichannel approach to foster online sales is set to continue to develop
  • Investment in infrastructure and smaller household sizes likely to widen demand
  • Point collection loyalty programmes and virtual reality to add to the shopping experience
CHANNEL DATA
  • Table 108 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
  • Table 109 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 110 Sales in Home Products Specialists by Channel: Value 2017-2022
  • Table 111 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
  • Table 112 Home Products Specialists GBO Company Shares: % Value 2018-2022
  • Table 113 Home Products Specialists GBN Brand Shares: % Value 2019-2022
  • Table 114 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
  • Table 115 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 116 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
  • Table 117 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
  • Table 118 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Recovery starts as society reopens
  • Leading department stores aggressively focus on online business
  • Department stores use events and festivals to increase store traffic
PROSPECTS AND OPPORTUNITIES
  • Department stores to adapt to resist growing competition
  • Players to invest continuously in multichannel retailing
  • Food stalls and watch exhibitions to bring in more customers
CHANNEL DATA
  • Table 141 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
  • Table 142 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
  • Table 143 Sales in General Merchandise Stores by Channel: Value 2017-2022
  • Table 144 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
  • Table 145 General Merchandise Stores GBO Company Shares: % Value 2018-2022
  • Table 146 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
  • Table 147 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
  • Table 148 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
  • Table 149 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
  • Table 150 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
  • Table 151 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Direct selling recovers as consumer mobility increases
  • Intense competition with new entrants and stronger investment from existing players
  • Health and wellness products continue to drive sales
PROSPECTS AND OPPORTUNITIES
  • Investments in marketing and advertising and sales forces to push direct selling’s recovery despite ongoing cannibalisation
  • Omnichannel strategy is expected to be adopted by more players
  • Food supplements and weight management drive sales and strategies
CHANNEL DATA
  • Table 119 Direct Selling by Product: Value 2017-2022
  • Table 120 Direct Selling by Product: % Value Growth 2017-2022
  • Table 121 Direct Selling GBO Company Shares: % Value 2018-2022
  • Table 122 Direct Selling GBN Brand Shares: % Value 2019-2022
  • Table 123 Direct Selling Forecasts by Product: Value 2022-2027
  • Table 124 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Vending continues to recover in 2022 as society reopens
  • Players modernise the vending offer
  • Collaborations between vending players and other partners
PROSPECTS AND OPPORTUNITIES
  • Vending locations set to expand
  • Vending to develop with new technology and a diversified product offer
  • New players are expected to enter the fray
CHANNEL DATA
  • Table 125 Vending by Product: Value 2017-2022
  • Table 126 Vending by Product: % Value Growth 2017-2022
  • Table 127 Vending GBO Company Shares: % Value 2018-2022
  • Table 128 Vending GBN Brand Shares: % Value 2019-2022
  • Table 129 Vending Forecasts by Product: Value 2022-2027
  • Table 130 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN THAILANDKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Fast but slower retail current growth for e-commerce as retailing stabilises
  • The leading marketplaces offer aggressive discounts and deals to lure consumers
  • Foreign players leverage competitive prices to lead e-commerce in Thailand
PROSPECTS AND OPPORTUNITIES
  • Growing consumer appreciation of e-commerce to sustain fast sales growth
  • Social media use is expected to grow for both sales and communications
  • Omnichannel retail strategy is expected to continue to gain importance
CHANNEL DATA
  • Table 131 Retail E-Commerce by Channel: Value 2017-2022
  • Table 132 Retail E-Commerce by Channel: % Value Growth 2017-2022
  • Table 133 Retail E-Commerce by Product: Value 2017-2022
  • Table 134 Retail E-Commerce by Product: % Value Growth 2017-2022
  • Table 135 Retail E-Commerce GBO Company Shares: % Value 2018-2022
  • Table 136 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
  • Table 137 Forecast Retail E-Commerce by Channel: Value 2022-2027
  • Table 138 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
  • Table 139 Forecast Retail E-Commerce by Product: Value 2022-2027
  • Table 140 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027

Companies Mentioned

A selection of companies mentioned in this report includes:

CP 7-Eleven PCL
Central Retail Corp Ahold Co
Ek-Chai Distribution System Co Ltd
Big C Supercenter PCL
Mall Group Co Ltd, The
Cencar Co Ltd
Samart I-Mobile PCL
Home Product Center PCL
Amway (Thailand) Ltd
V Shop Co Ltd
Siam Family Mart Co Ltd
Foodland Supermarket Co Ltd
Boots Retail (Thailand) Ltd
IT City PCL
Better Way (Thailand) Co Ltd
Se-Education PCL
Conoco (Thailand) Ltd
Tung Hua Seng Dept Store Co Ltd
Siam Jusco Co Ltd
SB Furniture Co Ltd