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.
The publisher'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.
The publisher'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.
Table of Contents
HOME CARE IN THAILANDEXECUTIVE SUMMARY
- Home care in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- Table 1 Households 2017-2022
- 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
SOURCES
- Summary 1 Research Sources
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
- 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
- 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
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
- 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
- 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
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
- 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
- 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
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
- 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
- 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
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
- 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
- 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
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
- 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
- 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
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
- 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
- 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
- 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
- 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
