Home and Garden in Thailand - Research and Markets

Home and garden in Thailand registered strong growth in 2021 after the decline in 2020 when non-essential outlets were closed, and consumer spending confidence was down. The eased restrictions and re-opening of physical stores was one of the key factors that helped drive overall growth in 2021. This was especially for big ticket items as consumers prefer to review and test such items in-store before purchasing.

This Home and Garden in Thailand report offers a comprehensive guide to the size and shape of market demand at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the categories driving growth. It also identifies the leading companies and their brands, and offers strategic analysis of key factors influencing demand - from new product developments, consumer lifestyles, route to market and pricing issues. Forecasts to 2026 illustrate how market demand is expected to evolve in the medium-term.

Product coverage: Home Improvement and Gardening, Homewares and Home Furnishings.

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 and Garden 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.

EXECUTIVE SUMMARY

Home and garden in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home and garden?

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2016-2021
Table 2 Sales of Home and Garden by Category: % Value Growth 2016-2021
Table 3 NBO Company Shares of Home and Garden: % Value 2017-2021
Table 4 LBN Brand Shares of Home and Garden: % Value 2018-2021
Table 5 Distribution of Home and Garden by Format: % Value 2016-2021
Table 6 Distribution of Home and Garden by Format and Category: % Value 2021
Table 7 Forecast Sales of Home and Garden by Category: Value 2021-2026
Table 8 Forecast Sales of Home and Garden by Category: % Value Growth 2021-2026

SOURCES

Summary 1 Research Sources

GARDENING IN THAILAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Gardening continues to see overall growth thanks to the home-gardening and DIY trends
Lockdown drives surge in demand for indoor plants leading to prices rising
Small players continue to dominate pots and planters whilst Spica Co makes gains in robotic lawnmowers

PROSPECTS AND OPPORTUNITIES

Indoor plants to continue enjoying increased popularity
Consumers will become more wary of plant protection and less interested in washing systems
E-commerce will continue to grow in importance, as retailers increase their investment in this channel

CATEGORY DATA

Table 9 Sales of Gardening by Category: Value 2016-2021
Table 10 Sales of Gardening by Category: % Value Growth 2016-2021
Table 11 NBO Company Shares of Gardening: % Value 2017-2021
Table 12 LBN Brand Shares of Gardening: % Value 2018-2021
Table 13 Distribution of Gardening by Format: % Value 2016-2021
Table 14 Forecast Sales of Gardening by Category: Value 2021-2026
Table 15 Forecast Sales of Gardening by Category: % Value Growth 2021-2026

HOME FURNISHINGS IN THAILAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Boost in home furnishings sales as consumers purchase the big-ticket items postponed last year
Home working enables home office furniture to buck the downward trend
Fragmented category remains led by Index Living Mall as players adjust strategies to cope with the pandemic environment

PROSPECTS AND OPPORTUNITIES

Robust sales prospects for home furnishings as consumers continue to spend more time at home
Expected rise in demand for smart lighting to lead to more launches
Integration of furniture and technology will appeal to Gen Z consumers

CATEGORY DATA

Table 16 Sales of Home Furnishings by Category: Value 2016-2021
Table 17 Sales of Home Furnishings by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Home Furnishings: % Value 2017-2021
Table 19 LBN Brand Shares of Home Furnishings: % Value 2018-2021
Table 20 LBN Brand Shares of Light Sources: % Value 2018-2021
Table 21 Distribution of Home Furnishings by Format: % Value 2016-2021
Table 22 Forecast Sales of Home Furnishings by Category: Value 2021-2026
Table 23 Forecast Sales of Home Furnishings by Category: % Value Growth 2021-2026

HOME IMPROVEMENT IN THAILAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Home improvement projects resume leading to partial category recovery
Solid performances recorded in bathroom and sanitaryware and home paint thanks to hygiene and health focused trends
Toa Paint continues to dominate home paint whilst LIXIL focuses on promoting its social responsibility

PROSPECTS AND OPPORTUNITIES

DIY trend expected to persist and drive demand for higher quality power tools
Hygiene and convenience to remain important to consumers in aftermath of pandemic
Gen Z consumers will help to drive further growth in e-commerce as well as innovations in sustainability

CATEGORY DATA

Table 24 Sales of Home Improvement by Category: Value 2016-2021
Table 25 Sales of Home Improvement by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of Home Improvement: % Value 2017-2021
Table 27 LBN Brand Shares of Home Improvement: % Value 2018-2021
Table 28 Distribution of Home Improvement by Format: % Value 2016-2021
Table 29 Forecast Sales of Home Improvement by Category: Value 2021-2026
Table 30 Forecast Sales of Home Improvement by Category: % Value Growth 2021-2026

HOMEWARES IN THAILAND

KEY DATA FINDINGS

2021 DEVELOPMENTS

Continued at-home cooking trend drives sales, though special discounts remain another strong incentive
E-commerce sales remain higher thanks to development of digital landscape in first year of pandemic

Leader Satien Stainless Steel is coming under increased competitive pressure, especially from IKEA

PROSPECTS AND OPPORTUNITIES

At-home cooking trend will boost sales in cookware and kitchenware
Younger consumers will demand more multi-functional homewares
E-commerce will grow in importance, and the boundaries between it and homeshopping and direct selling will begin to blur

CATEGORY DATA