Competitive Landscape
Leading Brands Maintain Their Grip through Premiumisation and Innovation
The air care market in Thailand is relatively concentrated, with the top two companies, SC Johnson & Son (Thailand) Co Ltd and Procter & Gamble Thailand Co Ltd, accounting for just over half of sales between them. SC Johnson & Son (Thailand) Co Ltd led the market with a 38% share in 2025, followed by Procter & Gamble Thailand Co Ltd with 15%.
Glade Aromatherapy Products Drive Sales with Emotional Benefits
Recent innovations in Thailand's air care market include products like Glade Aromatherapy Reed Diffuser Bergamot and Lemongrass, which features essential oils to promote calmness and positivity. These products are available in modern trade and e-commerce channels, making them more accessible to a wider range of consumers.
No Major Mergers or Acquisitions Expected in the near Future
There were no significant mergers or acquisitions in the air care market in Thailand in 2025, and none are anticipated in 2026. The competitive landscape is expected to remain stable, with the leading companies continuing to dominate the market.
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Overview:
Understand the latest market trends and future growth opportunities for the Air 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 Air 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.
The Air Care in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Air Care in Thailand?
- Which are the leading brands in Air Care in Thailand?
- How are products distributed in Air Care in Thailand?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Air Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Air Care in Thailand - Category analysis
Key Data Insights
Glade Drives Growth with Health and Wellness Focus
Glade Drives Growth with Health and Wellness Focus
Spray/Aerosol Air Fresheners Remain the Largest Format
Mood-Boosting Ingredients Redefine Air Care Experience
Consumers to Drive Growth with Their Desire for Fresh-Smelling Homes
Online Shopping and Expanding Distribution Channels
Innovations Redefine Air Care Experience
Leading Brands Maintain Their Grip through Premiumisation and Innovation
Glade Aromatherapy Products Drive Sales with Emotional Benefits
No Major Mergers or Acquisitions Expected in the near Future
Grocery Retailers Lead Air Care Sales through Offline Dominance
E-Commerce Drives Growth with Convenience and Promotions
No New Retail Brands or Concepts Emerge in 2026
Home Care in Thailand - Industry Overview
Laundry Care Drives Home Care Growth through Premiumisation
Key Data Insights
Laundry Care Drives Home Care Growth through Premiumisation
Laundry Care Dominates the Home Care Market in Thailand
Evolving Product Formats and Health Concerns to Drive Dynamic Growth
Sustainability and Technology Expected to Drive Home Care Growth
Laundry Care Will Maintain Its Dominance in Home Care
Surface Care Will Be the Fastest-Growing Category
Unilever and Procter & Gamble Lead a Concentrated Market
Multifunctionality and Premiumisation in Laundry Care
Health and Wellness Trend Fuels Premiumisation in Dishwashing
Grocery Retailers Remain Dominant Channel for Home Care Sales
Retail E-Commerce Gains Traction with Convenience and Variety
Emerging Trends and Future Outlook for Home Care Channels
Country Reports Disclaimer
The following categories and subcategories are included:
Air Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Air Care research and analysis database.
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