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A robust performance in 2025
The consumer appliances market in Thailand demonstrated robust growth in 2025, driven by rising incomes, urbanisation, and technological advancements. Median disposable income per household reached THB369,457, supporting demand for appliances with advanced features. The market is expected to grow at a CAGR of 4% over the forecast period, reaching 48 million units by 2030. Key drivers include the increasing popularity of smart appliances, e-commerce growth, and a shift towards premiumisation.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances 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 Consumer Appliances 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 Consumer Appliances in Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Consumer Appliances in Thailand
A robust performance in 2025
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Rising incomes and urbanisation drive consumer appliances sales
Refrigeration appliances leads major appliances sales, driven by high penetration
Vacuum cleaners sees dynamic growth, driven by urbanisation
Tech-savvy consumers drive demand for smart appliances
Vacuum cleaners to grow rapidly
E-commerce and smart technologies to reshape retail landscape
Chart 3 Growth Decomposition of Consumer Appliances 2024-2029
Haier and Sharp lead with innovative smart appliances
Chart 4 Haier Preparing to Embed AI to Fully Upgrade
No significant mergers or acquisitions in 2025
Retail offline remains dominant, though e-commerce grows
LG Subscribe fuels e-commerce boom with flexible options
Chart 5 LG Thailand Launches New Business Model - LG Subscribe
E-commerce gains traction with omnichannel shopping behaviours
Haier drives innovation with AI-powered appliances
Chart 6 Haier Targets Premium Appliances Market
Chart 7 Real GDP Growth and Inflation 2020-2030
Chart 8 PEST Analysis in Thailand 2025
Chart 9 Key Insights on Consumers in Thailand 2025
Chart 10 Consumer Landscape in Thailand 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Dishwashers in Thailand
KEY DATA FINDINGS
Dishwashers shows resilience
Chart 11 Key Trends 2025
Chart 12 Analyst Insight
Growing focus on energy efficiency
Freestanding dishwashers leads sales
Sustainability and energy efficiency drive market growth
Chart 13 LG Enters the Dishwasher Market, Launching a New Lineup
Chart 14 Electrical Appliances Enter New Segments: “Dishwashing Machines”
Consumers prioritise sustainability and energy efficiency
Freestanding dishwashers remains dominant category
Innovation drives growth and competition
LG's premium offerings reshape market dynamics
Stability and innovation characterise market leaders
Appliances and electronics specialists drives offline sales
Retail e-commerce grows with budget-friendly dishwasher sales
LG launches new products, driving premiumisation in dishwashers
Chart 15 LG Launches New Product Lineup 'Dishwasher' Meets the Needs with Cutting-Edge Technology
Home Laundry Appliances in Thailand
KEY DATA FINDINGS
Demand for smart and sustainable appliances
Chart 16 Key Trends 2025
Chart 17 Analyst Insight
LG's subscription service redefines home laundry appliances
Chart 18 LG Launches New Business, LG Subscribe, a Monthly Washing Machine Rental Service
Automatic washing machines drives market growth
Shifting consumer preferences towards convenience
LG's subscription service sets precedent for flexible ownership
Automatic washing machines to remain dominant, while semi-automatic washing machines sees decline
Sustainability and AI drive business innovation and growth
Leading brands drive concentration with innovative offerings
New entrants and trends present opportunities for growth
Appliances and electronics specialists leads retail sales with wide product range
Retail e-commerce growth driven by price competition and promotions
Ai-powered appliances revolutionise laundry experience
Samsung and Haier lead innovation with AI washing machines
Chart 19 AI Washing Machines Make the Laundry Experience More Convenient and Energy-Saving
New Toshiba model targets eco-conscious consumers
Chart5 Toshiba Launches Eco-Friendly Washing Machines Made from Recycled Materials
Large Cooking Appliances in Thailand
KEY DATA FINDINGS
Sustainability and energy efficiency influencing product design
Chart 20 Key Trends 2025
Chart 21 Analyst Insight
Rising disposable incomes drive demand for modern appliances
Built-in hobs and cooker hoods lead the market with steady demand
Innovation and technology drive growth in range cookers
Consumers invest in premium large cooking appliances as incomes rise
Chart 22 Tecnogas Launches Terra Dorata Model Freestanding Stove (Thailand Limited Edition)
Built-in hobs and cooker hoods to maintain roles as essential kitchen staples
E-commerce gaining prominence in large cooking appliances distribution
Electrolux and SMEG lead as market concentration persists
Chart 23 Electrolux Promotes Innovation to Meet the Smart Kitchen Trend
No significant mergers or new product launches expected
Builder merchants and construction drives sales of built-in models
Retail e-commerce slowly gains ground with changing consumer habits
No new retail brands or concepts emerge in 2026
Sustainability drives design and functionality changes
Chart 24 Energy Saving and Outstanding Features in 2025
Microwaves in Thailand
KEY DATA FINDINGS
Growing demand for smart features and multi-functionality
Chart 25 Key Trends 2025
Chart 26 Analyst Insight
Microwave sales growth driven by energy efficiency
Chart 27 Toshiba Launches New Microwave Featuring a Heat Control System that Saves Electricity
Freestanding microwaves dominates the market
Chart 28 First Foray into the Microwave Market with the Launch of the LG Neo Chef
Premiumisation drives demand for high-end microwaves
Energy efficiency and smart features to drive future sales
Freestanding microwaves to remain dominant
Design and multi-functionality to shape consumer preferences
Toshiba and Electrolux lead with strategic innovations
Emerging players and innovation drive market dynamics
Retail offline channels lead microwave sales thanks to convenience
Retail e-commerce grows rapidly driven by convenience and price
Manufacturers innovate with multi-functionality and design
Chart 29 Toshiba Launches New Eye-Catching White Microwave with Wooden Handle
Refrigeration Appliances in Thailand
KEY DATA FINDINGS
Adoption of advanced technologies drives growth
Chart 30 Key Trends 2025
Chart 31 Analyst Insight
Haier and Toshiba drive growth with innovative features
Chart 32 Haier Increasingly Pushing the Smart Refrigeration Appliances Market in Thailand.
Chart 33 Toshiba Japandi Wins "2025 Thailand's Most Admired Brand"
Fridge freezers is the largest category
Dynamic growth in fridge freezers
Chart 34 Hitachi Models Have Innovative Vacuum Compartments
Embracing technological transition and sustainability to drive growth
Fridge freezers to remain the largest category with continued growth
Sustainability and smart features to shape future business strategies
Toshiba and Samsung maintain lead with innovative offerings
Emerging players and new launches to drive future opportunities
Appliances and electronics specialists drive offline sales
Retail e-commerce gains traction with competitive pricing
Haier and Toshiba lead innovation with advanced features
Air Conditioners in Thailand
KEY DATA FINDINGS
Intense price competition, localisation and integration of smart technologies
Chart 35 Key Trends 2025
Chart 36 Analyst Insight
Haier's localised manufacturing boosts consumer confidence
Chart 37 Chinese Brands Intensify Price War in the Air Conditioners Market
Split air conditioners dominates sales with high demand
Localisation drives market growth through trust and efficiency
Chart 38 Haier Opens Full-Scale Air Conditioner Manufacturing Plant in Thailand
Energy efficiency and smart features to drive future growth
Split air conditioners maintain dominance
Localisation and e-commerce to shape competitive landscape
Chinese brands intensify price war and market share shifts
Emerging players disrupt market with innovative offerings
Retail offline channels dominate despite online growth
No new retail brands or concepts emerge in 2026
LG drives innovation with AI-powered energy savings
Chart 39 LG Unveils New Energy-Saving Innovation Powered by AI
Businesses gain competitive advantage through innovation
Food Preparation Appliances in Thailand
KEY DATA FINDINGS
Health and wellness a key influence
Chart 40 Key Trends 2025
Chart 41 Analyst Insight
Influencers and social media drive sales growth
Blenders leads the market with multi-functionality
Chart 42 Taste of Home Selects Auto10s as "Best Overall 2025"
Health and wellness trend fuels demand for blenders
Chart 43 Quiet Power in Blenders
Health-conscious consumers to drive demand for advanced appliances
Blenders to remain largest category, food processors to grow
Sustainability and smart features to shape future sales
Philips and Groupe Seb maintain strength through innovation
Chart 44 Strong Brands in Food Preparation Appliances in 2025
Ninja's innovative product disrupts Thailand's competitive landscape
Appliances and electronics specialists drives offline sales
Retail e-commerce surges due to price competition and convenience
Ninja and Kuvings drive innovation with new product launches
Personal Care Appliances in Thailand
KEY DATA FINDINGS
Growing demand for technologically advanced products
Chart 45 Key Trends 2025
Chart 46 Analyst Insight
Philips and Braun drive premiumisation with innovative features
Chart 47 Philips Amongst the Brands Targeting the Convenience and Customisation Trend
Hair care appliances is the largest category
Oral care appliances sees strong growth
Consumers to drive demand for premium and tech-integrated personal care appliances
Hair care appliances to maintain lead with steady growth
Oral care appliances to see growth driven by health consciousness
Leading brands maintain strength through premiumisation and innovation
Chart 48 The New Dyson Supersonic r is the Smallest, Lightest and Most Powerful Yet
No significant mergers or new entrants in 2025 or 2026
Appliances and electronics specialists leads offline sales
Retail e-commerce gains traction with competitive pricing
No new retail concepts emerge in 2026
Segmented consumer focus drives innovation in product design
Philips Shaver Series 9000 exemplifies innovation with SkinIQ technology
Chart 49 Shaver Series 9000 Dry and Wet Electric Shaver with SkinIQ
Small Cooking Appliances in Thailand
KEY DATA FINDINGS
Demand for energy-efficient and premium products
Chart 50 Key Trends 2025
Chart 51 Analyst Insight
Energy-efficient brands drive consumer confidence and sales growth
Chart 52 Beyond Healthy Eating: Thai Consumers Are Investing in Energy-Saving Appliances
Growing demand for premium products
Chart 53 Nespresso Expands Its Premium Product Portfolio
Health-conscious consumers drive demand for specific products
Consumers prioritise energy efficiency and smart features
Rice cookers set to remain key category
E-commerce and premiumisation to shape the future landscape
Sharp and Philips maintain dominance through diverse portfolios
Chart 54 Sharp Accelerates Rebranding of Small Electrical Appliances
No significant mergers or new entrants in 2025
Appliances and electronics specialists leads offline sales
Retail e-commerce gains traction with competitive pricing
No new retail concepts or collaborations emerge
Sharp drives innovation with segmented consumer focus
Vacuum Cleaners in Thailand
KEY DATA FINDINGS
Significant growth
Chart 55 Key Trends 2025
Chart 56 Analyst Insight
Samsung and SharkNinja drive innovation and competition
Standard vacuum cleaners dominates sales with steady demand
Innovation and competition reshape the market landscape
Chart 57 Samsung Unveils Bespoke AI Jet Ultra Cordless Stick Vacuum Cleaner
Chart 58 SharkNinja Brings Advanced Vacuum Cleaners to Thailand
Embracing smart technology and niche segments drives growth
Standard vacuum cleaners to remain dominant
Innovation and competition drive future growth
Deerma and Simplus drive competitive intensity with innovative offerings
Roborock and SharkNinja capitalise on high-end demand with advanced technology
Deerma and Simplus drive e-commerce dominance with competitive pricing
No new retail brands or concepts emerge in 2026
Cordless and portable solutions drive innovation
Chart 59 Roborock Launches New Robotic Vacuum Cleaners and Cordless Vacuum Cleaners
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
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- Air Purifiers
- Air Coolers
- Cooling Fans
- Dehumidifiers
- Humidifiers
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- Air to Water Heat Pumps
- Ground Source Heat Pumps
- Other Heat Pumps
- Small Heating Appliances
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
See all of our definitions
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This report originates from Passport, our Consumer Appliances research and analysis database.
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