Consumer Electronics in Thailand

August 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Electronics 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:

  • Computers and Peripherals
  • In-Car Entertainment
  • Home Audio and Cinema
  • Home Video
  • Imaging Devices
  • Mobile Phones
  • Portable Players
  • Wearable Electronics

If you're in the Consumer Electronics 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 Electronics 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 Electronics in Thailand?
  • Which are the leading brands in Thailand?
  • How are products distributed in Thailand?
  • How is the rise of e-commerce changing the retail landscape?
  • How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
  • How are considerations such as urban development and the rise in single-person households driving sales growth?
  • Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
  • Where is future growth expected to be most dynamic?

Consumer Electronics in Thailand

Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
Table 1 Sales of Consumer Electronics by Category: Volume 2020-2025
Table 2 Sales of Consumer Electronics by Category: Value 2020-2025
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2020-2025
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2021-2025
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2022-2025
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2020-2025
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2025-2030
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2025-2030
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2025-2030
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2025-2030

DISCLAIMER

Summary 1 Research Sources

Computers and Peripherals in Thailand

KEY DATA FINDINGS

Despite overall decline, laptops and printers are bright spots
Canon and Dell perform well, while despite a sales decline Lenovo still has growth potential
Retail e-commerce continues to see share growth due to a broad product range and competitive pricing
Stable retail volume sales, although performances will vary across categories
Transformation in products and distribution anticipated
AI computers set to become more accessible and demanded by a wider range of consumers
Table 12 Sales of Computers and Peripherals by Category: Volume 2020-2025
Table 13 Sales of Computers and Peripherals by Category: Value 2020-2025
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2020-2025
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2020-2025
Table 16 Sales of Computers by Category: Business Volume 2020-2025
Table 17 Sales of Computers by Category: Business Value MSP 2020-2025
Table 18 Sales of Computers by Category: Business Volume Growth 2020-2025
Table 19 Sales of Computers by Category: Business Value MSP Growth 2020-2025
Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2021-2025
Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2022-2025
Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2020-2025
Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2025-2030
Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2025-2030
Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2025-2030
Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2025-2030
Table 27 Forecast Sales of Computers by Category: Business Volume 2025-2030
Table 28 Forecast Sales of Computers by Category: Business Value MSP 2025-2030
Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2025-2030
Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2025-2030

In-Car Entertainment in Thailand

KEY DATA FINDINGS

Decline across the board due to integrated systems and smartphones
Pioneer’s good reputation enables distributor Rimbunan Kuasa to extend its lead
Although retail e-commerce gains share, most consumers still shop offline due to a desire for professional advice and fitting
Dual demands of budget-friendly solutions and premium products
Adapting to consumers’ evolving needs will be crucial
Consumers will value a more personalised experience
Table 31 Sales of In-Car Entertainment by Category: Volume 2020-2025
Table 32 Sales of In-Car Entertainment by Category: Value 2020-2025
Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2020-2025
Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2020-2025
Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2021-2025
Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2022-2025
Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2020-2025
Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2025-2030
Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2025-2030
Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2025-2030
Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2025-2030

Home Audio and Cinema in Thailand

KEY DATA FINDINGS

Significant decline as consumers’ habits change and they become more cautious
Mahajak not only maintains its lead, but also sees the most dynamic growth, thanks to JBL’s extensive portfolio
Despite the dominance of appliances and electronics specialists, retail e-commerce sees a strong rising trend
Increasing preference for portable entertainment devices to drive continued decline
Although AI will be integrated to improve experiences, high price points likely to hamper adoption
Aiming to meet the specific needs of the Thai population
Table 42 Sales of Home Audio and Cinema by Category: Volume 2020-2025
Table 43 Sales of Home Audio and Cinema by Category: Value 2020-2025
Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2020-2025
Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2020-2025
Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2021-2025
Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2022-2025
Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2021-2025
Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2025-2030
Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2025-2030
Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2025-2030
Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2025-2030

Home Video in Thailand

KEY DATA FINDINGS

Video players continues its declining trend, but the benefits of OLED TVs drive significant growth
Samsung and LG extend their volume shares due to constant technological development
Convenience, and the ability to find low prices online boost the share of retail e-commerce
Slow and stable growth due to technological advances and lower prices
Innovations in picture quality and smart TVs set to contribute to growth
Advances in terms of convenient formats and AI integration
Table 53 Sales of Home Video by Category: Volume 2020-2025
Table 54 Sales of Home Video by Category: Value 2020-2025
Table 55 Sales of Home Video by Category: % Volume Growth 2020-2025
Table 56 Sales of Home Video by Category: % Value Growth 2020-2025
Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2020-2025
Table 58 NBO Company Shares of Home Video: % Volume 2021-2025
Table 59 LBN Brand Shares of Home Video: % Volume 2022-2025
Table 60 Distribution of Home Video by Channel: % Volume 2020-2025
Table 61 Forecast Sales of Home Video by Category: Volume 2025-2030
Table 62 Forecast Sales of Home Video by Category: Value 2025-2030
Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2025-2030
Table 64 Forecast Sales of Home Video by Category: % Value Growth 2025-2030
Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2025-2030

Wireless Headphones in Thailand

KEY DATA FINDINGS

TWS earbuds drives growth thanks to technological improvements and increasing affordability
Xiaomi’s innovative but affordable products ensure continued sales and share growth
Retail e-commerce dominates and continues to grow, as low prices and customer reviews give consumers confidence to buy
TWS earbuds set to drive growth as technology progresses and prices fall
Upgrades to provide a superior listening experience expected, and developments in manufacturing and distribution
More user-friendly, personalised headphones likely to be seen
Table 66 Sales of Wireless Headphones by Category: Volume 2020-2025
Table 67 Sales of Wireless Headphones by Category: Value 2020-2025
Table 68 Sales of Wireless Headphones by Category: % Volume Growth 2020-2025
Table 69 Sales of Wireless Headphones by Category: % Value Growth 2020-2025
Table 70 NBO Company Shares of Wireless Headphones: % Volume 2021-2025
Table 71 LBN Brand Shares of Wireless Headphones: % Volume 2022-2025
Table 72 Distribution of Wireless Headphones by Channel: % Volume 2020-2025
Table 73 Forecast Sales of Wireless Headphones by Category: Volume 2025-2030
Table 74 Forecast Sales of Wireless Headphones by Category: Value 2025-2030
Table 75 Forecast Sales of Wireless Headphones by Category: % Volume Growth 2025-2030
Table 76 Forecast Sales of Wireless Headphones by Category: % Value Growth 2025-2030

Imaging Devices in Thailand

KEY DATA FINDINGS

Continued significant decline as smartphone camera quality improves
The popularity of GoPro action cameras drives share growth for Mentagram
Competitive pricing and convenience drive strong share growth for retail e-commerce
Continued decline as smartphones will be a preferred option for casual use
Technological advances in products and manufacturing likely to be seen
Strategic collaborations likely to be important in promotion
Table 77 Sales of Imaging Devices by Category: Volume 2020-2025
Table 78 Sales of Imaging Devices by Category: Value 2020-2025
Table 79 Sales of Imaging Devices by Category: % Volume Growth 2020-2025
Table 80 Sales of Imaging Devices by Category: % Value Growth 2020-2025
Table 81 NBO Company Shares of Imaging Devices: % Volume 2021-2025
Table 82 LBN Brand Shares of Imaging Devices: % Volume 2022-2025
Table 83 Distribution of Imaging Devices by Channel: % Volume 2020-2025
Table 84 Forecast Sales of Imaging Devices by Category: Volume 2025-2030
Table 85 Forecast Sales of Imaging Devices by Category: Value 2025-2030
Table 86 Forecast Sales of Imaging Devices by Category: % Volume Growth 2025-2030
Table 87 Forecast Sales of Imaging Devices by Category: % Value Growth 2025-2030

Mobile Phones in Thailand

KEY DATA FINDINGS

Stability for smartphones despite challenges, due to increasing affordability and technological improvements
Transsion Holdings maintains its dynamic growth trend, but Thai Samsung Electronics maintains its lead
Broad product selection and exclusive online availability boost sales via retail e-commerce
Limited growth due to maturity and changing priorities
Technology and distribution set to see continued development
Consumer demand for more convenient and sleek solutions will drive developments in formats, cameras, and batteries
Table 88 Sales of Mobile Phones by Category: Volume 2020-2025
Table 89 Sales of Mobile Phones by Category: Value 2020-2025
Table 90 Sales of Mobile Phones by Category: % Volume Growth 2020-2025
Table 91 Sales of Mobile Phones by Category: % Value Growth 2020-2025
Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2022-2025
Table 93 NBO Company Shares of Mobile Phones: % Volume 2021-2025
Table 94 LBN Brand Shares of Mobile Phones: % Volume 2022-2025
Table 95 Distribution of Mobile Phones by Channel: % Volume 2020-2025
Table 96 Forecast Sales of Mobile Phones by Category: Volume 2025-2030
Table 97 Forecast Sales of Mobile Phones by Category: Value 2025-2030
Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2025-2030
Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2025-2030
Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2025-2030

Portable Players in Thailand

KEY DATA FINDINGS

Wireless speakers drives growth thanks to portability and the rise of smart homes
The two leaders see share growth due to their good reputation for audio quality
An increasing number of consumers turn to the wide product range and promotions offered by retail e-commerce
Growth to be driven by wireless speakers due to smartphone compatibility and a wide product range at various prices
Improvements expected beyond technological advancements
Companies will need to adapt to changing consumer trends
Table 101 Sales of Portable Players by Category: Volume 2020-2025
Table 102 Sales of Portable Players by Category: Value 2020-2025
Table 103 Sales of Portable Players by Category: % Volume Growth 2020-2025
Table 104 Sales of Portable Players by Category: % Value Growth 2020-2025
Table 105 NBO Company Shares of Portable Players: % Volume 2021-2025
Table 106 LBN Brand Shares of Portable Players: % Volume 2022-2025
Table 107 Distribution of Portable Players by Channel: % Volume 2020-2025
Table 108 Forecast Sales of Portable Players by Category: Volume 2025-2030
Table 109 Forecast Sales of Portable Players by Category: Value 2025-2030
Table 110 Forecast Sales of Portable Players by Category: % Volume Growth 2025-2030
Table 111 Forecast Sales of Portable Players by Category: % Value Growth 2025-2030

Wearable Electronics in Thailand

KEY DATA FINDINGS

Smart wearables continues to drive growth due to features and functionality
Apple draws level with Xiaomi due to brand loyalty and its premium image
Omnichannel strategy allows companies to attract consumers however they want to shop
As consumers look for better health insights and smart features, smart wearables is set to drive growth
Technological advancements to offer greater health insights and longer battery life
Greater personalisation for smartwatches, and growth opportunities for smart glasses
Table 112 Sales of Wearable Electronics by Category: Volume 2020-2025
Table 113 Sales of Wearable Electronics by Category: Value 2020-2025
Table 114 Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
Table 115 Sales of Wearable Electronics by Category: % Value Growth 2020-2025
Table 116 NBO Company Shares of Wearable Electronics: % Volume 2021-2025
Table 117 LBN Brand Shares of Wearable Electronics: % Volume 2022-2025
Table 118 Distribution of Wearable Electronics by Channel: % Volume 2020-2025
Table 119 Forecast Sales of Wearable Electronics by Category: Volume 2025-2030
Table 120 Forecast Sales of Wearable Electronics by Category: Value 2025-2030
Table 121 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2025-2030
Table 122 Forecast Sales of Wearable Electronics by Category: % Value Growth 2025-2030
Download table of contents
The following categories and subcategories are included:

Consumer Electronics

      • Desktops
        • Laptops
        • Tablets
      • Monitors
      • Printers
    • In-Car Navigation
    • In-Car Speakers
    • In-Dash Media Players
      • Audio Separates
      • Digital Media Player Docks
      • Hi-Fi Systems
      • Home Cinema and Speaker Systems
      • Speakers
      • Other Home Audio and Cinema
        • Analogue TVs
        • LCD TVs
        • OLED TVs
        • Plasma TVs
        • Other TVs
        • TV Combis
        • BD Players
        • DVD Players
        • Video Recorders
        • Mass Wireless Headbands
        • Premium Wireless Headbands
        • Mass Wireless Earphones
        • Premium Wireless Earphones
        • Mass TWS Earbuds
        • Premium TWS Earbuds
      • Digital Cameras
      • Digital Camcorders
      • Feature Phones
      • Smartphones
      • E-Readers
        • Portable Multimedia Players
        • Other Portable Media Players
      • Wireless Speakers
        • Activity Bands
        • Activity Watch (Analogue)
        • Activity Watch (Digital)
      • Smart Wearables

Consumer Electronics

Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.

See all of our definitions
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This report originates from Passport, our Consumer Electronics research and analysis database.

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