Home and garden in 2024: The big picture
Sales of home and garden in Thailand slowed down in 2024, due to a combination of economic challenges and shifting consumer behaviours. While the gardening category saw healthy growth driven by urban gardening, biophilic design, and government support for sustainable farming, other categories, did not fare as well.
2024 key trends
New emerging trends are reshaping consumer preferences in Thailand, particularly in the home improvement and outdoor spaces categories. The growing focus on eco-friendly and sustainable solutions has significantly influenced consumer purchasing decisions, with many opting for products made from recycled or renewable materials, such as sustainable decking, outdoor furniture, and eco-conscious planters.
Competitive landscape
Home and garden is a fragmented category in Thailand, with a large number of players. Siam Sanitary Ware Industry Co Ltd is the overall leader, with its success attributed to its efforts in innovation, sustainability, and digital transformation.
Retail developments
Non-grocery retailers, specifically home products specialists, remained the leading distribution channel for home and garden in Thailand. Retailers like Thai Watsadu and MR.
What next for home and garden?
Home and garden in Thailand looks set to face a slump in 2025, largely due to macroeconomic pressures including high household debt, sluggish GDP growth, and a weakened residential property sector. These factors are expected to dampen consumer confidence and reduce discretionary spending across non-essential categories.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden 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:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden 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 Home and Garden 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 Home and Garden in Thailand?
- Which are the leading brands in Home and Garden in Thailand?
- How are products distributed in Home and Garden in Thailand?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in Thailand
Home and garden in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for home and garden?
DISCLAIMER
Home Improvement in Thailand
KEY DATA FINDINGS
Thailand’s home improvement market slows down in 2024 amid weak consumer spending and construction delays
Siam Sanitary Ware maintains lead in home improvement thanks to innovation, sustainability, and digital expansion
Home improvement specialists see stagnant sales due to economic pressures, while e-commerce grows strongly
2025 slump in sales will pick up again over the forecast period thanks to government support and urban demand
Thailand's rental trend and suburban growth drive demand for adaptable and energy-efficient home improvements
Thailand is witnessing a technological transformation, driven by innovations in 3D printing, AI-driven interior design, and smart home technologies
Gardening in Thailand
KEY DATA FINDINGS
Urban living, eco-design, and innovation fuel the next wave of growth in Thailand’s gardening sector
Chia Tai and Bosch lead the way in Thailand's gardening sector with innovation and consumer-focussed strategies
Retailers innovate store formats and embrace digital tools to meet rising demand for gardening products in Thailand
After a temporary slowdown, gardening is set to rebound with pots and planters leading growth amid urbanisation and wellness trends
Climate-resilient gardening to shape long-term innovation and product demand in Thailand
Smart gardening tools and AI-driven solutions expected to transform consumer and retail experiences in Thailand’s gardening market
Homewares in Thailand
KEY DATA FINDINGS
Economic pressures and shifting priorities weigh on Thailand’s homewares market
Satien Stainless Steel gains on Srithai Superware to take a marginal lead
Digital shift and economic headwinds redefine Thailand’s homewares retail landscape
Homewares faces a slight slump in 2025, with forecast period recovery driven by tourism and eco-friendly trends
Demographic shifts drive demand for adaptable and sustainable homewares in Thailand
Innovative advancements in hygiene and smart technology reshape homewares
Home Furnishings in Thailand
KEY DATA FINDINGS
Home furnishings sees uneven recovery due to economic strain and shifting consumer priorities
IKEA and Index Living Mall lead Thailand’s home furnishings market in 2024 by addressing affordability and sustainability demands
Thailand’s home furnishings retailers adapt to economic headwinds in 2024 by boosting omnichannel strategies and value offerings across key channels
Thailand’s home furnishings and LED lighting markets face short-term slowdown in 2025 but prepare for recovery through innovation and strategic adaptation
AI and automation technologies revolutionise furniture design and production in Thailand
Sustainable and smart innovations transforming Thailand's home living experience
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See all of our definitionsWhy 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 Home and Garden research and analysis database.
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