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Laundry Care Drives Home Care Growth through Premiumisation
The home care market in Thailand continued to grow in 2025, driven by increasing urbanisation, rising disposable incomes and a growing emphasis on hygiene and cleanliness. In 2025, the market recorded a retail value of THB66.7 billion, representing 4% current value growth from 2024. Laundry care remains the biggest category, while surface care is projected to see the strongest growth. To succeed, brands must innovate and adapt to changing consumer preferences, prioritising sustainability, health and wellness benefits, and sensory experiences.
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Overview:
Understand the latest market trends and future growth opportunities for the Home 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home 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 Home 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 Home Care in Thailand?
- Which are the leading brands in Home Care in Thailand?
- How are products distributed in Home 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 Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Thailand
Laundry Care Drives Home Care Growth through Premiumisation
Key Data Insights
Chart 1 Key Industry Trends for Home Care
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
Chart 2 Value Sales of Home Care 2020–2030.
Chart 3 Voume Sales of Home Care 2020–2030.
Chart 4 Sales of Home Care by Category 2025
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
Chart 5 Forecast Sales of Home Care 2020-2030
Chart 6 Forecast Sales of Home Care by Category 2025-2030
Unilever and Procter & Gamble Lead a Concentrated Market
Chart 7 Unilever's Sunlight Plus Has a “Gentle on Hands, Tough on Grease” Positioning
Multifunctionality and Premiumisation in Laundry Care
Chart 8 Fineline Deluxe Liquid Detergent
Health and Wellness Trend Fuels Premiumisation in Dishwashing
Chart 9 Company Shares of Home Care 2025
Chart 10 Brand Shares of Home Care 2025
Grocery Retailers Remain Dominant Channel for Home Care Sales
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 11 Analyst Insight for Home Care
Emerging Trends and Future Outlook for Home Care Channels
Chart 12 Retail Channels for Home Care 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Thailand
Key Data Insights
Glade Drives Growth with Health and Wellness Focus
Chart 20 Key Industry Trends for Air Care
Glade Drives Growth with Health and Wellness Focus
Chart 21 Glade Aromatherapy Reed Diffuser
Spray/Aerosol Air Fresheners Remain the Largest Format
Mood-Boosting Ingredients Redefine Air Care Experience
Chart 22 Value Sales of Air Care 2020-2030
Chart 23 Volume Sales of Air Care 2020-2030
Chart 24 Sales of Air Care by Category 2025
Consumers to Drive Growth with Their Desire for Fresh-Smelling Homes
Chart 25 Analyst Insight for Air Care
Online Shopping and Expanding Distribution Channels
Innovations Redefine Air Care Experience
Chart 26 Forecast Sales of Air Care 2020-2030
Chart 27 Forecast Value Sales by Category 2025-2030
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
Chart 28 Company Shares of Air Care 2025
Chart 29 Brand Shares of Air Care 2025
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
Chart 30 Retail Channels for Air Care 2020-2025
Chart 31 Economic Context for Air Care
Chart 32 Real Gdp Growth 2020-2030
Chart 33 Inflation 2020-2030
Chart 34 Consumer Context for Air Care
Chart 35 Population 2020-2030
Chart 36 Consumer Expenditure 2020-2030
Chart 37 Population by Generation 2025
Bleach in Thailand
Key Data Insights
Health and Wellness Drives Bleach Sales in Thailand
Chart 38 Key Industry Trends for Bleach
Health and Wellness Drives Bleach Sales in Thailand
Affordable Necessity and Product Innovation Drive Growth
Safety Innovations to Shape Future of Bleach Products
Chart 39 Value Sales of Bleach 2020-2030
Chart 40 Volume Sales of Bleach 2020-2030
Manufacturers to Focus on Safety and Sustainability
Chart 41 Analyst Insight for Bleach
Concentrated Formulae and Refillable Packaging to Gain Traction
Omnichannel Distribution Strategies to Support Future Growth
Chart 42 Forecast Sales of Bleach 2020-2030
Leading Manufacturers Maintain Their Dominance through Innovation
Chart 43 Directly Marketed as a Health Protector for Thai Household
Product Innovation and Sustainability to Drive Future Growth
Chart 44 Company Shares of Bleach 2025
Chart 45 Brand Shares of Bleach 2025
Grocery Retailers Lead Bleach Sales
Retail E-Commerce Gains Traction with Convenience and Variety
No Emerging Retail Brands or Concepts Expected in 2026
Chart 46 Retail Channels for Bleach 2020-2025
Chart 47 Economic Context for Bleach
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bleach
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Dishwashing in Thailand
Key Data Insights
Concentrated Formulas Drive Sales Amid Economic Pressures
Chart 54 Key Industry Trends for Dishwashing
Concentrated Formulas Drive Sales Amid Economic Pressures
Chart 55 Pro Dishwashing Liquid Concentrate Formula with Lime
Chart 56 Analyst Insight for Dishwashing
Health and Wellness Trend Fuels Premiumisation
Quick Wash Trend Gains Prominence
Chart 57 Unilever's Sunlight Lemon Turbo DishWash
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Sales of Dishwashing by Category 2025
Consumers to Drive Premiumisation with Health and Convenience Considerations
Hand Dishwashing Will Remain Dominant, Automatic Dishwashing Niche
Business Impact of Trends on Dishwashing Manufacturers
Chart 61 Forecast Sales of Dishwashing 2020-2030
Chart 62 Forecast Sales of Dishwashing by Category 2025-2030
Leading Players Maintain Grip through Premiumisation
Chart 63 Unilever's Sunlight Plus
Concentrated Formulas and Health Trends Drive Innovation
No Significant Mergers or New Entrants Expected
Chart 64 Company Shares of Dishwashing 2025
Chart 65 Brand Shares of dishwashing 2025
Grocery Retailers Dominate Dishwashing Sales through Wide Assortments and Promotions
E-Commerce Gains Traction with Convenience and Targeted Promotions
Traditional Trade Channels Decline as Modern Formats Gain Share
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in Thailand
Key Data Insights
Home Insecticides Growth Driven by Health Concerns and Urbanisation
Chart 74 Key Industry Trends of Home Insecticides
Home Insecticides Growth Driven by Health Concerns and Urbanisation
Spray/Aerosol Insecticides Dominate the Market
Health and Wellness Trend Influences Product Innovation
Chart 75 Value Sales of Home Insecticides 2020-2030
Chart 76 Volume Sales of Home Insecticides 2020-2030
Chart 77 Sales of Home Insecticides by Category 2025
Consumers Expected to Favour Safer and More Effective Solutions
Chart 78 Analyst Insight for Home Insecticides
Spray/Aerosol Insecticides Will Maintain Their Dominance
E-Commerce and Innovation Will Drive Future Growth
Chart 79 Forecast Sales of Home Insecticides 2020-2030
Chart 80 Forecast Sales of Home Insecticides by Category 2025-2030
Sc Johnson & Son Maintains Its Lead Thanks to Its Diverse Portfolio
Innovation and Technology Integration Likely to Shape Future Growth
No Significant Mergers or Acquisitions or New Launches
Chart 81 Company Shares of Home Insecticides 2025
Chart 82 Brand Shares of Home Insecticides 2025
Grocery Retailers Dominate Home Insecticides Sales with Their Convenience and Presence
Retail E-Commerce and Convenience Retailers Drive Growth with Convenience and Variety
No New Retail Brands or Concepts Emerge in 2026
Chart 83 Retail Channels for Home Insecticides 2020-2025
Chart 84 Economic Context for Home Insecticides
Chart 85 Real Gdp Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Home Insecticides
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Laundry Care in Thailand
Key Data Insights
Rising Demand for Convenience Drives Market Growth
Chart 91 Key Industry Trends for Laundry Care
Rising Demand for Convenience Drives Market Growth
Laundry Detergents Dominate Market Share with Their Multifunctionality
Multifunctionality and Premiumisation Reshape Consumer Preferences
Chart 92 Value Sales of Laundry Care 2020-2030
Chart 93 Volume Sales of Laundry Care 2020-2030
Chart 94 Value Sales of Laundry Care by Category 2025
Consumers Will Drive Growth with Multifunctional and Eco-Friendly Demands
Laundry Detergents Will Maintain Their Dominance Thanks to Their Multifunctionality
Concentrated Formats and Sustainability Will Shape Future Business Strategies
Chart 95 Analyst Insight for Laundry Care
Chart 96 Forecast Sales of Laundry Care 2020-2030
Chart 97 Forecast Sales of Laundry Care by Category 2025-2030
Unilever Thai Holdings Ltd Leads with Its Premium Offerings
Chart 98 Breeze Excel Concentrated Liquid: Stain Removal + Colour Care + Fragrance.
Multifunctionality and Premiumisation Drive Innovation
Chart 99 Fineline Deluxe Perfume Concentrated Liquid Detergent
Quick Wash Trend Gains Traction with Efficient Solutions
Chart 100 Company Shares of Laundry Care 2025
Chart 101 Brand Shares of Laundry Care 2025
Modern Grocery Channels Lead Laundry Care Distribution
Retail E-Commerce Grows Rapidly with Bulk Purchases Online
No Emerging Retail Brands or Concepts in 2026
Chart 102 Retail Channels for Laundry Care 2020-2025
Chart 103 Economic Context for Laundry Care
Chart 104 Real Gdp Growth 2020-2030
Chart 105 Inflation 2020-2030
Chart 106 Consumer Context for Laundry Care
Chart 107 Population 2020-2030
Chart 108 Consumer Expenditure 2020-2030
Chart 109 Population by Generation 2025
Polishes in Thailand
Key Data Insights
Consumers Drive Change with Demand for Versatile and Convenient Products
Chart 110 Key Industry Trends for Polishes
Consumers Drive Change with Demand for Versatile and Convenient Products
Furniture Polish Remains the Largest Category, Driven by Traditional Demand
Metal Polish Drives Growth with Premiumisation and Innovation
Chart 111 Value Sales of Polishes 2020-2030
Chart 112 Volume Sales of Polishes 2020-2030
Chart 113 Value Sales of Polishes by Category 2025
Consumers Will Drive the Shift Towards Eco-Friendly and Convenient Products
Shoe Polish Will See the Most Dynamic Growth
Innovative and Sustainable Formulations Will Drive Future Growth
Chart 114 Forecast Value Sales of Polishes 2020-2030
Chart 115 Forecast Value Sales of Polishes by Category 2025-2030
Sc Johnson & Son Maintains Lead with Diverse Polish Portfolio
Chart 116 Analyst Insight for Polishes
Chart 117 Siam Waxy Standard's Waxy brand
Stable Competitive Landscape with No Major Disruptions
Chart 118 Company Shares of Polishes 2025
Chart 119 Brand Shares of Polishes 2025
Grocery Retailers Dominate Offline Sales
Retail E-Commerce Gains Traction through Its Convenience and Variety
No Emerging Retail Brands or Concepts Identified for 2026
Chart 120 Retail Channels for Polishes 2020-2025
Chart 121 Economic Context for Polishes
Chart 122 Real Gdp Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Polishes
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025
Surface Care in Thailand
Key Data Insights
Urban Middle-Income Households Drive Demand for Premium Products
Chart 128 Key Industry Trends for Surface Care
Urban Middle-Income Households Drive Demand for Premium Products
Bathroom and Floor Cleaners Dominate Surface Care Sales
Private Label Products Offer Eco-Friendly Appeal
Chart 129 Value Sales of Surface Care 2020-2030
Chart 130 Volume Sales of Surface Care 2020-2030
Chart 131 Sales of Surface Care by Category 2025
Premiumisation and Eco-Friendly Products Expected to Drive Future Growth
Chart 132 Lion Thailand's Fineline Multi Surface Spray Cleaner
Bathroom Cleaners Will Remain Largest Category
Home Care Disinfectants to Boost Growth with Health-Focused Innovations
Chart 133 Forecast Sales of Surface Care 2020-2030
Chart 134 Forecast Sales of Surface Care by Category 2025-2030
Leading Manufacturers Maintain Their Dominance through Health-Focused Strategies
Chart 135 Analyst Insight for Surface Care
Health-Focused Strategies Drive Sales of Surface Care Products
Chart 136 Dettol Highlights Dermatologically Safe Suitable for Households with Children and Pets
No Significant Mergers or Acquisitions or New Product Launches
Chart 137 Company Shares of Surface Care 2025
Chart 138 Brand Shares of Surface Care 2025
Modern Grocery Retailers Dominate Surface Care Sales
Retail E-Commerce Gains Traction in Surface Care
No Emerging Retail Brands or Concepts in 2026
Chart 139 Retail Channels for Surface Care 2020-2025
Chart 140 Economic Context for Surface Care
Chart 141 Real Gdp Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Surface Care
Chart 144 Population 2020-2030
Chart 145 Consumer Expenditure 2020-2030
Chart 146 Population by Generation 2025
Toilet Care in Thailand
Key Data Insights
Stable Growth Driven by Urbanisation and Premiumisation
Chart 147 Key Industry Trends for Toilet Care
Stable Growth Driven by Urbanisation and Premiumisation
Toilet Liquids/Foam the Largest Category
Chart 148 Promax Concentrated Toilet Cleaner
Mood-Boosting Ingredients Shape Product Innovation
Chart 149 Value Sales of Toilet Care 2020-2030
Chart 150 Volume Sales of Toilet Care 2020-2030
Chart 151 Sales of Toilet Care by Category 2025
Manufacturers to Drive Sustainability and Innovation with Refillable Packaging and Smart Dispensing Systems
Chart 152 Analyst Insight for Toilet Care
In-Cistern Devices and Toilet Liquids/Foam Will Remain the Biggest Categories
Sustainability and Premiumisation to Drive Business Growth and Innovation
Chart 153 Forecast Sales of Toilet Care 2020-2030
Chart 154 Forecast Sales of Toilet Care by Category 2025-2030
Leading Players Maintain Dominance through Innovation
Convenience and Hygiene Drive Product Innovation
Stable Market with Opportunities for Innovation
Chart 155 Company Shares of Toilet Care2025
Chart 156 Brand Shares of Toilet Care 2025
Supermarkets and Hypermarkets Lead Offline Toilet Care Sales
Retail E-Commerce Grows Rapidly in Toilet Care Market
Omnichannel Strategies Becoming Essential for Toilet Care Manufacturers
Chart 157 Retail Channels for Toilet Care2020-2025
Chart 158 Economic Context for Toilet Care
Chart 159 Real Gdp Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Toilet Care
Chart 162 Population 2020-2030
Chart 163 Consumer Expenditure 2020-2030
Chart 164 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home 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
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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