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Home care in 2024: The big picture
In 2024, home care in Thailand experienced slow retail volume growth, along with more significant retail current value growth. Volume growth was driven by increasing disposable incomes, urbanisation, and the desire to maintain good hygiene and cleanliness.
2024 key trends
In Thailand, home care experienced a growing emphasis on sustainability in 2024. Consumers increasingly sought natural and plant-based cleaning products free from harmful chemicals.
Competitive landscape
In 2024, home care in Thailand was characterised by intense competition amongst established brands and emerging players. Multinationals Unilever Thai Holdings Ltd and Procter & Gamble Thailand Co Ltd remained the leading players in retail value terms in this year, mainly thanks to their leading positions in the dominant category, laundry care, although Unilever also led dishwashing.
Retailing developments
In 2024, the distribution landscape for home care in Thailand continued to see significant changes. Traditional bricks-and-mortar stores faced increased competition from online retailers, leading to a shift in consumers’ buying habits.
What next for home care?
In the forecast period 2025-2029, overall home care in Thailand is expected to continue its growth trend in both retail volume and current value terms, driven by increasing urbanisation, rising disposable incomes, and a growing emphasis on hygiene and cleanliness. While polishes and home insecticides are expected to see small volume declines, all other categories are set to see growth, with surface care projected to see the strongest growth.
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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
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2019-2024
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Air Care in Thailand
KEY DATA FINDINGS
Affordability remains important, hampering sales of electric air fresheners
Trend towards natural ingredients and relaxing, aromatic scents
Evolving competitive landscape as smaller players perform well
Growth across all air care categories as consumers aim to improve their home environment
Evolving distribution landscape in air care
Innovations in air care technology
Table 11 Sales of Air Care by Category: Value 2019-2024
Table 12 Sales of Air Care by Category: % Value Growth 2019-2024
Table 13 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 14 NBO Company Shares of Air Care: % Value 2020-2024
Table 15 LBN Brand Shares of Air Care: % Value 2021-2024
Table 16 Forecast Sales of Air Care by Category: Value 2024-2029
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
Bleach in Thailand
KEY DATA FINDINGS
Demand for affordability and efficacy maintains stable volume sales
A rising preference for more eco-friendly formulations
Kao continues to dominate, but the competition rises
Growth likely to be driven by desire for germ-killing, and more eco-friendly products
Distribution landscape expected to continue to evolve
Innovations to improve the usage experience for consumers
Table 18 Sales of Bleach: Value 2019-2024
Table 19 Sales of Bleach: % Value Growth 2019-2024
Table 20 NBO Company Shares of Bleach: % Value 2020-2024
Table 21 LBN Brand Shares of Bleach: % Value 2021-2024
Table 22 Forecast Sales of Bleach: Value 2024-2029
Table 23 Forecast Sales of Bleach: % Value Growth 2024-2029
Dishwashing in Thailand
KEY DATA FINDINGS
Price consciousness leads consumers to seek value in their purchases
The rising significance of natural extracts
Players in hand dishwashing dominate overall dishwashing
Efficacy and sustainability will be selling points in hand dishwashing in the forecast period
Automatic dishwashing expected to see little movement in volume sales
More players likely to turn to an omnichannel distribution model
Table 24 Household Possession of Dishwashers 2019-2024
Table 25 Sales of Dishwashing by Category: Value 2019-2024
Table 26 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 28 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 29 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
Home Insecticides in Thailand
KEY DATA FINDINGS
Demand for affordable and effective products as desire for value prevails
Consumers look for safe and eco-friendly formulations
SC Johnson & Son maintains its lead, but the gap from Earth in second place narrows
Maturity and concerns about the safety of home insecticides set to prevent volume growth
Evolving distribution landscape in home insecticides
A variety of innovations anticipated in home insecticides
Table 31 Sales of Home Insecticides by Category: Value 2019-2024
Table 32 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 34 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 35 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 36 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
Laundry Care in Thailand
KEY DATA FINDINGS
Value-conscious consumers drive demand for affordable and effective products
Sustainable and eco-friendly formulations
Multinationals dominate, but the competitive landscape is evolving
Continued growth anticipated, with affordable, eco-friendly formulations favoured
Continued move to concentrated format, while refillable packaging may be explored
Evolving distribution landscape will see a move to omnichannel strategies
Table 38 Household Possession of Washing Machines 2019-2024
Table 39 Sales of Laundry Care by Category: Value 2019-2024
Table 40 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 41 Sales of Laundry Aids by Category: Value 2019-2024
Table 42 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 43 Sales of Laundry Detergents by Category: Value 2019-2024
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 45 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 46 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 47 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 48 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 49 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 50 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 52 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
Polishes in Thailand
KEY DATA FINDINGS
Value consciousness remains, with consumers looking for affordable and effective products
Changing consumer behaviour impacts distribution
Fragmentation in floor polish, concentration in shoe polish
Floor polish will continue drive a poor performance for polishes overall
Shoe polish set to maintain slow growth despite an already high base
Growing importance of sustainable and eco-friendly formulations
Table 54 Sales of Polishes by Category: Value 2019-2024
Table 55 Sales of Polishes by Category: % Value Growth 2019-2024
Table 56 NBO Company Shares of Polishes: % Value 2020-2024
Table 57 LBN Brand Shares of Polishes: % Value 2021-2024
Table 58 Forecast Sales of Polishes by Category: Value 2024-2029
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
Surface Care in Thailand
KEY DATA FINDINGS
Value-conscious consumers drive demand for affordable, efficient products
Intensifying competition in surface care, with the leaders extending their shares
Scent innovation continues, but must be combined with efficacy
Strong growth anticipated, but smart home integration may prevent a stronger performance
Hygiene, odour removal, and sustainability will be key selling points
Evolving distribution landscape as consumer behaviour changes
Table 60 Sales of Surface Care by Category: Value 2019-2024
Table 61 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 64 NBO Company Shares of Surface Care: % Value 2020-2024
Table 65 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 68 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
Toilet Care in Thailand
KEY DATA FINDINGS
Consumers remain price-sensitive, but require efficacy along with affordability
Plant-based and natural formulations favoured due to higher environmental consciousness
Supermarkets and hypermarkets continue to dominate, but retail e-commerce rises
Low growth from a low base, with most consumers in urban areas
Innovation in packaging and dispensing to attract consumers
SC Johnson & Son set to maintain its lead over Kao Industrial
Table 70 Sales of Toilet Care by Category: Value 2019-2024
Table 71 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 73 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 74 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
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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