Competitive Landscape
Unilever Thai Holdings Ltd Leads with Its Premium Offerings
The laundry care market in Thailand is concentrated, with the top two companies, Unilever Thai Holdings Ltd and Procter & Gamble Thailand Co Ltd, holding significant shares of 39% and 17%, respectively, in 2025.
Multifunctionality and Premiumisation Drive Innovation
The laundry care market in Thailand is driven by the trends of multifunctionality and premiumisation. Thai consumers, especially in urban areas, prefer detergents that offer multiple benefits such as cleaning, softening and deodorising clothes in one wash.
Quick Wash Trend Gains Traction with Efficient Solutions
The quick wash trend is gaining momentum in Thailand due to urban lifestyles, dual-income households and the need for time-saving solutions. Consumers are seeking detergents that work well in short wash cycles, saving time and energy.
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Overview:
Understand the latest market trends and future growth opportunities for the Laundry 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.
If you're in the Laundry 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 Laundry 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 Laundry Care in Thailand?
- Which are the leading brands in Laundry Care in Thailand?
- How are products distributed in Laundry 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 Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in Thailand - Category analysis
Key Data Insights
Rising Demand for Convenience Drives Market Growth
Rising Demand for Convenience Drives Market Growth
Laundry Detergents Dominate Market Share with Their Multifunctionality
Multifunctionality and Premiumisation Reshape Consumer Preferences
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
Unilever Thai Holdings Ltd Leads with Its Premium Offerings
Multifunctionality and Premiumisation Drive Innovation
Quick Wash Trend Gains Traction with Efficient Solutions
Modern Grocery Channels Lead Laundry Care Distribution
Retail E-Commerce Grows Rapidly with Bulk Purchases Online
No Emerging Retail Brands or Concepts in 2026
Home Care in Thailand - Industry Overview
Laundry Care Drives Home Care Growth through Premiumisation
Key Data Insights
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
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
Unilever and Procter & Gamble Lead a Concentrated Market
Multifunctionality and Premiumisation in Laundry Care
Health and Wellness Trend Fuels Premiumisation in Dishwashing
Grocery Retailers Remain Dominant Channel for Home Care Sales
Retail E-Commerce Gains Traction with Convenience and Variety
Emerging Trends and Future Outlook for Home Care Channels
Country Reports Disclaimer
The following categories and subcategories are included:
Laundry Care
- 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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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
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 Laundry Care research and analysis database.
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