Competitive Landscape
Sc Johnson & Son Maintains Lead with Diverse Polish Portfolio
The polishes market in Thailand is moderately concentrated, with the top three manufacturers holding a significant combined share of retail value sales in 2025. SC Johnson & Son (Thailand) led the market with a 45% share, followed by Siam Waxy Standard with 16%, and Cris Go (Thailand) with 6%.
Stable Competitive Landscape with No Major Disruptions
There were no significant mergers or acquisitions in the polishes market in Thailand in 2025 or anticipated in 2026. The absence of major mergers and acquisitions suggests a stable competitive landscape, with companies focusing on maintaining their market share through existing product portfolios and brand recognition.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes 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 Polishes 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 Polishes 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 Polishes in Thailand?
- Which are the leading brands in Polishes in Thailand?
- How are products distributed in Polishes 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 Polishes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Polishes in Thailand - Category analysis
Key Data Insights
Consumers Drive Change with Demand for Versatile and Convenient Products
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
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
Sc Johnson & Son Maintains Lead with Diverse Polish Portfolio
Stable Competitive Landscape with No Major Disruptions
Grocery Retailers Dominate Offline Sales
Retail E-Commerce Gains Traction through Its Convenience and Variety
No Emerging Retail Brands or Concepts Identified for 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:
Polishes
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
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 Polishes research and analysis database.
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