Competitive Landscape
Leading Manufacturers Maintain Their Dominance through Health-Focused Strategies
The surface care market in Thailand is concentrated, with the top three manufacturers, SC Johnson & Son (Thailand) Co Ltd, Ip One Co Ltd, and Kao Industrial (Thailand) Co Ltd, holding a combined share of 66% in 2025.
Health-Focused Strategies Drive Sales of Surface Care Products
The surface care market in Thailand is driven by the health and wellness trend, with consumers prioritising products with antibacterial, antiviral or germ-protection claims. Dettol's antibacterial surface cleaner continues to perform well thanks to its strong health-driven positioning, centred on 100% efficacy in killing germs and viruses.
No Significant Mergers or Acquisitions or New Product Launches
There were no significant mergers or acquisitions in the surface care market in Thailand in 2025, and none are anticipated in 2026. There were also no notable and innovative product launches from late 2025 or planned for 2026.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 Surface 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 Surface Care in Thailand?
- Which are the leading brands in Surface Care in Thailand?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Thailand - Category analysis
Key Data Insights
Urban Middle-Income Households Drive Demand for Premium Products
Urban Middle-Income Households Drive Demand for Premium Products
Bathroom and Floor Cleaners Dominate Surface Care Sales
Private Label Products Offer Eco-Friendly Appeal
Premiumisation and Eco-Friendly Products Expected to Drive Future Growth
Bathroom Cleaners Will Remain Largest Category
Home Care Disinfectants to Boost Growth with Health-Focused Innovations
Leading Manufacturers Maintain Their Dominance through Health-Focused Strategies
Health-Focused Strategies Drive Sales of Surface Care Products
No Significant Mergers or Acquisitions or New Product Launches
Modern Grocery Retailers Dominate Surface Care Sales
Retail E-Commerce Gains Traction in Surface Care
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:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
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 Surface Care research and analysis database.
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