PROSPECTS AND OPPORTUNITIES
Strong growth anticipated, but smart home integration may prevent a stronger performance
Surface care is expected to see continued retail volume and current value growth in Thailand throughout the forecast period, with sales projected to increase across all categories by both measures, except scouring agents, which are increasingly seen as outdated. Foremost amongst consumer demands is expected to be the unwavering demand for germ-killing, underscored by a collective shift in societal consciousness towards a more proactive and vigilant approach to maintaining cleanliness.
Hygiene, odour removal, and sustainability will be key selling points
With an increased emphasis on hygiene amongst Thai consumers, there is likely to be a focus on developing surface care products with antimicrobial and antibacterial properties, especially for high-touch surfaces. However, cleaning performance will not be the only quality consumers look for in surface care products, with air purification and odour removal also increasingly important, especially with the air quality in cities, and as a rising percentage of households are likely to keep pets.
Evolving distribution landscape as consumer behaviour changes
Online shopping has become more prevalent in Thailand, as retail e-commerce offers consumers greater convenience and access to a wider range of products, as well as competitive pricing. The share of this distribution channel in surface care rose from only 4% at the beginning of the review period, to 12% in 2024.
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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 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
Home Care in Thailand - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
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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