PROSPECTS AND OPPORTUNITIES
Low growth from a low base, with most consumers in urban areas
Toilet care is expected to maintain slow and stable retail volume and current value growth rates in Thailand throughout the forecast period. Despite the positive trajectory, the demand for toilet care products remains relatively niche, which can be attributed to specific consumer behaviours and preferences in the country, whereby most consumers exhibit a proclivity to use bathroom cleaner to clean their toilet, rather than buying a separate product.
Innovation in packaging and dispensing to attract consumers
In the forecast period, an increasing number of manufacturers are expected to explore concentrated toilet care products that offer cost savings and reduce packaging waste to attract consumers. Refillable packaging options could also contribute to sustainability efforts, and offer a lower price per unit, which will remain important.
SC Johnson & Son set to maintain its lead over Kao Industrial
Toilet care was a highly consolidated category in Thailand in 2024, with the leading player, SC Johnson & Son (Thailand) Co Ltd, dominating with a 55% share of value sales with its Duck, Mr Muscle, and Kiwi brands, and Kao Industrial (Thailand) Co Ltd at a distance with Magiclean. However, SC Johnson saw a notable consistent decline in its value share over the review period, as consumers looked to cheaper brands as their budgets became more stretched.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet 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 Toilet 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 Toilet 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 Toilet Care in Thailand?
- Which are the leading brands in Toilet Care in Thailand?
- How are products distributed in Toilet 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 Toilet Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Toilet Care in Thailand - Category analysis
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
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:
Toilet Care
- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
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 Toilet Care research and analysis database.
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