Competitive Landscape
Leading Players Maintain Dominance through Innovation
Toilet care in Thailand is a highly consolidated market, with SC Johnson & Son (Thailand) Co Ltd dominating value sales with its brands such as Duck, Mr Muscle and Kiwi. The company held a 54% share in 2025, although this represents a decline from 66% in 2020, indicating a gradual erosion of its market share.
Convenience and Hygiene Drive Product Innovation
Thai consumers are increasingly gravitating towards more convenient, longer-lasting and visually appealing formats that align with modern bathroom habits and smaller living spaces. The market has shifted from traditional liquid cleaners towards automatic gels, rim blocks and in-cistern products that offer continuous cleaning and deodorising without manual effort.
Stable Market with Opportunities for Innovation
There were no significant mergers or acquisitions in 2025, and none are anticipated in 2026. Similarly, there were no notable and innovative product launches in 2025, and none are planned for 2026.
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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 Insights
Stable Growth Driven by Urbanisation and Premiumisation
Stable Growth Driven by Urbanisation and Premiumisation
Toilet Liquids/Foam the Largest Category
Mood-Boosting Ingredients Shape Product Innovation
Manufacturers to Drive Sustainability and Innovation with Refillable Packaging and Smart Dispensing Systems
In-Cistern Devices and Toilet Liquids/Foam Will Remain the Biggest Categories
Sustainability and Premiumisation to Drive Business Growth and Innovation
Leading Players Maintain Dominance through Innovation
Convenience and Hygiene Drive Product Innovation
Stable Market with Opportunities for Innovation
Supermarkets and Hypermarkets Lead Offline Toilet Care Sales
Retail E-Commerce Grows Rapidly in Toilet Care Market
Omnichannel Strategies Becoming Essential for Toilet Care Manufacturers
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:
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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