泰國的家庭護理市場

2024年，泰國家庭護理市場零售量成長預計將放緩，零售價值成長將更加明顯。銷售成長的驅動力是可支配收入的提高、都市化以及衛生和清潔的趨勢。消費者需要創新、有效的清潔解決方案來滿足他們忙碌的生活方式和不斷變化的需求。這導致對多用途清潔產品、濃縮參考文獻、天然產品和清洗的需求激增。

本報告研究了泰國家庭護理市場，確定了主要企業和品牌，並對影響市場的主要因素進行了策略分析，包括新產品開發、包裝創新、經濟/生活方式的影響、分銷和定價問題。它還提供截至 2029 年的預測。

目錄

目錄及表格

執行摘要

市場指標

市場資料

免責聲明

資訊來源

泰國衣物洗護

關鍵資料發現

2024 年的發展

• 注重價值的消費者推動對價格實惠、有效產品的需求
• 永續且環保的配方
• 跨國公司佔據主導地位，但競爭格局正在改變

前景與機遇

• 隨著價格實惠、環保的配方越來越受歡迎，預計成長將持續
• 在繼續向濃縮形式過渡的同時，也可以考慮可再填充的包裝。
• 分銷格局不斷演變推動轉向全通路策略

類別指標

分類資料

泰國洗碗機

關鍵資料發現

2024 年的發展

• 價格意識促使消費者購買時尋求價值
• 天然萃取物的重要性日益增加
• 手洗碗參與企業主導整體洗碗業

前景與機遇

• 在預測期內，效率和永續性手洗碗的賣點
• 預計自動洗碗機的銷售量將基本保持不變。
• 更多參與企業可能會轉向全通路分銷模式

類別指標

分類資料

泰式外觀保養

關鍵資料發現

2024 年的發展

• 注重價值的消費者推動對經濟實惠且高效產品的需求
• 隨著領導企業市場佔有率不斷擴大，地面護理領域的競爭愈演愈烈
• 香味創新仍在繼續，但必須與功效結合

前景與機遇

• 預計成長強勁，但智慧家居整合可能會影響業績
• 衛生、除臭和永續性是主要賣點
• 隨著消費行為的變化，分銷格局也發生了變化

分類資料

泰式漂白劑

關鍵資料發現

2024 年的發展

• 對價格實惠和有效性的需求保持銷售量穩定
• 越來越傾向於更環保的配方
• 花王繼續佔據主導地位，但競爭愈演愈烈

前景與機遇

• 消毒劑和環保產品的需求可能會推動成長
• 分銷格局預計將持續演變
• 改善消費者體驗的創新

分類資料

泰國廁所清潔

關鍵資料發現

2024 年的發展

• 消費者仍然注重價格，但他們既想要有效性，又想要價格合理
• 隨著環保意識的增強，含有植物來源和天然成分的產品更受青睞
• 超級市場和大賣場繼續佔據主導地位，但零售電子商務正在崛起

前景與機遇

• 低基數導致成長緩慢，大多數消費者集中在都市區
• 包裝和分配創新吸引消費者
• 莊臣公司繼續領先花王工業

分類資料

泰國磨料磨俱

關鍵資料發現

2024 年的發展

• 消費者追求價格實惠、效果顯著的產品，價值意識依然很強
• 消費行為的改變將影響分銷
• 地板拋光分散化、鞋拋光集中化

前景與機遇

• 地板拋光不斷降低拋光劑的整體性能
• 儘管基數已經很高，但預計擦鞋業仍將保持溫和成長
• 永續和環保配方的重要性日益增加

分類資料

泰國空氣清淨

關鍵資料發現

2024 年的發展

• 價格承受能力仍是關鍵，阻礙了電動式空氣清新劑的銷售
• 天然和舒緩香水的趨勢
• 隨著小型參與企業的蓬勃發展，競爭格局正在改變

前景與機遇

• 消費者希望改善家居環境，空氣淨化產品所有類別實現成長
• 空氣清淨分銷格局的演變
• 空氣清淨技術創新

分類資料

泰國的家用殺蟲劑

關鍵資料發現

2024 年的發展

• 對價值的追求不斷成長，導致對價格實惠且有效的產品的需求
• 消費者想要安全、環保的配方
• 莊臣公司繼續保持領先地位，但與排名第二的地球的差距已經縮小。

前景與機遇

• 家用殺蟲劑的成熟度和安全問題阻礙了銷售成長
• 家用殺蟲劑分佈的變化
• 家用殺蟲劑有望實現多種創新

分類資料

In 2024, home care in Thailand experienced slow retail volume growth, along with more significant retail current value growth. Volume growth was driven by increasing disposable incomes, urbanisation, and the desire to maintain good hygiene and cleanliness. Consumers have been seeking innovative and effective cleaning solutions that cater to their busy lifestyles and evolving needs. This led to a surge in demand for multi-purpose cleaning products, concentrated references, natural products, and p...

Euromonitor International's Home Care in Thailand market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Home Care market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Home care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for home care?

MARKET INDICATORS

• Table 1 Households 2019-2024

MARKET DATA

• Table 2 Sales of Home Care by Category: Value 2019-2024
• Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
• Table 4 NBO Company Shares of Home Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
• Table 7 Distribution of Home Care by Format: % Value 2019-2024
• Table 8 Distribution of Home Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

LAUNDRY CARE IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Value-conscious consumers drive demand for affordable and effective products
• Sustainable and eco-friendly formulations
• Multinationals dominate, but the competitive landscape is evolving

PROSPECTS AND OPPORTUNITIES

• Continued growth anticipated, with affordable, eco-friendly formulations favoured
• Continued move to concentrated format, while refillable packaging may be explored
• Evolving distribution landscape will see a move to omnichannel strategies

CATEGORY INDICATORS

• Table 11 Household Possession of Washing Machines 2019-2024

CATEGORY DATA

• Table 12 Sales of Laundry Care by Category: Value 2019-2024
• Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
• Table 14 Sales of Laundry Aids by Category: Value 2019-2024
• Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
• Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
• Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
• Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
• Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
• Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
• Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
• Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
• Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
• Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
• Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

DISHWASHING IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Price consciousness leads consumers to seek value in their purchases
• The rising significance of natural extracts
• Players in hand dishwashing dominate overall dishwashing

PROSPECTS AND OPPORTUNITIES

• Efficacy and sustainability will be selling points in hand dishwashing in the forecast period
• Automatic dishwashing expected to see little movement in volume sales
• More players likely to turn to an omnichannel distribution model

CATEGORY INDICATORS

• Table 27 Household Possession of Dishwashers 2019-2024

CATEGORY DATA

• Table 28 Sales of Dishwashing by Category: Value 2019-2024
• Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
• Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
• Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
• Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
• Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

SURFACE CARE IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• 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

PROSPECTS AND OPPORTUNITIES

• 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

CATEGORY DATA

• Table 34 Sales of Surface Care by Category: Value 2019-2024
• Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
• Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
• Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
• Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
• Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
• Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
• Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
• Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
• Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

BLEACH IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Demand for affordability and efficacy maintains stable volume sales
• A rising preference for more eco-friendly formulations
• Kao continues to dominate, but the competition rises

PROSPECTS AND OPPORTUNITIES

• Growth likely to be driven by desire for germ-killing, and more eco-friendly products
• Distribution landscape expected to continue to evolve
• Innovations to improve the usage experience for consumers

CATEGORY DATA

• Table 44 Sales of Bleach: Value 2019-2024
• Table 45 Sales of Bleach: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Bleach: % Value 2020-2024
• Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
• Table 48 Forecast Sales of Bleach: Value 2024-2029
• Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029

TOILET CARE IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• 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

PROSPECTS AND OPPORTUNITIES

• 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

CATEGORY DATA

• Table 50 Sales of Toilet Care by Category: Value 2019-2024
• Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
• Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029

POLISHES IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Value consciousness remains, with consumers looking for affordable and effective products
• Changing consumer behaviour impacts distribution
• Fragmentation in floor polish, concentration in shoe polish

PROSPECTS AND OPPORTUNITIES

• Floor polish will continue drive a poor performance for polishes overall
• Shoe polish set to maintain slow growth despite an already high base
• Growing importance of sustainable and eco-friendly formulations

CATEGORY DATA

• Table 56 Sales of Polishes by Category: Value 2019-2024
• Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Polishes: % Value 2020-2024
• Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
• Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
• Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

AIR CARE IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Affordability remains important, hampering sales of electric air fresheners
• Trend towards natural ingredients and relaxing, aromatic scents
• Evolving competitive landscape as smaller players perform well

PROSPECTS AND OPPORTUNITIES

• Growth across all air care categories as consumers aim to improve their home environment
• Evolving distribution landscape in air care
• Innovations in air care technology

CATEGORY DATA

• Table 62 Sales of Air Care by Category: Value 2019-2024
• Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
• Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
• Table 65 NBO Company Shares of Air Care: % Value 2020-2024
• Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
• Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
• Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

HOME INSECTICIDES IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Demand for affordable and effective products as desire for value prevails
• Consumers look for safe and eco-friendly formulations
• SC Johnson & Son maintains its lead, but the gap from Earth in second place narrows

PROSPECTS AND OPPORTUNITIES

• Maturity and concerns about the safety of home insecticides set to prevent volume growth
• Evolving distribution landscape in home insecticides
• A variety of innovations anticipated in home insecticides

CATEGORY DATA

• Table 69 Sales of Home Insecticides by Category: Value 2019-2024
• Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
• Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
• Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
• Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
• Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
• Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029