泰国的家庭护理市场

2024年，泰国家庭护理市场零售量成长预计将放缓，零售价值成长将更加明显。销售成长的驱动力是可支配收入的提高、都市化以及卫生和清洁的趋势。消费者需要创新、有效的清洁解决方案来满足他们忙碌的生活方式和不断变化的需求。这导致对多用途清洁产品、浓缩参考文献、天然产品和清洗的需求激增。

本报告研究了泰国家庭护理市场，确定了主要企业和品牌，并对影响市场的主要因素进行了策略分析，包括新产品开发、包装创新、经济/生活方式的影响、分销和定价问题。它还提供截至 2029 年的预测。

目录

目录及表格

执行摘要

市场指标

市场资料

免责声明

资讯来源

泰国衣物洗护

关键资料发现

2024 年的发展

• 注重价值的消费者推动对价格实惠、有效产品的需求
• 永续且环保的配方
• 跨国公司占据主导地位，但竞争格局正在改变

前景与机会

• 随着价格实惠、环保的配方越来越受欢迎，预计成长将持续
• 在继续向浓缩形式过渡的同时，也可以考虑可再填充的包装。
• 分销格局不断演变推动转向全通路策略

类别指标

分类资料

泰国洗碗机

关键资料发现

2024 年的发展

• 价格意识促使消费者购买时寻求价值
• 天然萃取物的重要性日益增加
• 手洗碗参与企业主导整体洗碗业

前景与机会

• 在预测期内，效率和永续性手洗碗的卖点
• 预计自动洗碗机的销售量将基本保持不变。
• 更多参与企业可能会转向全通路分销模式

类别指标

分类资料

泰式外观保养

关键资料发现

2024 年的发展

• 注重价值的消费者推动对经济实惠且高效产品的需求
• 随着领导企业市场份额不断扩大，地面护理领域的竞争愈演愈烈
• 香味创新仍在继续，但必须与功效结合

前景与机会

• 预计成长强劲，但智慧家居整合可能会影响业绩
• 卫生、除臭和永续性是主要卖点
• 随着消费行为的变化，分销格局也发生了变化

分类资料

泰式漂白剂

关键资料发现

2024 年的发展

• 对价格实惠和有效性的需求保持销售量稳定
• 越来越倾向于更环保的配方
• 花王继续占据主导地位，但竞争愈演愈烈

前景与机会

• 消毒剂和环保产品的需求可能会推动成长
• 分销格局预计将持续演变
• 改善消费者体验的创新

分类资料

泰国厕所清洁

关键资料发现

2024 年的发展

• 消费者仍然注重价格，但他们既想要有效性，又想要价格合理
• 随着环保意识的增强，含有植物来源和天然成分的产品更受青睐
• 超级市场和大卖场继续占据主导地位，但零售电子商务正在崛起

前景与机会

• 低基数导致成长缓慢，大多数消费者集中在都市区
• 包装和分配创新吸引消费者
• 庄臣公司继续领先花王工业

分类资料

泰国磨料磨俱

关键资料发现

2024 年的发展

• 消费者追求价格实惠、效果显着的产品，价值意识依然很强
• 消费行为的改变将影响分销
• 地板抛光分散化、鞋抛光集中化

前景与机会

• 地板抛光不断降低抛光剂的整体性能
• 儘管基数已经很高，但预计擦鞋业仍将保持温和成长
• 永续和环保配方的重要性日益增加

分类资料

泰国空气清净

关键资料发现

2024 年的发展

• 价格承受能力仍是关键，阻碍了电动式空气清新剂的销售
• 天然和舒缓香水的趋势
• 随着小型参与企业的蓬勃发展，竞争格局正在改变

前景与机会

• 消费者希望改善家居环境，空气净化产品所有类别实现成长
• 空气清净分销格局的演变
• 空气清净技术创新

分类资料

泰国的家用杀虫剂

关键资料发现

2024 年的发展

• 对价值的追求不断增长，导致对价格实惠且有效的产品的需求
• 消费者想要安全、环保的配方
• 庄臣公司继续保持领先地位，但与排名第二的地球的差距已经缩小。

前景与机会

• 家用杀虫剂的成熟度和安全问题阻碍了销售成长
• 家用杀虫剂分布的变化
• 家用杀虫剂有望实现多种创新

分类资料

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