Product Code: HCPTH
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued move from powder to liquid detergents
Fabric softeners rebounds to growth
New launch helps keep Breeze at the top
PROSPECTS AND OPPORTUNITIES
Level of concentration set to increase in liquid detergents
More eco-friendly products containing natural ingredients likely to be launched
Autodosing will be evident but not significant
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Automatic dishwashing drives growth from a low base
Hand dishwashing also grows as more meals are taken at home
Unilever continues to dominate thanks to Thai-specific products and new launches
PROSPECTS AND OPPORTUNITIES
Move towards concentration in hand dishwashing
Automatic dishwashing powders to drive growth due to price and ability to self-dose
Price will determine the success of green and organic dishwashing products
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth is maintained, but consumers remain price-sensitive
Bathroom cleaners dictates the performance of overall surface care
Consumers turn to home care disinfectants for more of their cleaning needs
PROSPECTS AND OPPORTUNITIES
Dynamic growth expected as consumers pay more attention to hygiene
Rising popularity of kitchen cleaners, although bathroom cleaners will dominate
Higher price points likely to limit the growth of eco-friendly products
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 NBO Company Shares of Surface Care: % Value 2017-2021
Table 36 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 37 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales turn to decline, but remain higher than pre-pandemic
Haiter is synonymous with bleach in Thailand
Growth in e-commerce as new affordable brands use this channel
PROSPECTS AND OPPORTUNITIES
Stabilisation of growth in the forecast period
The efficacy of bleach for cleaning clothing will support sales
Negative aspects of bleach likely to come to the fore
CATEGORY DATA
Table 39 Sales of Bleach: Value 2016-2021
Table 40 Sales of Bleach: % Value Growth 2016-2021
Table 41 NBO Company Shares of Bleach: % Value 2017-2021
Table 42 LBN Brand Shares of Bleach: % Value 2018-2021
Table 43 Forecast Sales of Bleach: Value 2021-2026
Table 44 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers prefer bathroom cleaners or bleach to toilet care products
New player emerges and has a successful first year
Consumers continue to favour store-based retailers
PROSPECTS AND OPPORTUNITIES
Marketing and education on the benefits of toilet care products set to drive sales
Limited distribution and high prices to hamper growth of in-cistern devices
Volume decline for rim blocks due to limited awareness and usage occasions
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2016-2021
Table 46 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 47 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 48 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 49 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Shoe polish maintains its decline due to home working and education
Sales of floor polish continue to plummet as consumers turn to alternatives
Metal and furniture polish maintain growth due to more time spent at home
PROSPECTS AND OPPORTUNITIES
Falling volume sales due to floor polish, but rising prices will stimulate value growth
Growth for metal and furniture polish to prolong the life of household items
Return to offices and schools to stimulate growth in shoe polish
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2016-2021
Table 52 Sales of Polishes by Category: % Value Growth 2016-2021
Table 53 NBO Company Shares of Polishes: % Value 2017-2021
Table 54 LBN Brand Shares of Polishes: % Value 2018-2021
Table 55 Forecast Sales of Polishes by Category: Value 2021-2026
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Desire to enhance the home environment drives growth for gel air fresheners
Car and electric air fresheners negatively affected by the pandemic
Liquid air fresheners are rarely available and too expensive for most consumers
PROSPECTS AND OPPORTUNITIES
Solid growth as consumers look to improve their home environment
Consumers and producers likely to move to products perceived as safer
Return to growth for car air fresheners will help drive sales
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2016-2021
Table 58 Sales of Air Care by Category: % Value Growth 2016-2021
Table 59 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 60 NBO Company Shares of Air Care: % Value 2017-2021
Table 61 LBN Brand Shares of Air Care: % Value 2018-2021
Table 62 Forecast Sales of Air Care by Category: Value 2021-2026
Table 63 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heavy rains and flooding maintain growth for home insecticides
Investment by Sherwood Chemical in a clear brand message
Launches focus on longer-acting products
PROSPECTS AND OPPORTUNITIES
Stable sales as home insecticides is mature and these are essential products
Manufacturers will launch products to cater to consumers' changing needs
Consumer concern about chemical ingredients likely to lead to new product launches
CATEGORY DATA
Table 64 Sales of Home Insecticides by Category: Value 2016-2021
Table 65 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 66 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 67 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 68 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 69 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
