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In 2020, home care value and volume growth declined compared to results recorded in 2019, with the outbreak of COVID-19 increasing price-sensitivity in the country, leading consumers to focus on those items they deemed essential for the household.
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 2025 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
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Consumers stockpile laundry care goods, through fear that COVID-19 will impact supply issues
Retailers respond to the outbreak by launching deals, discounts and improving their online presence
New launches focus on scent, hygiene and innovative technologies to improve moods
RECOVERY AND OPPORTUNITIES
E-commerce has the opportunity to increase its share, with COVID-19 having accelerated its growth
Innovation in scent will continue to drive growth, while organic laundry care remains niche
Liquid tablet detergents drive growth, as demand for other laundry aids remains limited
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Publications online encourage dishwashing to fight against the virus
Automatic dishwashing drives healthy levels of growth, due to the rising sales of compact dishwashers
Sales through e-commerce increase, as consumers appreciate the safer form of retailing
RECOVERY AND OPPORTUNITIES
Value growth increases year-on-year, as COVID-19 has made consumers more aware of hygiene
Innovation focuses on dishwasher detergents with natural ingredients
Share in e-commerce continues to rise, as players improve their online platforms
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home care disinfectants drive growth as consumers increase their use of the product to fight against COVID-19
A heightened awareness of hygiene and sanitation boosts sales
Retailers advise consumers on products to purchase, to help keep the home safe from COVID-19
RECOVERY AND OPPORTUNITIES
Consumers maintain hygienic environments, driving sales of surface cleaner
Deals and discounts on e-commerce will boost growth for surface cleaners
Home care disinfectants and bathroom cleaners drive sales, as the frequency of cleaning increases
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers stockpiling and sanitation concerns boosts growth for bleach
The effective multipurpose qualities of bleach support sales during 2020
Public information highlights how to use bleach as an effective cleaning solution
RECOVERY AND OPPORTUNITIES
Value growth declines however consumers will continue to use bleach as a cleaning solution
The return to schools and offices boost sales of bleach to spot clean clothes
E-commerce has the opportunity to grow, with new users adapting to online shopping in 2020
CATEGORY DATA
Table 39 Sales of Bleach: Value 2015-2020 Table 40 Sales of Bleach: % Value Growth 2015-2020 Table 41 NBO Company Shares of Bleach: % Value 2016-2020 Table 42 LBN Brand Shares of Bleach: % Value 2017-2020 Table 43 Forecast Sales of Bleach: Value 2020-2025 Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Toilet care declines, as consumers do not see the unique benefits of the products
Bleach and bleach blocks are frequently used for toilet care, stifling sales
E-commerce grows, however, consumers also appreciate modern grocery retailers
RECOVERY AND OPPORTUNITIES
Growth remains stifled by consumers using alternative cleaning products
In response to consumers growing concerns about chemicals, manufacturers launch gentle formulas
Rim blocks records a weak performance, with high prices limiting demand
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2015-2020 Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers focus on anti-bacterial properties, stifling growth for polishes in 2020
Demand for shoe polish falls as consumers spend more time within the home
Polishes sales suffer as the product remains a niche within Thailand
RECOVERY AND OPPORTUNITIES
Sales recover from 2021, however, there is little scope for significant growth
Floor polish continues to decline, as offline retailers stop stocking products
Shifts to casual fashion trends across the forecast period, stifles growth for shoe polish
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2015-2020 Table 52 Sales of Polishes by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Polishes: % Value 2016-2020 Table 54 LBN Brand Shares of Polishes: % Value 2017-2020 Table 55 Forecast Sales of Polishes by Category: Value 2020-2025 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Sales decline as price-sensitivity leads consumers to focus on essential items for the home
Car air fresheners decline as travel reduces, and electric air fresheners fall due to the closure of foodservice
Manufacturers focus on their anti-bacterial properties to boost sales
RECOVERY AND OPPORTUNITIES
Growth is driven by anti-bacterial properties and the desire for odour elimination
Gel air fresheners drive the bulk of value growth, with innovative multifunctional features attracting sales
Growth for e-commerce is slower than other areas, with consumers keen to test scents of air care products in person
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2015-2020 Table 58 Sales of Air Care by Category: % Value Growth 2015-2020 Table 59 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 60 NBO Company Shares of Air Care: % Value 2016-2020 Table 61 LBN Brand Shares of Air Care: % Value 2017-2020 Table 62 Forecast Sales of Air Care by Category: Value 2020-2025 Table 63 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Insecticide coils record the highest growth, with the rainy season increasing the presence of mosquitoes
Manufacturers launch items that cater to the changing needs of Thai consumers
Players respond to consumers concerns surrounding chemical ingredients, with new product launches
RECOVERY AND OPPORTUNITIES
A focus on fewer chemicals and more natural ingredients boosts growth
Concerns over mosquito-borne illnesses and other pests support sales over the forecast period
Retailers and brands respond to the heightened interest in e-commerce by improving their online presence
CATEGORY DATA
Table 64 Sales of Home Insecticides by Category: Value 2015-2020 Table 65 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 66 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 67 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 68 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 69 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025