タイの玩具・ゲーム市場

2022年の玩具・ゲーム小売売上高は、定価ベースの成長が鈍化しました。需要の妨げとなったのは、71年ぶりの低水準となったとされる国民の出生率の継続的な低下です。経済危機は、パンデミックやウクライナ戦争によって悪化し、多くのタイの人々が子どもを持つことを考え直しました。インフレ率は右肩上がりで、物価の上昇は家計に影響を及ぼしました。

当レポートでは、タイの玩具・ゲーム市場について調査し、2018年～2022年の最新小売販売データ、主要企業、主要ブランド、新製品開発・流通・価格問題などの市場に影響を与える主要な要因など、詳細な情報を提供しています。

目次

目次と表のリスト

エグゼクティブサマリー

• 2022年の玩具・ゲーム：全体像
• 2022年の主要動向
• 競合情勢
• 小売業の発展
• 玩具・ゲームで次に来るのは？

市場データ

免責事項

ソース

タイの従来型玩具・ゲーム

主要データ調査結果

2022年：発展

• 全国的な出生率の低下を背景に、従来型玩具・ゲームの売上は2022年に減少
• キッダルトとコレクターズアイテムのトレンドが主要な成長促進要因
• 2022年に成長は鈍化するものの、Eコマースへの移行は継続

見通しと機会

• 出生率の低下は従来型玩具メーカーにとって課題
• キッダルトトレンドが引き続き成長を促進
• サステナビリティの重要性がさらに高まる

カテゴリーデータ

タイのビデオゲーム

主要データ調査結果

2022年：発展

見通しと機会

カテゴリーデータ

Retail sales of toys and games saw a slowdown in growth in constant value terms in 2022. Demand was hampered by a continued decline in the national birth rate, which was reportedly the lowest in 71 years. The economic crisis, exacerbated by the pandemic and the war in Ukraine, caused many Thais to think twice about having children. With inflation climbing steadily, rising prices impacted household budgets. This had a particular impact on poorer, rural households, for whom a high proportion of in...

Euromonitor International's Toys and Games in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, 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, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

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

Why buy this report?

• Get a detailed picture of the Toys and Games 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

• Toys and games in 2022: The big picture
• 2022 key trends
• Competitive landscape
• Retailing developments
• What next for toys and games?

MARKET DATA

• Table 1 Sales of Toys and Games by Category: Value 2017-2022
• Table 2 Sales of Toys and Games by Category: % Value Growth 2017-2022
• Table 3 NBO Company Shares of Toys and Games: % Value 2018-2022
• Table 4 LBN Brand Shares of Toys and Games: % Value 2019-2022
• Table 5 Distribution of Toys and Games by Format: % Value 2017-2022
• Table 6 Forecast Sales of Toys and Games by Category: Value 2022-2027
• Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN THAILAND

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Sales of traditional toys and games decline in 2022, within context of a falling national birth rate
• Kidult and blind collectable trends are key drivers of growth
• Continued shift towards e-commerce, although growth slows in 2022

PROSPECTS AND OPPORTUNITIES

• Declining birth rate will pose challenges for traditional toy manufacturers
• Kidult trend will continue to drive growth
• Sustainability will increase in prominence

CATEGORY DATA

• Table 8 Sales of Traditional Toys and Games by Category: Value 2017-2022
• Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2017-2022
• Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2017-2022
• Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2018-2022
• Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2019-2022
• Table 13 Distribution of Traditional Toys and Games by Format: % Value 2017-2022
• Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2022-2027
• Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2022-2027
• Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2022-2027

VIDEO GAMES IN THAILAND

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Buoyant performance for video games in 2022, with static consoles seeing an uplift, thanks to launch of new models
• Mobile games continue to dominate sales
• AR/VR headsets see slow demand

PROSPECTS AND OPPORTUNITIES

• Gaming boom will continue apace
• Mobile gaming grows in popularity
• Continued decline for video games hardware, thanks to switch to digital platforms

CATEGORY DATA

• Table 17 Sales of Video Games by Category: Value 2017-2022
• Table 18 Sales of Video Games by Category: % Value Growth 2017-2022
• Table 19 NBO Company Shares of Video Games: % Value 2018-2022
• Table 20 LBN Brand Shares of Video Games: % Value 2019-2022
• Table 21 NBO Company Shares of Video Games Hardware: % Value 2018-2022
• Table 22 LBN Brand Shares of Video Games Hardware: % Value 2019-2022
• Table 23 NBO Company Shares of Video Games Software: % Value 2018-2022
• Table 24 Distribution of Video Games by Format: % Value 2017-2022
• Table 25 Distribution of Video Games Hardware by Format: % Value 2017-2022
• Table 26 Distribution of Video Games Software by Format: % Value 2017-2022
• Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2017-2022
• Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2017-2022
• Table 29 Forecast Sales of Video Games by Category: Value 2022-2027
• Table 30 Forecast Sales of Video Games by Category: % Value Growth 2022-2027