タイのホームケア市場

2024年、タイのホームケア市場は、小売量の伸びが鈍化し、小売額の伸びが顕著になっています。数量成長の原動力となったのは、可処分所得の増加、都市化、衛生・清潔志向です。消費者は、多忙なライフスタイルと進化するニーズに応える革新的で効果的なクリーニング・ソリューションを求めています。このため、多目的クリーニング製品、濃縮レファレンス、天然製品、そして、洗浄剤への需要が急増しました。

当レポートでは、タイのホームケア市場について調査し、主要企業、主要ブランドを特定し、市場に影響を与える主要な要因（新製品開拓、パッケージイノベーション、経済/ライフスタイルの影響、流通、価格問題など）を戦略的に分析しています。また、2029年までの予測を行なっています。

目次

目次と表のリスト

エグゼクティブサマリー

市場指標

市場データ

免責事項

情報源

タイのランドリーケア

主なデータ結果

2024年の発展

• 価値を意識する消費者が、手頃な価格で効果的な製品の需要を牽引
• 持続可能で環境に優しい処方
• 多国籍企業が優勢だが、競合情勢は変化している

展望と機会

• 手頃な価格で環境に優しい処方が好まれ、継続的な成長が見込まれる
• 濃縮フォーマットへの移行を継続する一方、詰め替え可能なパッケージも検討される可能性がある
• 流通情勢の進化により、オムニチャネル戦略への移行が進む

カテゴリーインジケーター

カテゴリーデータ

タイの食器洗い

主なデータ結果

2024年の発展

• 価格意識は消費者に購入の価値を求めるように導く
• 天然抽出物の重要性の高まり
• 手洗い食器洗いの参入企業が食器洗い全体を支配している

展望と機会

• 予測期間中、手洗いによる食器洗いのセールスポイントは効率性と持続可能性
• 自動食洗機の販売数量はほぼ変動しないと予想される
• より多くの参入企業がオムニチャネル流通モデルに目を向ける可能性

カテゴリーインジケーター

カテゴリーデータ

タイの表面ケア

主なデータ結果

2024年の発展

• 価値を意識する消費者が、手頃な価格で効率的な製品の需要を牽引
• 地上ケアの競合が激化し、リーダー企業がシェアを拡大
• 香りの革新は続くが、効能と組み合わせる必要がある

展望と機会

• 堅調な成長が見込まれるが、スマートホームの統合により業績が伸びない可能性も
• 衛生、消臭、持続可能性が重要なセールスポイントとなる
• 消費者行動の変化に伴う流通情勢の進化

カテゴリーデータ

タイの漂白剤

主なデータ結果

2024年の発展

• 手頃な価格と有効性に対する需要により、安定した販売量を維持
• より環境に優しい処方への好感度の高まり
• Kaoは引き続き優位に立つが、競合は激化

展望と機会

• 成長は殺菌や環境に優しい製品への需要別促進される可能性が高い
• 流通情勢は今後も進化し続けると予想される
• 消費者の使用体験を向上させるイノベーション

カテゴリーデータ

タイのトイレケア

主なデータ結果

2024年の発展

• 消費者は依然として価格に敏感だが、手頃な価格だけでなく効果も求めている
• 環境意識の高まりにより、植物由来や天然成分配合が好まれる
• スーパーマーケットとハイパーマーケットが引き続き優勢だが、小売eコマースが増加

展望と機会

• 低いベースからの低成長、ほとんどの消費者が都市部に集中
• 消費者を引き付けるための包装と調剤の革新
• SC Johnson & SonがKao Industrialに対するリード維持へ

カテゴリーデータ

タイの研磨剤

主なデータ結果

2024年の発展

• 消費者は手頃な価格で効果的な製品を求めており、価値意識は依然として高い
• 消費者行動の変化は流通に影響を与える
• 床磨きの断片化、靴磨きの集中化

展望と機会

• 床磨きは、ポリッシュ全体のパフォーマンスを引き続き低下させる
• 靴磨きは、すでに高いベースにもかかわらず、緩やかな成長を維持する見込み
• 持続可能で環境に優しい処方の重要性の高まり

カテゴリーデータ

タイのエアケア

主なデータ結果

2024年の発展

• 手頃な価格は依然として重要であり、電気式芳香剤の販売を妨げている
• 天然素材とリラックスできる芳香剤のトレンド
• 小規模な参入企業の好調により競合情勢が変化

展望と機会

• 消費者が家庭環境の改善を目指す中、すべての空気ケアカテゴリーで成長
• エアケアにおける流通情勢の進化
• エアケア技術の革新

カテゴリーデータ

タイの家庭用殺虫剤

主なデータ結果

2024年の発展

• 価値への欲求が高まり、手頃な価格で効果的な製品が求められる
• 消費者は安全で環境に優しい処方を求めている
• SC Johnson & Sonは首位を維持したが、2位のEarthとの差は縮まっている

展望と機会

• 家庭用殺虫剤の成熟と安全性への懸念が販売量の増加を阻む
• 家庭用殺虫剤の流通情勢の変化
• 家庭用殺虫剤に期待されるさまざまなイノベーション

カテゴリーデータ

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