태국의 홈케어 시장

The home care market in Thailand continued to grow in 2025, driven by increasing urbanisation, rising disposable incomes and a growing emphasis on hygiene and cleanliness. In 2025, the market recorded a retail value of THB66.7 billion, representing 4% current value growth from 2024. Laundry care remains the biggest category, while surface care is projected to see the strongest growth. To succeed, brands must innovate and adapt to changing consumer preferences, prioritising sustainability, health...

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 2030 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Laundry Care Drives Home Care Growth through Premiumisation

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Home Care

Industry Performance

Laundry Care Dominates the Home Care Market in Thailand

Evolving Product Formats and Health Concerns to Drive Dynamic Growth

CHART 2 Value Sales of Home Care 2020-2030.

CHART 3 Voume Sales of Home Care 2020-2030.

CHART 4 Sales of Home Care by Category 2025

What's Next?

Sustainability and Technology Expected to Drive Home Care Growth

Laundry Care Will Maintain Its Dominance in Home Care

Surface Care Will Be the Fastest-Growing Category

CHART 5 Forecast Sales of Home Care 2020-2030

CHART 6 Forecast Sales of Home Care by Category 2025-2030

Competitive Landscape

Unilever and Procter & Gamble Lead a Concentrated Market

CHART 7 Unilever's Sunlight Plus Has a "Gentle on Hands, Tough on Grease" Positioning

Multifunctionality and Premiumisation in Laundry Care

CHART 8 Fineline Deluxe Liquid Detergent

Health and Wellness Trend Fuels Premiumisation in Dishwashing

CHART 9 Company Shares of Home Care 2025

CHART 10 Brand Shares of Home Care 2025

Channels

Grocery Retailers Remain Dominant Channel for Home Care Sales

Retail E-Commerce Gains Traction with Convenience and Variety

CHART 11 Analyst Insight for Home Care

Emerging Trends and Future Outlook for Home Care Channels

CHART 12 Retail Channels for Home Care 2020-2025

Economic Context

CHART 13 Economic Context for Home Care

CHART 14 Real Gdp Growth 2020-2030

CHART 15 Inflation 2020-2030

Consumer Context

CHART 16 Consumer Context for Home Care

CHART 17 Population 2020-2030

CHART 18 Consumer Expenditure 2020-2030

CHART 19 Population by Generation 2025

Country Reports Disclaimer

LAUNDRY CARE IN THAILAND

• Key Data Insights
• 2025 Developments
• Rising Demand for Convenience Drives Market Growth
• Key Industry Trends
• CHART 20 Key Industry Trends for Laundry Care
• Industry Performance
• Laundry Detergents Dominate Market Share with Their Multifunctionality
• Multifunctionality and Premiumisation Reshape Consumer Preferences
• CHART 21 Value Sales of Laundry Care 2020-2030
• CHART 22 Volume Sales of Laundry Care 2020-2030
• CHART 23 Value Sales of Laundry Care by Category 2025
• What's Next?
• Consumers Will Drive Growth with Multifunctional and Eco-Friendly Demands
• Laundry Detergents Will Maintain Their Dominance Thanks to Their Multifunctionality
• Concentrated Formats and Sustainability Will Shape Future Business Strategies
• CHART 24 Analyst Insight for Laundry Care
• CHART 25 Forecast Sales of Laundry Care 2020-2030
• CHART 26 Forecast Sales of Laundry Care by Category 2025-2030

Competitive Landscape

• Unilever Thai Holdings Ltd Leads with Its Premium Offerings
• CHART 27 Breeze Excel Concentrated Liquid: Stain Removal + Colour Care + Fragrance.
• Multifunctionality and Premiumisation Drive Innovation
• CHART 28 Fineline Deluxe Perfume Concentrated Liquid Detergent
• Quick Wash Trend Gains Traction with Efficient Solutions
• CHART 29 Company Shares of Laundry Care 2025
• CHART 30 Brand Shares of Laundry Care 2025
• Channels
• Modern Grocery Channels Lead Laundry Care Distribution
• Retail E-Commerce Grows Rapidly with Bulk Purchases Online
• No Emerging Retail Brands or Concepts in 2026
• CHART 31 Retail Channels for Laundry Care 2020-2025
• Economic Context
• CHART 32 Economic Context for Laundry Care
• CHART 33 Real Gdp Growth 2020-2030
• CHART 34 Inflation 2020-2030
• Consumer Context
• CHART 35 Consumer Context for Laundry Care
• CHART 36 Population 2020-2030
• CHART 37 Consumer Expenditure 2020-2030
• CHART 38 Population by Generation 2025
• Country Reports Disclaimer

DISHWASHING IN THAILAND

• Key Data Insights
• 2025 Developments
• Concentrated Formulas Drive Sales Amid Economic Pressures
• Key Industry Trends
• CHART 39 Key Industry Trends for Dishwashing
• Industry Performance
• CHART 40 Pro Dishwashing Liquid Concentrate Formula with Lime
• CHART 41 Analyst Insight for Dishwashing
• Health and Wellness Trend Fuels Premiumisation
• Quick Wash Trend Gains Prominence
• CHART 42 Unilever's Sunlight Lemon Turbo DishWash
• CHART 43 Value Sales of Dishwashing 2020-2030
• CHART 44 Volume Sales of Dishwashing 2020-2030
• CHART 45 Sales of Dishwashing by Category 2025
• What's Next?
• Consumers to Drive Premiumisation with Health and Convenience Considerations
• Hand Dishwashing Will Remain Dominant, Automatic Dishwashing Niche
• Business Impact of Trends on Dishwashing Manufacturers
• CHART 46 Forecast Sales of Dishwashing 2020-2030
• CHART 47 Forecast Sales of Dishwashing by Category 2025-2030

Competitive Landscape

• Leading Players Maintain Grip through Premiumisation
• CHART 48 Unilever's Sunlight Plus
• Concentrated Formulas and Health Trends Drive Innovation
• No Significant Mergers or New Entrants Expected
• CHART 49 Company Shares of Dishwashing 2025
• CHART 50 Brand Shares of dishwashing 2025
• Channels
• Grocery Retailers Dominate Dishwashing Sales through Wide Assortments and Promotions
• E-Commerce Gains Traction with Convenience and Targeted Promotions
• Traditional Trade Channels Decline as Modern Formats Gain Share
• CHART 51 Retail Channels for Dishwashing 2020-2025
• Economic Context
• CHART 52 Economic Context for Dishwashing
• CHART 53 Real Gdp Growth 2020-2030
• CHART 54 Inflation 2020-2030
• Consumer Context
• CHART 55 Consumer Context for Dishwashing
• CHART 56 Population 2020-2030
• CHART 57 Consumer Expenditure 2020-2030
• CHART 58 Population by Generation 2025
• Country Reports Disclaimer

SURFACE CARE IN THAILAND

• Key Data Insights
• 2025 Developments
• Urban Middle-Income Households Drive Demand for Premium Products
• Key Industry Trends
• CHART 59 Key Industry Trends for Surface Care
• Industry Performance
• Bathroom and Floor Cleaners Dominate Surface Care Sales
• Private Label Products Offer Eco-Friendly Appeal
• CHART 60 Value Sales of Surface Care 2020-2030
• CHART 61 Volume Sales of Surface Care 2020-2030
• CHART 62 Sales of Surface Care by Category 2025
• What's Next?
• Premiumisation and Eco-Friendly Products Expected to Drive Future Growth
• CHART 63 Lion Thailand's Fineline Multi Surface Spray Cleaner
• Bathroom Cleaners Will Remain Largest Category
• Home Care Disinfectants to Boost Growth with Health-Focused Innovations
• CHART 64 Forecast Sales of Surface Care 2020-2030
• CHART 65 Forecast Sales of Surface Care by Category 2025-2030

Competitive Landscape

• Leading Manufacturers Maintain Their Dominance through Health-Focused Strategies
• CHART 66 Analyst Insight for Surface Care
• Health-Focused Strategies Drive Sales of Surface Care Products
• CHART 67 Dettol Highlights Dermatologically Safe Suitable for Households with Children and Pets
• No Significant Mergers or Acquisitions or New Product Launches
• CHART 68 Company Shares of Surface Care 2025
• CHART 69 Brand Shares of Surface Care 2025
• Channels
• Modern Grocery Retailers Dominate Surface Care Sales
• Retail E-Commerce Gains Traction in Surface Care
• No Emerging Retail Brands or Concepts in 2026
• CHART 70 Retail Channels for Surface Care 2020-2025
• Economic Context
• CHART 71 Economic Context for Surface Care
• CHART 72 Real Gdp Growth 2020-2030
• CHART 73 Inflation 2020-2030
• Consumer Context
• CHART 74 Consumer Context for Surface Care
• CHART 75 Population 2020-2030
• CHART 76 Consumer Expenditure 2020-2030
• CHART 77 Population by Generation 2025
• Country Reports Disclaimer

BLEACH IN THAILAND

• Key Data Insights
• 2025 Developments
• Health and Wellness Drives Bleach Sales in Thailand
• Key Industry Trends
• CHART 78 Key Industry Trends for Bleach
• Industry Performance
• Affordable Necessity and Product Innovation Drive Growth
• Safety Innovations to Shape Future of Bleach Products
• CHART 79 Value Sales of Bleach 2020-2030
• CHART 80 Volume Sales of Bleach 2020-2030
• What's Next?
• Manufacturers to Focus on Safety and Sustainability
• CHART 81 Analyst Insight for Bleach
• Concentrated Formulae and Refillable Packaging to Gain Traction
• Omnichannel Distribution Strategies to Support Future Growth
• CHART 82 Forecast Sales of Bleach 2020-2030

Competitive Landscape

• Leading Manufacturers Maintain Their Dominance through Innovation
• CHART 83 Directly Marketed as a Health Protector for Thai Household
• Product Innovation and Sustainability to Drive Future Growth
• CHART 84 Company Shares of Bleach 2025
• CHART 85 Brand Shares of Bleach 2025
• Channels
• Grocery Retailers Lead Bleach Sales
• Retail E-Commerce Gains Traction with Convenience and Variety
• No Emerging Retail Brands or Concepts Expected in 2026
• CHART 86 Retail Channels for Bleach 2020-2025
• Economic Context
• CHART 87 Economic Context for Bleach
• CHART 88 Real Gdp Growth 2020-2030
• CHART 89 Inflation 2020-2030
• Consumer Context
• CHART 90 Consumer Context for Bleach
• CHART 91 Population 2020-2030
• CHART 92 Consumer Expenditure 2020-2030
• CHART 93 Population by Generation 2025
• Country Reports Disclaimer

TOILET CARE IN THAILAND

• Key Data Insights
• 2025 Developments
• Stable Growth Driven by Urbanisation and Premiumisation
• Key Industry Trends
• CHART 94 Key Industry Trends for Toilet Care
• Industry Performance
• Toilet Liquids/Foam the Largest Category
• CHART 95 Promax Concentrated Toilet Cleaner
• Mood-Boosting Ingredients Shape Product Innovation
• CHART 96 Value Sales of Toilet Care 2020-2030
• CHART 97 Volume Sales of Toilet Care 2020-2030
• CHART 98 Sales of Toilet Care by Category 2025
• What's Next?
• Manufacturers to Drive Sustainability and Innovation with Refillable Packaging and Smart Dispensing Systems
• CHART 99 Analyst Insight for Toilet Care
• In-Cistern Devices and Toilet Liquids/Foam Will Remain the Biggest Categories
• Sustainability and Premiumisation to Drive Business Growth and Innovation
• CHART 100 Forecast Sales of Toilet Care 2020-2030
• CHART 101 Forecast Sales of Toilet Care by Category 2025-2030

Competitive Landscape

• Leading Players Maintain Dominance through Innovation
• Convenience and Hygiene Drive Product Innovation
• Stable Market with Opportunities for Innovation
• CHART 102 Company Shares of Toilet Care2025
• CHART 103 Brand Shares of Toilet Care 2025
• Channels
• Supermarkets and Hypermarkets Lead Offline Toilet Care Sales
• Retail E-Commerce Grows Rapidly in Toilet Care Market
• Omnichannel Strategies Becoming Essential for Toilet Care Manufacturers
• CHART 104 Retail Channels for Toilet Care2020-2025
• Economic Context
• CHART 105 Economic Context for Toilet Care
• CHART 106 Real Gdp Growth 2020-2030
• CHART 107 Inflation 2020-2030
• Consumer Context
• CHART 108 Consumer Context for Toilet Care
• CHART 109 Population 2020-2030
• CHART 110 Consumer Expenditure 2020-2030
• CHART 111 Population by Generation 2025
• Country Reports Disclaimer

POLISHES IN THAILAND

• Key Data Insights
• 2025 Developments
• Consumers Drive Change with Demand for Versatile and Convenient Products
• Key Industry Trends
• CHART 112 Key Industry Trends for Polishes
• Industry Performance
• Furniture Polish Remains the Largest Category, Driven by Traditional Demand
• Metal Polish Drives Growth with Premiumisation and Innovation
• CHART 113 Value Sales of Polishes 2020-2030
• CHART 114 Volume Sales of Polishes 2020-2030
• CHART 115 Value Sales of Polishes by Category 2025
• What's Next?
• Consumers Will Drive the Shift Towards Eco-Friendly and Convenient Products
• Shoe Polish Will See the Most Dynamic Growth
• Innovative and Sustainable Formulations Will Drive Future Growth
• CHART 116 Forecast Value Sales of Polishes 2020-2030
• CHART 117 Forecast Value Sales of Polishes by Category 2025-2030

Competitive Landscape

• Sc Johnson & Son Maintains Lead with Diverse Polish Portfolio
• CHART 118 Analyst Insight for Polishes
• CHART 119 Siam Waxy Standard's Waxy brand
• Stable Competitive Landscape with No Major Disruptions
• CHART 120 Company Shares of Polishes 2025
• CHART 121 Brand Shares of Polishes 2025
• Channels
• Grocery Retailers Dominate Offline Sales
• Retail E-Commerce Gains Traction through Its Convenience and Variety
• No Emerging Retail Brands or Concepts Identified for 2026
• CHART 122 Retail Channels for Polishes 2020-2025
• Economic Context
• CHART 123 Economic Context for Polishes
• CHART 124 Real Gdp Growth 2020-2030
• CHART 125 Inflation 2020-2030
• Consumer Context
• CHART 126 Consumer Context for Polishes
• CHART 127 Population 2020-2030
• CHART 128 Consumer Expenditure 2020-2030
• CHART 129 Population by Generation 2025
• Country Reports Disclaimer

AIR CARE IN THAILAND

• Key Data Insights
• 2025 Developments
• Glade Drives Growth with Health and Wellness Focus
• Key Industry Trends
• CHART 130 Key Industry Trends for Air Care
• Industry Performance
• CHART 131 Glade Aromatherapy Reed Diffuser
• Spray/Aerosol Air Fresheners Remain the Largest Format
• Mood-Boosting Ingredients Redefine Air Care Experience
• CHART 132 Value Sales of Air Care 2020-2030
• CHART 133 Volume Sales of Air Care 2020-2030
• CHART 134 Sales of Air Care by Category 2025
• What's Next?
• Consumers to Drive Growth with Their Desire for Fresh-Smelling Homes
• CHART 135 Analyst Insight for Air Care
• Online Shopping and Expanding Distribution Channels
• Innovations Redefine Air Care Experience
• CHART 136 Forecast Sales of Air Care 2020-2030
• CHART 137 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Leading Brands Maintain Their Grip through Premiumisation and Innovation
• Glade Aromatherapy Products Drive Sales with Emotional Benefits
• No Major Mergers or Acquisitions Expected in the near Future
• CHART 138 Company Shares of Air Care 2025
• CHART 139 Brand Shares of Air Care 2025
• Channels
• Grocery Retailers Lead Air Care Sales through Offline Dominance
• E-Commerce Drives Growth with Convenience and Promotions
• No New Retail Brands or Concepts Emerge in 2026
• CHART 140 Retail Channels for Air Care 2020-2025
• Economic Context
• CHART 141 Economic Context for Air Care
• CHART 142 Real Gdp Growth 2020-2030
• CHART 143 Inflation 2020-2030
• Consumer Context
• CHART 144 Consumer Context for Air Care
• CHART 145 Population 2020-2030
• CHART 146 Consumer Expenditure 2020-2030
• CHART 147 Population by Generation 2025
• Country Reports Disclaimer

HOME INSECTICIDES IN THAILAND

• Key Data Insights
• 2025 Developments
• Home Insecticides Growth Driven by Health Concerns and Urbanisation
• Key Industry Trends
• CHART 148 Key Industry Trends of Home Insecticides
• Industry Performance
• Spray/Aerosol Insecticides Dominate the Market
• Health and Wellness Trend Influences Product Innovation
• CHART 149 Value Sales of Home Insecticides 2020-2030
• CHART 150 Volume Sales of Home Insecticides 2020-2030
• CHART 151 Sales of Home Insecticides by Category 2025
• What's Next?
• Consumers Expected to Favour Safer and More Effective Solutions
• CHART 152 Analyst Insight for Home Insecticides
• Spray/Aerosol Insecticides Will Maintain Their Dominance
• E-Commerce and Innovation Will Drive Future Growth
• CHART 153 Forecast Sales of Home Insecticides 2020-2030
• CHART 154 Forecast Sales of Home Insecticides by Category 2025-2030

Competitive Landscape

• Sc Johnson & Son Maintains Its Lead Thanks to Its Diverse Portfolio
• Innovation and Technology Integration Likely to Shape Future Growth
• No Significant Mergers or Acquisitions or New Launches
• CHART 155 Company Shares of Home Insecticides 2025
• CHART 156 Brand Shares of Home Insecticides 2025
• Channels
• Grocery Retailers Dominate Home Insecticides Sales with Their Convenience and Presence
• Retail E-Commerce and Convenience Retailers Drive Growth with Convenience and Variety
• No New Retail Brands or Concepts Emerge in 2026
• CHART 157 Retail Channels for Home Insecticides 2020-2025
• Economic Context
• CHART 158 Economic Context for Home Insecticides
• CHART 159 Real Gdp Growth 2020-2030
• CHART 160 Inflation 2020-2030
• Consumer Context
• CHART 161 Consumer Context for Home Insecticides
• CHART 162 Population 2020-2030
• CHART 163 Consumer Expenditure 2020-2030
• CHART 164 Population by Generation 2025
• Country Reports Disclaimer