Report cover image

Home Care in Thailand

Publisher Euromonitor International
Published Mar 24, 2026
Length 141 Pages
SKU # EP21075184

Description

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.

Table of Contents

141 Pages
Home Care in Thailand
Euromonitor International
March 2026
List Of Contents And Tables
HOME CARE IN THAILAND
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

Search Inside Report

Pricing

Currency Rates
How Do Licenses Work?

How Do Licenses Work?

The primary function of a report license is to define how many people within a company are authorized to use the purchased report. This is separate to how a report might be delivered. Unless specifically identified otherwise, the purchase option is Single User. Below is a helpful description of that license, along with a sampling of others most commonly offered.

  • This license allows only one user to have access to and to use/read the report. It is not one user at a time or one user group; it is an individual who will be reading and utilizing the report.

  • This license allows for the entire purchasing company to read and use the report. This is the license level that would allow for a report to be placed on an internal company shared drive for access by all employees of that direct company. This license does not extend to parent or sister company use.

  • This license is designed to allow an entire department within a company full access to a report. The departmental license is a great option for companies that have more than one location and the department is spread out all over the country/world

  • This license is for companies that have one location where they want the report to be accessible by all employees within that physical location.

  • This is the most flexible of the licensing options. Some publishers will allow you to get a license for a preset number of people (typically 5). These licenses are ideal for small work groups.

License options are at the discretion of each publisher. As such, not all licenses indicated above are available for every product. If you are uncertain of the best license for your needs or would like a license that is not proactively available, please contact us and we will be happy to assist.

Request A Sample
Head shot

Questions or Comments?

Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.
Chat Now
Contact Us