Thailand Home Care Market 2025

Thailand’s home care market is on track to grow from USD 1.9 billion in 2025 to USD 2.4 billion by 2030, posting a compound annual growth rate of 4.76%, underpinned by rising disposable incomes, accelerating urbanization, and greater consumer emphasis on hygiene. Although inflationary headwinds have eased compared to previous years, cost sensitivity persists, prompting households to favor high-performing, multi-functional products that meet both efficiency and affordability benchmarks.

Sustainability and convenience are emerging as central themes, with demand accelerating for biodegradable, plant-based, and refillable formats that offer credible environmental claims without compromising cleaning efficacy. Brands capable of combining green positioning with accessible pricing are capturing urban consumer interest, particularly as environmental awareness deepens. Simultaneously, convenience-led innovations – from all-in-one cleaners to smart devices and disposable wipes – are gaining traction among consumers seeking time-saving household routines.

The market remains firmly anchored by multinational players, who continue to dominate key segments such as laundry detergents, dishwashing liquids, and air care, leveraging brand equity and extensive retail networks. However, the rise of e-commerce has lowered barriers for smaller entrants, who are carving out share by targeting niche categories and offering personalized formulations – most notably in air care and home insect control.

Distribution dynamics are also in flux. Online platforms such as Lazada and Shopee are expanding their footprint, supported by deeper assortments and subscription models. Still, offline channels retain a dominant role, with supermarkets and hypermarkets continuing to serve as the primary points of purchase, especially for routine buys. The convergence of online and offline through omnichannel strategies is increasingly vital, as brands and retailers adapt to evolving shopper behavior across both physical and digital ecosystems.

Delivering a data-driven perspective on the Thailand home care market, the report details historical performance over the past six years and projects future trends through 2030. It delves into market segmentation, analyzing developments across product type, packaging type and distribution channel.

Report Highlights

The report provides detailed Thailand home care market size data in Tons/THB/USD from 2020 to 2030. The core dataset includes historical actuals for the overall market and its sub-segments, alongside forecasts, supplemented with CAGR for both historical and forecast periods. Segmentation covers product type, packaging type and distribution channel. By comparing historical and forecast growth rates, high-potential sub-segments can be clearly identified, offering quantitative support for strategic planning.

In addition to market size data, the report also delves into the key factors driving market evolution. Based on industry interviews and authoritative macroeconomic data, the report analyzes the key drivers behind market size fluctuations and outlines future development trends. It integrates insights on innovation, shifts in consumer behavior, and environmental changes to dissect market growth drivers and potential risks. Special focus is placed on high-performing growth areas within sub-markets, as well as opportunities arising from product innovations.

Furthermore, the report delivers a rigorous competitive assessment, tracking market share movements and brand performance among industry participants from 2020 to 2024. It highlights evolving competitive dynamics, consolidation trends, and granular share shifts, empowering stakeholders to benchmark performance and refine differentiation strategies. These evidence-based insights support targeted investment prioritization and long-term strategic planning.

Market Segmentation

The segmentation of the Thailand home care market is outlined below:
Product type – e.g., air fresheners (aerosol air fresheners, car air fresheners, electric air fresheners, gel air fresheners, others), bleach, dishwashing (automatic dishwashing detergents, hand dishwashing detergents), household insecticides (baits, coils, electric insecticides, sprays/aerosols, others), laundry care (fabric softeners, laundry aids, laundry detergents), polishes (floor polish, furniture polish, metal polish, shoe polish), surface care (bathroom cleaners, disinfectants, drain openers, floor cleaners, glass cleaners, kitchen cleaners, multi-purpose cleaners, oven cleaners, scouring agents), toilet care (in-cistern cleaners, rim blocks/liquids, toilet liquids/foam)
Packaging type – e.g., flexible packaging, glass, metal, paper-based containers, rigid plastic
Distribution channel – e.g., convenience stores, direct selling, e-commerce, general merchandise stores, health and beauty stores, home product stores, hypermarkets, small grocery stores, supermarkets, others

Macroeconomic & Demographic Indicators

Supporting context includes:
Total population
Consumer Price Index (CPI)
Gross Domestic Product (GDP)
Per capita consumption
Consumer spending as a percentage of GDP

These variables enhance understanding of consumption potential and macroeconomic trends affecting the market.

Competitive Landscape: Market Share Analysis

The report features market share data for leading players in the home care sector in Thailand, offering insights into competitive positioning, brand dominance, and consolidation trends. Key market participants include:
Amway Corporation
Dainihon Jochugiku Co., Ltd.
Earth Corporation
Equator Pure Nature Co., Ltd.
Farcent Enterprise Co., Ltd.
Fumakilla Limited
Han Fah Co., Ltd.
IP Mfg Co., Ltd.
Kao Corporation
King’s Stella Group Co., Ltd.
Lion Corporation
Neo Corporate Co., Ltd.
Parisian Company Limited
Reckitt Benckiser Group plc (RB)
S. C. Johnson & Son, Inc.
Sathaporn Marketing Co., Ltd.
Sherwood Chemicals Public Company Limited
Siam Waxy Standard Co., Ltd.
Taisho Pharmaceutical Holdings Company Ltd.
The Procter & Gamble Company (P&G)
Unilever PLC

This section helps stakeholders evaluate market concentration, identify partnership opportunities, and track shifts in leadership.

Why Choose This Report?

Access accurate and up-to-date market size data for the Thailand home care sector.
Obtain granular insights across key segments, including product type, packaging type and distribution channel.
Understand the underlying market dynamics through expert-driven analysis of growth drivers, barriers, and structural shifts.
Identify attractive investment areas by tracking fast-growing categories and emerging consumption patterns.
Evaluate the competitive landscape to support timing, positioning, and strategic decision-making.
Includes a single-user enterprise license with no additional fees for internal distribution.

Request a redacted sample to preview the data structure and presentation quality before purchase.

Deliverables Include

Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030

Table of Contents

TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
Thailand Home Care Market – Product Type Analysis
Thailand Home Care Market – Packaging Type Analysis
Thailand Home Care Market – Distribution Channel Analysis
Company Shares Analysis
Amway Corporation
Dainihon Jochugiku Co., Ltd.
Earth Corporation
Equator Pure Nature Co., Ltd.
Farcent Enterprise Co., Ltd.
Fumakilla Limited
Han Fah Co., Ltd.
IP Mfg Co., Ltd.
Kao Corporation
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer

FIGURES AND TABLES
Table Thailand Home Care Market 2020-2030
Chart Thailand Home Care Market, Net Growth, 2020-2030
Chart Thailand Home Care Market, Growth Rates, 2020-2030
Table Thailand Home Care Market by Product Type, 2020-2030
Chart Thailand Home Care Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Thailand Home Care Market by Product Type, 2020-2030
Table Thailand Home Care Market by Packaging Type, 2020-2030
Chart Thailand Home Care Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Thailand Home Care Market by Packaging Type, 2020-2030
Table Thailand Home Care Market by Distribution Channel, 2020-2030
Chart Thailand Home Care Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Thailand Home Care Market by Distribution Channel, 2020-2030
Table Thailand Home Care Market Share (%), by Companies, 2020-2024
Chart Thailand Home Care Market, by Companies, 2024
Table Thailand Home Care Market Share (%), by Brands, 2020-2024
Chart Thailand Home Care Market, by Brands, 2024
Table Thailand – Population (Millions) and Forecast
Table Thailand – Consumer Price Index (CPI) and Forecast
Table Thailand – Gross Domestic Product and Forecast
Table Thailand Home Care Market: Spend as a Proportion of GDP (%)
Table Thailand Home Care Market: Consumption per Capita (Population)