Report Published: "Laundry Care in Thailand"

Laundry care is the second fastest-growing category in home care with value growth of 4% in 2015, slightly slower than air care. There have been constant innovations in product functionality, fragrance and packaging to cater to the needs of different consumer groups. Detergents integrated with fabric softeners featuring effective stain removal were widely available in numerous variants. Local consumers typically showed keen interest in these types of products despite high pricing. However, amidst the economic slowdown in 2014-2015, they became increasingly price-conscious. Expensive products were not appealing to local consumers. Instead, products with large discounts garnered significant attention. As a result, the gap between value growth and volume growth across laundry care was narrowed down in 2015; the impact of the premiumisation trend was offset by that of discounts and promotions.

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Competitive Landscape

Unilever Thai Holdings maintained the leading position in 2015 with a value share of 47%, and held a wide lead over followers such as Lion Corp (Thailand) and Kao Industrial (Thailand). Unilever Thai Holdings has established a long history in Thailand. The company is able to create the positive image of brands and introduce various product qualities to the Thai market. The top brands from Unilever Thai are Breeze, Omo and All in detergents, as well as Comport in fabric softeners. Each Unilever brand has various formulas, such as Breeze contains Breeze Power, Breeze Excel and Breeze Excel Gold. All three brands are available in both powder and liquid format.

Industry Prospects

Over the forecast period, laundry care is expected to maintain its value growth at a 4% CAGR at constant 2015 prices. The rising demand for fragrant laundry will contribute to the growth of fabric softeners. At the same time, laundry detergents will see the proliferation of value-added products if economic conditions stabilise in the forecast period. The shift from standard detergents to concentrated detergents will also contribute to sales expansion of laundry detergents during the same period. As the possession rate of washing machines is expected to jump to 73% in 2020, from 67% in 2015, hand wash detergents and bar detergents are likely to experience tough times with sluggish sales.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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