HOME CARE IN THAILAND Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Another Year of Pleasing Volume and Value Growth Thais Are Price-sensitive, But Brands Matter International Brands Play An Important Role Niche, Healthy and Natural Products Are in Trend Further Strong Positive Volume and Value Growth Over the Forecast Period Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Innovation Pushes Strong Demand and Sales Gel Air Fresheners Enjoys the Fastest Volume and Value Growth in 2017 Competitive Landscape International Brands Dominate Manufacturers Should Focus on Urban Consumers Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Bleach Reaches Maturity in Thailand Due To Less Demand, Bleach Is Unlikely To See Innovation Or Promotion Campaigns Competitive Landscape Private Label Grows Stronger Competition in Bleach Is Very Concentrated Category Data Table 19 Sales of Bleach: Value 2012-2017 Table 20 Sales of Bleach: % Value Growth 2012-2017 Table 21 NBO Company Shares of Bleach: % Value 2013-2017 Table 22 LBN Brand Shares of Bleach: % Value 2014-2017 Table 23 Forecast Sales of Bleach: Value 2017-2022 Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Limited Number of Dishwashers Results in Niche Demand of Automatic Dishwashing Private Label of Hand Dishwashing Continues To Grow Competitive Landscape Frequent Innovation From Sunlight Niche Brands Emerge in Dishwashing Category Indicators Table 25 Household Possession of Dishwashers 2012-2017 Category Data Table 26 Sales of Dishwashing by Category: Value 2012-2017 Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Home Insecticides Are Necessity Items for Families Natural Products Become A Key Focus of Innovation Competitive Landscape Baygon Retains Its Leading Position Private Label and Local Brands Are Present But Provide Little Threat Category Data Table 32 Sales of Home Insecticides by Category: Value 2012-2017 Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Modern Lifestyles and Recovering Economy Ensure Demand for Laundry Products Fabric Softeners Is the Most Dynamic and Highly Competitive Category Competitive Landscape Foreign Manufacturers Capture A Significant Share in Laundry Care Competition Intensified Through Promotions and Innovations Category Indicators Table 39 Household Possession of Washing Machines 2012-2017 Category Data Table 40 Sales of Laundry Care by Category: Value 2012-2017 Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 42 Sales of Laundry Aids by Category: Value 2012-2017 Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 44 Sales of Laundry Detergents by Category: Value 2012-2017 Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Furniture Polish Leads in Value Terms, Whilst Floor Polish Leads Volume Sales Shoe and Metal Polish Are Less Popular Competitive Landscape International Brands Dominate, But Local Players Try To Compete Private Label Is Present, But Has No Impact on Existing Brands Category Data Table 54 Sales of Polishes by Category: Value 2012-2017 Table 55 Sales of Polishes by Category: % Value Growth 2012-2017 Table 56 NBO Company Shares of Polishes: % Value 2013-2017 Table 57 LBN Brand Shares of Polishes: % Value 2014-2017 Table 58 Forecast Sales of Polishes by Category: Value 2017-2022 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Marketing and Advertising Are Important To Promote Brands and Generate Sales Home Care Wipes Emerge, But Remain Insignificant Competitive Landscape International Brands Dominate Value and Volume Shares Brands Compete With Innovation To Match Consumers' Sophisticated Lifestyles Category Data Table 60 Sales of Surface Care by Category: Value 2012-2017 Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 62 NBO Company Shares of Surface Care: % Value 2013-2017 Table 63 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 64 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 65 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Toilet Liquids/foam Records the Fastest Value Growth In-cistern Devices Enjoys With the Largest Value Sales in 2017 Competitive Landscape Private Label Sees Stable Demand and Remains Niche A Tough Move for Other Competitors To Grow in Toilet Care Category Data Table 66 Sales of Toilet Care by Category: Value 2012-2017 Table 67 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 68 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 69 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 70 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 71 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022