Surface care is expected to see continued retail volume and current value growth in Thailand throughout the forecast period, with sales projected to increase across all categories by both measures, except scouring agents, which are increasingly seen as outdated. Foremost amongst consumer demands is expected to be the unwavering demand for germ-killing, underscored by a collective shift in societal consciousness towards a more proactive and vigilant approach to maintaining cleanliness.
With an increased emphasis on hygiene amongst Thai consumers, there is likely to be a focus on developing surface care products with antimicrobial and antibacterial properties, especially for high-touch surfaces. However, cleaning performance will not be the only quality consumers look for in surface care products, with air purification and odour removal also increasingly important, especially with the air quality in cities, and as a rising percentage of households are likely to keep pets.
Online shopping has become more prevalent in Thailand, as retail e-commerce offers consumers greater convenience and access to a wider range of products, as well as competitive pricing. The share of this distribution channel in surface care rose from only 4% at the beginning of the review period, to 12% in 2024.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsThis report originates from Passport, our Surface Care research and analysis database.
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