Toilet care is expected to maintain slow and stable retail volume and current value growth rates in Thailand throughout the forecast period. Despite the positive trajectory, the demand for toilet care products remains relatively niche, which can be attributed to specific consumer behaviours and preferences in the country, whereby most consumers exhibit a proclivity to use bathroom cleaner to clean their toilet, rather than buying a separate product.
In the forecast period, an increasing number of manufacturers are expected to explore concentrated toilet care products that offer cost savings and reduce packaging waste to attract consumers. Refillable packaging options could also contribute to sustainability efforts, and offer a lower price per unit, which will remain important.
Toilet care was a highly consolidated category in Thailand in 2024, with the leading player, SC Johnson & Son (Thailand) Co Ltd, dominating with a 55% share of value sales with its Duck, Mr Muscle, and Kiwi brands, and Kao Industrial (Thailand) Co Ltd at a distance with Magiclean. However, SC Johnson saw a notable consistent decline in its value share over the review period, as consumers looked to cheaper brands as their budgets became more stretched.
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Understand the latest market trends and future growth opportunities for the Toilet 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 Toilet 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.
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
See all of our definitionsThis report originates from Passport, our Toilet Care research and analysis database.
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