Table of Content

Consumer Appliances in Thailand
Euromonitor International
November 2022

List Of Contents And Tables

CONSUMER APPLIANCES IN THAILAND
EXECUTIVE SUMMARY
Consumer appliances in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2017-2022
Table 2 Replacement Cycles of Consumer Appliances by Category 2017-2022
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2022-2027
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2022-2027
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2017-2022
Table 6 Sales of Consumer Appliances by Category: Value 2017-2022
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 13 Sales of Small Appliances by Category: Volume 2017-2022
Table 14 Sales of Small Appliances by Category: Value 2017-2022
Table 15 Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 16 Sales of Small Appliances by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Major Appliances: % Volume 2018-2022
Table 18 LBN Brand Shares of Major Appliances: % Volume 2019-2022
Table 19 NBO Company Shares of Small Appliances: % Volume 2018-2022
Table 20 LBN Brand Shares of Small Appliances: % Volume 2019-2022
Table 21 Distribution of Major Appliances by Format: % Volume 2017-2022
Table 22 Distribution of Small Appliances by Format: % Volume 2017-2022
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
Table 31 Forecast Sales of Small Appliances by Category: Volume 2022-2027
Table 32 Forecast Sales of Small Appliances by Category: Value 2022-2027
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
REFRIGERATION APPLIANCES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Large capacity fridge freezers become popular, while IOT products are gaining ground amongst affluent consumers
E-commerce continues to gain share
Mitsubishi retains lead, Haier puts in a strong performance, and Samsung aims upmarket
PROSPECTS AND OPPORTUNITIES
Increase in property development and lifestyle changes
Consumers to continue to look for larger capacity fridge freezers
IOT refrigeration appliances to enter the mainstream
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 36 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 39 Sales of Freezers by Format: % Volume 2017-2022
Table 40 Sales of Freezers by Volume Capacity: % Volume 2017-2022
Table 41 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 44 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 45 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 46 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
Table 47 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 48 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 49 Production of Refrigeration Appliances: Total Volume 2017-2022
Table 50 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 51 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 52 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 53 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027
HOME LAUNDRY APPLIANCES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Declining interest in built-in appliances
Automatic dryers and washer dryers becomes buoyant
Smart automatic washing machines continue to gain popularity in Thai market
PROSPECTS AND OPPORTUNITIES
Unit prices set to settle down
Innovative models set to gain traction
Top-loading models to remain dominant
CATEGORY DATA
Table 54 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 55 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 56 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 57 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 58 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 59 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 60 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 61 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 62 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 63 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 64 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 65 Production of Home Laundry Appliances: Total Volume 2017-2022
Table 66 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 67 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 68 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 69 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027
DISHWASHERS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Freestanding dishwashers the norm
Further recovery not enough to bring category back to pre-pandemic levels
Compact models remain popular
PROSPECTS AND OPPORTUNITIES
Stagnation ahead
Continued trend towards compact dishwashers
Convenience of dishwashers to boost demand
CATEGORY DATA
Table 70 Sales of Dishwashers by Category: Volume 2017-2022
Table 71 Sales of Dishwashers by Category: Value 2017-2022
Table 72 Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 73 Sales of Dishwashers by Category: % Value Growth 2017-2022
Table 74 Sales of Dishwashers by Format: % Volume 2017-2022
Table 75 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
Table 76 NBO Company Shares of Dishwashers: % Volume 2018-2022
Table 77 LBN Brand Shares of Dishwashers: % Volume 2019-2022
Table 78 Distribution of Dishwashers by Format: % Volume 2017-2022
Table 79 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 80 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 81 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 82 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027
LARGE COOKING APPLIANCES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Large cooking appliances still growing
Builder merchants and construction the dominant channel
Promotional activities to attract consumers
PROSPECTS AND OPPORTUNITIES
Outlook is lacklustre
Lifestyles and cooking habits of Thai consumers to continue to present obstacles to category development
Stagnation in current value terms
CATEGORY DATA
Table 83 Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 84 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 85 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 86 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 87 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 88 Sales of Ovens by Connected Appliances: % Volume 2018-2022
Table 89 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 90 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 91 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 92 NBO Company Shares of Ovens: % Volume 2018-2022
Table 93 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 94 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 95 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 96 NBO Company Shares of Cookers: % Volume 2018-2022
Table 97 NBO Company Shares of Range Cookers: % Volume 2018-2022
Table 98 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 99 Production of Large Cooking Appliances: Total Volume 2017-2022
Table 100 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 101 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 102 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 103 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027
MICROWAVES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued growth after initial decline in pandemic
Electrolux retains lead, though Sharp closes gap
Increase in unit price
PROSPECTS AND OPPORTUNITIES
Polarisation of demand expected
More rural households may own microwaves
Health consciousness and enduring changes in cooking habits
CATEGORY DATA
Table 104 Sales of Microwaves by Category: Volume 2017-2022
Table 105 Sales of Microwaves by Category: Value 2017-2022
Table 106 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 107 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 108 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 109 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 110 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 111 Distribution of Microwaves by Format: % Volume 2017-2022
Table 112 Production of Microwaves: Total Volume 2017-2022
Table 113 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 114 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 115 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 116 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027
FOOD PREPARATION APPLIANCES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rise in unit price
Health consciousness a key influence on demand
E-commerce continues to gain ground at the expense of store-based channels
PROSPECTS AND OPPORTUNITIES
Recovery of economy and new normal will stimulate demand
Health concerns to dominate
Producers expected to increase focus on e-commerce and TV homeshopping
CATEGORY DATA
Table 117 Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 118 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 119 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 120 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 121 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 122 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 123 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 124 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 125 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 126 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 127 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027
SMALL COOKING APPLIANCES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand increases more than previous year
Light fryers and pod coffee machines show strong growth
TV shows and social media support rising demand
PROSPECTS AND OPPORTUNITIES
Increased preference for home cooking should extend beyond the pandemic
Healthy eating trend to exert a significant influence on demand
Pod coffee machines to be a strong performer in the forecast period
CATEGORY DATA
Table 128 Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 129 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 130 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 131 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 132 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 133 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 134 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 135 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 136 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 137 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 138 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 139 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027
VACUUM CLEANERS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stick vacuum cleaners a dynamic performer
Robotic vacuum cleaners gain in popularity
COVID-19 fallout boosts distribution share of e-commerce
PROSPECTS AND OPPORTUNITIES
Cordless technology to continue to increase in popularity along with shift to smaller households
Innovation likely to drive demand
Robotic vacuum cleaners to undergo improvements
CATEGORY DATA
Table 140 Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 141 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 142 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 143 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 144 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2018-2022
Table 145 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 146 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 147 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 148 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 149 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 150 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 151 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027
PERSONAL CARE APPLIANCES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to almost pre-pandemic conditions
Growing demand from male consumers and increasing influence of social media
Negative performance for electric facial cleansers
PROSPECTS AND OPPORTUNITIES
Outlook for personal care appliances remains broadly favourable
Increasing share from male consumers
Cordless personal care appliances to be popular
CATEGORY DATA
Table 152 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 153 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 154 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 155 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 156 Sales of Body Shavers by Format: % Volume 2017-2022
Table 157 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 158 NBO Company Shares of Personal Care Appliances 2018-2022
Table 159 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 160 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 161 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 162 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 163 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 164 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027
AIR TREATMENT PRODUCTS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Unit price growth differs between categories
Germ killing technology present in most categories
Air conditioners players look to new technologies
PROSPECTS AND OPPORTUNITIES
Health concerns to stimulate demand
Rising temperatures to boost demand
More features for air conditioners
CATEGORY DATA
Table 165 Sales of Air Treatment Products by Category: Volume 2017-2022
Table 166 Sales of Air Treatment Products by Category: Value 2017-2022
Table 167 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 168 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 169 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 170 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 171 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 172 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 173 Production of Air Conditioners: Total Volume 2017-2022
Table 174 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 175 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 176 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 177 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027