태국의 가전 시장

The consumer appliances market in Thailand demonstrated robust growth in 2025, driven by rising incomes, urbanisation, and technological advancements. Median disposable income per household reached THB369,457, supporting demand for appliances with advanced features. The market is expected to grow at a CAGR of 4% over the forecast period, reaching 48 million units by 2030. Key drivers include the increasing popularity of smart appliances, e-commerce growth, and a shift towards premiumisation.

Euromonitor International's Consumer Appliances in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, format trends or distribution issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Home HVAC, Major Appliances, Small Appliances.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Consumer Appliances market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• A robust performance in 2025

KEY DATA FINDINGS

• CHART 1 Key Trends 2025
• CHART 2 Analyst Insight

INDUSTRY PERFORMANCE

• Rising incomes and urbanisation drive consumer appliances sales
• Refrigeration appliances leads major appliances sales, driven by high penetration
• Vacuum cleaners sees dynamic growth, driven by urbanisation

WHAT'S NEXT?

• Tech-savvy consumers drive demand for smart appliances
• Vacuum cleaners to grow rapidly
• E-commerce and smart technologies to reshape retail landscape
• CHART 3 Growth Decomposition of Consumer Appliances 2024-2029

COMPETITIVE LANDSCAPE

• Haier and Sharp lead with innovative smart appliances
• CHART 4 Haier Preparing to Embed AI to Fully Upgrade
• No significant mergers or acquisitions in 2025

CHANNELS

• Retail offline remains dominant, though e-commerce grows
• LG Subscribe fuels e-commerce boom with flexible options
• CHART 5 LG Thailand Launches New Business Model - LG Subscribe
• E-commerce gains traction with omnichannel shopping behaviours

PRODUCTS

• Haier drives innovation with AI-powered appliances
• CHART 6 Haier Targets Premium Appliances Market

ECONOMIC CONTEXT

• CHART 7 Real GDP Growth and Inflation 2020-2030
• CHART 8 PEST Analysis in Thailand 2025

CONSUMER CONTEXT

• CHART 9 Key Insights on Consumers in Thailand 2025
• CHART 10 Consumer Landscape in Thailand 2025

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

DISHWASHERS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Dishwashers shows resilience
• CHART 11 Key Trends 2025
• CHART 12 Analyst Insight

INDUSTRY PERFORMANCE

• Growing focus on energy efficiency
• Freestanding dishwashers leads sales
• Sustainability and energy efficiency drive market growth
• CHART 13 LG Enters the Dishwasher Market, Launching a New Lineup
• CHART 14 Electrical Appliances Enter New Segments: "Dishwashing Machines"

WHAT'S NEXT?

• Consumers prioritise sustainability and energy efficiency
• Freestanding dishwashers remains dominant category
• Innovation drives growth and competition

COMPETITIVE LANDSCAPE

• LG's premium offerings reshape market dynamics
• Stability and innovation characterise market leaders

CHANNELS

• Appliances and electronics specialists drives offline sales
• Retail e-commerce grows with budget-friendly dishwasher sales

PRODUCTS

• LG launches new products, driving premiumisation in dishwashers
• CHART 15 LG Launches New Product Lineup 'Dishwasher' Meets the Needs with Cutting-Edge Technology

COUNTRY REPORTS DISCLAIMER

HOME LAUNDRY APPLIANCES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Demand for smart and sustainable appliances
• CHART 16 Key Trends 2025
• CHART 17 Analyst Insight

INDUSTRY PERFORMANCE

• LG's subscription service redefines home laundry appliances
• CHART 18 LG Launches New Business, LG Subscribe, a Monthly Washing Machine Rental Service
• Automatic washing machines drives market growth
• Shifting consumer preferences towards convenience

WHAT'S NEXT?

• LG's subscription service sets precedent for flexible ownership
• Automatic washing machines to remain dominant, while semi-automatic washing machines sees decline
• Sustainability and AI drive business innovation and growth

COMPETITIVE LANDSCAPE

• Leading brands drive concentration with innovative offerings
• New entrants and trends present opportunities for growth

CHANNELS

• Appliances and electronics specialists leads retail sales with wide product range
• Retail e-commerce growth driven by price competition and promotions

PRODUCTS

• Ai-powered appliances revolutionise laundry experience
• Samsung and Haier lead innovation with AI washing machines
• CHART 19 AI Washing Machines Make the Laundry Experience More Convenient and Energy-Saving
• New Toshiba model targets eco-conscious consumers
• CHART 20 oshiba Launches Eco-Friendly Washing Machines Made from Recycled Materials

COUNTRY REPORTS DISCLAIMER

LARGE COOKING APPLIANCES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Sustainability and energy efficiency influencing product design
• CHART 21 Key Trends 2025
• CHART 22 Analyst Insight

INDUSTRY PERFORMANCE

• Rising disposable incomes drive demand for modern appliances
• Built-in hobs and cooker hoods lead the market with steady demand
• Innovation and technology drive growth in range cookers

WHAT'S NEXT?

• Consumers invest in premium large cooking appliances as incomes rise
• CHART 23 Tecnogas Launches Terra Dorata Model Freestanding Stove (Thailand Limited Edition)
• Built-in hobs and cooker hoods to maintain roles as essential kitchen staples
• E-commerce gaining prominence in large cooking appliances distribution

COMPETITIVE LANDSCAPE

• Electrolux and SMEG lead as market concentration persists
• CHART 24 Electrolux Promotes Innovation to Meet the Smart Kitchen Trend
• No significant mergers or new product launches expected

CHANNELS

• Builder merchants and construction drives sales of built-in models
• Retail e-commerce slowly gains ground with changing consumer habits
• No new retail brands or concepts emerge in 2026

PRODUCTS

• Sustainability drives design and functionality changes
• CHART 25 Energy Saving and Outstanding Features in 2025

COUNTRY REPORTS DISCLAIMER

MICROWAVES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Growing demand for smart features and multi-functionality
• CHART 26 Key Trends 2025
• CHART 27 Analyst Insight

INDUSTRY PERFORMANCE

• Microwave sales growth driven by energy efficiency
• CHART 28 Toshiba Launches New Microwave Featuring a Heat Control System that Saves Electricity
• Freestanding microwaves dominates the market
• CHART 29 First Foray into the Microwave Market with the Launch of the LG Neo Chef
• Premiumisation drives demand for high-end microwaves

WHAT'S NEXT?

• Energy efficiency and smart features to drive future sales
• Freestanding microwaves to remain dominant
• Design and multi-functionality to shape consumer preferences

COMPETITIVE LANDSCAPE

• Toshiba and Electrolux lead with strategic innovations
• Emerging players and innovation drive market dynamics

CHANNELS

• Retail offline channels lead microwave sales thanks to convenience
• Retail e-commerce grows rapidly driven by convenience and price

PRODUCTS

• Manufacturers innovate with multi-functionality and design
• CHART 30 Toshiba Launches New Eye-Catching White Microwave with Wooden Handle

COUNTRY REPORTS DISCLAIMER

REFRIGERATION APPLIANCES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Adoption of advanced technologies drives growth
• CHART 31 Key Trends 2025
• CHART 32 Analyst Insight

INDUSTRY PERFORMANCE

• Haier and Toshiba drive growth with innovative features
• CHART 33 Haier Increasingly Pushing the Smart Refrigeration Appliances Market in Thailand.
• CHART 34 Toshiba Japandi Wins "2025 Thailand's Most Admired Brand"
• Fridge freezers is the largest category
• Dynamic growth in fridge freezers
• CHART 35 Hitachi Models Have Innovative Vacuum Compartments

WHAT'S NEXT?

• Embracing technological transition and sustainability to drive growth
• Fridge freezers to remain the largest category with continued growth
• Sustainability and smart features to shape future business strategies

COMPETITIVE LANDSCAPE

• Toshiba and Samsung maintain lead with innovative offerings
• Emerging players and new launches to drive future opportunities

CHANNELS

• Appliances and electronics specialists drive offline sales
• Retail e-commerce gains traction with competitive pricing

PRODUCTS

• Haier and Toshiba lead innovation with advanced features

COUNTRY REPORTS DISCLAIMER

AIR CONDITIONERS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Intense price competition, localisation and integration of smart technologies
• CHART 36 Key Trends 2025
• CHART 37 Analyst Insight

INDUSTRY PERFORMANCE

• Haier's localised manufacturing boosts consumer confidence
• CHART 38 Chinese Brands Intensify Price War in the Air Conditioners Market
• Split air conditioners dominates sales with high demand
• Localisation drives market growth through trust and efficiency
• CHART 39 Haier Opens Full-Scale Air Conditioner Manufacturing Plant in Thailand

WHAT'S NEXT?

• Energy efficiency and smart features to drive future growth
• Split air conditioners maintain dominance
• Localisation and e-commerce to shape competitive landscape

COMPETITIVE LANDSCAPE

• Chinese brands intensify price war and market share shifts
• Emerging players disrupt market with innovative offerings

CHANNELS

• Retail offline channels dominate despite online growth
• No new retail brands or concepts emerge in 2026

PRODUCTS

• LG drives innovation with AI-powered energy savings
• CHART 40 LG Unveils New Energy-Saving Innovation Powered by AI
• Businesses gain competitive advantage through innovation

COUNTRY REPORTS DISCLAIMER

FOOD PREPARATION APPLIANCES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Health and wellness a key influence
• CHART 41 Key Trends 2025
• CHART 42 Analyst Insight

INDUSTRY PERFORMANCE

• Influencers and social media drive sales growth
• Blenders leads the market with multi-functionality
• CHART 43 Taste of Home Selects Auto10s as "Best Overall 2025"
• Health and wellness trend fuels demand for blenders
• CHART 44 Quiet Power in Blenders

WHAT'S NEXT?

• Health-conscious consumers to drive demand for advanced appliances
• Blenders to remain largest category, food processors to grow
• Sustainability and smart features to shape future sales

COMPETITIVE LANDSCAPE

• Philips and Groupe Seb maintain strength through innovation
• CHART 45 Strong Brands in Food Preparation Appliances in 2025
• Ninja's innovative product disrupts Thailand's competitive landscape

CHANNELS

• Appliances and electronics specialists drives offline sales
• Retail e-commerce surges due to price competition and convenience

PRODUCTS

• Ninja and Kuvings drive innovation with new product launches

COUNTRY REPORTS DISCLAIMER

PERSONAL CARE APPLIANCES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Growing demand for technologically advanced products
• CHART 46 Key Trends 2025
• CHART 47 Analyst Insight

INDUSTRY PERFORMANCE

• Philips and Braun drive premiumisation with innovative features
• CHART 48 Philips Amongst the Brands Targeting the Convenience and Customisation Trend
• Hair care appliances is the largest category
• Oral care appliances sees strong growth

WHAT'S NEXT?

• Consumers to drive demand for premium and tech-integrated personal care appliances
• Hair care appliances to maintain lead with steady growth
• Oral care appliances to see growth driven by health consciousness

COMPETITIVE LANDSCAPE

• Leading brands maintain strength through premiumisation and innovation
• CHART 49 The New Dyson Supersonic r is the Smallest, Lightest and Most Powerful Yet
• No significant mergers or new entrants in 2025 or 2026

CHANNELS

• Appliances and electronics specialists leads offline sales
• Retail e-commerce gains traction with competitive pricing
• No new retail concepts emerge in 2026

PRODUCTS

• Segmented consumer focus drives innovation in product design
• Philips Shaver Series 9000 exemplifies innovation with SkinIQ technology
• CHART 50 Shaver Series 9000 Dry and Wet Electric Shaver with SkinIQ

COUNTRY REPORTS DISCLAIMER

SMALL COOKING APPLIANCES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Demand for energy-efficient and premium products
• CHART 51 Key Trends 2025
• CHART 52 Analyst Insight

INDUSTRY PERFORMANCE

• Energy-efficient brands drive consumer confidence and sales growth
• CHART 53 Beyond Healthy Eating: Thai Consumers Are Investing in Energy-Saving Appliances
• Growing demand for premium products
• CHART 54 Nespresso Expands Its Premium Product Portfolio
• Health-conscious consumers drive demand for specific products

WHAT'S NEXT?

• Consumers prioritise energy efficiency and smart features
• Rice cookers set to remain key category
• E-commerce and premiumisation to shape the future landscape

COMPETITIVE LANDSCAPE

• Sharp and Philips maintain dominance through diverse portfolios
• CHART 55 Sharp Accelerates Rebranding of Small Electrical Appliances
• No significant mergers or new entrants in 2025

CHANNELS

• Appliances and electronics specialists leads offline sales
• Retail e-commerce gains traction with competitive pricing
• No new retail concepts or collaborations emerge

PRODUCTS

• Sharp drives innovation with segmented consumer focus

COUNTRY REPORTS DISCLAIMER

VACUUM CLEANERS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Significant growth
• CHART 56 Key Trends 2025
• CHART 57 Analyst Insight

INDUSTRY PERFORMANCE

• Samsung and SharkNinja drive innovation and competition
• Standard vacuum cleaners dominates sales with steady demand
• Innovation and competition reshape the market landscape
• CHART 58 Samsung Unveils Bespoke AI Jet Ultra Cordless Stick Vacuum Cleaner
• CHART 59 SharkNinja Brings Advanced Vacuum Cleaners to Thailand

WHAT'S NEXT?

• Embracing smart technology and niche segments drives growth
• Standard vacuum cleaners to remain dominant
• Innovation and competition drive future growth

COMPETITIVE LANDSCAPE

• Deerma and Simplus drive competitive intensity with innovative offerings
• Roborock and SharkNinja capitalise on high-end demand with advanced technology

CHANNELS

• Deerma and Simplus drive e-commerce dominance with competitive pricing
• No new retail brands or concepts emerge in 2026

PRODUCTS

• Cordless and portable solutions drive innovation
• CHART 60 Roborock Launches New Robotic Vacuum Cleaners and Cordless Vacuum Cleaners

COUNTRY REPORTS DISCLAIMER