태국의 홈 앤 가든 시장

Home and garden in Thailand in 2025 registered a current value contraction of 1% to THB252,054 million, diverging from the growth seen in the Asia Pacific region overall, as sustained cost-of-living challenges and high household debt constrained spending and drove consumers towards accessible essentials and space-saving solutions. Despite this muted performance, the industry remains highly competitive and dynamic, with value-led propositions, sustainability, and digital integration reshaping strategies for both established and emerging players. Brands that succeed are those that credibly address price sensitivity, leverage omnichannel capabilities, prioritise affordable, multifunctional products, and invest in transparent sustainability practices, positioning themselves to benefit from a gradual return to growth, with a projected current value CAGR of 2% through to 2030. For companies, building trust through clear environmental credentials, innovating for compact urban living, and integrating digital tools across the shopping journey are critical to winning share in a market that remains attractive for its scale, resilience, and long-term potential despite near-term caution.

Euromonitor International's Home and Garden in Thailand report offers a comprehensive guide to the size and shape of market demand at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the categories driving growth. It also identifies the leading companies and their brands, and offers strategic analysis of key factors influencing demand - from new product developments, consumer lifestyles, route to market and pricing issues. Forecasts to 2030 illustrate how market demand is expected to evolve in the medium-term

Product coverage: Home Improvement and Gardening, Homewares and Home Furnishings.

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

Why buy this report?

• Get a detailed picture of the Home and Garden 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

• 2025 Developments

Key Data Insights

Key Industry Trends

• CHART 1 Key Industry Trends for Home and Garden

Industry Performance

• Value-Focused Retailers Capture Spending as Cautious Households Defer Some Major Purchases
• CHART 2 Mr D.I.Y. Grows Strongly as Cost-Conscious Thai Shoppers Trade Down to Low-Price Essentials
• Home Furnishings Leads, with Urban Lifestyles Driving Demand for Compact, Affordable Designs
• Sustainability Gains Importance, While Omnichannel Accelerates
• CHART 3 Value Sales 2020-2030
• CHART 4 Value Sales by Category 2025
• CHART 5 Ikea's Chiang Mai Order Point Shows How Far Online Has Moved into the Homewares Journey

What's Next?

• Retailers to Leverage Affordability and Digital Integration to Capture Value-Driven Demand
• Players Expected to Build Trust with Credible Sustainability and Local Sourcing
• Shopee, Lazada and Tiktok Shop Will Drive Omnichannel Shopping with Digital-First Experiences
• CHART 6 Forecast Value Sales 2020-2030
• CHART 7 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Siam Sanitary Ware Industry Sustains Its Lead with Innovation and Eco Design
• CHART 8 Company Shares 2025
• CHART 9 Brand Shares 2025

Channels

• Home Products Specialists Defends Leadership with In-Store Experiences
• Shopee, Lazada and Tiktok Shop Accelerate E-Commerce Growth with Digital-First Strategies
• CHART 10 Retail Channels 2020-2025

Products

• Personalisation and Regulatory Pressure Push Development beyond Price
• CHART 11 Cotto's Eggshell-Infused Sanitaryware Turns Waste into Low-Impact Materials
• Material Breakthroughs and Award-Winning Design Showcase the Innovation Pipeline
• Provenance and Compliance Redraw the Boundaries of Competitiveness

Economic Context

• CHART 12 Real Gdp Growth 2020-2030
• CHART 13 Inflation 2020-2030
• CHART 14 Economic Context for Home and Garden

Consumer Context

• CHART 15 Population 2020-2030
• CHART 16 Consumer Expenditure 2020-2030
• CHART 17 Population by Generation 2025
• CHART 18 Consumer Context for Home and Garden
• Country Reports Disclaimer

HOME IMPROVEMENT IN THAILAND

Key Data Insights

• 2025 Developments
• Home Improvement Summary

Industry Performance

• Consumer Caution Due to Debt Pressure and a Move to Affordable Upgrades
• CHART 19 Mr D.I.Y. Grows Strongly in 2025 as Cost-Conscious Thai Shoppers Trade Down to Low-Price Essentials
• Homeowners Prioritise Floor Covering for Lasting, Visible Results
• CHART 20 Homepro S Reformats Home Improvement around Compact Living in Thailand
• CHART 21 Cotto's Eggshell-Infused Sanitaryware Shows Thai Manufacturers Turning Waste into Low-Impact Materials
• Cotto Leverages Eggshell Innovation to Win Eco-Conscious Buyers
• CHART 22 Value Sales 2020-2030
• CHART 23 Value Sales by Category 2025

What's Next?

• Expansion of Low-Cost Offers to Meet Price-Sensitive Demand
• Floor Covering to Maintain Dominance as Modular Solutions Drive Incremental Growth
• Capturing Eco-Conscious Buyers Will Become Increasingly Important
• CHART 24 Forecast Value Sales 2020-2030
• CHART 25 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Siam Sanitary Ware Industry Drives Loyalty with Resource-Efficient Innovation and Digital Engagement
• CHART 26 Company Shares 2025
• CHART 27 Brand Shares 2025

Channels

• Home Products Specialists Defends Share Even as Digital Rivals Accelerate
• Retailers Intensify Value Offers and Omnichannel Strategies to Retain Price-Sensitive Shoppers
• CHART 28 Retail Channels 2020-2025

Economic Context

• CHART 29 Real Gdp Growth 2020-2030
• CHART 30 Inflation 2020-2030
• CHART 31 Economic Context for Home Improvement

Consumer Context

• CHART 32 Population 2020-2030
• CHART 33 Consumer Expenditure 2020-2030
• CHART 34 Population by Generation 2025
• CHART 35 Consumer Context for Home Improvement
• Country Reports Disclaimer

GARDENING IN THAILAND

Key Data Insights

• 2025 Developments
• Gardening Summary

Industry Performance

• Chia Tai Home Garden Expands Urban Wellness Demand with Small-Space Solutions
• CHART 36 Chia Tai's Farm From Home Kits Meet Rising Demand for Small-Space, Wellness-Oriented Gardening
• Social Commerce and Digital-First Retail Boost Accessibility for Urban Consumers
• CHART 37 Battery-Powered Garden Tools From Bosch and Makita Are Displacing Petrol Equipment in Thailand
• Cordless Equipment and Eco Inputs Drive Innovation for Sustainability-Focused City Dwellers
• CHART 38 Value Sales 2020-2030
• CHART 39 Value Sales by Category 2025

What's Next?

• Urban Millennials to Fuel Surge in Purchases of Indoor Plants for Wellness
• Ikea Anticipated to Attract City Dwellers with Rapid Growth in Pots and Planters
• Shopee and Tiktok Shop Drive Digital Shift as Smart Tools Reshape Shopping
• CHART 40 Forecast Value Sales 2020-2030
• CHART 41 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Chia Tai Group Leverages Trusted Brands to Sustain Leadership
• Opportunities by Targeting Younger Urban Gardeners
• CHART 42 Company Shares 2025
• CHART 43 Brand Shares 2025

Channels

• Home Products Specialists Reinforces Leadership with Omnichannel Innovation
• Shopee and Lazada Accelerate E-Commerce Growth in Tools and Accessories
• Hybrid Big-Box Formats and Phygital Tools Reshape Shopping Experiences
• CHART 44 Retail Channels 2020-2025

Economic Context

• CHART 45 Real Gdp Growth 2020-2030
• CHART 46 Inflation 2020-2030
• CHART 47 Economic Context for Gardening

Consumer Context

• CHART 48 Population 2020-2030
• CHART 49 Consumer Expenditure 2020-2030
• CHART 50 Population by Generation 2025
• CHART 51 Consumer Context for Gardening
• Country Reports Disclaimer

HOMEWARES IN THAILAND

Key Data Insights

• 2025 Developments
• Homewares Summary

Key Industry Trends

• CHART 52 Key Industry Trends for Homewares

Industry Performance

• Ikea Accelerates Digital Sales and Reshapes Shopping Behaviours
• CHART 53 Ikea's Chiang Mai Order Point Shows How Far Online Has Moved into the Homewares Journey
• CHART 54 Royal Porcelain Translates Modern Thai Aesthetics into Affordable Everyday Tableware
• Royal Porcelain Drives Mainstream Demand for Modern Thai Design
• CHART 55 Qualy Turns Recycled Ocean Plastic into Accessible Everyday Homewares
• Qualy'S Eco Innovations Propel Sustainability and Local Craftsmanship Mainstream
• CHART 56 Value Sales 2020-2030
• CHART 57 Value Sales by Category 2025

What's Next?

• Lazada and Shopee Accelerate Digital-First Shopping and Are Set to Reshape Consumer Expectations
• Qualy and Local Producers to Drive Eco Innovation as Regulation and Values Converge
• Younger Renters Expected to Prioritise Design and Affordability Amid Shifting Demographics
• CHART 58 Forecast Value Sales 2020-2030
• CHART 59 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Srithai Superware and Satien Stainless Steel Sustain Leadership in a Fragmented Environment
• Royal Porcelain and Qualy Drive Growth in Eco and Design-Led Launches
• CHART 60 Company Shares 2025
• CHART 61 Brand Shares 2025

Channels

• Department Stores Leads, but Is Challenged by Changing Consumer Habits
• Retail E-Commerce Rises Due to Easy Browsing and Good Deals
• Ikea and Central Retail Deepen Omnichannel and Sustainability Focus
• CHART 62 Retail Channels 2020-2025

Products

• Compact Living and Cultural Pride Shape the Innovation Agenda
• Brands Convert Constraints into Distinctive Product Lines
• Innovation Redraws the Economics of Product Development

Economic Context

• CHART 63 Real Gdp Growth 2020-2030
• CHART 64 Inflation 2020-2030
• CHART 65 Economic Context for Homewares

Consumer Context

• CHART 66 Population 2020-2030
• CHART 67 Consumer Expenditure 2020-2030
• CHART 68 Population by Generation 2025
• CHART 69 Consumer Context for Homewares
• Country Reports Disclaimer

HOME FURNISHINGS IN THAILAND

Key Data Insights

• 2025 Developments
• Home Furnishings Summary

Key Industry Trends

• CHART 70 Key Industry Trends for Home Furnishings

Industry Performance

• Lighting Sees Growth as Consumers Look for Smart and Energy-Saving Solutions
• CHART 71 Index Living Mall Make Sustainable Materials a Mainstream Choice in Thailand
• Index Living Mall Mainstreams Sustainability with Reclaimed Wood Launches
• Urban Consumers Prioritise Digital Convenience Amid Cautious Spending
• CHART 72 Value Sales 2020-2030
• CHART 73 Value Sales by Category 2025

What's Next?

• Indoor Living Will Continue to Dominate, with Urban Demand for Furniture That Maximises Space Efficiency
• Index Living Mall Likely to Continue to Invest in Sustainable Supply Chains to Meet Eco Demand
• CHART 74 Forecast Value Sales 2020-2030
• CHART 75 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Ikano Defends Its Lead as Innovation Drives Brand Loyalty
• Players Target Urban Lifestyles with Modular and Sustainable Launches
• CHART 76 Company Shares 2025
• CHART 77 Brand Shares 2025

Channels

• Home Products Retailers Such as Ikea and Index Living Mall Adapt with Affordable Modular Formats
• Lotus's and Big C Drive Hypermarket Gains with Ready-To-Assemble Ranges
• Retailers Integrate Digital Tools and Sustainability to Capture Younger Shoppers
• CHART 78 Retail Channels 2020-2025

Products

• Design Thinking Pushes Products beyond the Basics
• CHART 79 Sb Design Square's Condo Solutions Pop-Ups Target Small-Footprint Bangkok Condo Dwellers
• Recent Developments Embody the Shift to Design Thinking
• From Novelty to Durable Competitive Advantage

Economic Context

• CHART 80 Real Gdp Growth 2020-2030
• CHART 81 Inflation 2020-2030
• CHART 82 Economic Context for Home Furnishings

Consumer Context

• CHART 83 Population 2020-2030
• CHART 84 Consumer Expenditure 2020-2030
• CHART 85 Population by Generation 2025
• CHART 86 Consumer Context for Home Furnishings
• Country Reports Disclaimer