2025
0
Thailand Fabric Care Market Report 2025
2025-09-02T10:05:12+00:00
REP8E4081BC_BA96_4A4C_89AD_0608DBEB68A4
2195
186421
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Report
en_GB
Develop innovative fabric care solutions tailored to evolving consumer laundry habits, fuelled by the growing demand for hyper-convenience. Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care…
Thailand
Laundry and Fabric Care
simple

Thailand Fabric Care Market Report 2025

Develop innovative fabric care solutions tailored to evolving consumer laundry habits, fuelled by the growing demand for hyper-convenience.

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  1. EXECUTIVE SUMMARY

    • What you need to know
  2. MARKET LANDSCAPE

    • Fragrance serves as a core strength of fabric care in Thailand
    • Graph 1: the top five markets for fabric softener and automatic detergent launches with perfume claims, by sub-category, 2019-24
    • Fragrance serves as a core strength of fabric care in Thailand
    • Fabric care market fatigue pushes brands to break through the clutter
    • Graph 2: fabric softener and automatic detergent launches with ‘perfume’ as a claim, 2020-25
    • Category threats stem from shifting tides
    • Key opportunities: tap into emerging laundry behaviours
    • Graph 3: consumers who wash clothes at laundromats, by generations, 2025
    • Key opportunities: create diverse applications of conventional laundry products
  3. THE RISE OF LAUNDROMATS IS RESHAPING CONSUMER LAUNDRY HABITS

    • Now: laundromat demand surges, especially among urban Gen Z
    • Now: laundromat cleanliness leaves users feeling uneasy and without alternatives
    • Graph 4: consumers who always feel anxious about the hygiene of the laundromat, by laundromat users vs non-users, 2025
    • Now: combine laundry sanitisers with detergent for laundromat users
    • Next: laundromat users seek elevated convenience in laundry routines
    • Next: upgrade the hygiene standards of laundromat experiences with unmatched convenience
    • Next: provide fabric care solutions that make laundromat-fresh clothes ready to wear
    • Next: engage consumers through transparency
    • Future: solutions for future tiny living places
    • Future: the outlook of Thailand’s laundromats – the transformation
    • Future: the outlook of Thailand’s laundromats – opportunities for fabric care brands
  4. DEODORISING CAN BECOME A PREMIUM FACTOR AS PERFUMED FABRIC CARE SATURATES

    • Now: fragrance is a key growth driver of fabric care, but will it last?
    • Now: removing unpleasant odour with purpose-driven scents
    • Next: capitalise on odour neutralising as a key differentiator
    • Graph 5: antibacterial and odour neuturalising claims in laundry detergents and softener, 2024-25
    • Next: advance fragrance technology to effectively remove malodour without losing appealing scents
    • Next: focus on deodorising benefits targeted to specific odours
    • Next: tackle specific persistent malodours
    • Future: focus on innovation of products for between washing cycles
    • Future: clothes will be self-deodorising, fabric care will pivot to extend tech lifespan
  5. CARING FOR SENSITIVE SKIN STARTS WITH WHAT TO WEAR

    • Now: sensitive skin claims in fabric care shows consistent momentum, but face limited growth potential if current NPD trends persist
    • Graph 6: product tested* related claims in laundry detergent and fabric softener launches, 2015-25
    • Now: extend sensitive skin care claims to reassurance of no chemical residue
    • Next: consumers are seeking ways to eliminate skin sensitivity triggers
    • Graph 7: triggers of skin allergic reaction, by highly sensitive skin consumers vs total, 2025
    • Next: offer laundry products that effectively remove and prevent possible allergens
    • Next: sensitive skin consumers trade off between fabric quality and effectively eliminating allergic triggers
    • Next: capitalise on higher sanitisation while retaining fabric quality
    • Next: innovate with fabric care that protects the texture while ensuring sensitive skin compatibility
    • Future: textiles will evolve into wearable skincare
    • Future: laundry products will be customised to match specific skin needs
    • Key takeaways
  6. APPENDIX

    • Generations
    • TURF analysis
    • Social data research methodology
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Develop innovative fabric care solutions tailored to evolving consumer laundry habits, fuelled by the growing demand for hyper-convenience.

Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care

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