Thailand Household Cleaners Market Report 2025
The household cleaning market in Thailand is evolving, with a strong emphasis on convenience, hygiene and sustainability.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for household cleaning in Thailand
- Cleaning experience is evolving : Mintel’s Reports trace a clear shift
- Thailand’s household cleaning market is evolving with a focus on modernity, affordability and sustainability
- Tailor convenient solutions for distinctive urban lifestyles
- Graph 1: attributes of interest in household cleaning products, 2025
- Promote wellness and an elevated cleaning experience while supporting a hygienic home
- Promote wellness and elevated cleaning experience while supporting a hygienic home
- Graph 2: attributes of interest in household cleaning products, by Hygienic Enthusiasts, 2025
- Promote sustainable household cleaning options
- Graph 3: attributes of interest in household cleaning products, by Eco-conscious Consumers, 2025
- Household Cleaner – Thailand – 2025
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Tackling the stagnant household cleaning market
- Oversaturated global household cleaning markets challenge brands to take decisive action
- Graph 4: household cleaning product launches, 2020-25
- Shifting attention from elevated hygiene to convenience
- Graph 5: household cleaning product launches by sub-category, 2020-25
- Private brands gain traction in Thailand’s household cleaning industry
- Graph 6: household cleaning product launches, by company, 2020-25
- The evolution of modern household cleaning habits
- Antibacterial cleaners remain in demand
- Urban consumers lead in household cleaning product usage
- Graph 7: repertoire of household cleaning products usage, by urban consumers, 2025
- The rise of technology drives the popularity of smart home devices and cleaning innovations
- The growing popularity of eco-friendly household cleaners
- Sustainability is the new glow-up in Thailand’s household cleaning market
- Graph 8: household cleaning product launches with ethical and environmental claims, by market, 2020-25
- Broaden the narrative around sustainability claims in household cleaners
- Introduce innovative sustainable formats that elevate household cleaning routines
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Tailor convenient solutions for different urban lifestyles
- Convenience is a cornerstone of household cleaning
- Graph 9: attributes of interest in household cleaning products, 2025
- Unveiling the key caretakers of Thai urban households
- Profiles of individual home caretakers
- Busy working moms seek convenient solutions for their cleaning routine
- Graph 10: interested in ‘convenience/easy to use’ features in household cleaning products, by parental status, 2025
- Introduce convenient designs that make a mom’s cleaning routine easier
- Provide convenience and uplifting scents for Busy Moms
- Graph 11: all-purpose/multipurpose surface care product launches, by top growth claims, 2022-25
- Enhance moms’ cleaning routines with aromatherapy for a boost in emotional wellbeing
- For laid-back solos, highlight powerful cleaning function designed for effortless routines
- Graph 12: consumers who strongly agree with ‘I prefer products with stronger performance, even though it might be harmful to the surface’, by living situation, 2025
- Effortless, long-lasting cleanliness for solo living
- Partner with maid services to elevate the premium cleaning experience
- Hands-on Dads embrace technology for convenient cleaning routines
- Graph 13: strong agreement that household cleaning technology makes life significantly easier, by parental status, 2025
- Offer complementary products to address the functional gaps of high-tech cleaners
- Implement dust prediction technology to address dads’ concerns
- Leverage AR technology to enhance enjoyment and clean more thoroughly
- Robotic vacuums clean surfaces beyond flooring
- Promote wellness and elevate cleaning experiences while supporting a hygienic home
- Demographic profile of Hygienic Enthusiasts
- A high demand for antibacterial products amid market decline
- Graph 14: household cleaning product launches with antibacterial claim, 2020-25
- While antibacterial properties are essential for household cleaning, they often come at the expense of other important benefits
- Graph 15: attributes of interest in household cleaning products, by Hygienic Enthusiasts, 2025
- Graph 16: strong agreement with statements about household cleaning, by Hygienic Enthusiasts, 2025
- Strike a balance between cleanliness and comfort beyond antibacterial cleaning
- Graph 17: attributes of interest in household cleaning products, by Hygienic Enthusiasts, 2025
- Ensure the safety of disinfectants through clinical certification
- Enhance antibacterial product experiences with a touch of luxurious fragrance
- Graph 18: interest in ‘luxurious scent’ in household cleaning products, by Hygienic Enthusiasts, 2025
- Aroma claims are limited in Thailand’s antibacterial cleaning market
- Graph 19: household cleaning product launches by fragrance component group, 2020-25
- Leverage antibacterial cleaners with premium fragrances to elevate emotional wellbeing
- Take inspiration from neurocosmetics
- Promote sustainable household cleaner choices
- Demographic profile of Eco-conscious Consumers
- Thailand’s sustainable household cleaning market shows promising growth opportunities
- Graph 20: household cleaning product launches with ethical and environmental claims, 2020-25
- Consumers express concern over the health risks of household cleaning products
- Highlight natural ingredients’ safety and sustainability
- Graph 21: interest in household cleaning products that contain natural ingredients, by Eco-conscious Consumers, 2025
- Plant-based ingredients are emerging in household care products
- Graph 22: product launches with plant-based ingredient claims, by category, 2020-25
- Authentic plant-based ingredient claims remain niche compared to on-pack descriptions
- Graph 23: household cleaning product launches carrying plant-based ingredient claims and plant-based ingredient descriptions, 2015-25
- Lead the way with effective plant-based cleaning solutions while supporting other sustainable practices
- Address consumer demand for safe, eco-friendly household cleaners with the power of biotics
- Graph 24: interest in household cleaning products with ‘biotic formula’, by Eco-conscious Consumers, 2025
- Unlock the potential of biotics in Thailand’s household cleaning market
- Graph 25: household cleaning product launches with ‘prebiotic’ and ‘probiotic’ claims, 2020-25
- Harness the power of biotic formulas for lasting clean performance
- Integrate biotech to elevate the household cleaning industry
- Leverage biotech to increase accessibility to self-cleaning
- An example concept of a hard surface cleaner powered by AI-driven biotechnology
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APPENDIX
- Report definition
- Consumer research methodology
- TURF analysis
- Repertoire analysis
- Social data research methodology
The household cleaning market in Thailand is evolving, with a strong emphasis on convenience, hygiene and sustainability. Consumers continue to prioritise antibacterial properties, while also valuing other benefits like versatility, gentleness and cleaning experiences with pleasant fragrances. There is a notable shift towards eco-friendly products, driven by a growing awareness of health and environmental concerns.
This dynamic market requires brands to innovate and provide solutions that meet diverse consumer needs, including busy urban lifestyles and hygiene-focused or eco-conscious products.
This report looks at the following areas:
- Identify the housing types and ownership status
- Explore the household cleaning habits and routines
- Gain insights into consumers’ perspectives on household cleaning
- Key factors consumers consider when choosing household cleaning products
Convenience and hygiene remain top priorities for Thai household cleaning, with a growing focus on elevating cleaning experiences, wellness and sustainability.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
For the purposes of this Report, Mintel defines the household cleaner market as consisting of the following segments that are used to clean hard surfaces, such as floors, kitchen tops, doors, windows, appliances, furniture and bathrooms.
- All-purpose/multipurpose cleaners/disinfectants
- Bleach/disinfectants
- Toilet/tile cleaners
- Specialised surface cleaners (drain cleaner, glass cleaner, spray disinfectant, oven/appliance cleaner, metal cleaner/polish)
- Floor cleaners/wax removers
- Furniture cleaner
Does not include aircare, fabric care or dishwashing utensils.
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