泰國的家居與園藝

到2025年，泰國家居園藝市場名目價值下降1%，至2,520.54億泰銖。這與全部區域的成長趨勢形成鮮明對比，持續上漲的生活成本和高企的家庭債務抑制了消費，促使消費者尋求價格實惠的必需品和節省空間的解決方案。儘管成長緩慢，但該產業仍保持著高度的競爭性和活力，注重性價比的提案、永續發展和數位整合重塑老牌企業和新興企業的策略。成功的品牌能夠有效地應對價格敏感問題，充分利用全通路優勢，優先提供價格適中且功能多樣的產品，並投資於透明的永續發展實踐，有望受益於市場規模到2030年將以2%的CAGR逐步恢復成長。對於企業而言，透過明確承諾保護環境來建立信任、推動創新以實現緊湊型城市生活，以及將數位化工具融入整個購物體驗，對於在規模、韌性和長期潛力方面依然具有吸引力的市場中贏得市場佔有率非常重要，儘管存在一些短期挑戰。

Euromonitor International發布的《泰國家居園藝市場報告》全面分析了泰國國內市場規模和需求趨勢。報告包含最新的零售銷售資料（涵蓋歷史資料），目的是識別推動成長的類別。此外，報告還列出了主要參與者及其品牌，並對影響需求的關鍵因素進行了策略分析，例如新產品開發、消費者生活方式、分銷通路和定價問題。報告也對2030年之前的市場需求進行了預測，展現了中期內市場需求的預期發展趨勢。

目標產品類別：家居建材商店、園藝用品、家居用品、室內裝潢用品

資料範圍：市場規模（歷史資料和預測）、企業市場占有率、品牌佔有率、分銷資料

購買這份報告有什麼好處？

• 詳細了解家居園藝市場
• 辨識成長型產業，了解推動市場變化的因素。
• 分析競爭格局、主要市場參與企業和主要品牌。
• 根據五年預測，評估市場的未來成長潛力。

目錄

執行摘要

• 2025年的發展趨勢

關鍵資料分析

主要行業趨勢

產業表現

• 由於謹慎的家庭推遲了一些高價商品的購買，注重性價比的零售商吸收消費者的支出。
• 家居佈置，都市生活方式推動了對緊湊型和價格實惠的設計的需求。
• 永續發展的重要性日益凸顯，而全通路策略的趨勢也加速發展。

前景

• 零售商正利用價格優勢和數位化整合來滿足以價值為導向的需求。
• 每家公司都應透過可靠的永續發展實踐和本地採購來建立信任。
• Shopee、Lazada 和 TikTok Shop 將透過數位化優先的體驗引領全通路購物的發展方向。

競爭格局

• Siam Sanitary Ware Industry透過創新和環保設計保持其行業領先地位。

通路

• 家居用品專家透過店內體驗繼續保持其在行業中的領先地位。
• Shopee、Lazada 和 TikTok Shop 正透過其「數位優先」策略加速電子商務的成長。

產品

• 個人化和監管壓力推動發展，而不僅限於價格因素。
• 材料方面的突破性進展和屢獲殊榮的設計突顯了創新實力。
• 原產地和合規性重新定義了競爭的邊界。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

泰國住宅翻新

關鍵資料分析

• 2025年的發展趨勢
• 住宅維修概要

產業表現

• 債務壓力和消費者轉向更經濟實惠的升級方式，使得消費者更加謹慎。
• 住宅優先考慮耐用且能帶來明顯效果的地板材料。
• Cotto利用蛋殼的創新技術，吸引了環保意識的買家。

前景

• 擴大低價產品線，以滿足價格敏感型市場的需求。
• 模組化解決方案推動市場逐步成長，預計地板材料市場將繼續保持主導地位。
• 未來，吸引具有環保意識的消費者將變得越來越重要。

競爭格局

• Siam Sanitary Ware Industry透過資源高效的創新和數位化互動來培養客戶忠誠度。

通路

• 即使數位競爭對手動力強勁，家居產品專家仍能維持市場佔有率。
• 為了留住對價格敏感的顧客，零售商加強其價值提案和全通路策略。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

泰國園藝

關鍵資料分析

• 2025年的發展趨勢
• 園藝概要

產業表現

• Chia Tai Home Garden以緊湊的空間解決方案滿足都市區對健康養生的需求。
• 社交電商和數位化零售提升都市區消費者的購物便利性。
• 對於重視永續發展的居住者來說，無線設備和環保材料推動創新。

前景

• 預計都市區千禧世代將出於健康目的而推動室內植物的購買量激增。
• Ikea有望憑藉其不斷成長的花盆和種植器皿選擇來吸引居住者。
• Shopee 和 TikTok Shop 引領數位轉型，智慧工具改變購物方式。

競爭格局

• Chia Tai Group憑藉著值得信賴的品牌，保持著在業界的領先地位。
• 針對都市區年輕園丁的商業機會

通路

• 家居用品專家透過全通路創新鞏固其領導地位。
• Shopee 和 Lazada 加速了工具和配件行業的電子商務成長。
• 混合型大型門市模式和實體數位化工具徹底改變購物體驗。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

泰國的家居用品

關鍵資料分析

• 2025年的發展趨勢
• 家庭用品匯總

主要行業趨勢

產業表現

• Ikea加速數位化銷售，徹底改變購物體驗。
• Royal Porcelain推動消費者對現代泰式設計的需求。
• Qualy 的環保創新將永續性和本地工藝推向主流。

前景

• Lazada 和 Shopee 加速「數位優先」購物模式的普及，並重新定義消費者的期望。
• 在法規和價值觀趨於一致的背景下，Qualy 和當地生產商推動生態創新。
• 隨著人口結構的變化，預計年輕的居住者將越來越重視房屋的設計和價格負擔能力。

競爭格局

• 在分散的市場格局中，Srithai Superware 和 Satien Stainless Steel 保持領先地位。
• Royal Porcelain 和 Qualy 引領環保意識和設計理念相結合的新產品的開發。

通路

• 百貨公司依然保持領先地位，但改變消費者的習慣是一項挑戰。
• 由於其瀏覽便捷和價格競爭力強，零售電子商務不斷發展壯大。
• Ikea和Central Retail進一步加強了對全通路和永續發展的關注。

產品

• 緊湊的生活方式和文化自豪感塑造了創新的指南。
• 該品牌將各種限制轉化為其獨特的產品線。
• 創新重塑了產品開發的經濟格局。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

泰式室內設計

關鍵資料分析

• 2025年的發展趨勢
• 家具和室內產品概述

主要行業趨勢

產業表現

• 隨著消費者對更智慧、更節能的解決方案的需求增加，照明市場經歷成長。
• Index Living Mall 將透過引進再生木材來優先考慮永續發展。
• 都市區消費者在消費方面比較謹慎，但他們重視數位科技的便利性。

前景

• 隨著室內生活成為常態，都市區對能夠最大限度提高空間利用率的家具的需求將會增加。
• Index Living Mall計劃繼續投資永續供應鏈，以滿足日益成長的環保解決方案需求。

競爭格局

• 創新能夠提升品牌忠誠度，而IKEA也因此持續保持領先地位。
• 各公司紛紛推出新型模組化與永續產品，瞄準都市生活方式。

通路

• 像Home Products、Ikea和Index Living Mall這樣的零售商採用價格實惠的模組化設計。
• Lotus 和 Big C 透過組裝產品線推動了大賣場的銷售成長。
• 零售商將數位工具與永續發展相結合，以吸引年輕一代的顧客。

產品

• 設計思維使產品超越「基本」層面。
• 近期趨勢反映了向設計思維的轉變。
• 從短暫的趨勢到永續的競爭優勢

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

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