Thailand Household Appliances Market To witness Huge Expansion By 2030

Thailand Household Appliances Market Summary

The Thailand household appliances market size was estimated at USD 4.25 billion in 2024 and is projected to grow at a compound annual growth rate (CAGR) of 8.1% from 2025 to 2030. The expansion of this market is significantly driven by Thailand’s growing middle class and the steady rise in disposable incomes, which have directly led to increased consumer expenditure on home equipment.

This shift in consumer behavior is particularly evident in the preference for upgrading essential household items. An increasing number of consumers are replacing older, less efficient models with newer, energy-efficient, and technologically advanced appliances. This trend reflects a strong desire for enhanced functionality, durability, and energy savings, making major appliances like refrigerators and washing machines the most sought-after products, highlighting their importance in household purchasing decisions.

The process of urbanization, coupled with a surge in housing development projects, continues to act as a critical catalyst for market growth. As of 2023, the urban population in Thailand accounted for 54% of the total, and with residential construction activity accelerating in cities such as Bangkok, Chiang Mai, Phuket, and Pattaya, a substantial number of new households are being created. Each new residence generates demand for a complete range of appliances, from cooking and refrigeration to laundry and cleaning equipment, thereby establishing a reliable and expanding customer base for manufacturers and retailers alike.

Moreover, a Reuters report published in February 2025 stated that Thailand’s economy likely witnessed its fastest growth in more than two years during the fourth quarter of 2024. This economic upswing, mainly propelled by a robust increase in foreign tourism and a strong export performance, was expected to compensate for lagging domestic demand. Economists surveyed by Reuters anticipated a 3.9% year-on-year economic expansion in the fourth quarter, up from 3.0% in the third quarter. This economic momentum, combined with demographic changes, is reshaping consumer behavior and offering fertile ground for deeper market penetration of household appliances.

Key Market Trends & Insights

• The robust demand for household appliances in Thailand can be attributed to the convergence of rising disposable incomes, increased urbanization, and the expansion of the middle class. Although many consumers are price-sensitive, there is a discernible trend toward selecting appliances that are energy-efficient, eco-friendly, and technologically enhanced. This preference, however, often comes with a price premium that continues to limit mass adoption. Consequently, many consumers tend to prioritize value for money, choosing multifunctional, compact, or space-saving appliances that offer both utility and affordability. Additionally, there is a growing interest in appliance repair services, especially among budget-conscious buyers who view repairs as a viable alternative to full replacement. These behaviors reflect a more conscious and pragmatic consumer mindset in the current market landscape.
• In 2024, major appliances emerged as the leading category within the market, primarily driven by continued urbanization and the construction of new housing in key metropolitan areas like Bangkok. The increase in purchasing power and the rise of the middle-income segment have encouraged more consumers to upgrade to modern appliances that complement their fast-paced, convenience-oriented lifestyles. This segment includes refrigerators, washing machines, and air conditioners, which are seen as essential for everyday living in urban households.
• Electronic stores held the dominant revenue share of 47.4% in 2024, playing a vital role in product distribution. These stores are the preferred choice for many consumers due to their extensive networks, established reputations, and ability to offer a comprehensive selection of both large and small appliances. Brands such as Electrolux, LG, and Samsung capitalize on these retail chains to reach a wide customer base. Consumers also value these outlets for their perceived authenticity, reliable after-sales support, and access to knowledgeable sales personnel who can provide expert guidance during the purchasing process.

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Market Size & Forecast

• 2024 Market Size: USD 4.25 Billion
• 2030 Projected Market Size: USD 6.68 Billion
• CAGR (2025 - 2030): 8.1%

Key Companies & Market Share Insights

Some key companies operating in the market include TCL; Haier Group; LG Electronics; Samsung; Mitsubishi Electric Corporation; Whirlpool Corporation; and Electrolux AB; among others.

• TCL is a global technological brand operating in over 160 countries, known for TVs, smart air conditioners, energy-efficient washing machines, refrigerators, and small appliances. Its smart home ecosystem, centered on the TCL HOME app and TVs, integrates devices for seamless control, focusing on innovation and affordability.
• LG Electronics offers smart kitchen appliances (microwaves, refrigerators, dishwashers), and technological innovations such as AI Drive 4.0 washers, indoor gardening solutions, and the Q9 Self-Driving AI Home Hub. One of their offerings is the ThinQ ON hub that centralizes control, integrating LG and third-party devices, embodying LG's vision for empathetic, responsive technology enhancing daily life.

Key Players

• TCL
• Haier Group
• LG Electronics
• Samsung
• Mitsubishi Electric Corporation
• Whirlpool Corporation
• Electrolux AB

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Conclusion

The Thailand household appliances market is poised for sustained growth, supported by a strengthening middle class, expanding urbanization, and rising consumer expectations for advanced, energy-efficient products. As household formation increases in tandem with economic growth, the demand for essential appliances continues to rise. While high costs of premium appliances may hinder mass-market adoption, the preference for practical, multi-functional, and cost-effective products remains strong. Retailers, particularly electronic stores, play a crucial role in shaping consumer access and confidence. Overall, the market presents substantial opportunities for innovation and expansion, especially for brands that align with the evolving preferences of Thai consumers.