Summary

In 2022, many retailing channels posted positive growth in terms of retail value sales. This included department stores and non-grocery retailers, which had been particularly negatively impacted over 2020-2021 due to Coronavirus (COVID-19) lockdowns and general restrictions on consumer mobility and retailing in both years. As consumers returned to work in the office, study in school and travel, traffic flows in retail locations increased strongly in 2022, to boost sales of convenience retailers...

Euromonitor International's Retail in Thailand report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

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

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* Get a detailed picture of the Retail 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.

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Table of Contents

Retail in Thailand
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN THAILAND
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Retail e-commerce is still growing despite no further lockdowns
Retailers freeze prices or offer further discounts to help consumers
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
11.11 or single day
Mid- and end-year sales
Black Friday
Back to School
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Higher demand in convenience stores as consumers return to the workplace
Convenience stores well placed to benefit from higher consumer traffic
Outlet network expansion and reduction strategies in play
PROSPECTS AND OPPORTUNITIES
More sales opportunities from busy local consumers and tourists
Convenience stores provide more user-friendly mobile apps to win over consumers
Intense competition as more players expand their outlet networks across the country
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN THAILAND
2022 DEVELOPMENTS
HYPERMARKETS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Shift in consumer behaviour impacts hypermarkets
Hypermarkets use discount and buy-one-get-one free strategies
Hypermarkets invest in digitalisation
PROSPECTS AND OPPORTUNITIES
Improved sales expected due to the full reopening of the country
E-commerce to intensify the pressure on physical hypermarkets
More improvements to facilities and restaurants anticipated to create destination stores
CHANNEL DATA
Table 65 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 68 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 69 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 70 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Leading brands see outlet network growth
Discount and buy-one-get-one-free offers to stimulate sales
Players encourage online orders with further discount and special deals
PROSPECTS AND OPPORTUNITIES
Focus on local and convenience shopping to continue channel recovery
Premium and imported products to continue to differentiate supermarkets’ offer
Omnichannel approach is expected to expand
CHANNEL DATA
Table 72 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Supermarkets GBO Company Shares: % Value 2018-2022
Table 75 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Leading small local grocers provide wider product variety
The leading chains see significant investment in a landscape dominated by independents
Some players use product discounts and lucky draws to lure consumers as e-commerce poses a growing threat
PROSPECTS AND OPPORTUNITIES
Expansion of modern grocery retailers set to continue to put pressure on small local grocers
Retailers are expected to synergise production to reduce costs
Investment in digital tools and spaces to create new revenue streams
CHANNEL DATA
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 82 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Heavy reduction in physical outlets in the wake of the pandemic
Reopening of society renews demand for a variety of apparel and footwear
Increased emphasis on digital marketing proves robust
PROSPECTS AND OPPORTUNITIES
Online space to grow in importance
Better quality and sustainable items to appeal to changing consumer behaviour
Specialist retailers look to place physical outlets in more locations
CHANNEL DATA
Table 83 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 84 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 85 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 86 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 87 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 88 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 89 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Attractive payment plans boost demand
More home-centred lifestyles sustain a demand for consumer appliances and electronics
The leaders experience growing pressure from smaller rivals in a tough economic climate
PROSPECTS AND OPPORTUNITIES
Retailers to look to omnichannel approach and attractive payment plans to reach consumers
Digitalisation offers constant sales opportunities
Health and wellness to continue to inform purchases of consumer electronics
CHANNEL DATA
Table 90 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 91 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 92 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 93 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 94 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 95 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 96 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to out-of-home lifestyles boosts sales of beauty specialists
Leading health and beauty specialists focus on online communication for customer engagement
Technology adds dynamism to Watsons’s in-store experience as consumers embrace digitalisation
PROSPECTS AND OPPORTUNITIES
Omnichannel approach is expected to develop strongly
Collaborations set to add synergies and dynamism in the category
Robust health and wellness trend to support health and beauty retailers
CHANNEL DATA
Table 97 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 98 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 99 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 100 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 101 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 102 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 103 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 104 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 105 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 106 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 107 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Reopening of physical stores underpins strong growth performance in 2022
Leading players continue to expand their outlet networks in city and provincial areas
Leading players use technology while others look to wider product ranges to cater to consumers
PROSPECTS AND OPPORTUNITIES
Omnichannel approach to foster online sales is set to continue to develop
Investment in infrastructure and smaller household sizes likely to widen demand
Point collection loyalty programmes and virtual reality to add to the shopping experience
CHANNEL DATA
Table 108 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 109 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 110 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 111 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 112 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 113 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 114 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 115 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 116 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 117 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 118 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Recovery starts as society reopens
Leading department stores aggressively focus on online business
Department stores use events and festivals to increase store traffic
PROSPECTS AND OPPORTUNITIES
Department stores to adapt to resist growing competition
Players to invest continuously in multichannel retailing
Food stalls and watch exhibitions to bring in more customers
CHANNEL DATA
Table 141 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 142 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 143 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 144 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 145 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 146 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 147 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 148 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 149 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 150 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 151 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Direct selling recovers as consumer mobility increases
Intense competition with new entrants and stronger investment from existing players
Health and wellness products continue to drive sales
PROSPECTS AND OPPORTUNITIES
Investments in marketing and advertising and sales forces to push direct selling’s recovery despite ongoing cannibalisation
Omnichannel strategy is expected to be adopted by more players
Food supplements and weight management drive sales and strategies
CHANNEL DATA
Table 119 Direct Selling by Product: Value 2017-2022
Table 120 Direct Selling by Product: % Value Growth 2017-2022
Table 121 Direct Selling GBO Company Shares: % Value 2018-2022
Table 122 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 123 Direct Selling Forecasts by Product: Value 2022-2027
Table 124 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Vending continues to recover in 2022 as society reopens
Players modernise the vending offer
Collaborations between vending players and other partners
PROSPECTS AND OPPORTUNITIES
Vending locations set to expand
Vending to develop with new technology and a diversified product offer
New players are expected to enter the fray
CHANNEL DATA
Table 125 Vending by Product: Value 2017-2022
Table 126 Vending by Product: % Value Growth 2017-2022
Table 127 Vending GBO Company Shares: % Value 2018-2022
Table 128 Vending GBN Brand Shares: % Value 2019-2022
Table 129 Vending Forecasts by Product: Value 2022-2027
Table 130 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN THAILAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fast but slower retail current growth for e-commerce as retailing stabilises
The leading marketplaces offer aggressive discounts and deals to lure consumers
Foreign players leverage competitive prices to lead e-commerce in Thailand
PROSPECTS AND OPPORTUNITIES
Growing consumer appreciation of e-commerce to sustain fast sales growth
Social media use is expected to grow for both sales and communications
Omnichannel retail strategy is expected to continue to gain importance
CHANNEL DATA
Table 131 Retail E-Commerce by Channel: Value 2017-2022
Table 132 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 133 Retail E-Commerce by Product: Value 2017-2022
Table 134 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 135 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 136 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 137 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 138 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 139 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 140 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027