Thailand Consumer Goods Market 2025: Packaging Influence, Refill Selection, Fragrance Preferences, Pets

Press Release

09/12/2025

Free report revealing key trends shaping consumer goods industry in Thailand.

Why This Report Matters

The latest edition of the Thailand Consumer Goods Market Report 2025 by Macromill SEA summarizes insights from a survey of 600 respondents in Bangkok and surrounding areas, covering both men and women aged 18–54 with a household income of more than 22,000 baht per month.

This free report covers core categories of consumer goods: hair care, body & hand care, oral care, household cleaning. It also highlights key topics such as packaging influences, refill selection, fragrance preferences, allergies, and pet ownership.

It is designed for brand managers, marketers, retailers, service providers, etc., who are working in the consumer goods industry, or are supporting the consumer goods industry.

What’s Inside the Report?

1. Packaging Influences (body wash, hair shampoo/conditioner, laundry detergent/softener)

　　- Factors for Purchase: Common factors influencing consumers across categories include appealing external design and clear labels/graphics. Depending on the category, other factors also influence selection—for example, shower cream: package size; hair shampoo/conditioner: ease of pump use; laundry detergent/softener: availability of refill types.
　　- Memorable Features: Design elements such as easy-to-read labeling and color play a major role in making products stand out. Consumers also recognize products through physical convenience features, such as pump bottles or refill pouches with caps.

2. Refill Products
The majority of consumers have experience using refill products, motivated mainly by affordability, value for money, and the desire to reduce waste and plastic. Non-users of refill types cite inconvenience of use (spillage, etc.), small price differences, and lack of availability.

3. Fragrance Preference (hair shampoo/conditioner, deodorant products, laundry detergent/softener)

- Common preferences among males and females are Floral and Fresh scents across categories. Beyond that, men prefer a variety of scents, including citrus, natural, and oriental fragrances, while women prefer powdery/musk and odorless options.
-Many consumers have negative experiences with others’ scents, such as fragrances that are too strong, have an “old” smell, or body odor.

4. Allergy
Irritating reactions caused by household and personal care products are low. The top three causes are toilet cleaners, laundry products, and dishwashing liquid.

5. Pets:

The most popular pet is cats, the next is small dogs, and large dogs.

Get the full report 

Free download - market research report｜Macromill South East Asia

Appendix: Table of Contents 

Demographics

Age, Gender, Residence area, Household income, Occupation, Family status

Daily Use Product Usage

Product Usage in the Past 3 Months

Product Purchase in the Past 3 Months

Packaging Influence

Packaging Recall

Packaging Influence by TOP 3 Product Category & Factors to Purchase

TOP 3 Brands with Memorable Packaging & The Recall Factors

Refill Product Usage

Refill Product Purchase Experience in the Past 3 Months

Category of the Refill Product Purchased

Reasons to Purchase Refill Product

Barriers to Purchase Refill Product

Fragrance Preferences

Shampoo / Conditioner - Fragrance Preference (Male)

Shampoo / Conditioner - Fragrance Preference (Female)

Deodorants / Antiperspirants - Fragrance Preference (Male)

Deodorants / Antiperspirants - Fragrance Preference (Female)

Laundry detergent / Fabric Softener - Fragrance Preference (Male)

Laundry detergent / Fabric Softener - Fragrance Preference (Female)

Allergy Experience

Allergy Experience in the Past 3 Months

Product categories that caused allergic reactions over the last 3 months

Pet Owing Status

Pet Ownership Status

Owing Pet Type