Economy
Downy Thailand Reports High Fabric Softener Usage Amid Market Growth
Procter & Gamble Thailand reveals that Thai consumers rank among the world's top three users of fabric softener, with the market projected to reach 19 billion baht by the end of 2026.
According to a report by Khaosod Online, Procter & Gamble (P&G) Trading (Thailand) has highlighted the resilience of the local fabric softener market. Despite broader economic slowdowns and reduced purchasing power, the sector continues to grow at an average rate of 7% annually. P&G senior marketing manager Pennattada Phuchaiwattananon stated that the market value is expected to hit 19 billion baht by the end of 2026.
Data indicates that 86% of Thai consumers use fabric softener, securing Thailand’s position in the global top three for the third consecutive year and ranking it first in Southeast Asia, ahead of the Philippines (84%) and Vietnam (58%). P&G attributes this high consumption to a strong consumer preference for scented laundry products. To capitalize on this trend, the company has launched a 100-million-baht marketing campaign featuring brand ambassador Lingling Kong and introduced a new 'Lux' product line.
For residents and long-term visitors, this data underscores the cultural importance of fragrance in daily life and personal care in Thailand. While the market remains robust, it remains to be confirmed how long this growth trajectory will persist if economic conditions continue to fluctuate. The company’s aggressive investment suggests confidence in the continued demand for premium household goods despite current fiscal challenges.
