Bangkok: This summer has been hotter and lasted longer, boosting air conditioner sales.
According to Thai News Agency, the air conditioner market is projected to grow by 20% in 2026 due to the extended summer season and rising temperatures. The private sector anticipates that the new government will introduce tax measures comparable to the “Shop Dee Mee Khuen” and “Easy E-Receipt” schemes to stimulate consumer spending, particularly on large items, by the end of the year. The overall electrical appliance market is expected to grow by 5% this year.
Mr. Amnat Singhachandra, Senior Marketing Manager of LG Electronics (Thailand), highlighted the Meteorological Department’s upcoming official declaration of summer on February 22, 2026, predicting this year to be hotter than the previous one, with temperatures potentially reaching 42-43 degrees Celsius. He emphasized the favorable conditions for the air conditioner market, anticipating a robust 20% growth rate due to the prolonged hot weather, a significant turnaround from the 16% market decline experienced by 2025 as a result of the short summer.
The electrical appliance market has experienced a slowdown compared to 2025, attributed to a high base and the positive impact of the Easy E-Receipt measure early in 2025, which boosted sales across all segments. The private sector hopes for government tax incentives to stimulate consumption, similar to the “Shop Dee Mee Khuen” or Easy E-Receipt schemes, to boost the economy and encourage large-item purchases, as the “Kon La Khrueng” project was insufficient.
The home appliance market is projected to grow by 5% this year, while LG aims for a 10% increase through a Dual Transformation strategy, aspiring to become a Smart Life Solution Company with a 22% market share. Additionally, LG plans to advance the “Zero Labor Home” initiative, connecting devices via the LG ThinQ app to enhance user convenience.
Current consumer behavior indicates a shift towards prioritizing technology and quality over price, with consumers conducting more research and comparing brands and models. Products featuring innovative technology, such as AI solutions for smart living, continue to receive positive feedback, despite higher prices.