Japanese sanitaryware manufacturer Toto (Thailand) Co is expecting domestic sales in 2022 to bounce back to 2019 levels, driven by commercial property projects.
Company president Takayasu Shimada said shopping malls and office buildings would continue to drive sales next year, similar to this year as the market for luxury hotels and condos slowed down.
"Restrooms have become more important in public use areas as they can draw more visitors to spend a longer time there," he said.
"They are an indirect marketing tool to promote properties as people often share photos or check in via social media."
In 2021, the company's domestic sales improved by 3-5% from 2020, which saw a drop of 15% in the condo market.
However, sales this year remained lower than in 2019.
While project sales grew, consumer demand this year remained low as their purchasing power relied on the economy, said Mr Shimada.
Consumer purchasing power dropped in 2020 before rebounding this year, but it remains below 2019, he said.
"After 2025, Thailand will have a much larger mass transit network, with wider coverage in Greater Bangkok and high-speed rail linking three airports," said Mr Shimada.
"This should bring in new property projects along these routes and near the stations."
The company is studying the property market, which should benefit from these new infrastructure projects, he said.
For the export market, sales were driven by rising demand from the US for washlets, which are electronic toilet seats with bidet functions.
The market recorded growth of 120-130% as more people stayed home and wanted to renovate their bathrooms by choosing more hygienic toilets, said Mr Shimada.
"Our factory started exporting to the US in the second half this year after our parent firm in Japan wanted us to increase production capacity to serve an influx of demand," he said.
Mr Shimada said Toto has a sales backlog for delivery to luxury condo projects from 2023 as many projects are expected to be completed during those years.
In 2022, Toto plans to launch new products including more toilet seat models with ewater+, an electrolysed water that is a proven disinfectant.
Some products will be lower-priced models to tap the mass market, he said.
"We will promote toilets as a solution in terms of function and design for bathroom space," said Mr Shimada.