Kao Industrial (Thailand) Co., Ltd., a leading global manufacturer of consumer and chemical products from Japan, together with Charoen Pokphand Group (CP), has expanded its partnership with the launch of “extra,” an innovative laundry detergent from Japan. Designed for today’s eco-conscious consumers and to encourage sustainable living as part of everyday life through household products, “extra” is now available nationwide at Makro, Lotus’s, and 7-Eleven convenience stores at an affordable price.
Thailand’s laundry detergent market is currently valued at 21,500 billion baht. Conventional detergent recorded 4% growth between 2019 to 2024 and is expected to reach 7,200 billion baht in 2025. At the same time, the number of budget and quality-conscious consumers is increasing. This shift aligns with the “3-Safe” consumer behavior trend forecast for 2025: 1) Save Money: Shop smart and spend wisely by choosing the most worthwhile option; 2) Safe Health & Mental Health: There is rising interest in holistic health and wellness; and 3) Save Earth: More people are making conscious choices to reduce their environmental impact. Modern consumers, especially the new generation, are adopting eco-friendly habits. A recent survey found that 49% of millennials plan to reduce their plastic use, 38% prefer eco-friendly packaging, and 26% intend to use less water.
This launch builds on the Memorandum of Understanding (MOU) signed between Kao and CP in 2024 to drive collaboration in co-creating innovative sustainable consumer and chemical products for a greener community in Thailand. The two companies are introducing “extra,” an innovative laundry detergent from Japan, as the first pilot in the eco-friendly category. Designed to meet consumer demand for sustainable products that deliver excellent value for every Thai household, it is now available nationwide at Makro, Lotus’s, and 7-Eleven convenience stores.
Mr. Akira Nishimaki, President of Kao Industrial (Thailand) Co., Ltd., said, “Kao is committed to developing innovations that meet consumer needs while caring for the environment, guided by our ESG strategy. This reaffirms Kao’s goal of creating a ‘Kirei Lifestyle,’ in which our products contribute to the improved well-being of people and the planet. We achieve this through innovations that protect the health and hygiene of Thais while caring for the environment, leveraging Kao’s strength in sustainable product innovation to create ‘extra’ laundry detergent. Created and developed by Kao Japan, this innovative product uses natural enzymes to effectively remove tough stains. It requires only a small amount for powerful cleaning, rinses easily in a single wash to save water, and delivers great value, making laundry simple and sustainable. Through our collaboration with CP and its nationwide distribution network, we are combining the strengths of both companies to provide products that benefit consumers and the environment and reach every household.”
Mr. Tanit Chearavanont, Group Chief Wholesale Business Officer, CP AXTRA Public Company Limited (SET: CPAXT) added, “At CP, we believe everyone in Thailand should have easy and practical access to high-quality, eco-friendly products. Our collaboration with Kao marks an important step toward promoting a better quality of life for all Thais. With the launch of ‘extra’ eco-friendly laundry detergent, we are utilizing CP’s extensive logistics and warehouse network to ensure the widest possible distribution. The product is available across all our channels, including Makro, Lotus’s, and 7-Eleven convenience stores nationwide. By working closely with Kao to develop eco-friendly products that meet Japanese quality standards, we are addressing the growing demand for sustainability while reaffirming CP’s commitment to improving consumer well-being while caring for society and the environment. We aim to make sustainability a priority for everyone.”
Driven by the shared commitment of Kao and CP in successfully co-creating a product, ‘extra’ laundry detergent is now available at an affordable price, making it accessible to all. This enables everyone to contribute to environmental protection without altering their day-to-day routines.
extra’ – an innovative laundry detergent from Japan
850g for 45 baht and 2,700g for 125 baht
- Clean clothes with just half a spoonful (*half scoop) of detergent per wash for 10 pieces of clothing.
- 85% naturally derived ingredients.
- Natural enzyme technology removes tough stains.
- Rinses out easily with just one wash.
- Affordably priced, starting at just 45 baht.
- Now available at Makro, Lotus’s and 7-Eleven convenience stores nationwide.
