Cosmetics And Toiletries in Thailand
Euromonitor International's Cosmetics And Toiletries in Thailand market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 134 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Urban-centric market suffers impact of major economic downturn
Cosmetics and toiletries in Thailand experienced a decline in growth in during 2007 due to the country’s poor economic conditions. This resulted in lower purchasing power, especially among low income and rural consumers. With the adverse economic situation, most manufacturers of cosmetics and toiletries introduced new products targeting urban consumers. The economic slowdown was also responsible for the lower purchasing power of middle income consumers. Demand for quality products at mass prices increased, leading to a strong growth trend for new “masstige” cosmetics.
New trend of masstige products and age/gender segmentation
While premium cosmetics witnessed sloppy sales due to poor economic conditions, cosmetics and toiletries in Thailand are driven significantly by standard and masstige products ranging from bath and shower products, hair care, men’s grooming, colour cosmetics and skin care. All players are competing for urban middle-income consumes and 2007 saw many players offer products with new gender/age segmentation in order to stand out from their competitors. Men’s grooming products, mass teen fragrances, teen deodorants, teen colour cosmetics, teen and adult skin care products all represent new emerging trend in the cosmetics and toiletries market in Thailand.
Unilever remains dominant through innovation and advertising
Unilever Thai Holdings Ltd managed to maintain its 14% value share and number one position in the cosmetics and toiletries environment in Thailand in 2007, with aggressive new product developments and mass media investment. The company’s main competitors remain L’Oréal Thailand Co Ltd and Colgate-Palmolive Thailand Co Ltd, which are very dynamic in term of new product developments and media coverage. L’Oréal Thailand launched a new body care line for Garnier, and a new hair care line for Elsève. Colgate-Palmolive Thailand was active with the new launches of Protex soap bar, Darlie and Colgate in new flavours, all strongly supported by investment in both TV, billboard and magazine advertising.
Marginal changes in distribution patterns
Supermarkets and hypermarkets remained the most important distribution channel for cosmetics and toiletries in Thailand in 2007, with a value share of 32%. This channel benefits from its wide range of products and highly competitive prices. Supermarkets and hypermarkets particularly appeal to busy consumers in urban areas who seek to make the most of their time by buying all of their products in a single outlet. However, department stores gained share, appealing to the increasing number of more affluent working women. Direct selling is also a popular channel, particularly for middle-income consumers, and for products such as skin care and fragrances, due to the social context of this format and its competitive prices.
Poor political climate casts out for slow growth rate
The political situation in Thailand is predicted to remain uncertain despite the settlement of the newly elected parliament. This uncertainty will result in further economic downturn and relatively lower purchasing power for the majority of consumers. Products targeting low- to middle-income consumers are expected to see stronger growth in the cosmetics and toiletries market, as such consumers can reduce spending while remaining within these price segments. While a core of more affluent urban women are likely to trade down to cheaper, masstige products, many will be unwilling to give up their premium brands, but may simply use such products less frequently.
Table of contents
COSMETICS AND TOILETRIES IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Urban-centric market suffers impact of major economic downturn
New trend of masstige products and age/gender segmentation
Unilever remains dominant through innovation and advertising
Marginal changes in distribution patterns
Poor political climate casts out for slow growth rate
KEY TRENDS AND DEVELOPMENTS
Adverse macro-environment curbs spending
Number of working women increases
Product innovations essential
Natural and organic ingredients
Demand for visible results drives cosmeceuticals
Age/gender segmentation increasingly important
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - THAILAND
BETTER WAY (THAILAND) CO LTD - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Better Way (Thailand) Co Ltd: Key Facts
Summary 3 Better Way (Thailand) Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Better Way (Thailand) Co Ltd: Competitive Position 2007
BIO CONSUMER CO LTD - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Bio Consumer Co Ltd: Key Facts
Summary 6 Bio Consumer Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Bio Consumer Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Bio Consumer Co Ltd: Competitive Position 2007
OSOTSPA CO LTD - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Osotspa Co Ltd: Key Facts
Summary 10 Osotspa Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Osotspa Co Ltd: Competitive Position 2007
SKYLINE UNITY CO LTD - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Skyline Unity Co Ltd: Key Facts
Summary 13 Skyline Unity Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Skyline Unity Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Skyline Unity Co Ltd: Competitive Position 2007
SMOOTH E CO LTD - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Smooth E Co Ltd: Key Facts
Summary 17 Smooth E Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Smooth E Co Ltd: Competitive Position 2007
TWIN LOTUS CO LTD - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Twin Lotus Co Ltd: Key Facts
Summary 20 Twin Lotus Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Twin Lotus Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 Twin Lotus Co Ltd: Competitive Position 2007
BABY CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Baby Care Premium Brand Shares 2007
Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 27 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 29 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 30 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 31 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 32 Sales of Deodorants by Subsector: Value 2002-2007
Table 33 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 34 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 35 Deodorants Company Shares by Retail Value 2003-2007
Table 36 Deodorants Brand Shares by Retail Value 2004-2007
Table 37 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 38 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 39 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Retail Sales of Styling Agents by Type 2003-2007
Table 41 Retail Sales of Salon Hair Care by Niche 2003-2007
Table 42 Sales of Hair Care by Subsector: Value 2002-2007
Table 43 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 44 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 45 Hair Care Company Shares by Retail Value 2003-2007
Table 46 Hair Care Brand Shares by Retail Value 2004-2007
Table 47 Styling Agents Brand Shares by Retail Value 2004-2007
Table 48 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 49 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 50 Hair Care Premium Brand Shares 2007
Table 51 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 52 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 53 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 55 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 56 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 57 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 58 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 59 Colour Cosmetics Premium Brand Shares 2007
Table 60 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 61 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 62 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Retail Sales of Electric Shavers 2003-2007
Table 64 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 65 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 66 Sales of Men's Razors and Blades by Type 2005-2007
Table 67 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 68 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 69 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 70 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 72 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 73 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 74 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 75 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 76 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 77 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 78 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 80 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Sales of Fragrances by Subsector: Value 2002-2007
Table 82 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 83 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 84 Fragrances Company Shares by Retail Value 2003-2007
Table 85 Fragrances Brand Shares by Retail Value 2004-2007
Table 86 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 87 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 88 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 89 Sales of Skin Care by Subsector: Value 2002-2007
Table 90 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 91 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 92 Skin Care Company Shares by Retail Value 2003-2007
Table 93 Skin Care Brand Shares by Retail Value 2004-2007
Table 94 Skin Care Premium Brand Shares 2007
Table 95 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 96 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 97 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Sales of Depilatories by Subsector: Value 2002-2007
Table 99 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 100 Depilatories Company Shares by Retail Value 2003-2007
Table 101 Depilatories Brand Shares by Retail Value 2004-2007
Table 102 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 103 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Sun Care by Subsector: Value 2002-2007
Table 105 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 106 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 107 Sun Care Company Shares by Retail Value 2003-2007
Table 108 Sun Care Brand Shares by Retail Value 2004-2007
Table 109 Sun Care Premium Brand Shares 2007
Table 110 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 111 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 112 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012