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: 150 | Publication date: Jul 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Mass Cosmetics Sustain Overall Growth of Cosmetics and Toiletries
Cosmetics and toiletries experienced slightly slower growth than the review period average in 2008, as Thailand was affected by economic and political uncertainties during the year, which led to a fall in consumer confidence. The growth of cosmetics and toiletries was sustained mainly by mass products, which account for the great majority of overall value sales of cosmetics and toiletries. Leading manufacturers of mass cosmetics and toiletries undertook aggressive price promotions, extensive advertising and large numbers of product launches to maintain the dynamism of the market.
Ageing of the Population Stimulates Growth of Anti-Ageing Products
With the increasing number of older consumers, cosmetics and toiletries manufacturers have sharpened their focus on this age group, since these consumers tend to have high purchasing power and are willing to spend on the best products and services. Leading manufacturers continued to launch numerous products targeted at specific problems for this group of consumers across key categories, such as toothpaste and skin care. Educational marketing from specialists and testimonial advertising was used by manufacturers to support the growth of anti-ageing products, since the older population place more importance on product benefits than on “emotional” benefits.
Unilever Leads with New Product Innovation and Aggressive Marketing
Unilever Thai Holdings Ltd is the market leader in Thailand, with a 14% share of cosmetics and toiletries in 2008. In that year, the company continued to strengthen its positioning in several sectors, such as hair care, skin care, and bath and shower products, with new product launches, new packaging, price promotions and advertising. The competition with its direct competitor Procter & Gamble is very intense, especially between the Pond’s and Olay brands. Unilever focused on Pond’s throughout the year, with TV advertising, event marketing, a new design with a modern look, a redesign of the Pond’s display to create a prestige in-store experience, and a number of well-trained Pond’s Beauty Consultants at points-of-sale.
Direct Selling Continues to Gain Popularity
The top three brands in the Thai cosmetics and toiletries market are direct selling brands, namely Mistine, Giffarine and Artistry. These brands continued to benefit in 2008, as consumers have increasingly turned to direct selling brands in the context of tough economic conditions. The direct selling manufacturers Better Way, Skyline Unity and Amway have undertaken aggressive advertising and celebrity marketing to stimulate the growth of their brands, which helped drive the strong performance of the direct selling channel in 2008. Mistine and Giffarine continue to focus on affordable pricing, while Amway emphasises the high quality of its products.
Slow Growth Anticipated Over the Forecast Period
Since the economy is not expected to recover rapidly, the purchasing power of Thai consumers is unlikely to show much improvement in the short term. Mass products are expected to gain share from premium products over the forecast period, which will result in a slowdown in overall value growth. In addition, products with multiple functions are tending to gain popularity among consumers, which will limit overall demand for cosmetics and toiletries. That said, the long-term prospects for cosmetics and toiletries in Thailand are good, as consumers are unlikely to cut spending on mass products significantly. Manufacturers are expected to introduce more affordable options in order to counteract the financial constraints of consumers.
Table of contents
COSMETICS AND TOILETRIES IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Mass Cosmetics Sustain Overall Growth of Cosmetics and Toiletries
Ageing of the Population Stimulates Growth of Anti-Ageing Products
Unilever Leads with New Product Innovation and Aggressive Marketing
Direct Selling Continues to Gain Popularity
Slow Growth Anticipated Over the Forecast Period
KEY TRENDS AND DEVELOPMENTS
Poor Economic Situation limits Spending
Ageing of the Population Stimulates Growth of Anti-Ageing Products
Changing Lifestyles and Lower Purchasing Power Drive Mini Sizes
All-in-One Products Impact Overall Sales of Cosmetics and Toiletries
Consumer Segmentation Becomes More Sophisticated
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
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
Summary 4 Better Way (Thailand) Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Better Way (Thailand) Co Ltd: Competitive Position 2008
BIO CONSUMER CO LTD - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Bio Consumer Co Ltd: Key Facts
Summary 7 Bio Consumer Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Bio Consumer Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Bio Consumer Co Ltd: Competitive Position 2008
ICC INTERNATIONAL PCL - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 ICC International PCL: Key Facts
Summary 11 ICC International PCL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 ICC International PCL: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 13 ICC International PCL: Competitive Position 2008
SKYLINE UNITY CO LTD - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Skyline Unity Co Ltd: Key Facts
Summary 15 Skyline Unity Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Skyline Unity Co Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 17 Skyline Unity Co Ltd: Competitive Position 2008
TWIN LOTUS CO LTD - COSMETICS AND TOILETRIES - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Twin Lotus Co Ltd: Key Facts
Summary 19 Twin Lotus Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Twin Lotus Co Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 21 Twin Lotus Co Ltd: Competitive Position 2008
BABY CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 21 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 22 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 23 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 24 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 26 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 27 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 28 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 29 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Deodorants by Subsector: Value 2003-2008
Table 34 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 35 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 36 Deodorants Company Shares by Retail Value 2004-2008
Table 37 Deodorants Brand Shares by Retail Value 2005-2008
Table 38 Deodorants Premium Brand Shares 2005-2008
Table 39 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Hair Care by Subsector: Value 2003-2008
Table 43 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 44 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 45 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 46 Hair Care Company Shares by Retail Value 2004-2008
Table 47 Hair Care Brand Shares by Retail Value 2005-2008
Table 48 Styling Agents Brand Shares by Retail Value 2005-2008
Table 49 Colourants Brand Shares by Retail Value 2005-2008
Table 50 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 51 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 52 Hair Care Premium Brand Shares 2005-2008
Table 53 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 54 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 55 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 57 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 58 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 59 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 60 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 61 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 62 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 63 Lip Products Brand Shares by Retail Value 2005-2008
Table 64 Nail Products Brand Shares by Retail Value 2005-2008
Table 65 Colour Cosmetics Premium Brand Shares 2005-2008
Table 66 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 67 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 68 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 70 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 71 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 72 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 73 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 74 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 75 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 76 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 77 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 78 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 79 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 80 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 81 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 82 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 83 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 84 Toothpaste Brand Shares by Retail Value 2005-2008
Table 85 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 86 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 87 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 88 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 89 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Fragrances by Subsector: Value 2003-2008
Table 93 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 94 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 95 Fragrances Company Shares by Retail Value 2004-2008
Table 96 Fragrances Brand Shares by Retail Value 2005-2008
Table 97 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Skin Care by Subsector: Value 2003-2008
Table 103 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 104 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 105 Skin Care Company Shares by Retail Value 2004-2008
Table 106 Skin Care Brand Shares by Retail Value 2005-2008
Table 107 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 108 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 109 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 110 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 111 Skin Care Premium Brand Shares 2005-2008
Table 112 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 113 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 114 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Depilatories by Subsector: Value 2003-2008
Table 116 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 117 Depilatories Company Shares by Retail Value 2004-2008
Table 118 Depilatories Brand Shares by Retail Value 2005-2008
Table 119 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 120 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Sales of Sun Care by Subsector: Value 2003-2008
Table 122 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 123 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 124 Sun Care Company Shares by Retail Value 2004-2008
Table 125 Sun Care Brand Shares by Retail Value 2005-2008
Table 126 Sun Care Premium Brand Shares 2005-2008
Table 127 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 128 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 129 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013