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Baby and Child-specific Products in
Thailand

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Natural baby products set to become more popular

Increasing concerns over the chemical ingredients that are used in the manufacture of most beauty and personal care products, including the majority of baby and child-specific products, have resulted in many consumers becoming more willing to abandon their long-term favourite brands in favour of more natural and organic brands. The increasingly positive attitudes of Thai people towards natural and organic baby and child-specific products place them far ahead of the populations of the region’s other developing countries such as Indonesia and in fact closer to the APAC average.

Baby and child-specific toiletries records another strong performance in 2018

Baby and child-specific toiletries remains a category with a lot of growth potential and many of these products are considered to be among the most basic and essential for looking after babies and young children. The category registered strong growth again in 2018 as more Thai parents chose specific products for washing their babies, rather than using the same toiletries that the rest of the family uses.

Celebrity endorsements remain particularly effective marketing campaigns

Advertising campaigns featuring the endorsement of celebrities and their babies continued to play an important role in strengthening awareness of existing products and new launches in the category in 2018. Many of the category’s leading brands continue to employ local celebrities who have babies to represent their products and advocate for their use.

COMPETITIVE LANDSCAPE
Johnson & Johnson (Thailand) Ltd maintains its leadership

Johnson & Johnson remains the leading player in baby and child-specific products and this is mainly due to the very strong position of the Johnson’s Baby brand in several categories, including baby wipes, baby and child-specific hair care and baby and child-specific toiletries. One reason for Johnson & Johnson’s strong position is that it is always abreast of the latest trends in the category.

Local brands offer increasingly innovative products

With the competitive environment in baby and child-specific products increasingly favourable for smaller companies with lesser-known brands, local players are seeking to make their mark in the category. 2018 thus saw the launch of numerous new products from local companies, some of which are performing very well.

Osotspa expands its distribution to online channels

2018 saw local player Osotspa expand the distribution of its baby and child-specific products to include online channels. In particular, the company is making use of Shopee to access to wider pool of consumers and offer more convenience to consumers in the hope that they will begin to use its products.

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Baby and Child-Specific Products in Thailand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baby and Child-specific Products industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby and Child-specific Products in Thailand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baby and Child-specific Products in Thailand?
  • What are the major brands in Thailand?
  • What are the movements in unit prices across categories?
  • What is the penetration of premium baby care products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Baby and Child-Specific Products in Thailand - Category analysis

HEADLINES

PROSPECTS

Natural baby products set to become more popular
Baby and child-specific toiletries records another strong performance in 2018
Celebrity endorsements remain particularly effective marketing campaigns

COMPETITIVE LANDSCAPE

Johnson & Johnson (Thailand) Ltd maintains its leadership
Local brands offer increasingly innovative products
Osotspa expands its distribution to online channels

CATEGORY DATA

Table 1 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 2 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 3 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 5 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 6 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 7 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 8 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 9 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 10 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Thailand - Industry Overview

EXECUTIVE SUMMARY

Local brands in the ascendant as moderate growth is registered in a mature industry
The rise of beauty specialist retailers stimulates growth in sales of beauty products
Thai consumers become more open to new products
Natural ingredients became more popular across numerous categories
Mass products set to underpin growth, with local brands to be among the big winners

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 19 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 20 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources