The switch from bar to liquid soap was already strong over the review period in Thailand and the trend only accelerated in 2020 as householders recognised the increased level of safety these products can offer in the context of COVID-19 as a new dose of soap is dispensed on every occasion, rather than a number of people having to use the same bar of soap.
Companies continued to emphasise their social responsibility during the COVID-19 epidemic in 2020. The Betadine brand by Mundipharma Thailand introduced its Beta Protec mobile app, which contains tips on how to maintain good levels of personal hygiene, while Kirei Kirei (Lion Corp (Thailand)) implemented educational campaigns on Facebook on how to stay safe during the pandemic using Kirei Kirei products and the company has donated items from its portfolio to the value of THB1 million to the Department of Health for public use.
Players recognised the renewed interest in personal cleanliness and hygiene during the COVID-19 pandemic and many are betting on the trend to remain strong for some time to come, launching new brands or extensions in 2020. Examples included Ole by Osotspa, an extension of its popular confectionery line into bath and shower featuring its well-known strawberry fragrance.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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