Beauty and Personal Care in Thailand

April 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Thailand report includes:

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

This report answers:

  • What is the market size of Beauty and Personal Care in Thailand?
  • Which are the leading brands in Thailand?
  • How are products distributed in Thailand?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Thailand

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Deodorants in Thailand

KEY DATA FINDINGS

2020 IMPACT

Demand for deodorants declines significantly as a direct result of the COVID-19 restrictions
Players implement promotions and discounts in order to shore up sales during the pandemic
Manufacturers continue to add value to deodorants in order to attract consumer interest

RECOVERY AND OPPORTUNITIES

An early recovery for deodorants
Key players to ramp up their online activities
Ongoing need for promotions to attract customers

CATEGORY DATA

Table 11 Sales of Deodorants by Category: Value 2015-2020 Table 12 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 13 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 14 NBO Company Shares of Deodorants: % Value 2016-2020 Table 15 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 16 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 17 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 18 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Thailand

KEY DATA FINDINGS

2020 IMPACT

Consumers continue to switch towards hair removers/bleaches from women’s razors and blades in 2020
Some channel shift to smaller retail outlets during the COVID-19 pandemic in 2020
Some major shifts in company rankings

RECOVERY AND OPPORTUNITIES

Women’s razors and blades to continues to drag down the overall performance of depilatories going forward
The ageing Thai society may pose a challenge for depilatories going forward
Increasing competition from alternative products and services likely going forward

CATEGORY DATA

Table 19 Sales of Depilatories by Category: Value 2015-2020 Table 20 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 21 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 22 NBO Company Shares of Depilatories: % Value 2016-2020 Table 23 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 24 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 25 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Thailand

KEY DATA FINDINGS

2020 IMPACT

Steep declines in demand for fragrances as most Thais stay at home during the COVID-19 pandemic
Some channel switches observed during the COVID-19 pandemic in 2020
Premium brands resort to discounting to prop up sales in 2020

RECOVERY AND OPPORTUNITIES

Moderate growth for fragrances over the forecast period
Boundaries between fragrances and other beauty products are set to blur
New product launches to reignite excitement

CATEGORY DATA

Table 26 Sales of Fragrances by Category: Value 2015-2020 Table 27 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Fragrances: % Value 2016-2020 Table 29 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 31 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 32 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 33 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Thailand

KEY DATA FINDINGS

2020 IMPACT

The COVID-19 pandemic has a mixed impact on hair care in 2020
New product launches focus on added value in 2020
Brands increasingly go online in 2020

RECOVERY AND OPPORTUNITIES

A moderate recovery for hair care expected over the forecast period
The “Salon at Home” trend set to develop
Anti-aging also set to become a stronger trend

CATEGORY DATA

Table 34 Sales of Hair Care by Category: Value 2015-2020 Table 35 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 36 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Hair Care: % Value 2016-2020 Table 38 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 39 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 40 LBN Brand Shares of Colourants: % Value 2017-2020 Table 41 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 42 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 43 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 44 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 45 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 46 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Thailand

KEY DATA FINDINGS

2020 IMPACT

Pre-COVID-19 trends seem to have been exacerbated by the health crisis in 2020
Online marketing increasingly important during the COVID-19 pandemic
Inventive new marketing techniques used in 2020

RECOVERY AND OPPORTUNITIES

Accelerating growth over the forecast period for men’s grooming
Premiumisation set to drive growth going forward
Online and offline marketing activities set to remain critical in men’s grooming

CATEGORY DATA

Table 47 Sales of Men’s Grooming by Category: Value 2015-2020 Table 48 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 49 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 50 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 51 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 52 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 53 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 54 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 55 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Thailand

KEY DATA FINDINGS

2020 IMPACT

Strong demand for oral care during the COVID-19 pandemic in 2020
Major brands gear up their marketing activities during the COVID-19 pandemic
The trend towards natural products supports domestic brands in 2020

RECOVERY AND OPPORTUNITIES

Ongoing steady growth for oral care
Herbal products likely to become more popular
Ageing population set to be a key target for oral care going forward

CATEGORY DATA

Table 56 Sales of Oral Care by Category: Value 2015-2020 Table 57 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 58 Sales of Toothbrushes by Category: Value 2015-2020 Table 59 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 60 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 61 NBO Company Shares of Oral Care: % Value 2016-2020 Table 62 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 63 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 64 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 65 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 66 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 67 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 68 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Thailand

KEY DATA FINDINGS

2020 IMPACT

Hand care and dermocosmetics popular during the COVID-19 pandemic
Lighter textures and natural ingredients popular in 2020
Major brands run corporate social responsibility campaigns during the COVID-19 crisis

RECOVERY AND OPPORTUNITIES

Good growth for skin care going forward
Players likely to launch limited editions to maintain consumer interest
The trend towards enriched, natural and vegan products set to accelerate

CATEGORY DATA

Table 69 Sales of Skin Care by Category: Value 2015-2020 Table 70 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 71 NBO Company Shares of Skin Care: % Value 2016-2020 Table 72 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 73 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 74 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 75 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 76 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 77 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 78 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 79 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Thailand

KEY DATA FINDINGS

2020 IMPACT

Long periods of home seclusion during the health crisis severely impact sales of sun care in 2020
Baby and child-specific sun care is the least severely affected area within sun care
Products are increasingly positioned as offering protection from pollution

RECOVERY AND OPPORTUNITIES

Accelerating growth rates over the forecast period
Added-value innovation likely within sun care
Innovation likely in baby and child-specific sun care

CATEGORY DATA

Table 80 Sales of Sun Care by Category: Value 2015-2020 Table 81 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 82 NBO Company Shares of Sun Care: % Value 2016-2020 Table 83 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 84 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 85 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 86 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

Colour Cosmetics in Thailand

KEY DATA FINDINGS

2020 IMPACT

The “new normal” lifestyle changes severely impact demand for colour cosmetics during the COVID-19 pandemic
Players work hard to maintain sales in a highly challenging year
Lighter textures and matte finishes en vogue in 2020

RECOVERY AND OPPORTUNITIES

A moderate bounce back for colour cosmetics going forward
The “Go Natural” trend set to develop
Brands to remain active in marketing

CATEGORY DATA

Table 87 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 88 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 89 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 90 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 91 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 92 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 93 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 94 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 95 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 96 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 97 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Bath and Shower in Thailand

KEY DATA FINDINGS

2020 IMPACT

The COVID-19 pandemic accelerates the switch from bar to liquid soap
Companies continue to emphasise their social responsibility during the COVID-19 pandemic
Players recognise the potential for bath and shower with new launches

RECOVERY AND OPPORTUNITIES

Good growth ahead for bath and shower
More co-promotions with retailers likely
Social responsibility campaigns to remain important

CATEGORY DATA

Table 98 Sales of Bath and Shower by Category: Value 2015-2020 Table 99 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 100 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 101 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 102 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 103 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 104 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 105 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 106 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Baby and Child-Specific Products in Thailand

KEY DATA FINDINGS

2020 IMPACT

A renewed emphasis on preventative health and hygiene benefits sales of baby and child-specific products during the COVID-19 pandemic
Brands use social media to maintain communication with parents
Premiumisation drives value growth during the pandemic

RECOVERY AND OPPORTUNITIES

Strong growth for baby and child-specific products going forward
Blurring boundary between baby care and other industries
Small domestic brands to continue to gain ground

CATEGORY DATA

Table 107 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 108 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 109 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 110 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 111 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 112 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 113 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 114 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 115 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 116 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 117 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Premium Beauty and Personal Care in Thailand

KEY DATA FINDINGS

2020 IMPACT

Premium brands employ aggressive discounts and promotions via e-commerce
Players invest heavily in e-commerce
Increasing prevalence of skin conditions leads to growing demand for dermocosmetics

RECOVERY AND OPPORTUNITIES

An early return to growth
Greater dynamism expected in premium beauty and personal care
Further technological disruptions expected

CATEGORY DATA

Table 118 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 119 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 120 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 121 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 122 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Mass Beauty and Personal Care in Thailand

KEY DATA FINDINGS

2020 IMPACT

Mass beauty and personal care suffers from falling incomes and border closures due to the COVID-19 pandemic in 2020
Many shoppers opt for smaller packs in order to manage their expenditure
The ageing society continues to support growth in mass skin care and anti-agers in 2020

RECOVERY AND OPPORTUNITIES

Blurring boundaries between skin care and colour cosmetics expected
Premiumisation and lighter textures to become more popular
Natural and organic products to become increasingly popular

CATEGORY DATA

Table 124 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 125 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 126 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 127 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 128 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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