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Deodorants in
Thailand

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Whitening remains the most popular value-added aspect in deodorants

With deodorant companies seeking to overcome the commodity status that their products have attained and the maturity of demand that comes with this, value is being added through various features and functions. These include the launch of new scents, longer-lasting fragrances, superior efficacy and products which smooth and whitening underarms.

Deodorant roll-ons and deodorant sprays remain the largest categories

Deodorant roll-ons remains the leading category of deodorants in Thailand and many consumers remain loyal to the traditional leading brands in this category such as Nivea, Mistine and Rexona. Deodorant roll-ons are seen as convenient due to their compact size, which means that they can easily be carried in a bag, an important consideration in a hot, humid country such as Thailand.

Demand wanes for the herbal deodorants offered by local players

Deodorant roll-ons with herbal ingredients became a key trend in Thailand during the review period as local companies and brands sought to appeal to a consumer base that often prioritises herbal products over those with chemical components. These products were often cheap and easy to produce and represented the attempts of local players to enter deodorants by marketing products with 100% natural ingredients made using mineral salts and in addition to roll-ons these products were also present in deodorant powders and deodorant creams.

COMPETITIVE LANDSCAPE
Beiersdorf Thailand Co Ltd remains the leader in deodorants

2018 saw Beiersdorf underline its leading position in deodorants, with its Nivea umbrella brand successfully holding off its competitors. Nivea is available in numerous different variants and is particularly popular in deodorant roll-on format, where it focuses on its whitening product range.

Better Way continues to compete strongly in rural areas

Although the leading international brands such as Nivea and Rexona lead sales among affluent urban dwellers, direct selling brand Better Way is dominant among those living in suburban and rural areas. This is mainly because of the company’s low-price strategy for its Mistine brand, as well as the basic and functional image of Mistine, which suits deodorants, a category of products that many consumers regard as basic essential items.

Unilever Thai Holdings targets both men and women

Unilever maintained its strong position in deodorants in 2018 by offering two different brands, Rexona and Axe, that target women and men respectively. Rexona has jumped on the natural ingredients bandwagon and was also one of the pioneering brands for whitening deodorants.

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Deodorants in Thailand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants 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 Deodorants industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants 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 Deodorants in Thailand?
  • What are the major brands in Thailand?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

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.

Deodorants in Thailand - Category analysis

HEADLINES

PROSPECTS

Whitening remains the most popular value-added aspect in deodorants
Deodorant roll-ons and deodorant sprays remain the largest categories
Demand wanes for the herbal deodorants offered by local players

COMPETITIVE LANDSCAPE

Beiersdorf Thailand Co Ltd remains the leader in deodorants
Better Way continues to compete strongly in rural areas
Unilever Thai Holdings targets both men and women

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 7 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 8 Forecast Sales of Deodorants 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 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources