Thai consumers still remained beauty conscious during 2021 despite ongoing home seclusion and a lack of opportunities to socialise and an increased focus on health and hygiene. Stuck at home for long periods some consumers looked to pamper themselves to reduce stress and cure boredom.
The COVID-19 pandemic has hit Thailand hard and many companies employed CSR campaigns to give something back to the community and to build goodwill. For example, Henkel, which offers the popular Schwarzkopf brand of hair care, provided a donation to the Thai Red Cross Society and to the community under its “'Make an Impact on Tomorrow' project”.
Despite many consumers facing financial hardship, most people still looked to maintain their hair care routines at home. However, with hair salons facing disruption due to COVID-19 many people not only invested in shampoos and conditioners but also purchased hair oils, hair serums and leave-on treatments, as well as colourants.
Hair care is projected to see healthy growth over the forecast period in value and volume terms presenting a great opportunity for new product innovation. As players fight for share there is likely to be greater product variety in terms of formulas and packaging sizes and formats.
Consumers are expected to continue following more advanced hair care routines at home over the forecast period including the use of not just shampoos and conditioners but also products such as hair oils, serums and masks. This is reflected in the healthy growth projections for conditioners and treatments and salon professional hair care.
Despite the challenges thrown up by the COVID-19 most of the leading brands managed to retain their leading positions in hair care. Most of these brands made investments as they looked to adapt to the new normal faced by consumers.
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Understand the latest market trends and future growth opportunities for the Hair 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.
If you're in the Hair 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.
Hair Care
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.
This report originates from Passport, our Hair Care research and analysis database.
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