Hair Care in Thailand

PROSPECTS

The popularity of natural ingredients continues to rise

Thai consumers are becoming more concerned about the ingredients of their hair care products and this is motivating the shift towards more natural products. Companies and brands are responding and 2018 saw Sunsilk offer its new natural-based product line in three variants: Sunsilk Natural Almond & Honey Anti-Breakage, Sunsilk Natural Coconut Hydration and Sunsilk Natural Green Tea & Lemon Detox.

Demand for hair care spreads out from standard shampoos and conditioners

Sales of hair care products have traditionally been accounted for mainly by basic essential products such as standard shampoos and conditioners. However, this is changing as the rising importance of taking care of one’s appearance and spreading awareness of the importance of protecting one’s hair against harmful external factors has encouraged more consumers to purchase a wider range of hair care products, including colourants, hair loss treatments, perms and relaxants and, in particular, salon professional hair care.

Sales of oil-based hair care products continue to rise

Oil-based products have already become popular in skin care and 2018 saw them spread to hair care as well. The most common type of product in oil format is the classic hair serum treatment and these notably include products made from oils such as coconut, argan, olive and marula.

COMPETITIVE LANDSCAPE

Unilever Thai Holdings leads overall hair care

Unilever remains well out in front in hair care and this is due mainly to its strength in the main categories of shampoos, conditioners and treatments and salon professional hair care and a broad presence across several other hair categories. 2018 saw Unilever conform to the organic/natural ingredient trend which swept beauty and personal care over the course of the year as it launched its summer collection, including Sunsilk Naturals containing summer fruit such as chestnut, mango, peach, watermelon and mint.

Procter & Gamble continues to focus on hair protection campaigns

Procter & Gamble held second position in hair care in 2018 and like its main international rival Unilever it can attribute its strong position to its very wide product range which spans numerous important hair care categories. Procter & Gamble’s key hair care brand is Pantene, which targets urban dwellers who wish to protect their hair against the increasingly intense air pollution in the country major urban areas and which is increasingly linked to hair damage.

Private label on the rise

Private label continues to gain value share in hair care and this is largely due to the improvements that are being made to the private label hair care lines of the country’s leading chained retailers. Private label players, including chained grocery retailers and health and beauty specialists, are increasingly launching value-added hair care products that contain argan, olive and marula oil treatments.

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