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Hair Care in
Thailand

Country Report

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Executive Summary

Jun 2019
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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Hair Care in Thailand

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Overview

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

The Hair Care 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 Hair Care in Thailand?
  • What are the major brands in Thailand?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

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.

Hair Care in Thailand - Category analysis

HEADLINES

PROSPECTS

The popularity of natural ingredients continues to rise
Demand for hair care spreads out from standard shampoos and conditioners
Sales of oil-based hair care products continue to rise

COMPETITIVE LANDSCAPE

Unilever Thai Holdings leads overall hair care
Procter & Gamble continues to focus on hair protection campaigns
Private label on the rise

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 6 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 7 LBN Brand Shares of Colourants: % Value 2015-2018
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 9 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 11 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Hair Care 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 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources