Hair Care in Thailand

PRE-COVID-19 PERFORMANCE

Innovation and premiumisation drive value growth in 2019

Basic essential products such as standard shampoos and conditioners have traditionally represented the majority of sales in hair care. However, this is changing as the growing importance of taking care of one’s appearance and increasing awareness of the importance of protecting one’s hair against harmful external factors have encouraged more consumers to purchase a wider range of hair care products.

Demand goes beyond simply shampoo and conditioner in 2019

Demand continued to go beyond just shampoo and conditioner in hair care in 2019. Hair sunscreen and hair serum were increasingly popular, while consumers were also not averse to adding further steps to their hair care routines by using value-added products with additional benefits.

Players use promotions and digital marketing to attract consumer attention

Kerastase has a shop-in-shop in the EveandBoy multi-brand stores. It offers a free service in the form of a hair and scalp diagnosis, which is offered as a promotion.

2020 AND BEYOND

COVID-19 impact

Sales of hair care are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within hair care

Salon professional hair care recorded strong constant 2019 value growth in 2019 as more consumers tended to use these services and then purchase professional products in order to maintain their hair care regime at home. Thais mainly purchased these products from the salons themselves, although a number of professional brands were also available in retail outlets in 2019.

Recovery and opportunities

Although hair care is expected to continue to witness ongoing constant 2019 value growth over the forecast period, growth rates are likely to be lower than those anticipated during research conducted at the end of 2019 before the spread of COVID-19.

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