Executive Summary

Jun 2019
PROSPECTS
The rise of local brands contributes to growth in mass beauty and personal care

After many years of incremental growth, Thailand’s local mass beauty and personal care brands are finally achieving positions of genuine strength and power. Among the main reasons for this relatively recent breakthrough are the growing influence of social media and in particular the rise of a generation of beauty bloggers, which has given smaller brands more of a platform to compete with major international brands for the attention of consumers.

The spread of beauty specialist retailers stimulates growth in sales of mass products

Although the retail distribution of mass beauty and personal care is likely to remain dominated by grocery retailers throughout the forecast period, the retailing of beauty and personal care generally is set to continue become increasingly fragmented. This is mainly due to the proliferation of beauty specialist retailers chains throughout the country.

Various online developments set to support growth in sales of mass products

Social media use in Thailand is high and social media remains a huge influence on sales of all beauty and personal care products. In particular, posting images of oneself looking beautiful has become very popular among younger Thai women, while social media influencers continue to promote numerous mass beauty and personal care brands on platforms such as Instagram and YouTube.

COMPETITIVE LANDSCAPE
Unilever maintains its leading position in mass beauty and personal care

Unilever Thai Holdings managed to remain the strong leader in mass beauty and personal care in 2018. The company is the only player with a double-digit value share and its most competitive brands span the most important beauty and personal care categories, including Pond’s in skin care, Sunsilk in hair care, Lux in bath and shower, Dove, Vaseline and Citra in skin care and Dove and Axe in deodorants.

Local brands gaining power against international brands

With local companies such as Osotspa, Beauty Community and Do Day Dream Co expanding their presence across mass beauty and personal care, they are engaging more directly with research and development. The result is that they are offering products that consumers appreciate for being modern and with added value.

L’Oréal innovates by combining hair care with colour cosmetics

L’Oréal added to its regular strong focus on innovation in 2018 by launching an unusual new range of semi-permanent hair colourants under the name Colorista. These colourants are designed to be worn for one day in order to match an outfit or certain look and then be washed out with shampoo.

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Overview

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

The Mass Beauty and Personal 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 Mass Beauty and Personal Care in Thailand?
  • What are the major brands in Thailand?
  • What pricing movements are seen across mass beauty brands?
  • What are the key product development trends?
  • How are sales of mass beauty and personal care 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.

Mass Beauty and Personal Care in Thailand - Category analysis

HEADLINES

PROSPECTS

The rise of local brands contributes to growth in mass beauty and personal care
The spread of beauty specialist retailers stimulates growth in sales of mass products
Various online developments set to support growth in sales of mass products

COMPETITIVE LANDSCAPE

Unilever maintains its leading position in mass beauty and personal care
Local brands gaining power against international brands
L’Oréal innovates by combining hair care with colour cosmetics

CATEGORY DATA

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

SOURCES

Summary 1 Research Sources