COVID-19 continues to benefit demand for specific products within mass beauty and personal care while a premiumisation trend within the mass segment also supported growth in the category in 2021. The growing presence of, and growing interest in, dermocosmetics also helped to back up demand in mass beauty and personal care with consumers becoming increasingly interested in products that do not just improve their appearance but also their health.
Many players used aggressive pricing tactics to drive sales in 2021. As consumers became more price sensitive due to the economic impact of the pandemic many brands started employing pricing strategies to boost sales.
As players looked for growth opportunities in the fallout from COVID-19 some turned to cross-industry alliances and partnerships to tap into changes in consumer lifestyles and to attract a wider consumer base. For example, Karmarts launched a campaign in partnership with coffee shop D’Oro whereby for every THB250 spent on Karmarts’ products the consumer received a free D’Oro beverage coupon valued at THB70.
Like many countries, Thailand is facing up to an ageing population with it being projected that around one-fifth of the population will be over the age of 65 years by 2026. This situation is likely to increasingly inform new product innovations within mass beauty and personal care over the forecast period as players look to respond to Thailand’s ageing society.
The pandemic has helped to create a trend towards DIY beauty care with this being a trend that could see further development over the forecast period as Thailand gradually removes its COVID-19 measures. It is likely that we will see people continuing to enjoy home beauty treatments such as body spa, hair spa, and the use of face and hair masks.
Brands will continue to focus their investments on aggressive online strategies with e-commerce set to become an increasingly important channel over the forecast period. One of the key strategies will be to focus on livestreaming with huge potential seen in this area due to the blurring of the lines between shopping and entertainment.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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