Men's Grooming in Thailand

PRE-COVID-19 PERFORMANCE

Growing interest in men’s skin care, while other categories suffer from fashion trends

Although skin care products have traditionally been regarded as the sole preserve of women, attitudes towards skin care are changing among Thais. Increasingly, men are becoming interested in maintaining their youthful appearance through the use of skin care products and this has led to the emergence of male-specific products in the category.

An increasing number of brands aim at the premium segment in men’s skin care

More brands appear to be tapping into men’s skin care in the premium segment, with some offering products in small sizes at affordable prices in order to attract the attention of target groups. Biotherm Homme, for example, launched Biotherm Homme Force Supreme Brightening Dual Concentrate 20ml at THB3,000.

Beiersdorf Thailand Co continues to lead men’s grooming in 2019

Beiersdorf Thailand Co continued to lead men’s grooming in 2019 with its Nivea for Men brand. The range features a number of men’s grooming products, including Nivea Men Liquid Foam, the first liquid facial foam in Thailand with a claim of powerful deep cleansing action.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to decline by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 6% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Men’s skin scare recorded strong 2019 value growth in 2019, although these products are expected to witness a decline in value sales over 2020. The majority of men have been confined to their homes due to the steps taken to combat COVID-19, with all but essential businesses closed during the epidemic.

Recovery and opportunities

Although men’s grooming is anticipated to return to constant 2019 value growth in 2021 and for the remainder of the forecast period, growth rates are likely to below those originally envisaged in our research conducted at the end of 2019 before the spread of COVID-19. Manufacturers are expected to continue to introduce price increases in 2021 and 2022, although these will likely be more manageable for consumers thereafter.

Files are delivered directly into your account within a few minutes of purchase.