Men's Grooming in Thailand

2021 DEVELOPMENTS

As demand grows so too does the offer of men’s grooming products

Men’s grooming saw a return to growth in 2021 in value and volume terms buoyed by consumers leading more active lifestyles. Prior to the outbreak of COVID-19 men’s grooming had been on an upward trajectory with an ever growing range of products designed specifically for men appearing in the market.

Smaller packaging helps provide convenience and value to men

The COVID-19 pandemic has taken its toll on the incomes of many men in Thailand and as such they have had to exercise greater caution in their spending. This is one of the factors behind the growing trend towards men’s grooming products being offered in mini-sized packaging and sachets.

Promotional activity picks up as brands look to entice consumers into buying their products

Aggressive price promotions were also used to attract consumers in 2021, many of whom faced economic pressures due to the pandemic. With consumers forced to be more careful in their spending some waited until their favourite products were on promotion before making a purchase.

PROSPECTS AND OPPORTUNITIES

New product development and innovation likely to become more prevalent as demand grows

Men’s grooming looks set for a bright future with consumers becoming increasingly aware of the benefits of using products specifically tailored for the needs of men. Male consumers are also expected to continue developing more complex and thorough beauty and personal care routines, with this being supported by shifting views on what it means to be a man.

The use of well-known male personalities seen as an important marketing strategy

Companies offering men’s grooming products are expected to increasingly employ male presenters/celebrities and key opinion leaders/influencers to promote their products and to create brand awareness. Using male celebrities/influencers also enables brands to tap into their existing following and fan base.

Aggressive price promotions and the offer of free gifts expected to remain prevalent

It is expected that aggressive price promotions will be adopted by players within men’s grooming over the forecast period as Thai consumers have become used to purchasing these products while they are on promotion. The COVID-19 pandemic coupled with the rising cost of living means that many people will be forced to exercise caution in their spending and thus price promotions could be key in enticing consumers into making a purchase.