COVID-19 continued to shape consumer behaviour when purchasing premium beauty and personal care in 2021. With people spending more time at home there was a greater focus on skin care products and less on make-up, with consumers becoming more concerned with their health and wellbeing.
Premium fragrances benefits from being seen as an affordable luxury item, as well being a popular gift item for birthdays and seasonal holidays. The category managed to record a partial recovery in 2021, despite the ongoing challenges facing many households.
Due to the government’s COVID-19 measures, it was difficult for most people to travel aboard during 2021 which limited their ability to shop for premium beauty and personal care at the airport/duty free shops. As such, rather than shopping for these products while abroad or when travelling many consumers switched to purchasing these products within Thailand.
Over the forecast period, it is expected that e-commerce will play an ever growing role in premium beauty and personal care, with this encouraging brands to gear up towards omni-channel strategies. Apps, websites, livestreaming and social commerce should all help fuel growth in e-commerce, with the online channel increasingly seen not only as a practical and convenient way to shop but also as a form of entertainment.
Exclusivity remains key to brand loyalty within premium beauty and personal care, with consumers showing a willingness to invest in products that help them project a premium image. The presence of personal shoppers both online and in stores could help to support personalised marketing aimed at tailoring services to serve more sophisticated demand among high-end consumers.
Premium beauty and personal care is expected to see healthy growth over the forecast period as economic activity and tourism returns to the country from 2022. With more money in their pockets consumers are likely to be more willing to invest in premium beauty and personal care, with these products viewed as affordable luxuries by many consumers.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Premium Beauty and Personal Care industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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