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Beauty and Personal Care in Thailand
Euromonitor International
May 2022

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN THAILAND
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for mass beauty and personal care fuelled by new product development and online communications
Price discounting and promotions key growth drivers in 2021
Players form partnerships across industries to promote sales
PROSPECTS AND OPPORTUNITIES
Thailand’s ageing society likely to inform new product development
DIY home treatments and a focus on health and wellbeing
Digital marketing strategies expected to become important as entertainment shifts online
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales focus on premium skin care as consumers wear less make-up
Premium fragrances sees growth thanks to attractive promotions and a desire for affordable luxury
COVID-19 measures have a mixed impact on demand
PROSPECTS AND OPPORTUNITIES
E-commerce set for growth alongside new sales channels as customers go in search of greater convenience
Exclusivity and personalisation key to adding value in premium beauty and personal care
Competition set to intensify with price promotions expected to proliferate
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Parents show willingness to invest in premium products for their children
Economic pressures force some families to seek out more affordable options
Cartoon characters remain a big pull for children
PROSPECTS AND OPPORTUNITIES
Parents expected to become more selective when it comes to products for their children
Marketing and promotions set be key to sales
Ageing population presents potential threats and opportunities
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Brands ramp up their CSR activities as demand for bath and shower remains strong
New fragrances help brands to stand out in the market
Multipacks bring some variety to the lives of Thai consumers
PROSPECTS AND OPPORTUNITIES
Anti-ageing products could offer new opportunities for growth
Competition set to intensify as consumers become more ethical shoppers
DIY beauty regimes and hand sanitisers likely to inform new product development
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2016-2021
Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Another difficult year for colour cosmetics with BB/CC creams the one area of growth
Small sachet packaging trending, while non-store retailing continues to thrive
Players adopt new approaches to marketing to sustain demand
PROSPECTS AND OPPORTUNITIES
Hybrid products expected to find favour thanks to value and convenience as colour cosmetics returns to growth
E-commerce set for further gains as the online offer continues to expand
Brands could look to expand outside of colour cosmetics
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
DEODORANTS IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
More active lifestyles help kickstart a recovery in 2021
Promotions and CSR efforts help drive sales for the leading brands in 2021
Premium fragrances lose further share with consumers saving their money for other products
PROSPECTS AND OPPORTUNITIES
More active lives should support increased demand for deodorants
Roll-ons the preferred choice of Thai consumers
Convenience, value and health important when selecting deodorants
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2016-2021
Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 59 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for depilatories remains low despite improved performance in 2021
Women’s razors and blades losing their edge
Veet and Gillette continue to lead the competition despite growing pressure from more affordable brands
PROSPECTS AND OPPORTUNITIES
Consumers expected to look for products with natural ingredients
Aggressive promotions on professional hair removal services a threat to depilatories
New product development likely to be a feature of hair removers/bleaches as competition increases
CATEGORY DATA
Table 62 Sales of Depilatories by Category: Value 2016-2021
Table 63 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 65 NBO Company Shares of Depilatories: % Value 2017-2021
Table 66 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 67 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Players focus on e-commerce as fragrances continues to struggle for growth
Players explore new partnerships as a way to drive demand
Premium fragrances take a greater share despite prevailing economic uncertainty
PROSPECTS AND OPPORTUNITIES
Competition set to intensify as demand for fragrances picks up
Increasing competition from other beauty and personal care products could limit growth opportunities for fragrances
Personalised products set to be a growing trend, while new fragrances remain key to growth
CATEGORY DATA
Table 69 Sales of Fragrances by Category: Value 2016-2021
Table 70 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 71 NBO Company Shares of Fragrances: % Value 2017-2021
Table 72 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 75 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
DIY hair treatments and products to prevent hair fall find favour in 2021
Players invest in CSR efforts as they look to give back to the community
Disruption to hair salons benefits sales of some hair care products
PROSPECTS AND OPPORTUNITIES
Hair care set to benefit from ongoing investment in new product development and innovation
Consumers projected to continue investing in the health and appearance of their hair
Hair care set to see a stronger shift online as brands adapt to the new normal
CATEGORY DATA
Table 77 Sales of Hair Care by Category: Value 2016-2021
Table 78 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 79 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 80 NBO Company Shares of Hair Care: % Value 2017-2021
Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 82 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 83 LBN Brand Shares of Colourants: % Value 2018-2021
Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 85 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 86 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 87 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
As demand grows so too does the offer of men’s grooming products
Smaller packaging helps provide convenience and value to men
Promotional activity picks up as brands look to entice consumers into buying their products
PROSPECTS AND OPPORTUNITIES
New product development and innovation likely to become more prevalent as demand grows
The use of well-known male personalities seen as an important marketing strategy
Aggressive price promotions and the offer of free gifts expected to remain prevalent
CATEGORY DATA
Table 90 Sales of Men’s Grooming by Category: Value 2016-2021
Table 91 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 94 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 95 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 97 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 98 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Oral care comes out shining as new product development keeps consumers engaged
Digital marketing and brand ambassadors key tools for promoting oral care
Thais go electric in search of a deep clean
PROSPECTS AND OPPORTUNITIES
Natural claims likely to become more prevalent in oral care
Innovative marketing and CSR activities key to standing out
Ageing population presents new opportunities for growth and development
CATEGORY DATA
Table 99 Sales of Oral Care by Category: Value 2016-2021
Table 100 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 101 Sales of Toothbrushes by Category: Value 2016-2021
Table 102 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 103 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 104 NBO Company Shares of Oral Care: % Value 2017-2021
Table 105 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 107 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 108 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 110 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Skin care companies ramp up their CSR efforts in response to COVID-19
Skin care sees healthy growth backed by new product development and innovation
Products offering multiple benefits prove attractive
PROSPECTS AND OPPORTUNITIES
Players expected to diversify their portfolios as part of a risk management strategy
Digital marketing a growing focus but many people remain focused on price discounts
New growth opportunities remain for skin care in a post-pandemic Thailand
CATEGORY DATA
Table 112 Sales of Skin Care by Category: Value 2016-2021
Table 113 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 114 NBO Company Shares of Skin Care: % Value 2017-2021
Table 115 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 117 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 120 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 121 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Another difficult year for sun care as Thailand’s borders remain closed to tourists
Nivea Sun continues to shine despite new product development
Baby and child-specific products benefits from growing parental concerns
PROSPECTS AND OPPORTUNITIES
Recovery of sun care rests on the lifting of COVID-19 measures
Mass and premium brands expected to take differing approaches to new product development
Baby and child-specific sun care products ripe for development
CATEGORY DATA
Table 123 Sales of Sun Care by Category: Value 2016-2021
Table 124 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 125 NBO Company Shares of Sun Care: % Value 2017-2021
Table 126 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 128 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026