No products
More info
Beauty and personal care had achieved strong retail value growth throughout the review period, with a plethora of innovative new products appearing and substantial coverage of these products on social media and specialist beauty blogs. However, growth was brought to an abrupt end by the Coronavirus (COVID-19) pandemic, with minor retail value declines recorded in 2020.
Euromonitor International's Beauty and Personal Care in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Beauty and Personal Care market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesDEODORANTS IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Demand for deodorants declines significantly as a direct result of the COVID-19 restrictions
Players implement promotions and discounts in order to shore up sales during the pandemic
Manufacturers continue to add value to deodorants in order to attract consumer interest
RECOVERY AND OPPORTUNITIES
An early recovery for deodorants
Key players to ramp up their online activities
Ongoing need for promotions to attract customers
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025DEPILATORIES IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Consumers continue to switch towards hair removers/bleaches from women's razors and blades in 2020
Some channel shift to smaller retail outlets during the COVID-19 pandemic in 2020
Some major shifts in company rankings
RECOVERY AND OPPORTUNITIES
Women's razors and blades to continues to drag down the overall performance of depilatories going forward
The ageing Thai society may pose a challenge for depilatories going forward
Increasing competition from alternative products and services likely going forward
CATEGORY DATA
Table 62 Sales of Depilatories by Category: Value 2015-2020 Table 63 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 65 NBO Company Shares of Depilatories: % Value 2016-2020 Table 66 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 67 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025FRAGRANCES IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Steep declines in demand for fragrances as most Thais stay at home during the COVID-19 pandemic
Some channel switches observed during the COVID-19 pandemic in 2020
Premium brands resort to discounting to prop up sales in 2020
RECOVERY AND OPPORTUNITIES
Moderate growth for fragrances over the forecast period
Boundaries between fragrances and other beauty products are set to blur
New product launches to reignite excitement
CATEGORY DATA
Table 69 Sales of Fragrances by Category: Value 2015-2020 Table 70 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 71 NBO Company Shares of Fragrances: % Value 2016-2020 Table 72 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 75 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025HAIR CARE IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
The COVID-19 pandemic has a mixed impact on hair care in 2020
New product launches focus on added value in 2020
Brands increasingly go online in 2020
RECOVERY AND OPPORTUNITIES
A moderate recovery for hair care expected over the forecast period
The "Salon at Home" trend set to develop
Anti-aging also set to become a stronger trend
CATEGORY DATA
Table 77 Sales of Hair Care by Category: Value 2015-2020 Table 78 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 79 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 80 NBO Company Shares of Hair Care: % Value 2016-2020 Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 82 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 83 LBN Brand Shares of Colourants: % Value 2017-2020 Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 85 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 86 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 87 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025MEN'S GROOMING IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Pre-COVID-19 trends seem to have been exacerbated by the health crisis in 2020
Online marketing increasingly important during the COVID-19 pandemic
Inventive new marketing techniques used in 2020
RECOVERY AND OPPORTUNITIES
Accelerating growth over the forecast period for men's grooming
Premiumisation set to drive growth going forward
Online and offline marketing activities set to remain critical in men's grooming
CATEGORY DATA
Table 90 Sales of Men's Grooming by Category: Value 2015-2020 Table 91 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 94 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 95 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 97 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 98 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025ORAL CARE IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Strong demand for oral care during the COVID-19 pandemic in 2020
Major brands gear up their marketing activities during the COVID-19 pandemic
The trend towards natural products supports domestic brands in 2020
RECOVERY AND OPPORTUNITIES
Ongoing steady growth for oral care
Herbal products likely to become more popular
Ageing population set to be a key target for oral care going forward
CATEGORY DATA
Table 99 Sales of Oral Care by Category: Value 2015-2020 Table 100 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 101 Sales of Toothbrushes by Category: Value 2015-2020 Table 102 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 103 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 104 NBO Company Shares of Oral Care: % Value 2016-2020 Table 105 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 107 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 108 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 110 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025SKIN CARE IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Hand care and dermocosmetics popular during the COVID-19 pandemic
Lighter textures and natural ingredients popular in 2020
Major brands run corporate social responsibility campaigns during the COVID-19 crisis
RECOVERY AND OPPORTUNITIES
Good growth for skin care going forward
Players likely to launch limited editions to maintain consumer interest
The trend towards enriched, natural and vegan products set to accelerate
CATEGORY DATA
Table 112 Sales of Skin Care by Category: Value 2015-2020 Table 113 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 114 NBO Company Shares of Skin Care: % Value 2016-2020 Table 115 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 117 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 121 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025SUN CARE IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Long periods of home seclusion during the health crisis severely impact sales of sun care in 2020
Baby and child-specific sun care is the least severely affected area within sun care
Products are increasingly positioned as offering protection from pollution
RECOVERY AND OPPORTUNITIES
Accelerating growth rates over the forecast period
Added-value innovation likely within sun care
Innovation likely in baby and child-specific sun care
CATEGORY DATA
Table 123 Sales of Sun Care by Category: Value 2015-2020 Table 124 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 125 NBO Company Shares of Sun Care: % Value 2016-2020 Table 126 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 128 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025COLOUR COSMETICS IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
The "new normal" lifestyle changes severely impact demand for colour cosmetics during the COVID-19 pandemic
Players work hard to maintain sales in a highly challenging year
Lighter textures and matte finishes en vogue in 2020
RECOVERY AND OPPORTUNITIES
A moderate bounce back for colour cosmetics going forward
The "Go Natural" trend set to develop
Brands to remain active in marketing
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025BATH AND SHOWER IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
The COVID-19 pandemic accelerates the switch from bar to liquid soap
Companies continue to emphasise their social responsibility during the COVID-19 pandemic
Players recognise the potential for bath and shower with new launches
RECOVERY AND OPPORTUNITIES
Good growth ahead for bath and shower
More co-promotions with retailers likely
Social responsibility campaigns to remain important
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
A renewed emphasis on preventative health and hygiene benefits sales of baby and child-specific products during the COVID-19 pandemic
Brands use social media to maintain communication with parents
Premiumisation drives value growth during the pandemic
RECOVERY AND OPPORTUNITIES
Strong growth for baby and child-specific products going forward
Blurring boundary between baby care and other industries
Small domestic brands to continue to gain ground
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Premium brands employ aggressive discounts and promotions via e-commerce
Players invest heavily in e-commerce
Increasing prevalence of skin conditions leads to growing demand for dermocosmetics
RECOVERY AND OPPORTUNITIES
An early return to growth
Greater dynamism expected in premium beauty and personal care
Further technological disruptions expected
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025MASS BEAUTY AND PERSONAL CARE IN THAILAND
KEY DATA FINDINGS
2020 IMPACT
Mass beauty and personal care suffers from falling incomes and border closures due to the COVID-19 pandemic in 2020
Many shoppers opt for smaller packs in order to manage their expenditure
The ageing society continues to support growth in mass skin care and anti-agers in 2020
RECOVERY AND OPPORTUNITIES
Blurring boundaries between skin care and colour cosmetics expected
Premiumisation and lighter textures to become more popular
Natural and organic products to become increasingly popular
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025