Beauty and Personal Care in Thailand

In 2023, beauty and personal care in Thailand saw demand from local consumers reflect greater sophistication in taste and preferences. While Thais developed a heightened level of concern for health and hygiene when the COVID-19 pandemic was at its worst, this has been transformed into a persisting shift in lifestyles where self-care is prioritised, including that of personal appearances and emotional wellbeing.

The 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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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.

EXECUTIVE SUMMARY

Beauty and personal care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Mass beauty and personal care sees healthy growth in 2023, spurred by social media
Regional brands continue to attract attention from Thai consumers
Brands focus on differentiation amid persistent fragmentation

PROSPECTS AND OPPORTUNITIES

Domestic players will invest more in international exposure to boost their brands back home
Emerging Thai brands present a clinical slant in response to local demand for dermatologically tested products
Vegan beauty and sustainability trends to accelerate across all mass beauty and personal care categories

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Sophisticated consumers support rising demand for premium products
Premium brands expand beyond department stores into beauty specialist retailers, widening accessibility
Celebrity endorsement as key strategy for premium brands

PROSPECTS AND OPPORTUNITIES

Premium skin care and colour cosmetics set to see accelerated advancements
Packaging to be driven by convenience trends, prompting compact and portable formats
Dermatological and dermocosmetic brands will keep on rising, while sustainability gains further ground

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Clean beauty trend drives growth as category expands
Babi Mild rebrands and aims to grow consumer base
Brands increase investment in marketing

PROSPECTS AND OPPORTUNITIES

Premiumisation trend will support category growth during the forecast period
Local brands set to strengthen their foothold in competitive landscape
Players will continue to adopt omnichannel strategies while competition heats up online

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Volume and value sales rise for bath and shower in 2023
Ingredient-led innovations sees multifunctionality in the spotlight
Reduced threat of COVID-19 sees sales slow in hand sanitisers and liquid soap

PROSPECTS AND OPPORTUNITIES

Some pandemic-inspired trends will persist into permeance
Premiumisation set to accelerate within bath and shower and beyond, while more small brands will further fragment the landscape
Beyond functionality: Emotional benefits as the next frontier

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2018-2023
Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Continued progress for colour cosmetics driven by lifted restrictions
Offline shopping is back but brands are fighting it out online
Local brands build overseas reputation to boost domestic respect

PROSPECTS AND OPPORTUNITIES

Demand for multifunctionality will drive future innovation
Rise in gender-neutral marketing reflects importance of social values for Thai consumers
Sustainability will expand within colour cosmetics as consciousness rises, while e-commerce continues to grow

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Deodorants sees strong growth in 2023 despite few launches
Price-positioning and promotion remain central to marketing strategies
Deodorant roll-ons remain most popular format, as premium brands gain greater ground

PROSPECTS AND OPPORTUNITIES

Ingredient-led innovations expected to lead development
Multifunctionality will see higher demand among budget-conscious consumers
Emerging presence of cream and wipes while sticks likely to lose ground

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2018-2023
Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Depilatories continues to rise but fails to replace hair-removal services
Players prioritise post-care in their offerings
Bundled promotions drive brand sales as Gillette maintains leadership of women’s razors and blades in 2023.

PROSPECTS AND OPPORTUNITIES

Hair removal services offered via beauty salons and aesthetic clinics may dampen growth
Market to grow more fragmented with smaller brands making waves
E-commerce to remain popular channel for depilatories sales

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2018-2023
Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Return to pre-pandemic trends boosts recovery for fragrances
In-store retail benefits premium fragrances
More players are expanding beyond fragrances category

PROSPECTS AND OPPORTUNITIES

Fragrances to benefit from focus on emotional wellness
Brands to look less at gender and more at ingredients and narrative
Sustainability set to rise in fragrances, while counterfeits and cross-category competition may curb growth

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2018-2023
Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Hair care records dynamic growth in 2023
Greater consumer knowledge drives premiumisation trend
At-home hair routines provide room for brands to promote advanced formulas

PROSPECTS AND OPPORTUNITIES

Ingredient-led developments will become more prominent in hair care
Hair care will continue to flourish over the forecast period
Premiumisation trend set to expand throughout category

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2018-2023
Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Greater awareness surrounding men’s grooming supports positive performance in 2023
The rise of male brand ambassadors and endorsers
Men’s grooming sees new entries at varying price points as competition intensifies

PROSPECTS AND OPPORTUNITIES

Men’s grooming keep on expanding in terms of players and sales
Premium trend will expand across category, while popular brand ambassadors will push growth in colour cosmetics for men
E-commerce will enable higher accessibility to men’s grooming products

CATEGORY DATA

Table 122 Sales of Men’s Grooming by Category: Value 2018-2023
Table 123 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 124 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 125 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 126 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 127 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 128 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 129 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 130 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Oral care education drives growth in category
E-commerce rises while major players focus on aggressive promotions
Emerging local brands and developments in toothpaste drive dynamism in oral care

PROSPECTS AND OPPORTUNITIES

Consumers to take a more preventative approach to oral care, while innovation will expand
Herbal trend to gain traction amid greater market fragmentation
Social media will rise in importance in terms of supporting sales

CATEGORY DATA

Table 91 Sales of Oral Care by Category: Value 2018-2023
Table 92 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 93 Sales of Toothbrushes by Category: Value 2018-2023
Table 94 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 96 NBO Company Shares of Oral Care: % Value 2019-2023
Table 97 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 99 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 100 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 102 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Skinimalism trend accelerates, while category sees expanded portfolios and new brands
More brands adopt clean beauty concept
Sophisticated preferences drive development

PROSPECTS AND OPPORTUNITIES

Ingredient-led innovation to keep driving skin care performance
Current trends to drive development during forecast period
Players will focus more on CSR, while competition will heat up

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2018-2023
Table 105 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 106 NBO Company Shares of Skin Care: % Value 2019-2023
Table 107 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 109 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 110 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 112 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 113 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Adoption of daily use of SPF at a younger age drives growth in sun care
Clean beauty trend and premiumisation prevalent in sun care
Dermatological and dermocosmetic sun care brands are on the rise, and e-commerce holds further growth potential

PROSPECTS AND OPPORTUNITIES

Vegan and sustainability trends to inform innovation and development during forecast period
Endorsement to play key role sun care sales
Self-tanning and aftersun products to remain niche, while multifunctionality will rise

CATEGORY DATA

Table 115 Sales of Sun Care by Category: Value 2018-2023
Table 116 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 117 NBO Company Shares of Sun Care: % Value 2019-2023
Table 118 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 119 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 120 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 121 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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