Beauty and Personal Care in Thailand
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

BEAUTY AND PERSONAL CARE IN THAILAND
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 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
DEODORANTS 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 11 Sales of Deodorants by Category: Value 2015-2020
Table 12 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 13 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 14 NBO Company Shares of Deodorants: % Value 2016-2020
Table 15 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 16 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 17 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 18 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025
DEPILATORIES 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 19 Sales of Depilatories by Category: Value 2015-2020
Table 20 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 21 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 22 NBO Company Shares of Depilatories: % Value 2016-2020
Table 23 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 24 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 25 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
FRAGRANCES 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 26 Sales of Fragrances by Category: Value 2015-2020
Table 27 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Fragrances: % Value 2016-2020
Table 29 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 31 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 32 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 33 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
HAIR 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 34 Sales of Hair Care by Category: Value 2015-2020
Table 35 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 36 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Hair Care: % Value 2016-2020
Table 38 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 39 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 40 LBN Brand Shares of Colourants: % Value 2017-2020
Table 41 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 42 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 43 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 44 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 45 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 46 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
MEN'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 47 Sales of Men's Grooming by Category: Value 2015-2020
Table 48 Sales of Men's Grooming by Category: % Value Growth 2015-2020
Table 49 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 50 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 51 NBO Company Shares of Men's Grooming: % Value 2016-2020
Table 52 LBN Brand Shares of Men's Grooming: % Value 2017-2020
Table 53 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 54 Forecast Sales of Men's Grooming by Category: Value 2020-2025
Table 55 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025
ORAL 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 56 Sales of Oral Care by Category: Value 2015-2020
Table 57 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 58 Sales of Toothbrushes by Category: Value 2015-2020
Table 59 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 60 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 61 NBO Company Shares of Oral Care: % Value 2016-2020
Table 62 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 63 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 64 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 65 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 66 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 67 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 68 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
SKIN 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 69 Sales of Skin Care by Category: Value 2015-2020
Table 70 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 71 NBO Company Shares of Skin Care: % Value 2016-2020
Table 72 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 73 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 74 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 75 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 76 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 77 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 78 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 79 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
SUN 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 80 Sales of Sun Care by Category: Value 2015-2020
Table 81 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 82 NBO Company Shares of Sun Care: % Value 2016-2020
Table 83 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 84 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 85 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 86 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
COLOUR 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 87 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 88 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 89 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 90 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 91 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 92 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 93 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 94 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 95 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 96 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 97 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
BATH 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 98 Sales of Bath and Shower by Category: Value 2015-2020
Table 99 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 100 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 101 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 102 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 103 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 104 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 105 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 106 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
BABY 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 107 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 108 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 109 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 110 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 111 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 112 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 113 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 114 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 115 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 116 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 117 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
PREMIUM 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 118 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 119 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 120 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 121 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 122 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
MASS 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 124 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 125 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 127 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 128 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025