How can brands in the Thai cosmetic market harness wellness trends to harness future growth? Mintel’s report examines the Thai beauty market’s continued relationship with holistic wellbeing and wellness.
This report looks at the following areas:
- The trends influencing the beauty, health and wellness landscape in Thailand
- Understanding of health-driven beauty customers and their needs
- Consumers’ associations with the causes of skin and hair problems, and how to address these concerns
- Discussions about hormonal support and sexual health solutions as part of holistic beauty
Thai Beauty Market – Wellness-inspired trends
Healthy ageing and holistic wellbeing trends are prompting Thais to prioritise preventative care and mind-body practices. The emergence of a self-love philosophy in opposition to increasingly demanding beauty standards has pushed people to embrace ageing while paradoxically chasing beauty goals. Climate change is creating a sense of urgency; people are looking for solutions to address sun damage and the wellness implications of pollution.
Cosmetic Market in Thailand – Opportunities to embrace wellness
These concerns all provide opportunities for brands to capitalise on by offering holistic wellness solutions. Brands can connect with the growing number of health-driven beauty Thai consumers, who increasingly prioritise health benefits over beauty enhancement in products. Consumers associate distinctive variables with skin and hair problems: they believe that sunlight and pollution are largely responsible for skin damage, while internal factors such as stress are the primary culprits for hair concerns. Brands can accordingly target their specific concerns and needs.
Furthermore, since hormonal and sexual health issues are still under-discussed in Thailand despite being a vital aspect of beauty and wellness, businesses can bring them to the forefront in a discreet and educative manner.
Meet The Expert
This report is written by Mintel’s principal analyst, Chayapat Ratchatawipasanan. Chayapat is based in Bangkok and provides insights to Thai beauty and personal care market. He has over 8 years of experience as regional skin care R&D and insights manager specialises in sunscreen formulation and innovation research at the leading Japanese cosmetics company.
Cultivate holistic wellness for Thai beauty consumers. Address internal and external stressors causing skin and hair concerns, while also promoting hormonal and sexual wellness.
Chayapat Ratchatawipasanan, Principal Analyst
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EXECUTIVE SUMMARY
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The outlook for beauty and wellness in Thailand
- Populations are rapidly ageing in SEA, including Thailand
- Graph 1: percentage of population aged 60+, 1990 vs 2030
- Expand holistic beauty via health-driven consumers
- Graph 2: beauty product features of interest among consumers who prioritise skin health benefits, 2024
- Tackle skin and hair issues caused by different stressors
- Graph 3: factors associated with each beauty issue, 2024
- Expand on under-discussed topics in wellness
- Graph 4: beauty product features of interest, by gender, 2024
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key trends and market factors
- What you need to know
- The surging demand for holistic wellness and healthy ageing
- The healthy ageing trend is fueling the growth of holistic wellness, and vice versa
- Beauty & wellness is no longer only skin deep
- Beauty and wellness are no longer only skin deep
- You are what you eat (or take)
- The increased awareness of the connection between body and mind
- Communicate the connection between holistic wellness, healthy ageing and beauty
- Soaring beauty standards and the philosophy of self-love
- A growing sense of self-love is emerging as beauty standards shift
- Thais are embracing healthy ageing, but are also chasing youth
- Graph 5: consumers' behaviours toward ageing, by age group, 2024
- Beauty ideals are increasingly accessible and affordable
- Celebrate real beauty while offering products that support consumers' aesthetic goals
- Out-of-home lifestyles in the age of climate change
- The increased impact of climate change
- Thais are adapting to outdoor pollutants and life under the sun
- Graph 6: factors associated with skin concerns, 2024
- Social media plays a vital part in boosting sun protection awareness amongst younger generations
- Empower men with daily protection
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Expand holistic beauty via health-driven consumers
- Holistic wellness dominates the beauty landscape
- Graph 7: attitudes toward health and beauty, 2024
- The Thai skincare market reflects a shift in consumers' priorities
- Graph 8: share of skincare product launches with select claims, 2019-23
- Skin health takes a central role in beauty products
- Meet the health-driven beauty consumers
- Health-driven beauty consumers seek holistic wellness products
- Graph 9: beauty product features of interest among consumers who prioritise skin health benefits, 2024
- Expand your consumer base with beauty products for both mind and body
- Expand your consume base with beauty products for both mind and body
- Target health-driven consumers with ingestible beauty products
- Graph 10: activities done to improve holistic beauty among consumers who prioritise skin health benefits, 2024
- Offer ingestible holistic wellness products
- Ensure that products are safe and easy to use
- Promote sleep and de-stressing products
- Educate on the benefits of adaptogens for skin health and mental wellness
- Incorporate skincare routines into fitness lifestyles
- Tackle skin and hair issues caused by different stressors
- Skin and hair health contributes to healthy ageing
- Associations with factors causing skin and hair issues
- Graph 11: factors associated with each beauty issue, 2024
- Stress and lack of sleep are the main culprits behind both hair and skin concerns
- Leverage suncare products as anti-ageing and glow boosters
- Leverage suncare products for anti-ageing and glow-boosting
- Incorporate anti-pollution benefits in suncare and skincare
- Graph 12: consumers who consider pollution as a factor contributing to skin issues, by skin type, 2024
- Promote sun protection and anti-pollution to prevent dullness and ageing skin
- Call out holistic beauty, particularly for ageless skin
- Capture consumers with sensitive skin via derma sunscreen and anti-pollution solutions
- Address fears about harmful chemicals in makeup among consumers with sensitive skin
- Graph 13: consumers who have applied makeup to improve holistic beauty, by skin sensitivity, 2024
- Develop haircare for hair loss prevention and relaxation
- Graph 14: haircare product launches, 2019-23
- Develop haircare for hair loss prevention and relaxation
- Graph 15: factors associated with hair issues, 2024
- Address hair concerns with stress-fighting, sleep-promoting haircare
- Expand on under-discussed topics in wellness
- Redefine wellness in Thailand to expand on under-discussed topics
- Offer products to help women go through menstrual cycles
- Graph 16: consumers who are interested in hormone-balancing features in beauty products, by gender, 2024
- Promote menopausal skincare to older women
- Offer perimenopausal products to address hormone-related skin concerns
- Educate about hormones and their effects on the body and mind
- Substantiate efficacy claims with scientific evidence
- Encourage discreet conversation about sexual health
- Men are leading the change in a growing sexual health trend
- Men are leading interest in sexual-health-promoting beauty products
- Graph 17: consumers who are interested in sexual-health-promoting features in beauty products, by age group and gender, 2024
- Bring attention to sexual-health-related topics in a discreet manner
- Helps consumers learn about and explore sexual wellness, offering privacy and enjoyment
- Promote the link between sexual health and beauty to achieve holistic wellness
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APPENDIX
- Consumer research methodology
- Repertoire analysis
- TURF analysis
- Correspondence analysis
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