The Thai beauty market is undergoing a significant transformation driven by economic pressures, shifting consumer preferences and technological advancements. Consumers are increasingly prioritising value-driven products, opting for solutions that provide cost effectiveness without compromising quality. This shift is accompanied by a heightened expectation for brands to demonstrate transparency as informed consumers seek scientifically validated products and reputable expert endorsements.
Meanwhile, urbanisation and the integration of technology are reshaping the beauty landscape, fostering a seamless interaction between online and offline experiences. Self-expression remains a key factor in consumer choices, propelling the demand for personalised and exclusive beauty solutions. Collectively, these dynamics present both challenges and opportunities for brands aiming to navigate the evolving Thai beauty sector.
Discover the various consumer segments resulting from market transformations in this Report and identify effective ways to target them through beauty innovations and engagements.
This report looks at the following areas:
- Consumer segmentation and the key personas in the Thai beauty market
- Archetypes and their influence on consumer behaviour
- Consumer attitudes, behaviours and preferences towards beauty
- Product development and marketing strategies tailored to each persona
- Consumer insights and compelling ready-to-use stories of each persona
Boost beauty market innovation with transparency, convenience and personalisation. Leverage phygital interactions to enhance trust and relationships with consumers.
Chayapat Ratchatawipasanan, Principal Analyst
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of the Thai beauty and personal care market
- Thai consumers’ unique self-expression drives growth in the Thai beauty market, outpacing the SEA market
- Graph 1: consumers* who agree that being able to express their individuality is a top priority for them in life, 2024
- The four Thai beauty personas
- The Early Adopter Beautician – “I strive to be the first of the group”
- The Beauty Habitualist – “I withhold belief until I can substantiate it”
- The Modern Pragmatist – “I choose beauty products that balance innovation with practicality”
- The Simplistic Beauty Consumer – “I prefer straightforward beauty solutions that fit seamlessly into my lifestyle”
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Key trends, key drivers and market factors
- What you need to know
- Consumers are increasingly prioritising economic factors, hindering their beauty purchases
- Urbanisation and technology are fuelling the demand for a super-convenient lifestyle
- Consumers’ decision-making processes are being streamlined through immersive phygital experiences
- Thai consumers are becoming more well informed in beauty thanks to the rise of beauty-science influencers
- Thai consumers’ interest in self-expression drives growth in the beauty market, outpacing the SEA market
- Graph 2: consumers* who agree that being able to express their individuality is a top priority for them in life, 2024
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The Beauty Personas
- The background and methodology of the Thai beauty personas
- Meet the four Thai beauty personas
- Graph 3: share of beauty personas, 2024
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The Early Adopter Beautician
- The numbers: the Early Adopter Beautician snapshot
- The demographic profile of the Early Adopter Beautician
- Early Adopter Beauticians allocate extra budget for an upscale lifestyle
- Graph 4: consumers’ key monthly spending priorities, total vs Early Adopter Beauticians, 2024
- Low brand loyalty requires brands to continually introduce fresh strategies
- Graph 5: consumer agreement on beauty product purchasing behavioural statements, total vs Early Adopter Beauticians, 2024
- Trendsetting innovations and exclusivity are crucial
- Graph 6: attitudes towards beauty, total vs Early Adopter Beauticians, 2024
- Early Adopter Beauticians highly trust global experts
- Skin sensitivity struggles
- Graph 7: skin concerns, total vs Early Adopter Beautician, 2024
- Early Adopter Beauticians seek beauty brands that enhance their social standing
- Graph 8: consumers who strongly agree that imported ingredients are of better quality than domestic ones, by beauty persona, 2024
- They value cutting-edge technology and futuristic beauty experiences
- Graph 9: the top three beauty and personal care products that consumers are willing to spend more money on, total vs Early Adopter Beauticians, 2024
- The story: Nicha – the Early Adopter Beautician
- Meet Nicha, the Early Adopter Beautician
- A depiction of Nicha’s lifestyle and product preferences
- Nicha’s beauty preferences
- Nicha’s beauty product shelf
- How to communicate with Nicha
- Nicha’s beauty information journey
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The Beauty Habitualist
- The numbers: the Beauty Habitualist snapshot
- The demographic profile of the Beauty Habitualist
- The Beauty Habitualist prefers spending on essential everyday items
- Graph 10: monthly spending priority by category, total vs Beauty Habitualists, 2024
- The Beauty Habitualist is highly loyal to products and brands
- Graph 11: consumers’ beauty product purchasing behaviours, total vs Beauty Habitualists, 2024
- Intrigue them via genuine comments and reviews
- Graph 12: consumers who strongly agree that they would be more influenced by reviews from other consumers than influencers, total vs Beauty Habitualists, 2024
- Communicate safety to reassure Beauty Habitualists
- Graph 13: purchase consideration factors of beauty and personal care products, total vs Beauty Habitualists, 2024
- The story: Benjarat – the Beauty Habitualist
- Meet Benjarat, the Beauty Habitualist
- A depiction of Benjarat’s lifestyle and product preferences
- Benjarat’s beauty preferences
- Benjarat’s beauty product shelf
- Assist Beauty Habitualists in trialling beauty products before deciding
- How to communicate with Benjarat
- Benjarat’s beauty information journey
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The Modern Pragmatist
- The numbers: the Modern Pragmatist snapshot
- The demographic profile of the Modern Pragmatist
- Modern Pragmatists are sociable individuals who care about their appearance
- Graph 14: monthly spending priorities by category, total vs Modern Pragmatists, 2024
- Beauty isn’t the main priority, but it is a delightful addition to everyday life
- Graph 15: consumer agreement with “My life would be boring without beauty products”, total vs Modern Pragmatists, 2024
- There is light at the end of the tunnel
- Graph 16: the top three product categories that consumers are willing to spend more in, total vs Modern Pragmatists, 2024
- Leverage cutting-edge technology and provide new user experiences for premiumisation
- Graph 17: motivations to buy premium facial skincare, total vs Modern Pragmatists, 2024
- Appeal to the Modern Pragmatist by building credibility
- Graph 18: influencers of beauty and personal care product purchases, total vs Modern Pragmatists, 2024
- The story: Thanatchai – the Modern Pragmatist
- Meet Thanatchai, the Modern Pragmatist
- A depiction of Thanatchai’s lifestyle and product preferences
- Thanatchai’s beauty preferences
- Thanatchai’s beauty product shelf
- How to communicate with Thanatchai
- Thanatchai’s beauty information journey
- Case study: Suntory Thailand strategically conveys its message to men and their partners
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The Simplistic beauty consumer
- The numbers: the Simplistic Beauty Consumer snapshot
- The demographic profile of the Simplistic Beauty Consumer
- The Simplistic Beauty Consumer lacks enthusiasm for beauty
- Graph 19: consumers who strongly agree on attitudinal statements about beauty product purchases, total vs Simplistic Beauty Consumers, 2024
- Despite financial challenges, Simplistic Beauty Consumers seek to invest in personal hygiene products
- Graph 20: beauty and personal care categories that consumers are willing to pay more for, total vs Simplistic Beauty Consumers, 2024
- The story: Wanpen – the Simplistic Beauty Consumer
- Meet Wanpen, the Simplistic Beauty Consumer
- A depiction of Wanpen’s lifestyle and product preferences
- Wanpen’s beauty preferences
- Wanpen’s beauty product shelf
- How to communicate with Wanpen
- Wanpen’s beauty information journey
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Appendix
- Generations
- Consumer research methodology
- Index calculation
- Social data research methodology
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