Thai Beauty Shoppers Consumer Report 2024
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CVS (convenience stores) have emerged as favoured hubs for beauty enthusiasts in Thailand, providing skincare and cosmetics in compact sachets and tubes. These small sachets cater to both trial and cost-effectiveness needs, presenting an opportunity to elevate consumers’ spending from initial sachet purchases to higher value, aligning with their high beauty aspirations.
Meanwhile, Thailand’s ecommerce sector is rapidly expanding, increasing the accessibility of beauty products nationwide. Online marketplaces entice beauty shoppers through promotions and extensive product offerings. There is a growing need to assist online shoppers in enhancing their shopping journey, streamlining product exploration and elevating the purchasing experience.
Social media platforms have become an essential channel for reaching Thai consumers. By utilising targeted advertisements, influencer partnerships and interactive content, brands can effectively capture the attention of potential buyers. Social media commerce not only boosts brand visibility but also facilitates direct consumer engagement, leading to increased sales and a broader consumer base.
This report looks at the following areas:
- The trends impacting beauty shopping in Thailand
- Shopping channels for purchasing beauty and personal care products and consumers’ monthly beauty shopping budget
- Consumers’ purchase decision journey and consideration factors
- Attitudes and behaviours towards beauty and personal care products
Innovate to gain a competitive edge in the CVS channel. Strengthen sales by optimising online purchasing paths and leveraging social commerce strategies.
Chayapat Ratchatawipasanan, Principal Analyst
Market Definitions
Beauty shopping refers to purchasing of beauty products including facial care, cosmetics, body care and hair care. This report includes both offline covering traditional and modern trade as well as online channels covering beauty shopping channels of retailers (eg Shopee, Lazada) and social commerce (eg shops, pre-order shops on Facebook, IG, Twitter).
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EXECUTIVE SUMMARY
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The outlook for beauty shopping in Thailand
- Competition intensifies in the CVS channel while online marketplaces and social commerce are emerging as the battleground for deals
- Graph 1: BPC launches in convenience stores, by category, 2019-24
- Convert CVS shoppers to higher-value purchases
- Graph 2: CVS beauty shoppers* who agree with the statement "I prefer to buy products in sachet format mainly to save money", 2024
- Streamline the purchasing journey for High-Budget Online Shoppers
- Graph 3: consumers who agree with the following statements, by shopping channel and spending budget, 2024
- Elevate social commerce experiences to hyper interactions
- Graph 4: consumers who strongly agree with the following statements, by shopping channel, 2024
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- The beauty aisle in CVS sees increased competition
- CVS' ongoing expansion make them a go-to destination for Thai shoppers
- Colour cosmetics and skincare surpass other categories in new launches within the CVS channel
- Graph 5: BPC launches in convenience stores, by category, 2019-24
- The popularity of sachet formats has expanded to tubes which offer greater practicality
- Graph 6: skincare launches in flexible sachet and tube packaging at CVS, 2019-24
- Graph 7: colour cosmetic launches in flexible sachet and tube packaging at CVS, 2019-24
- CVS attract beauty shoppers through convenient and affordable small-size formats
- Crowded beauty shelves at CVS make it harder to attract new user base
- Online marketplaces captivating beauty shoppers
- eCommerce's rapid rise continues to draw in beauty shoppers
- Deal and promotion further drives the popularity of online marketplace
- Consumers are becoming more discerning with their product selection
- Consumers are confronted with a multitude of choices and information
- Social media content sparks the rise of shoppertainment
- Growing influence of user-generated social media content
- Local brands embrace shoppertainment content
- eCommerce leverage creator content to boost sales
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Convenience stores lead in offline beauty product penetration despite the growth of online shopping
- Graph 8: offline channels through which consumers have purchased beauty and personal care products, 2024
- Online marketplaces are outpacing other channels, leading brands to increasingly rely on these platforms
- Graph 9: online channels through which consumers have purchased beauty and personal care products, 2024
- Upgrade CVS beauty shoppers to higher-value purchases
- CVS sachet shoppers' beauty aspirations signal opportunities for product upgrades
- Demographic profile of CVS beauty shoppers who favour sachet formats
- Despite limited budgets, CVS Sachet Champions strive to improve their appearance
- Graph 10: consumers who strongly agree with the following statements, by shopping channel and attitudes, 2024
- CVS Sachet Champions actively keep up with the latest beauty trends and knowledge
- Graph 11: methods consumers use to get beauty information before purchasing beauty or personal care products, by shopping channel and attitudes, 2024
- Innovative and trendy beauty products hold significant appeal for CVS Sachet Champions
- Graph 12: consumers who strongly agree with the following statements, by shopping channel and attitudes, 2024
- Expand to gradual upsizing to encourage upgrading
- Graph 13: facial care launches by common total pack size, 2019-24
- Offer mid-sized options as a bridge between sachets and regular-sized products
- Introduce masstige lines with high efficacy positioning
- Launch trial incentives to prompt larger-sized purchases
- Implement loyalty programmes that track and reward sachet shoppers
- Streamline the purchasing journey for High-Budget Online Shoppers
- Consumers who buy all beauty and personal care products online tend to be high spenders
- Graph 14: typical monthly budget for spending on beauty and personal care products, by shopping channel, 2024
- Demographic profile of High-Budget Online Shoppers
- High-Budget Online Shoppers are the early adopter consumers
- Graph 15: consumers who strongly agree with the following statements, by shopping channel and spending budget, 2024
- Create easy-to-understand campaigns that strengthen efficacy claims
- High-budget online shoppers are confident in purchasing products without prior physical interaction
- Brand websites show high engagement with High-Budget Online Shoppers
- Graph 16: ways consumers get beauty information before purchasing a beauty or personal care product, by shopping channel and spending budget, 2024
- High-Budget Online Shoppers prefer online marketplaces, but there are opportunities for direct purchases
- Graph 17: online channels through which High-Budget Online Shoppers have purchased beauty and personal care products, 2024
- Leverage technology to streamline the research process
- Employ automated assistance service to drive direct purchase
- Put transparency at the forefront to build trust and facilitate decision-making
- Despite being enthusiastic online shoppers, high-budget consumers also shop at physical stores
- Graph 18: offline channels through which consumers have purchased facial skincare, by shopping channel and spending budget, 2024
- Graph 19: offline channels through which consumers have purchased colour cosmetics, by shopping channel and spending budget, 2024
- Promote product interaction in physical store to secure future purchases
- Guide consumer choices through workshops that highlight new product technology
- Expand brand visibility and consumer base via social commerce
- Social media serves as a second prominent online marketplace for Thai beauty shoppers
- Graph 20: online channels where Thai consumers purchased beauty and personal care products, 2024
- Demographic profile of Social Commerce Shoppers
- Social media searches serve as the pivotal purchase touchpoint for consumers
- Graph 21: ways consumers get beauty information before purchasing beauty or personal care products, by shopping channel, 2024
- Social Commerce Shoppers value real user reviews and also enjoy contributing
- Encourage user-generated content creation and sharing
- Incentivise honest reviews with reward scheme
- Social Commerce Shoppers are drawn to livestream shopping and impulse purchases
- Social Commerce Shoppers show interest in broader beauty categories
- Graph 22: interest in spending more money on beauty and personal care categories, by shopping channel, 2024
- Roll out exclusive live social media events to attract social commerce consumers
- Implement exclusive launch campaigns on social platforms
- Leverage AR filters to boost engagement and drive purchase
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APPENDIX
- Report definition
- Online channel terminology
- Other definitions
- Generations
- Index calculation
- Consumer research methodology
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