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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of body skincare in Thailand
- Thai body skincare prioritises both beauty benefits and daily comfort
- Graph 1: top five beauty-enhancing claims in bodycare launches, 2020-24
- Deliver unmatched comfort in bodycare with innovative solutions beyond traditional cooling powder
- Graph 2: bodycare product usage, 2024
- Move beyond the promise of skin brightening
- Graph 3: body skin issues, by body moisturiser use, 2024
- Enhance shower routines and tackle skin concerns with innovative shower tools and accessories
- Graph 4: body skin issues related to medical conditions, 2024
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Body powder, a daily essential, needs innovation to revive the declining market
- Global warming drives bodycare brands to offer solutions for everyday comfort
- Graph 5: observed annual average maximum surface air temperature, 1901-2023
- Thailand is the second top market for body powder in APAC
- Graph 6: top five markets of body powder launches, 2019-24
- Recent advancements in body powder technology focus on encapsulation for prolonged cooling effects
- The unique dominance of bodycare formats in Thailand and Japan
- Diversify formats and textures in bodycare products for skin comfort to suit various lifestyles
- Bodycare is maximising its potency to thrive in the highly competitive market
- Skin-brightening bodycare is still growing in Thailand, with more consumers focusing on overall healthy skin
- Graph 7: top five beauty-enhancing claims in bodycare launches, 2020-24
- Emphasising active ingredient concentrations is key to making bodycare products stand out
- Graph 8: top five markets of bodycare launches with ‘concentrate’* as a claim, 2020-24
- Vitamin fortification serves as a compelling reason to believe in bodycare claims in Thailand
- Case study: Vaseline Glutasmart+ Concentrate Body Serum series
- Modernising the shower experience
- Thais shower twice a day, embracing hygiene and the ritual of relaxation
- Graph 9: consumers* who shower/bathe more than once a day, 2024
- Liquid shower product launches continue to grow
- Graph 10: bar soap and shower product launches, 2020-24
- Reimagining showers: smart technology and the path for Thai brands to innovate
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Bodycare isn’t just about nourishing the skin – it’s also about comfort
- Thai consumers combat heat discomfort with personal care products
- Graph 11: activities* Thais do during warm weather, 2024
- Powder is a staple bodycare product for Thais, pointing to their focus on comfort and freshness
- Graph 12: bodycare products usage, 2024
- The demographic profile of body powder users
- Body powder users, even those with limited incomes, prioritise beauty and personal care
- Graph 13: top categories of monthly spending priorities, powder users vs non-users, 2024
- Body powder users are shifting towards more outdoor lifestyles, driving the demand for on-the-go skin comfort
- Graph 14: consumers who use sunscreen more often because they have been out more frequently, powder users vs non-users, 2024
- Body powder users want to be comfortable throughout the day
- Graph 15: interest in body powder that provides a cooling effect when sweating, users vs non-users, 2024
- True comfort isn’t just about staying cool – it’s also about feeling fresh and smelling great
- Graph 16: interest in select body powder benefits, users vs non-users, 2024
- Combine product usage with electronic cooling devices
- Expand to on-the-go formats to provide convenient, on-demand comfort
- Take inspiration from other BPC categories to innovate and enhance long-lasting comfort
- Collaborate with apparel brands to provide maximum comfort
- Innovate wind-activated cooling powder
- Enhance the appearance of body skin by promoting optimal skin health
- The demographic profile of body moisturiser users
- The desire for better skin goes beyond brightness
- Graph 17: body skin issues, body moisturiser users vs non-users, 2024
- Beyond the enhancement of texture and tone, body moisturiser users are interested in preventive care
- Graph 18: bodycare benefits consumers are interested in trying, body moisturiser users vs non-users, 2024
- Quick and efficacious, yet safe, solutions are needed
- Graph 19: consumers who strongly agree with attitudinal statements relating to bodycare products, body moisturiser users vs non-users, 2024
- Body moisturiser users have a sophisticated body skincare repertoire
- Graph 20: body skincare products repertoire, body moisturiser users vs non-users, 2024
- Introduce advanced and innovative body treatment solutions to captivate and engage users
- Offer products that are suitable for skin cycling
- Classic ingredients like vitamin C remain unrivalled champions
- Reinvigorate hero ingredients like vitamin C by reaching medical-grade quality and specially formulating them for sensitive skin
- Offer skin cycling bodycare sets
- Enhance shower routines and tackle skin concerns with innovative shower tools and accessories
- Opportunities to upgrade shower routines
- The demographic profile of Shower Tool Advocates
- Shower Tool Advocates want to achieve healthy skin
- While aspiring for healthy skin, Shower Tool Advocates face multiple skin concerns
- Graph 21: body skin issues regarding skin texture, Shower Tool Advocates vs Non–Shower Tool Advocates, 2024
- Graph 22: body skin issues related to medical conditions, Shower Tool Advocates vs Non–Shower Tool Advocates, 2024
- Provide gentle exfoliation without irritation
- A complete shower experience goes beyond just soap or shower gel: opportunities lie in shower tools and accessories
- Graph 23: bodycare product repertoire, Shower Tool Advocates vs Non–Shower Tool Advocates, 2024
- Communicate skin health promotion features in shower tools to increase adoption
- Offer shower head filters that address specific skin issues
- Integrate a shower product into a showerhead to provide new experiences for those with sensitive skin
- Elevate the shower experience: infuse premium tools with targeted ingredients for specific body skin concerns
- Graph 24: interest in ingredients in bodycare products, Shower Tool Advocates vs Non–Shower Tool Advocates, 2024
- Be inspired by body lotion formulations: integrate active ingredients to boost cell turnover
- Combine a microbiome-balancing shower brush with a prebiotic body wash
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APPENDIX
- Consumer research methodology
- Abbreviations
- Generations
- TURF analysis
- Repertoire analysis
- Social data research methodology
- Infegy Atlas – coverage and full list of search terms used
This Report delves into the Thai body skincare market, spotlighting the categories of body powder, moisturisers and shower products.
It highlights the sluggish innovation in body powder, despite its cultural significance, and the potential for revitalisation through enhanced sensory experiences. Brands are modernising shower products, with a shift towards liquid formats and innovative shower tools. The body moisturiser market remains competitive, with a focus on skin health benefits such as hydration and brightening, reflecting consumers’ evolving perceptions of their skin goals.
The Report also examines consumer demographics, interests, perceptions, behaviours and attitudes, presenting opportunities for brands to align with these trends.
This report looks at the following areas:
- Key trends shaping the body skincare market in Thailand
- Common body skin concerns and consumer usage of body skincare products
- Perceptions and attitudes towards body skincare solutions
- Interest in skincare ingredients and desired product benefits
- Opportunities to innovate and expand the body skincare category in Thailand
Revitalise body powder to deliver all-day skin comfort, align moisturisers with evolving consumer trends in skin health and offer tools to enhance shower routines.
Chayapat Ratchatawipasanan, Principal Analyst
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