Thailand’s deodorant and scented products market is undergoing a significant shift, with younger male consumers – influenced by cultural icons – increasingly adopting underarm hair removal, thereby challenging traditional grooming norms. This creates opportunities for deodorant brands to offer innovative products addressing both odour and skincare needs; formats like wipes and creams with skincare benefits are gaining popularity, especially among Gen Z men who wish to care for their skin after hair removal.
Meanwhile, scented products are transforming from status symbol to a tool for personal expression among Zillennials. This shift highlights the need for brands to align products with younger consumers’ focus on individuality and emotional connection.
This report looks at the following areas:
- Key trends in deodorant and scented products in Thailand
- Consumer behaviours around deodorant and scented products
- Underarm hair removal habits
- Consumer underarm concerns
- Interest in deodorant formats and textures
- Attitudes towards deodorant and scented products
- Opportunities for brands to attract new consumers
Tackle Gen Z men's post-shave concerns, expand deodorant offerings with innovative formats and introduce a customisable fragrance experience.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for deodorant and scented products in Thailand
- Thailand’s deodorant market is growing, offering opportunities to premiumise in new formats
- Graph 1: top five markets for deodorant launches, 2020-25
- Gen Z men are the hairless underarm generation
- Graph 2: strong agreement that underarm hair removal can effectively reduce body odour, by generation and gender, 2025
- Wipes emerge as the next promising deodorant format
- Graph 3: usage of and interest in deodorant wipe formats, 2025
- Zillennials invest in fragrances to enhance personal identity and connection
- Graph 4: strong agreement that it is worth spending more on fragrances that can enhance intimacy with a partner, by generation, 2025
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Underarm hair removal among Thai men is increasingly common
- Hair removal is becoming increasingly popular, particularly among younger men
- Removing facial and body hair is becoming increasingly popular, particularly among younger men
- T-Pop idols drive hairless underarm norms among younger Thai men
- At-home hair removal offers a wide range of convenient and diverse options
- Deodorants enter a new era of innovation
- Thailand’s deodorant market is expanding, creating opportunities for premiumisation through innovative formats
- Graph 5: top five deodorant launch markets, 2020-25
- Deodorant formats are evolving, inspired by a diverse range of beauty products
- Brightening underarm skin remains a hygiene factor
- Graph 6: top three beauty-enhancing claims in deodorant launches, 2020-25
- Brands innovate to transform underarm skincare with brightening solutions
- Scented products are evolving from simple fragrance to daily comfort, connection and wellbeing
- Thais prioritise body odour more than other Southeast Asians
- Graph 7: frequency of showering more than once daily, 2025
- Deodorants and scents expand beyond underarms
- The next fragrance frontier: capturing the scent of newborns
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Protect younger men’s skin with effective post-shave care
- Gen Z men remove underarm hair for a cleaner, more polished look
- Graph 8: underarm hair removers, by generation and gender, 2025
- Underarm hair is linked to body odour
- Graph 9: strong agreement that underarm hair removal can effectively reduce body odour, by generation and gender, 2025
- Gen Z men are concerned about underarm skincare after hair removal
- Graph 10: underarm hair removal methods among male Gen Zs, 2025
- Gen Z men lean towards gentle, ‘skinified’ deodorant formats
- Graph 11: deodorant format usage, total consumers vs Gen Z hair removers, 2025
- Offer deodorants with hair growth inhibitors for consumers who shave their armpits
- Feature post-shave skincare claims in deodorant line-ups
- Expand a complete underarm care solution for male consumers with shaved skin
- Future: introduce anti-chafing claims to deodorants
- Unlock unique underarm care with innovative deodorant formats
- Emerging formats gain traction, opening new opportunities for deodorant innovation
- Graph 12: deodorant format landscape, 2025
- Consumer group profiles for emerging formats
- Innovate with emerging deodorant formats that enhance skincare appeal
- Wipes are well known, but how can brands enhance their appeal and market reach?
- Graph 13: consumers usage of and interest in deodorant wipe formats, 2025
- Deliver an enhanced experience for current users and value-focused offerings for prospective consumers
- Graph 14: consumers who self-identify as being in a ‘healthy’ financial situation, by consumer segment, 2025
- Soothe loyal users and highlight functional benefits to win future adopters
- Graph 15: underarm-related concerns, loyal wipe users vs future wipe adopters, 2025
- The growing trend for using facial toner on underarms to improve skin appearance
- Leverage renowned toner pads from facial skincare for use on underarms
- Provide on-the-go wipes for day-long comfort
- Future: extend beyond underarms to combat odour across the entire body
- Create fragrances that empower Zillennials to express their identity, not their status
- Younger consumers redefine scent preferences, moving beyond the traditional
- Graph 16: fragrance products and body powder usage among deodorant users, by generation, 2025
- Unique, individual scents have become the new luxury for younger consumers
- Graph 17: fragrance usage by self-identified brand positioning, by generations, 2025
- Zillennials are willing to invest in fragrance to enrich interpersonal relationships
- Graph 18: strong agreement that it is worth spending more on fragrances that can enhance intimacy with a partner, by generation, 2025
- Increase interpersonal bonding with aphrodisiac scent elements
- Shower scents open opportunities for luxury fragrances to appeal to Zillennials
- Graph 19: strong agreement that scent is the most important factor when choosing soap, bath and shower products, Zillennials vs non-Zillennials, 2025
- Zillennials redefine fragrance rituals from fixed signature to fluid identity
- Graph 20: strong agreement that using the same scent every day can make it less appealing, Zillennials vs non-Zillennials, 2025
- Promote scent layering to engage younger consumers
- Appeal to younger consumers with gamified scent-layering sets
- Create unique scent layering with bodycare
- Connect functional fragrance claims with unique times of day
- Future: create unique scents with skin-scent enhancers
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APPENDIX
- Generations
- Consumer research methodology
- Repertoire analysis
- Social data research methodology
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