The Thai fragrance market is experiencing significant trends and shifts, particularly with the rise of mid-range products that cater to Gen Zers’ demand for affordable yet unique fragrances. This demographic largely perceives luxury fragrances as unnecessary, instead favouring personalised scents that reflect individual identity. Additionally, the market is seeing innovative uses of fragrances linked to wellness and personal experiences, with 28% of Thai consumers using them to enhance their mental health.
This Report also highlights the dual role of fabric softeners as both laundry aids and fragrance alternatives, presenting challenges and opportunities for fragrance brands in the mass market.
Prioritise reflecting the wearer's identity over focusing on brand prestige, appeal to new fragrance users with subtle scents for everyday confidence and stretch wellness beyond relaxation to immersion.
Chayapat Ratchatawipasanan, Principal Analyst
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