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.
This report looks at the following areas:
- Key trends in fragrance and scented products in Thailand
- Consumer behaviours related to fragrances and scented products
- Consumer interest in fragrance feature upgrades
- Consumer attitudes towards fragrance and scented products
- Opportunities for fragrance and scented product brands to capture new consumers
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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EXECUTIVE SUMMARY
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The outlook of fragrance and scented products in Thailand
- Fragrances and scented products in Thailand are breaking traditional rules
- Graph 1: fragrance and deodorant launches, 2019-24
- Personalisation and cutting-edge tech are new luxuries for Gen Zers
- Graph 2: consumers who agree that paying for luxury fragrance products is a waste of money, by generation, 2024
- Engage with subtle fragrances for daily use
- Graph 3: behaviours regarding fragrance and scented products usage, the total vs Fabric Softener Scent Admirers, 2024
- Stretch the wellness space in fragrances to address emotional and sensory desires
- Graph 4: fragrance features consumers are willing to pay more for, the total vs Scent Wellness Enthusiasts, 2024
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Key trends and market factors
- What you need to know
- The personal care market limits deodorant and boosts mid-range fragrance
- Across markets, the fragrance category is experiencing growth, while the deodorant category remains stagnant
- Graph 5: fragrance and deodorant launches, 2019-24
- Graph 6: fragrance and deodorant launches, 2019-24
- Across markets, the fragrance category is experiencing growth, while the deodorant category remains stagnant
- Prestige and luxe continue to fuel global fragrance innovations
- Graph 7: fragrance launches by price positioning, 2018-23
- Meanwhile, mid-range fragrances are growing in Thailand
- Graph 8: fragrance launches, by price group* (US$), 2019-24
- Meanwhile, mid-range fragrances are growing in Thailand
- Local perfume and home fragrance brands have been emerging
- Case study: AXE jumps into the fine fragrance space in Thailand
- The fabric softener category threatens the Thai fragrance market's penetration
- Fabric softeners play an alternative role as personal fragrance providers
- Fabric softener scents are emerging as alternatives to fine fragrances
- Case study: Withât offers perfumes and fabric softeners with complementary scents
- Innovation in fabric softener scents has been slow, creating opportunities for mass-market fragrance to attract consumers
- Graph 9: the top five markets for fabric softener launches with perfume claims, 2019-24
- Fragrance is evolving to provide captivating personal experiences
- The wellness space in the fragrance category is growing globally
- Graph 10: fragrance launches with wellness claims*, 2019-24
- The wellness space in the fragrance category is growing globally
- The wellness fragrance segment is also emerging in the APAC region
- Fragrances and scented products go beyond their traditional function
- Fragrance creates an immersive experience, strengthening the brand's connection through shared TV show moments
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What consumers want and why
- What you need to know
- Thai consumers are focusing on enhancing personal experiences in fragrance and scented products
- Graph 11: fragrance features consumers are willing to pay more for, 2024
- Target Gen Z with personalisation and advanced fragrance technology
- Luxury alone won't be enough to captivate Gen Z
- Graph 12: consumers who agree that paying for luxury fragrance products is a waste of money, by generation, 2024
- Gen Zers need fragrances that can uniquely depict their personality
- Scents that reflect personality can enhance emotional attraction
- Graph 13: consumers who strongly agree that it's worth spending more on fragrances that can enhance intimacy with their partner, 2024
- Provide fragrances that nurture engaging personas to foster intimacy and strengthen connections
- Innovate in raw scents that work with the wearer's skin
- Precisely enhance one's personality with biotechnology in fragrance creation
- Leverage wearable devices to customise the fragrance release
- Case study: By Me by Lion's personalised scents
- Fragrance development approaches targeting Gen Z
- The Thai beauty persona for customised fragrances and advanced technological approaches
- Thai consumers prefer fragrance and scented products that evoke a sense of cleanliness
- Having a pleasant body odour reflects good personal hygiene
- Graph 14: consumers** who shower/bathe more than once a day, 2024
- Thai consumers desire a pleasant body scent that remains unobtrusive
- The demographic profile of Fabric Softener Scent Admirers
- Fabric Softener Scent Admirers are sociable and outgoing
- Graph 15: the top five categories of monthly spending priority – in-home food and drink and eating out, the total vs Fabric Softener Scent Admirers, 2024
- Fabric care scents evoke a soft, clean essence that enhances the overall daily vibe
- Offer a greater variety of subtle scents
- Graph 16: behaviours regarding fragrance and scented products usage, 2024
- Offer a range of concentrated laundry fragrances for many flexible scent options
- Innovation in fabric spray is limited in North APAC, despite a unique demand in Thailand
- Graph 17: the top five markets for fabric freshener/moth repellent launches, 2019-24
- Innovation in fabric spray is limited in North APAC, despite a unique demand in Thailand
- Offer clean and comforting fragrances to Fabric Softener Scent Admirers
- Case study: Hygiene positions its fabric softeners as a daily fragrance
- Ideating products for Fabric Softener Scent Admirers with Mintel Leap
- The Thai beauty personas for fragrance product development with a fabric softener scent approach
- Expand wellness opportunities in fragrance applications for mesmerising experiences
- The role of fragrances and scented products has been redefined to include self-care
- The demographic profile of Scent Wellness Enthusiasts
- Graph 18: generations, Scent Wellness Enthusiasts vs those who aren't Scent Wellness Enthusiasts, 2024
- Create intrigue with fragrances that offer benefits beyond their original functions
- Provide fragrances for different circumstances and lifestages
- Expand fragrances to meet diverse emotional and sensory needs
- Graph 19: fragrance features consumers are willing to pay more for, 2024
- Evoke olfactory escapism experiences through gourmand fragrances
- Enhance scent imagination by exploring faraway and surreal realms
- Revive heritage brands with a modern twist
- Collaborate with other industries to create multisensory experiences
- Ideating products for Scent Wellness Enthusiasts with Mintel Leap
- The beauty persona for fragrance expansion beyond health and wellness
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Appendix
- Consumer research methodology
- TURF analysis
- Social data research methodology
- Generations
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