This report looks at the following areas:
- Analysis of consumers’ natural versus desired hair colours
- Hair colouring product usage
- Hair colouring activities
- Purchase intentions for hair colouring products
- Attitudes towards hair colouring products and activities
Thai consumers prioritise hair health over achieving the perfect shade, favouring gentle, natural colourant ingredients that offer added haircare benefits. Brands can stay relevant by focusing on each demographic's preferences, from trendsetting younger adults to established users of grey coverage.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
This Report explores trends and insights into Thai consumers’ attitudes and behaviours towards hair colouring products and activities both at home and at salons. It discusses new spaces and opportunities for the hair colouring segment in the Thai market.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Overview of the APAC hair colourant market
- Graph 1: hair colourant launches, by market, 2019-25
- The hair colourant market embraces convenience and naturalness, in addition to aesthetics
- Graph 2: top five claim categories in hair colourant launches, 2020-25
- Hair colourants are evolving into haircare
- Graph 3: hair colourant launches with claims related to product testing, by claim type, 2022-25
- Grasp the market opportunity for hair colourants targeting men
- Graph 4: share of hair colourant launches with for-men claims, 2022-25
- Predicting continued demand for grey-coverage products
- Graph 5: hair colourant launches addressing ‘grey hair’ or ‘grey covering’ in the product description, 2020-25
- Mintel Reports trace a clear shift in the hair colourant market
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HAIRCARE-INFUSED HAIR COLOURANTS
- The demographic profile of Haircare Enthusiasts
- Now: focus on gentle colourants for hair and scalp health
- Graph 6: desired features of premium hair colourants, Haircare Enthusiasts vs others, 2025
- Forecasting high-growth momentum for gentleness-related claims
- Graph 7: landscape overview of the ‘product tested’ claim group
- APAC: forecast for for-sensitive-skin claims, 2016-27
- APAC: forecast for hypoallergenic claims, 2016-27
- Now: offer hair colourants tailored for specific scalp conditions
- Now: embrace natural-based formulations for enhanced safety and gentleness positioning
- Graph 8: desired features for premium hair colourants, Haircare Enthusiasts vs others, 2025
- APAC hair colourants: botanical claims dominate, while organic and all-natural products are emerging
- Graph 9: landscape overview of the ‘natural’ claim group
- Now: promote naturally derived hair colourants to cultivate healthier hair and scalp
- Next: balance colouring performance with ingredient transparency for broad appeal
- Graph 10: agreement with statements about hair colouring, Haircare Enthusiasts vs others, 2025
- Next: integrate anti-hairloss and damage-repair benefits
- Graph 11: current hair issues, Haircare Enthusiasts vs others, 2025
- Next: enhance hair colourants with scalp-friendly benefits
- Graph 12: current scalp-related issues, Haircare Enthusiasts vs others, 2025
- The hair colourant market is overlooking hairloss/dandruff concerns, creating an opportunity for scalp-focused solutions
- Graph 13: hair colourant launches, by select claims, 2020-25
- Next: explore the ingredients used for anti-hairloss and anti-dandruff claims in hair colourants
- Graph 14: hair colourant launches with anti-hairloss claims, by ingredient, 2020-25
- Next: infuse hair colourants with haircare ingredients to promote hair growth and scalp care
- Future: incorporate biotechnology-based ingredients into hair colourants
- Graph 15: interested in ingredient features in beauty products, Haircare Enthusiasts vs others, 2025
- Future: showcase biotech-derived ingredients in hair colourants
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PERSONALISE HAIR COLOURING FOR YOUNGER CONSUMERS
- Most Thais prefer natural hair shades, while younger adults embrace bold fashion trends
- Graph 16: desired hair colour in the next six months, by age group, 2025
- Now: capture younger consumers’ attention with damage-free, trendy shades
- Graph 17: desired fashionable hair colours in the next six months, consumers aged 18-34, 2025
- Now: influence trendy hair colour choices through social media inspiration and expert online consultations
- Now: empower younger generations to express their individuality through fashionable hair colours
- Case study: THE UNSEEN collaborates to spark consumers’ creativity
- Next: offer hair colour solutions to achieve the ideal shade with minimal damage
- Graph 18: desired features for premium hair colourants, consumers aged 18-34 who desire fashionable hair colours vs others, 2025
- Next: promote bleach-free hair colourants for safe and gentle care
- Graph 19: hair colourant launches with ‘bleach-free’ or ‘without bleach’ in the product name or description, 2021-25
- Next: showcase hair colourants that promise vibrant colour without bleaching
- Next: combat consumer scepticism about at-home hair colour damage
- Graph 20: agreement that hair colouring at the salon causes less damage than at home, consumers aged 18-34 who desire fashionable hair colours vs others, 2025
- Next: promote professional at-home hair colour that repairs damaged hair
- Graph 21: hair colourant launches with salon in the product description and claims of combating signs of damaged hair, 2020-25
- Next: elevate at-home hair colouring with professionally crafted, salon-inspired colourants
- Future: offer at-home customisable hair colourant solutions
- Graph 22: desirable features of hair colourant products, consumers aged 18-34 who desire fashionable hair colours vs others, 2025
- Future: apply technology to help them explore personalisable shades at home
- Case study: L’Oréal Professional My Hair [iD] helps create a personalised hair colour experience
- Future: advanced tools are leading the evolution of at-home customisable hair colouring experiences
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GREY COVERAGE PRODUCTS FOR MEN AGED 45+
- Target older men as the primary audience for grey-coverage products
- Graph 23: usage of hair colourants and related products, men aged 45 and above vs the total, 2025
- Now: offer economical grey-coverage shampoo for men
- Graph 24: consumers who prefer colouring their hair at home to save money, men aged 45 and above vs the total, 2025
- Now: incorporate natural ingredients into grey-coverage products to appeal to older men
- Graph 25: desirable features for premium hair colourants, men aged 45 and above vs the total, 2025
- Now: promote natural features of grey-coverage products
- Graph 26: hair colourant launches addressing grey hair or grey covering in the product description and featuring botanical/botanical claims, 2021-25
- Now: leverage naturally derived grey coverage for healthier hair
- Next: focus on convenient and speedy dyeing solutions for men
- Graph 27: desirable features for premium hair colourants, men aged 45 and above vs the total, 2025
- Next: streamline permanent dye application for older men via integrated applicators
- Next: offer affordable refill options for grey root coverage
- Graph 28: hair colourant launches with ‘grey hair’ or ‘grey covering’ in the product description and claims related to convenience, 2020-25
- Next: launch refillable grey-coverage products
- Next: provide a refill pack for frequent, small touch-ups to ensure consistent shades
- Future: reverse greying and restore hair’s natural dark colour
- Key takeaways
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APPENDIX
- Report definition
- Generations
- Consumer research methodology
- Social data research methodology
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