This report looks at the following areas:
- Common hair and scalp concerns among Thai consumers
- Haircare product usage patterns
- Popular haircare routines and activities
- Desired features in haircare products
- Consumer attitudes towards haircare habits and routines
Haircare brands are expected to pivot from temporary styling to long-term scalp and hair wellness. This shift will emphasise advanced, functional ingredients that proactively address common concerns like hairloss, dandruff and grey coverage.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
This Report explores consumer trends and insights into Thai consumers’ attitudes and behaviours towards haircare products and activities. It aims to find new spaces or opportunities for the haircare segment in the Thai market.
Categories covered include shampoos, conditioners, hair treatments, hair styling, as well as hair spa and hair massage. This covers both products for at-home use and salon services.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Consumers are prioritising hair and scalp health over cosmetic concerns
- Graph 1: hair and/or scalp issues, 2025
- Industry giants are leading in solutions for holistic hair health
- Graph 2: haircare product launches by claim, 2020-25
- Clearer communication is needed on functional haircare ingredient benefits
- Hormonal changes are identified as a key factor in hair and scalp health, especially among over-45s
- Graph 3: agreement with statements about factors impacting hair and scalp health, by age, 2025
- Case study: Charles Worthington launches Menoplex range
- Growing opportunity for more at-home haircare product innovations
- Graph 4: agreement with statements about haircare routines, 2025
- Consumers are ready for more advanced at-home hair and scalp care routines
- Graph 5: haircare activities done at home and/or at salon in the past six months, 2025
- Case study: introducing at-home hair and scalp treatment kits for hairloss and dandruff
- Mintel’s Reports trace a clear shift in the haircare market
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TACKLE THAIS’ #1 CONCERN: HAIRLOSS
- Hairloss is an escalating hair concern in Thailand
- Graph 6: consumers who experienced hairloss issues, 2022-25
- Now: highlight key anti-hairloss ingredients in brand messages for easier consumer choice
- Graph 7: haircare product launches with anti-hairloss claim, by selected ingredient, 2020-25
- Now: showcase anti-hairloss products, highlighting key active ingredients
- Now: explore botanical alternative ingredients for anti-hairloss
- Graph 8: haircare product launches with anti-hairloss claim, by selected ingredients, 2020-25
- Now: launch solutions for thinning hair using various natural nutrients and botanical extracts
- Next: opportunity for biotech ingredients to elevate product quality and safety
- Next: redefine emerging facial care ingredients for hairloss
- Next: provide haircare solutions designed to address hormone-related hairloss
- Graph 9: agreement that ‘hormonal changes can significantly impact hair/scalp health’, women age 35 and above experiencing hairloss vs the total, 2025
- Next: address women’s hairloss with inside-out solutions that target hormonal changes
- Next: expand the opportunity to focus on functionality for men’s hairloss
- Future: unlock personalised haircare solutions with diagnostics
- Future: blood test diagnostics may help identify underlying causes of hair thinning
- Future: example concept of an AI-driven, personalised at-home hairloss treatment
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PROMOTE DANDRUFF-FREE CLAIMS TO YOUNGER CONSUMERS
- Improper cleansing is seen as key to hair troubles
- Graph 10: agreement that ‘improperly cleansed hair can lead to hair/scalp problems’, by consumers with and without dandruff issues, 2025
- Case study: Kao launches Creamy Melt Foam Powder Shampoo for a spa-like deep cleanse
- Now: offer anti-dandruff solutions tailored to younger consumers
- Graph 11: consumers who experienced dandruff issues, by generation, 2025
- Now: highlight the key ingredients for combating dandruff
- Graph 12: haircare product launches with anti-dandruff claim, by selected ingredient, 2020-25
- Now: support scalp health with microbiome balance to prevent dandruff
- Graph 13: haircare product launches with anti-dandruff claims, by selected ingredients, 2020-25
- Now: launches of anti-dandruff products with bold messaging on functional ingredients
- Now: broaden appeal with younger consumers by incorporating anti-hairloss benefits
- Next: incorporate solutions for itchy and oily scalps in anti-dandruff products
- Graph 14: desirable features in haircare products, by consumers with and without dandruff issues, 2025
- Next: offer versatile solutions for a holistically healthy scalp to consumers experiencing dandruff issues
- Next: expand anti-dandruff benefits into the leave-in haircare categories
- Graph 15: haircare product launches with various claim, by sub-category, 2020-25
- Next: offer effective anti-dandruff solutions in leave-in product categories
- Future: highlight dandruff relief as a key to enhance overall wellbeing
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OFFER SAFE AND CONVENIENT GREY COVERAGE THAT SUPPORTS HAIR LONGEVITY
- Modern lifestyles are influencing premature greying
- Graph 16: consumers who experienced grey hair issuse, by age, 2022-25
- Now: focus on covering grey roots to avoid the damage caused by permanent dyes
- Graph 17: agreement with statements about hair colouring among consumers with grey hair issues, 2025
- Now: provide temporary grey touch-ups as a convenient and affordable choice
- Next: infuse natural haircare ingredients into hair colouring products
- Graph 18: haircare product launches addressing ‘grey hair’ or ‘grey root’ in the product description, by claim, 2020-25
- Next: revolutionise care for grey hair by addressing age-related concerns holistically
- Graph 19: consumers who experienced various hair and scalp issues, by consumers with and without grey hair, 2025
- Next: highlight safe, natural and holistic care in grey-covering products
- Next: incorporate premature greying prevention into daily haircare categories
- Next: develop haircare products for greying hair during menopause
- Next: tackle greying hair from the inside out
- Future: offer tech-driven convenience for at-home grey coverage
- Case study: L’Oréal Paris Colorsonic Hair Color Device offering ‘360 degree grey coverage’
- Key takeaways
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APPENDIX
- Report definition
- Consumer research methodology
- Generations
- Abbreviations and terms
- TURF analysis
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