The intimate hygiene product market in Thailand has seen significant growth, ranking fifth in the number of launches in APAC over the past five years. As the intimate wash category matures, brands can expand into skincare for intimate areas, particularly to address Thai consumers’ concerns over darker skintones and undesired texture. This presents an opportunity for intimate care brands to increase their market penetration in intimate skincare, shifting focus from the competitive hygiene category.
Additionally, opportunities exist in intimate care products developed to target issues caused by shaving or hair removal, especially among Gen Z consumers who favour intimate hair removal and often rely on at-home solutions.
Meanwhile, as sexual wellness becomes a less taboo topic in Thailand, there is potential for brands to increase the use of intimate hygiene products around sexual occasions.
This report looks at the following areas:
- The trends impacting intimate care in Thailand
- Consumers’ concerns about intimate areas
- The use of intimate care products and usage occasions
- Purchasing factors for intimate care and interest in product claims
Capture growth opportunities in intimate care by providing skin-enhancing benefits, caring for skin during hair removal and catering to sexual wellness occasions.
Chayapat Ratchatawipasanan, Principal Analyst
Market Definitions
This Report covers intimate care products, which include products that are designed to be used in intimate areas with delicate skin. The topic includes products for men and women. Additionally, this Report covers hygiene-related products as well as skincare/nourishing products for intimate areas and products related to sexual health and wellness.
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EXECUTIVE SUMMARY
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The outlook for intimate care products in Thailand
- Interest in intimate care health, a preference for hair removal and sexual wellness offer routes for category expansion
- Graph 1: top five intimate hygiene launch markets, 2019-24
- Boost the penetration of intimate care with benefits beyond hygiene
- Graph 2: top appearance-related issues in the intimate area, 2023
- Capture opportunities in pre- and post-hair-removal occasions among Gen Z
- Graph 3: women's concerns about intimate areas, by generation, 2023
- Increase usage occasions by targeting sexual wellness
- Graph 4: occasions for which consumers use intimate care products, 2023
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Key trends AND MARKET FACTORS
- What you need to know
- Intimate hygiene is branching into intimate skincare
- An increase in intimate hygiene product introductions in Thailand
- Graph 5: top five intimate hygiene launch markets, 2019-24
- The intimate wash category heats up as more players join
- Brands are expanding into skincare for intimate areas
- Concerns over darker skintones spur innovation in skincare for the intimate area
- A shifting norm of intimate area hair removal
- Skin-revealing fashion trends contribute to more women opting to remove intimate area hair
- Intimate-hair-removal preferences grow alongside the expanding available options
- The rising preference for intimate area hair removal prompts brands to offer targeted solutions
- Hair removal paves the way for innovation targeting post-hair-removal skincare needs
- There is room for innovation in hair removal products targeting intimate areas
- Sexual wellness has become less taboo in Thailand
- A sexual wellness café sparks open dialogue around the topic
- The market is seeing more sexual-wellness-enhancing products launched by small brands
- Global brands showcase how sexual wellness has created a new space for product innovation
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What consumer want and why
- What you need to know
- Boost penetration in intimate care with proven skin-enhancing formulas
- Darker skintones in the intimate area is a major concern among Thais
- Graph 6: top appearance-related issues in intimate area, 2023
- The demographic profile of consumers with intimate skin appearance concerns
- Consumers with intimate skin appearance concerns are highly engaged in the intimate care category
- Graph 7: daily usage of intimate care products, by concerns in intimate areas, 2023
- Intimate hygiene products with proven high efficacy are sought-after
- Graph 8: important factors when purchasing intimate hygiene products, by concerns in intimate areas, 2023
- Boost the usage of intimate care products with skin-brightening and smoothing benefits
- Formulate with established skincare ingredients and natural extracts
- Consumers with intimate skin appearance concerns look for long-term intimate skin health support
- Graph 9: claims of interest in intimate care products, by concerns in intimate areas, 2023
- Promote microbiome balance alongside skincare benefits to build trust and drive purchase
- Address men's appearance concerns with skin-enhancing formulas
- Capture opportunities in pre- and post-hair-removal occasions
- Zillennials show high usage of hair removal and shaving products for intimate areas
- Graph 10: usage of intimate care products once a week or more, by generation, 2023
- Intimate hair removal can lead to intimate skin issues requiring extra care, especially for women
- Gen Z women's higher concerns related to intimate hair removal present a targeted opportunity
- Graph 11: consumer's concerns in intimate areas, by generation and gender, 2023
- Introduce Gen Z women to pre-hair-removal routines
- Create intimate care products that prep skin for a smooth shave
- Promote proper post-hair-removal intimate care routines
- Interest in soothing claims suggests opportunities in aftershave products
- Graph 12: top intimate care claims of interest to Gen Z women, 2023
- Encourage aftershave use with gentle, skin-soothing benefits
- Increase usage occasions by targeting sexual wellness
- Sexual activity presents opportunities to expand intimate care product use
- Graph 13: occasions that consumers use intimate care products, 2023
- Women's high usage rate of intimate wash and wipes suggests a strong focus on hygiene
- Graph 14: women's use of intimate care products once a week or more, total vs those who use them around sexual activity, 2023
- Concern over odour and the cleanliness of intimate areas arises among those who are sexually active
- Graph 15: women's concerns around intimate areas, by intimate care usage occasion, 2023
- Women seek not only intimate hygiene products, but also intimate care that promotes health
- Graph 16: intimate care product claims of interest to women, by intimate care usage occasion, 2023
- Communicate the importance of hygiene pre- and post-intercourse
- Launch campaigns to include intimate hygiene in the sexual wellness conversation
- Offer post-sex products that promote vaginal health along with hygiene
- Promote awareness and develop lubricants that prioritise vaginal health
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Appendix
- Report definition
- Generations
- Consumer research methodology
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