This Report delves into the evolving perceptions and behaviours of Thai consumers regarding beauty and ageing. It segments them into four distinct groups: Defensive Agers, Proactive Agers, Embracing Agers and Submissive Agers, each with unique attitudes towards maintaining a youthful appearance and embracing natural signs of ageing. It explores their perspectives on how ageing influences their lifestyles, mindsets and demands related to physical appearance.
The analysis reveals a rising demand for anti-ageing skincare, encompassing both prevention and ‘pro-ageing’ options. It also explores how social media shapes beauty standards and highlights the opportunity for brands to address these diverse needs with innovation and science to offer personalised, age-specific and holistic beauty solutions.
This report looks at the following areas:
- Thai consumers’ attitudes towards ageing and beauty
- Consumer segments based on their views related to ageing and beauty
- Beauty concerns and activities by lifestage
- Factors affecting skin health and appearance
- NPD opportunities to meet the needs of the four consumer segments
Explore consumer perspectives across age demographics on ageing and beauty, spanning from prevention to ‘pro-ageing’ options.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definition.
This Report explores the BPC attitudes and behaviours of Thai consumers across age groups towards silver beauty (beauty related to ageing). It explores Thai consumers’ perspectives on how ageing influences lifestyle, mindset and demands related to maintaining one’s appearance.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of the silver beauty market in Thailand
- The rapid growth of Thailand’s ageing society drives innovation in the beauty industry
- Cater to Defensive Agers with advanced anti-ageing solutions
- Graph 1: agreement with statements about ageing and beauty, Defensive Agers vs the total, 2024
- Inspire Proactive Agers to celebrate ageing with grace
- Graph 2: strong agreement with statements about ageing and beauty, Proactive Agers vs the total, 2024
- Support Embracing Agers as they age through messaging focused on confidence, health, wellness and longevity
- Graph 3: strong agreement with statements about ageing and beauty, Embracing Agers vs the total, 2024
- Highlight anti-dark-spot claims to target female Submissive Agers
- Graph 4: Submissive Agers concerned about dark spots in the last 12 months, by gender, 2024
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- The growing ageing population drives innovation in BPC
- Thailand’s rapidly ageing population calls for attention
- Graph 5: proportion of the total population by broad age group, 1990-2050
- Consumers aged 35+ are most conscious of the association between beauty, health and the ageing process
- Graph 6: top three factors that impact skin’s health and appearance, by age group, 2024
- Growing launches of anti-ageing claims in skincare and cosmetics
- Graph 7: skincare and colour cosmetics launches with anti-ageing claims, 2022-25
- The concept of anti-ageing has expanded across various beauty categories in Thailand
- Estée Lauder brings longevity science to its skincare and makeup lines
- How the silver generation navigates ageing with grace
- ‘Silver influencers’ are transforming perceptions of ageing with their modern approach to skincare, fashion and beauty
- Social media is shaping the future of the ageing society in Thailand
- Leverage Thailand’s expertise in longevity to lead the way in health-focused beauty innovations
- Incorporation of longevity and beauty into professional services for holistic wellness
- Tailored beauty solutions designed for perimenopausal and menopausal women are emerging
- Diverse perspectives on ageing and beauty among teenagers
- Social discussion reveals younger consumers’ diverse perceptions on ageing
- Anti-ageing narratives will shift towards skin rejuvenation
- Skincare brands in APAC markets are spearheading the ‘slow-ageing’ movement in their NPD
- Graph 8: skincare launches with anti-ageing claims and contain ‘slow ageing’ in the product name and/or description, 2020-25
- ‘Slow ageing’ launches are aimed at delaying signs of ageing
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Consumer segmentation: exploring diverse Thai perspectives on ageing and beauty
- Graph 9: segmentation by consumer attitudes about beauty and ageing, 2024
- Defensive Agers: defying time and tackling visible signs of ageing
- The demographic profile of Defensive Agers
- The impact on confidence prompts their defiance against visible signs of ageing
- Graph 10: strong agreement with ‘It’s unacceptable to have visible ageing signs’, Defensive Agers vs the total, 2024
- Defensive Agers go to great lengths to combat the signs of ageing
- Graph 11: agreement with statements about beauty actions related to ageing, Defensive Agers vs the total, 2024
- Perceiving a consistent and preventive skincare routine as key to maintaining a youthful appearance
- Graph 12: agreement with ‘I started using sunscreen when I was young to maintain healthy skin’, Defensive Agers vs the total, 2024
- Growing awareness of the link between suncare and ageing drives demand for anti-ageing suncare products
- Graph 13: % of sun/sunbed exposure product launches with anti-ageing claims, 2022-25
- Encourage Defensive Agers to bolster their anti-ageing routines with preventive suncare
- Advanced skincare is valued as the solution for addressing signs of ageing
- Graph 14: strong agreement with statements on the importance of skincare solutions for ageing and beauty, Defensive Agers vs the total, 2024
- Anti-ageing solutions take centre stage in facial skincare and eyecare, emerging as the primary focus areas
- Graph 15: % of facial skincare and eyecare product launches with claims related to anti-ageing, 2022-25
- Integrate cutting-edge solutions to combat visible signs of ageing around the face and eyes, and pave the way for enhanced longevity
- Address sugar-induced impacts on skin health with anti-glycation skincare
- Beyond the face, Defensive Agers need full bodycare for a youthful appearance
- Defensive Agers seek age-appropriate skincare to address their evolving needs
- Help consumers discover signs of ageing with a personalised, AI-powered skin scanner
- Foster a youthful complexion from within
- Provide Defensive Agers with anti-ageing supplements for holistically youthful vitality
- Proactive Agers: pursuing ageless beauty with proactive care
- The demographic profile of Proactive Agers
- Proactive Agers embrace youthful beauty while honouring the journey of growing older
- Graph 16: strong agreement with statements about positive ageing and youthful beauty, Proactive Agers vs the total, 2024
- Promote preventive longevity strategies in a fun and empowering way for younger generations
- Move beyond anti-ageing narratives to prioritise the pursuit of a radiant appearance
- Graph 17: agreement with statements about investing in anti-ageing products, Proactive Agers vs the total, 2025
- Highlight a luminous youthfulness that resonates with Proactive Agers’ aspirations
- Harness AI to prepare Proactive Agers for future healthy-looking complexions
- Graph 18: strong agreement with ‘It’s very important to take proactive efforts for skin’s future appearance’, Proactive Agers vs the total, 2024
- Case study: L’Oréal introduces a skin-ageing predictor that provides proactive solutions
- Promote the adoption of longevity skincare starting in one’s mid-20s
- Introduce pre- and post-procedure skincare, designed for Proactive Agers seeking quick, non-invasive methods to maintain youthful looks
- Graph 19: agreement with ‘Quick beauty solutions are worthwhile even if they have some health risks’, Proactive Agers vs the total, 2024
- Case study: an OTC medication to treat melasma before a non-invasive procedure
- Offer Proactive Agers comprehensive pre- and post-procedure care focused on rejuvenating skin
- Encourage younger generations to embrace their natural beauty through self-love
- Fight unrealistic societal standards by highlighting the achievements (and struggles) of everyday people
- Embracing Agers: embracing natural beauty with simplicity
- The demographic profile of Embracing Agers
- Embracing Agers celebrate the beauty of natural ageing
- Graph 20: strong agreement with statements about positive ageing, Embracing Agers vs the total, 2024
- Embracing Agers perceive beauty as timeless while cultivating longevity
- Case study: Furtuna – a pioneer in longevity-focused beauty
- Inspire Embracing Agers, led by those aged 45+, to celebrate the beauty and sophistication of grey hair
- Engage Embracing Agers with simple, effective skincare tailored to their specific needs
- Graph 21: agreement with ‘It’s not necessary to use anti-ageing products from a young age’, Embracing Agers vs the total, 2024
- Empower Embracing Agers by providing tailored skincare solutions for mature complexions
- Connect with Embracing Agers on safe beauty practices for lifelong wellness
- Build trust through science-backed, nature-inspired ingredients
- Thrive by focusing on simplicity and ensuring safety
- Further highlight the role of diet and supplements in longevity to Embracing Agers
- Submissive Agers: settling for submissive ageing beauty practices
- The demographic profile of Submissive Agers
- Highlight dark spots removal to target female Submissive Agers
- Graph 22: facial skin concerns – dark spots, Submissive Agers by gender vs the total, 2024
- Tap into Thai consumers’ demand for dark spot removal with affordable offers
- Graph 23: skincare launches mentioning dark spots in the product name and/or description, 2020-25
- Integrate multiple care benefits for dark spots and anti-ageing to maximise value
- Suncare is the foundation of maintaining a healthy complexion
- Offer versatile, multifunctional anti-ageing suncare to appeal to Submissive Agers
- Solutions to cover grey hair can address common hair concerns for older demographics
- Introduce effortless at-home grey hair coverage with affordable, convenient practices
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APPENDIX
- Report definition
- Abbreviations and terms
- Generations
- Consumer research methodology
- Segmentation: target groups/clusters
- Social data research methodology
- Consumer research topics
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