This Report delves into the skintone management practices of Thai consumers in 2024, focusing on trends and preferences in skincare products. It emphasises the critical role of maintaining healthy skin as a foundation for achieving desired skintone outcomes. The content highlights the enduring popularity of brightening and whitening products, driven by innovative ingredients and advanced technology. Preventive care, particularly the use of suncare products, is underscored as essential for achieving and maintaining an even complexion. The Report also segments Thai consumers into distinct groups based on their skintone preferences and examines their attitudes towards safety and trust in skincare products.
This report looks at the following areas:
- Thais’ ideal skintone
- Skintone management product usage
- Associations between skin appearance and skincare claims
- Interest in skintone-management-related claims in skincare products
- Thais’ attitudes towards skintone management
Enhance healthy skin to support consumers in achieving their desired tone. Elevate brightening skincare routines with a focus on safety, prevention and innovation.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
This Report reveals consumer trends in managing their skin complexion, including skincare product usage trends. It also shows how Thai consumers’ attitudes and behaviours towards skintone have changed from the past. The product categories include all skincare products, from facial skincare to bodycare. The Report aims to provide actionable insights and recommendations for this brightening skin fanatic market.
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executive summary
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The outlook of skintone management in Thailand
- Skin brightening products are thriving and expanding in Thailand, especially within the context of promoting healthy skin
- Graph 1: the top five beauty-enhancing claims in skincare launches, 2019-24
- Promote a healthy complexion to accomplish one's ideal skin
- Graph 2: effective methods for achieving one's ideal skintone, 2024
- Understand Thai consumers' bright skin obsession
- Understand Thai consumers' level of bright skin obsession
- Introduce highly effective skin treatment methods that deliver visible results to captivate Skin Brightening Enthusiasts
- Graph 3: effective methods to achieve one's ideal skintone, 2024
- Certified protective care ensures safety
- Graph 4: effective methods to achieve one's ideal skintone, 2024
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key trends and market factors
- What you need to know
- Enhance a healthy complexion to achieve one's ideal skin appearance
- Healthy skin claims rise consistently in body- and suncare
- Graph 5: skincare launches with 'healthy' or 'skin health' in the product name and/or description, 2019-24
- Healthy skin indicators are being discussed from various angles
- Microbiome-relevant claims are emerging in brightening skincare products
- Brightening claims maintain momentum and their leading position
- Thai consumers lead in the use of facial skincare products to attain their desired complexion
- Graph 6: facial skincare usage*, by market, 2024
- Brightening has long maintained its top spot in Thailand
- Graph 7: the top five beauty-enhancing claims in skincare launches, 2019-24
- Novel ingredients and advanced technology are emphasised in brightening skincare
- Ensuring safety is essential to achieve a radiant complexion
- The Thai FDA has issued a warning against the use of prohibited harmful ingredients in skincare products
- Thais are increasingly informed and conscious of harmful ingredients present in brightening skincare products
- Free-from claims are rising in brightening skincare, highlighting demand for safety and transparency
- Graph 8: brightening/whitening skincare product launches with safety claims, 2014-24
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what consumers want and why
- What you need to know
- While Thai consumers prefer brighter skin, they are still realistic
- Graph 9: bare and desired facial skintone, 2024
- While Thai consumers prefer brighter skin, they are still realistic
- For Thais, bright skin signifies beauty and enhances self-confidence and has long remained a valued trait
- Graph 10: consumers who strongly agree on attitudinal statements, 2024
- Younger generations opt for shortcuts, while their older counterparts follow conventional ways to attain the ideal skintone
- Graph 11: methods used to achieve one's ideal skintone among different consumer generations, 2024
- Healthy skin is the foundation for every ideal skintone
- Healthy skin is the initial milestone in the path to achieving one's desired skintone
- The demographic profile of Healthy Skin Aspirants
- Healthy skin reflects health and wealth
- Graph 12: strong consumer agreement that healthy skin reflects healthy lifestyle choices, by consumer segment, 2024
- Effective methods for achieving one's ideal skintone
- Achieving one's desired skintone starts with a priority on health-enhancing skincare and barrier strengthening
- Healthy skin encompasses brightness as one of its key attributes
- Enhance skin health by boosting its protective barrier
- Address the microbiome to enhance skin health
- Leverage the novel probiotic strains that promote bright skin
- Promote skin health with facial masks
- Graph 13: skin attributes associated with facial masks, 2024
- Incorporate skin health benefits into facial masks
- Understanding Thai consumers' skin-brightening requirements
- Thais fall into three segments according to their attitudes towards skin brightening
- Graph 14: consumer segments based on their skintone perceptions, 2024
- Thais seek brighter skin but have realistic expectations
- The demographic profile of Skin Brightening Enthusiasts
- Bright skin is perceived as beautiful and helps boost self-confidence
- Graph 15: belief that brighter skin is associated with beauty and boosting self-confidence, by consumer segments, 2024
- Effective methods to achieve one's ideal skintone by Skin Brightening Enthusiasts
- Skin Brightening Enthusiasts seek more-effective methods to achieve their desired skintone
- Graph 16: effective methods to achieve one's ideal skintone, 2024
- Tailor skincare routines to emulate professional treatments
- Promote brightening skincare treatments with 'concentrated shots'
- Graph 17: brightening claim launches containing 'concentrated shot' or 'concentrated formula' in the product name and/or description, 2019-24
- Power up brightening skincare routines with highly concentrated formulas
- Provide skincare solutions with excellent ingredients to attract those aiming for a brighter complexion
- Graph 18: the top 10 skin-whitening ingredients in skincare launches, 2019-24
- Introduce technology that blends well-known and emerging ingredients
- Premiumise targeted dark spot solutions
- Graph 19: consumer agreement that it is worth spending more on skincare products that effectively treat skin issues (eg dark spots), total vs Skin Brightening Enthusiasts, 2024
- Highlight spotless efficacy with superior patented ingredients and cutting-edge technology
- Elevate the bodycare category by incorporating facial care concepts
- Graph 20: usage of beauty products in the past six months, 2024
- Leverage facial skincare formulations to innovate body treatments
- Body makeup remains an untapped segment in Thailand
- Appeal to Conventional Skin Brightening Admirers with proactive care and a guarantee of safety
- The demographic profile of Conventional Skin Brightening Admirers
- Effective methods to achieve one's ideal skintone according to Conventional Skin Brightening Admirers
- Conventional Skin Brightening Admirers stick to traditional methods for achieving bright skin
- Graph 21: effective methods for achieving one's ideal skintone, 2024
- Suncare is considered a crucial factor in achieving an ideal skintone
- Graph 22: associations between skin appearance and facial sunscreen, total vs Conventional Skin Brightening Admirers, 2024
- Promote consistent usage of suncare
- Graph 23: consumer agreement that achieving an even complexion is a gradual process that requires consistent care and attention, total vs Conventional Skin Brightening Admirers, 2024
- Expand suncare routines to nighttime
- Conventional Skin Brightening Admirers seek safety reassurance
- Graph 24: actions taken in the past six months, 2024
- Capitalise on free-from claims in skin brightening products
- Graph 25: ingredients believed to be harmful to health, 2024
- Emphasise the absence of harmful ingredients to guarantee consumer safety
- Highlight clinically proven certification to guarantee product safety
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appendix
- Report definition
- Consumer research methodology
- Segmentation: target groups/clusters
- Social data research methodology
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