This Report explores the evolving preferences of Thai consumers regarding soap, bath and shower (SBS) products, highlighting a demand for formulations targeted to specific cleansing needs.
This Report explores the evolving preferences of Thai consumers regarding soap, bath and shower (SBS) products, highlighting a demand for formulations targeted to specific cleansing needs. It highlights a trend of integrating skincare benefits into SBS products, with consumers valuing nourishing ingredients that support skin health.
Moreover, consumers value emotional experiences in SBS products via mood-enhancing fragrances and unique product textures, indicating opportunities for brands to create immersive bathing experiences.
Thais seek SBS products that offer tailored cleansing, pleasant sensorial experiences and nourishing skincare benefits, transforming bathing into a self-care ritual.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
This Report covers products used in the shower, including soaps, scrubs, masks and in-shower products that require rinsing off (eg in-shower lotion), focusing on the use on body skin. Moreover, this topic will not cover products used outside the shower (eg body moisturiser).
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