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.
This report looks at the following areas:
- Body skin concerns among Thai consumers
- Use of soap, bath and shower products
- Purpose of showering/bathing
- Body cleansing routines
- Attitudes towards soap, bath and shower products
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
Market Definitions
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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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- Mintel’s Reports trace a clear shift in the soap, bath and shower market
- The outlook of soap, bath and shower products in Thailand
- The transformation of Thailand’s SBS market, from hygiene essentials to a beauty revolution
- Tailor cleaning solutions for different dirt types
- Graph 1: purpose of showering/bathing, 2025
- Focus on enhancing emotional connections by delivering rich sensorial experiences
- Graph 2: purpose of showering/bathing, Sensorial Experience Advocates vs others, 2025
- Prioritise skin nourishment as a key element of body cleansing routines
- Graph 3: strong agreement that SBS products containing skincare ingredients can effectively nourish skin, Skincare Enthusiasts vs others, 2025
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Overview of Thailand’s soap, bath and shower market
- Launch activity for shower products continues to gain momentum
- Graph 4: SBS product launches by sub-category, 2018-25
- Private brands are gaining traction in the SBS category
- Graph 5: shower product launches by company, 2018-25
- Natural and safety claims are taking centre stage as functional trends fade
- Graph 6: top claim categories in soap and bath products, 2018-25
- Beauty purposes drive the growth of the SBS market
- Showering is about not just getting clean but also keeping skin healthy and fragrant
- Attention is shifting from hygiene to skin nourishment
- Graph 7: top claims related to beauty-enhancing and functional benefits in soap and bath products, 2020-25
- The rise of ‘skinification’ in SBS is opening innovation opportunities
- Case study: Citra launches an intensive body skin toner to address uneven shades
- Body cleansing is evolving into an emotional self-care ritual
- Growing emphasis on emotional wellbeing in body cleansing routines
- Graph 8: soap and bath product launches with fragrance-related claims, 2020-25
- Enhance the emotional experience of SBS products by infusing them with aromatherapeutic fragrances
- Design the future of bathing with cutting-edge technologies
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Tailor SBS formulas to each cleansing need
- Not all impurities get equal attention during a shower
- Graph 9: purpose of showering/bathing, 2025
- Offer products specifically designed for cleansing Asian skin
- Extra cleansing steps are welcomed for radiant skin, especially among younger women
- Graph 10: experienced body-skin-related issues in the past six months, 2025
- Help consumers achieve their ideal body skintone with gentle yet effective exfoliation products
- Graph 11: SBS product launches in scrub format, 2020-25
- Incorporate physical and chemical exfoliants into SBS products
- Case study: Dove introduces body scrub collection with varying exfoliation levels, tailored to diverse skincare needs
- Provide exfoliation products that support skin renewal for older generations
- Scepticism persists over germ-removal claims in SBS products
- The decline of antibacterial SBS products despite their perceived importance
- Graph 12: SBS product launches with antibacterial claims by sub-category, 2020-25
- Example concept for a body wash with visual evidence of antibacterial properties
- Hormone-induced body odour is a significant concern among younger consumers
- Graph 13: strong agreement that ‘hormones can lead to various skin issues’, by bad body odour status, 2025
- Raise awareness of ageing-related body odour among older adults
- Graph 14: strong agreement that ageing can cause unpleasant body odour, by age, 2025
- Incorporate odour-blocking technology to tackle the root causes
- Case study: Dove has introduced Women’s Wellness Range to address hormonal skin changes, including body odour
- Emotional enhancement through sensorial experiences
- The demographic profile of Sensorial Experience Advocates
- Uplift the user’s mood through an immersive sensory bathing experience
- Graph 15: purpose of showering/bathing, Sensorial Experience Advocates vs others, 2025
- Enhance bathing for Sensorial Experience Advocates with premium, niche fragrances
- Graph 16: agreement with statements about purchasing behaviours of SBS products, Sensorial Experience Advocates vs others, 2025
- Premium fragrance for a more soothing bathing experience
- Sensorial Experience Advocates value SBS fragrances that align with specific benefits and occasions
- Graph 17: agreement with statements about body cleansing routines, Sensorial Experience Advocates vs others, 2025
- Offer scented SBS products that elevate different moods throughout the day and night
- Enhance the bathing experience through unique product textures
- Graph 18: agreement with statements about SBS products, Sensorial Experience Advocates vs others, 2025
- Incorporate playful textures to boost the sensorial aspects of bathing
- Feature playful foam shapes in hand wash products
- Deliver a specific type of bubble tailored to one’s mood
- Elevate skincare benefits in body cleansing routines
- The demographic profile of Skincare Enthusiasts
- SBS products specifically for dry skin are appealing to Skincare Enthusiasts
- Graph 19: agreement with statement about body cleansing product type, Skincare Enthusiasts vs others, 2025
- Highlight low pH to indicate skin barrier protection
- Graph 20: facial and body cleansing product launches with ‘pH balance’ or ‘low pH’ in the description, by sub-category, 2020-25
- Skin nourishment is now an essential part of body cleansing routines
- Graph 21: strong agreement that ‘SBS products that contain skincare ingredients can effectively nourish skin’, Skincare Enthusiasts vs others, 2025
- The untapped potential of pre-/probiotics in SBS products
- Graph 22: ingredients in SBS product launches, 2020-25
- Support skin’s microbiome and strengthen its natural barrier during shower routines
- Enhance the lasting efficacy of actives with cutting-edge delivery technology
- Skincare Enthusiasts prioritise skin health with additional nourishing SBS items
- Graph 23: SBS products used in the past six months, Skincare Enthusiasts vs others, 2025
- Elevate SBS product nourishment for Skincare Enthusiasts with skincare formats already perceived as efficacious
- Graph 24: top growth formats of SBS product launches, 2020-25
- Present innovative formats with perceived high moisturising effectiveness
- Get creative with all-in-one products that cleanse, nourish and repair effortlessly
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APPENDIX
- Report definition
- Consumer research methodology
- Social data research methodology
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