In 2016 skin care in Thailand recorded a healthy performance, with 9% current value growth, to reach sales of THB71.7 billion. This was thanks to the ongoing trend amongst Thai consumers to pursue healthy skin and remain youthful. Skin care is a big category within beauty and personal care, and growth is being motivated by Japanese and Korean beauty trends. Also, Thai consumers are tending to start adopting skin care at a younger age, and brands are putting a great deal of effort into driving growth. The situation in the market is getting tougher. Consumers’ behaviour is shaped by the opinions of online reviews, especially from beauty bloggers, and consumption is influenced by uncertain consumer confidence and purchasing power.
Skin care in Thailand remained highly fragmented in 2016. The leading positions were comfortably held by Beiersdorf Thailand, L'Oréal Thailand, Unilever Thai Holdings and Procter & Gamble Mfg Thailand. The leading players own strong fighting brands and have good momentum in terms of product innovation. They are active with regard to marketing campaigns in order to engage with the target audience and to reinforce interest in their brands.
Although skin care is already a big category within beauty and personal care in Thailand, it is still expected to record a positive performance in the forecast period. Thai consumers will continue to be image-conscious and sophisticated. Growth will be driven largely by facial moisturisers, facial masks and liquid/cream/gel/bar cleansers. Products in sets/kits will be another important way for brands to create dynamism, as well as expanding the consumer base.