The trend towards male-focused beauty and personal care will continue throughout the forecast period, with male consumers increasingly interested in enhancing their appearance and grooming regimes as they became better-informed regarding self-care issues and products. As such, the category will witness a rising number of products across segments, and more local men are likely to be willing to experiment with products within colour cosmetics.
As Thai men show a growing interest in their appearance, they will become ever more willing to purchase male-targeted grooming products designed to tackle specific skin problems. The forecast period will thus see greater brand investment in problem-oriented options, such as anti-acne/oily skin, anti-ageing, anti-hair loss, and anti-body odour, for example, as well as in products perceived to deliver superior results like smoothing, brightening/whitening skin, and smooth and strengthening hair.
Just like other categories within beauty and personal care, men’s grooming will witness greater penetration of e-commerce in the forecast period, through both e-commerce marketplaces and social media, including Facebook, Instagram and TikTok, thanks to convenience, home delivery (often free) and exclusive online promotions, all of which are attractive to end consumers. Brands in both the premium and mass segments will continue to use social media for promotion to reach out to their target audience to advertise new launches, marketing events and campaigns, as well as promotions.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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