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SUMMARY
Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants;
Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene;
Premium cosmetics; Skin care; Sun care
Executive summary
Urban-centric market suffers impact of major economic downturn
Cosmetics and toiletries in Thailand experienced a decline in growth in during
2007 due to the country's poor economic conditions. This resulted in lower
purchasing power, especially among low income and rural consumers. With the
adverse economic situation, most manufacturers of cosmetics and toiletries
introduced new products targeting urban consumers. The economic slowdown was
also responsible for the lower purchasing power of middle income consumers.
Demand for quality products at mass prices increased, leading to a strong
growth trend for new "masstige" cosmetics.
New trend of masstige products and age/gender segmentation
While premium cosmetics witnessed sloppy sales due to poor economic
conditions, cosmetics and toiletries in Thailand are driven significantly by
standard and masstige products ranging from bath and shower products, hair
care, men's grooming, colour cosmetics and skin care. All players are
competing for urban middle-income consumes and 2007 saw many players offer
products with new gender/age segmentation in order to stand out from their
competitors. Men's grooming products, mass teen fragrances, teen deodorants,
teen colour cosmetics, teen and adult skin care products all represent new
emerging trend in the cosmetics and toiletries market in Thailand.
Unilever remains dominant through innovation and advertising
Unilever Thai Holdings Ltd managed to maintain its 14% value share and number
one position in the cosmetics and toiletries environment in Thailand in 2007,
with aggressive new product developments and mass media investment. The
company's main competitors remain L'Oréal Thailand Co Ltd and
Colgate-Palmolive Thailand Co Ltd, which are very dynamic in term of new
product developments and media coverage. L'Oréal Thailand launched a new body
care line for Garnier, and a new hair care line for Elséve. Colgate-Palmolive
Thailand was active with the new launches of Protex soap bar, Darlie and
Colgate in new flavours, all strongly supported by investment in both TV,
billboard and magazine advertising.
Marginal changes in distribution patterns
Supermarkets and hypermarkets remained the most important distribution channel
for cosmetics and toiletries in Thailand in 2007, with a value share of 32%.
This channel benefits from its wide range of products and highly competitive
prices. Supermarkets and hypermarkets particularly appeal to busy consumers in
urban areas who seek to make the most of their time by buying all of their
products in a single outlet. However, department stores gained share,
appealing to the increasing number of more affluent working women. Direct
selling is also a popular channel, particularly for middle-income consumers,
and for products such as skin care and fragrances, due to the social context
of this format and its competitive prices.
Poor political climate casts out for slow growth rate
The political situation in Thailand is predicted to remain uncertain despite
the settlement of the newly elected parliament. This uncertainty will result
in further economic downturn and relatively lower purchasing power for the
majority of consumers. Products targeting low- to middle-income consumers are
expected to see stronger growth in the cosmetics and toiletries market, as
such consumers can reduce spending while remaining within these price
segments. While a core of more affluent urban women are likely to trade down
to cheaper, masstige products, many will be unwilling to give up their premium
brands, but may simply use such products less frequently.
TABLE OF CONTENTS
Table of Contents
- COSMETICS AND TOILETRIES IN THAILAND : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Urban-centric market suffers impact of major economic downturn
- New trend of masstige products and age/gender segmentation
- Unilever remains dominant through innovation and advertising
- Marginal changes in distribution patterns
- Poor political climate casts out for slow growth rate
- KEY TRENDS AND DEVELOPMENTS
- Adverse macro-environment curbs spending
- Number of working women increases
- Product innovations essential
- Natural and organic ingredients
- Demand for visible results drives cosmeceuticals
- Age/gender segmentation increasingly important
- MARKET DATA
- Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
- Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth
2002-2007
- Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
- Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
- Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value
2003-2007
- Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value
2003-2007
- Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
- Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
- Table 9 Sales of Cosmetics and Toiletries by Distribution Format: %
Analysis 2002-2007
- Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution
Format: % Analysis 2007
- Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value
2007-2012
- Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value
Growth 2007-2012
- Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
- Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth
2007-2012
- DEFINITIONS
- Sources
- Summary 1 Research Sources
- LOCAL COMPANY PROFILES - THAILAND
- BETTER WAY (THAILAND) CO LTD - COSMETICS AND TOILETRIES - THAILAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 2 Better Way (Thailand) Co Ltd: Key Facts
- Summary 3 Better Way (Thailand) Co Ltd: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 4 Better Way (Thailand) Co Ltd: Competitive Position 2007
- BIO CONSUMER CO LTD - COSMETICS AND TOILETRIES - THAILAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 5 Bio Consumer Co Ltd: Key Facts
- Summary 6 Bio Consumer Co Ltd: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 7 Bio Consumer Co Ltd: Production Statistics 2007
- COMPETITIVE POSITIONING
- Summary 8 Bio Consumer Co Ltd: Competitive Position 2007
- OSOTSPA CO LTD - COSMETICS AND TOILETRIES - THAILAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 9 Osotspa Co Ltd: Key Facts
- Summary 10 Osotspa Co Ltd: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 11 Osotspa Co Ltd: Competitive Position 2007
- SKYLINE UNITY CO LTD - COSMETICS AND TOILETRIES - THAILAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 12 Skyline Unity Co Ltd: Key Facts
- Summary 13 Skyline Unity Co Ltd: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 14 Skyline Unity Co Ltd: Production Statistics 2007
- COMPETITIVE POSITIONING
- Summary 15 Skyline Unity Co Ltd: Competitive Position 2007
- SMOOTH E CO LTD - COSMETICS AND TOILETRIES - THAILAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 16 Smooth E Co Ltd: Key Facts
- Summary 17 Smooth E Co Ltd: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 18 Smooth E Co Ltd: Competitive Position 2007
- TWIN LOTUS CO LTD - COSMETICS AND TOILETRIES - THAILAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 19 Twin Lotus Co Ltd: Key Facts
- Summary 20 Twin Lotus Co Ltd: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 21 Twin Lotus Co Ltd: Production Statistics 2007
- COMPETITIVE POSITIONING
- Summary 22 Twin Lotus Co Ltd: Competitive Position 2007
- BABY CARE IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 15 Sales of Baby Care by Subsector: Value 2002-2007
- Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
- Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
- Table 18 Baby Care Company Shares by Retail Value 2003-2007
- Table 19 Baby Care Brand Shares by Retail Value 2004-2007
- Table 20 Baby Care Premium Brand Shares 2007
- Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012
- Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth
2007-2012
- Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
- BATH AND SHOWER PRODUCTS IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007
- Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth
2002-2007
- Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
- Table 27 Bath and Shower Products Company Shares by Retail Value
2003-2007
- Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007
- Table 29 Forecast Sales of Bath and Shower Products by Subsector: Value
2007-2012
- Table 30 Forecast Sales of Bath and Shower Products by Subsector: %
Value Growth 2007-2012
- Table 31 Forecast Bath and Shower Products Premium Vs Mass % Analysis
2007-2012
- DEODORANTS IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 32 Sales of Deodorants by Subsector: Value 2002-2007
- Table 33 Sales of Deodorants by Subsector: % Value Growth 2002-2007
- Table 34 Deodorants Premium Vs Mass % Analysis 2002-2007
- Table 35 Deodorants Company Shares by Retail Value 2003-2007
- Table 36 Deodorants Brand Shares by Retail Value 2004-2007
- Table 37 Forecast Sales of Deodorants by Subsector: Value 2007-2012
- Table 38 Forecast Sales of Deodorants by Subsector: % Value Growth
2007-2012
- Table 39 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
- HAIR CARE IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 40 Retail Sales of Styling Agents by Type 2003-2007
- Table 41 Retail Sales of Salon Hair Care by Niche 2003-2007
- Table 42 Sales of Hair Care by Subsector: Value 2002-2007
- Table 43 Sales of Hair Care by Subsector: % Value Growth 2002-2007
- Table 44 Hair Care Premium Vs Mass % Analysis 2002-2007
- Table 45 Hair Care Company Shares by Retail Value 2003-2007
- Table 46 Hair Care Brand Shares by Retail Value 2004-2007
- Table 47 Styling Agents Brand Shares by Retail Value 2004-2007
- Table 48 Salon Hair Care Company Shares by Retail Value 2003-2007
- Table 49 Salon Hair Care Brand Shares by Retail Value 2004-2007
- Table 50 Hair Care Premium Brand Shares 2007
- Table 51 Forecast Sales of Hair Care by Subsector: Value 2007-2012
- Table 52 Forecast Sales of Hair Care by Subsector: % Value Growth
2007-2012
- Table 53 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
- COLOUR COSMETICS IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 54 Sales of Colour Cosmetics by Subsector: Value 2002-2007
- Table 55 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
- Table 56 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
- Table 57 Colour Cosmetics Company Shares by Retail Value 2003-2007
- Table 58 Colour Cosmetics Brand Shares by Retail Value 2004-2007
- Table 59 Colour Cosmetics Premium Brand Shares 2007
- Table 60 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
- Table 61 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth
2007-2012
- Table 62 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
- MEN'S GROOMING PRODUCTS IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 63 Retail Sales of Electric Shavers 2003-2007
- Table 64 Sales of Men's Grooming Products by Subsector: Value 2002-2007
- Table 65 Sales of Men's Grooming Products by Subsector: % Value Growth
2002-2007
- Table 66 Sales of Men's Razors and Blades by Type 2005-2007
- Table 67 Men's Grooming Products Company Shares by Retail Value 2003-2007
- Table 68 Men's Grooming Products Brand Shares by Retail Value 2004-2007
- Table 69 Forecast Sales of Men's Grooming Products by Subsector: Value
2007-2012
- Table 70 Forecast Sales of Men's Grooming Products by Subsector: % Value
Growth 2007-2012
- ORAL HYGIENE IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 71 Sales of Oral Hygiene by Subsector: Value 2002-2007
- Table 72 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
- Table 73 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
- Table 74 Sales of Manual and Power Toothbrushes by Type: % Value Growth
2002-2007
- Table 75 Oral Hygiene Company Shares by Retail Value 2003-2007
- Table 76 Oral Hygiene Brand Shares by Retail Value 2004-2007
- Table 77 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
- Table 78 Forecast Sales of Oral Hygiene by Subsector: % Value Growth
2007-2012
- Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: Value
2007-2012
- Table 80 Forecast Sales of Manual and Power Toothbrushes by Type: %
Value Growth 2007-2012
- FRAGRANCES IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 81 Sales of Fragrances by Subsector: Value 2002-2007
- Table 82 Sales of Fragrances by Subsector: % Value Growth 2002-2007
- Table 83 Fragrances Premium Vs Mass % Analysis 2002-2007
- Table 84 Fragrances Company Shares by Retail Value 2003-2007
- Table 85 Fragrances Brand Shares by Retail Value 2004-2007
- Table 86 Forecast Sales of Fragrances by Subsector: Value 2007-2012
- Table 87 Forecast Sales of Fragrances by Subsector: % Value Growth
2007-2012
- Table 88 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
- SKIN CARE IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 89 Sales of Skin Care by Subsector: Value 2002-2007
- Table 90 Sales of Skin Care by Subsector: % Value Growth 2002-2007
- Table 91 Skin Care Premium Vs Mass % Analysis 2002-2007
- Table 92 Skin Care Company Shares by Retail Value 2003-2007
- Table 93 Skin Care Brand Shares by Retail Value 2004-2007
- Table 94 Skin Care Premium Brand Shares 2007
- Table 95 Forecast Sales of Skin Care by Subsector: Value 2007-2012
- Table 96 Forecast Sales of Skin Care by Subsector: % Value Growth
2007-2012
- Table 97 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
- DEPILATORIES IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 98 Sales of Depilatories by Subsector: Value 2002-2007
- Table 99 Sales of Depilatories by Subsector: % Value Growth 2002-2007
- Table 100 Depilatories Company Shares by Retail Value 2003-2007
- Table 101 Depilatories Brand Shares by Retail Value 2004-2007
- Table 102 Forecast Sales of Depilatories by Subsector: Value 2007-2012
- Table 103 Forecast Sales of Depilatories by Subsector: % Value Growth
2007-2012
- SUN CARE IN THAILAND
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 104 Sales of Sun Care by Subsector: Value 2002-2007
- Table 105 Sales of Sun Care by Subsector: % Value Growth 2002-2007
- Table 106 Sun Care Premium Vs Mass % Analysis 2002-2007
- Table 107 Sun Care Company Shares by Retail Value 2003-2007
- Table 108 Sun Care Brand Shares by Retail Value 2004-2007
- Table 109 Sun Care Premium Brand Shares 2007
- Table 110 Forecast Sales of Sun Care by Subsector: Value 2007-2012
- Table 111 Forecast Sales of Sun Care by Subsector: % Value Growth
2007-2012
- Table 112 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012
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