Thailand’s sun care sales sizzled last year, fuelled in part by consumers’ obsession for fair skin. But as attitudes towards skin tone start to change, new opportunities are opening up for tanning brands
Source: Euromonitor International
At Thai baht 4bn, Thailand’s sun care market experienced phemonenal growth of 18.4% last year and is predicted to reach THB6.5bn by 2020, according to Mintel. The largest bulk of this growth is sunscreen, with the category doubling from THB1.86bn in 2011 to 3.57bn. Aftersun products, worth THB471m, however, are decreasing year-on-year.
In spite of its weaker aftersun segment, Thailand is a major player in the global sun care market and, according to Canadean, the next five years are predicted to be the country’s highest value growth terms ever. This prediction reflects the overall trend that Asia Pacific is projected to be the fastest growing region in the global sun care market.
There seems to be a shift in mindset in recent years and people are taking more influence from the West when it comes to different skin tonesOm Prawarisa, Founder, Om Skin Care
Growth in the sunscreen category is attributed to Thai consumers’ increasing awareness of sun damage. Both brands and government have launched campaigns warning against the sun’s harmful rays.
Last year, an advert by Vaseline Men (Unilever) to promote its SPF30 Total Fairness Serum took on a hint of humour to prank three Thai footballers into thinking that they became unrecognisable to the media and their fans after sun exposure by accelerating the sun damage done to their skin. The video garnered over 3.5 million views on Thai social media, spreading the word about sun damage and the importance of sun protection to consumers. “The government’s role in this . . .
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