Beyond hygiene: Thai consumers seek innovation in intimate care products

Thailand's intimate hygiene product market has experienced significant growth, ranking amongst the top five in product launches in the APAC region over the past five years, according to data from the Mintel Global New Products Database.

- CHAYAPAT RATCHATAWIPASANAN

However, there is still room for innovation, as Thai consumers are seeking more than just hygiene from these products.

Economic concerns have influenced consumer behaviour, with many Thais tightening their budgets due to a financial slump. Data from Mintel APAC Economic Tracker shows that 45% of consumers have reduced spending on beauty and grooming routines. This budget consciousness may cause some consumers to delay incorporating products especially designed for intimate care into their routines, opting instead to use regular soap.

To sustain growth in the intimate care category, it is crucial for brands to highlight the key benefits and necessity of these products.

Short-term opportunities lie in innovations that address major intimate skin concerns, such as uneven skin tone and texture and issues related to hair removal. Demonstrating value in this way can prompt purchases. Brands can develop formulas that not only provide skincare benefits but also balance the microbiome to encourage regular product usage.