How different generations shop for beauty products in Thailand

There is a notable increase in consumers over 50s.

Thailand is witnessing a transformative phase in its beauty and personal care sector, driven by shifting demographics and consumer behaviours.

In Kantar's Beauty Pulse report, there is a notable increase in consumers aged 50 and above in the country. In 2023, the silver generation significantly boosted their spending on beauty and personal care products, with a 14% increase in purchases of hand and body lotions compared to the previous year. 

Their interest also extended across a broader spectrum of product categories, a 6% rise and indicating a growing engagement with beauty trends. Moreover, there was a 10% uptick in the average price paid per unit, underscoring opportunities for premium offerings.

Despite these trends, the silver generation still represents the least penetrated market segment in terms of beauty product consumption, largely overlooked by many brands.

“It is important to build engagement and loyalty with the silver generation, however: people are living longer, and Thailand will continue to be an ageing society,” the report stated. 

“Its members are enthusiastic about taking care of their appearance; they are keen to look healthy on the outside, as well as being healthy on the inside,” it added.

Strategies targeting this cohort should focus on developing products that cater to their specific needs, such as anti-aging properties, hydration for dry skin, and solutions for age-related skin issues.

Meanwhile, Millennials continue to dominate Thailand's beauty market, renowned for their adventurous spirit, discerning tastes, and purpose-driven consumption habits. 

As the core workforce demographic, they exhibit a preference for convenience and digital integration in brand experiences. The rise of the solo economy amongst millennials also underscores their evolving lifestyles and the need for adaptable marketing strategies.

To effectively engage millennials, brands must prioritise convenience and leverage technology across all touchpoints of the consumer journey.

“Shoppers in this group are digital natives, and expect technology to play a leading role in all aspects of the brand experience,” the report said.

Despite being less understood, Gen Z's ethical values and preference for niche products are also reshaping consumer expectations.

“Members of Gen Z have strong values, which are very distinct from other age groups,” the report noted. “They don't want to feel like 'mass consumers', so will respond positively to brands that help them to differentiate themselves, for instance through offering niche products.”

To capture Gen Z's attention, brands should focus on building trust through consistent, authentic communication and sustainable practices. 

Offline experiences, such as pop-up stores and interactive events, provide valuable opportunities for face-to-face engagement, aligning with their desire for genuine connections and community involvement.