Mintel: Thai consumers move from problem-solving to preventive skincare post-pandemic, but Gen Z need to be convinced

Thai beauty consumers are switching their attention from problem-solving to preventive products following the end of the pandemic. However, Gen Z must be convinced that prevention is the key to their skin concerns. Nearly one quarter (23%) of this cohort strongly agree that it is a waste of money to spend on preventing skin issues that may not happen at all, according to global market intelligence firm Mintel’s latest research.

During the pandemic, consumers focused on solving skin issues, especially those caused by wearing masks. Now, many consumers are looking to protect their skin from problems before they occur. Mintel’s report explores the main skincare priorities for each generation:

Gen X: Preventive care for signs of ageing and discolouration for those aged 42-57 is the focus, with top concerns including dullness (64%), ageing (62%), and dark spots (60%).

Millennials: A mixed bag with commonalities with Gen Z and Gen X, depending on which end of the spectrum they sit; Younger Millennials aged 26-32 are most concerned with acne (56%), whilst older Millennials aged 33-41 are most focused on deep wrinkles and enlarged pores (45% respectively).

Gen Z: Acne and acne-related issues are top of the agenda, with Gen Z aged 18-24 seeking products that refine pores (57%), control oil (52%) and reduce redness (37%).

Whilst Gen Z and Millennials are already buying into preventive beauty, the market faces several barriers to making a dent in the Gen Z market, including understanding the role of preventive care, budget and product education.

This younger generation’s indifference towards preventive skincare indicates their preference to spend on current issues they wish to tackle immediately.  Their lack of expertise also means around a quarter (24%) become overwhelmed by the vast array of options in skincare offerings. A similar proportion (26%) strongly agree that it’s hard to know what products are suitable for their skin.

Sirinar (Eve) Puppachat, Beauty and Personal Care Analyst, Thailand, at Mintel said:

“The data suggests that when it comes to beauty, Thai consumers are moving away from the immediacy mindset that we commonly see in times of crisis, to planning more for the future and thinking long-term. This is where preventive products come in.

“The key skin concerns for each age group are not surprising, but what is interesting is how the attitudes towards preventive beauty vary and the opportunities this represents. For example, Gen X are all about prevention; our research shows that over 60% look for claims with ‘anti-‘ communication, and they are more open to handling complex, multi-step regimes and including devices in their skincare routines.

“Millennials are also engaged in prevention, but brands must consider which end of the scale they target, as this group is diverse. Younger Millennials are highly engaged and motivated to take care of their skin, which can likely be alluded to their perception that using skincare can help them avoid getting invasive beauty procedures such as Botox injections in the future.

“Gen Z represents the biggest opportunity, but brands must work hard to convince them that preventive beauty is worth their money and effort. Enhancing preventive skincare usage experiences to appeal to Gen Z and educate them on how prevention offers monetary and time value, in the long run, could be effective strategies to explore.”

Alongside age demographic trends, Mintel’s research also revealed that cleansing and protection are the two key products Thai consumers use to prevent skin issues, with over half indicated using these products (53% and 52%, respectively).

When it comes to external influences that sway purchasing decisions, professional advice and real customers are viewed as credible sources of information. Advice from dermatologists (46%), reviews from online users (43%) and endorsements by research agencies (38%) are cited as the top three sources of influence that make product claims credible.

Additional research on Thai consumer attitudes towards preventive beauty and interviews with the analyst are available upon request from the Mintel Press Office. For those interested in purchasing the full report, please visit the Mintel Store.