Competitive Landscape
Lion Corp Outpaces Unilever as Premium Body Wash Rises
Bath and shower in Thailand continues to have quite a fragmented competitive landscape, with the leading company, Colgate-Palmolive Thailand, holding a 12% share in 2025, down from 16% in 2020. Over the past five years, the market has become less concentrated, as the combined share of the top three companies, Colgate-Palmolive Thailand, Lion Corp (Thailand), and Unilever Thai Holdings, declined, with Colgate-Palmolive and Unilever both losing share, while Lion Corp steadily increased its position, reaching 10% in 2025.
Vaseline and Mizumi Bring High-Performance Skin Care to All Routines
A significant trend shaping bath and shower innovation is the skin-ification movement, in which high-performance actives, previously exclusive to facial care, are now being democratised for daily body cleansing. Brands such as Vaseline and Nivea are leveraging advanced ingredients like glutaglow and concentrated vitamin C to deliver premium radiance and targeted solutions for all skin tones at accessible prices, while Mizumi is redefining inclusivity through pH-balanced, serum-infused cleansers that cater to sensitive and acne-prone skin.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Thailand - Category analysis
Key Data Insights
Bar Soap Faces Decline as Body Wash and Aromatherapy Options Drive Value Growth
Bar Soap Faces Decline as Body Wash and Aromatherapy Options Drive Value Growth
Lux and Vaseline Transform Cleansing into Affordable Self-Care with Fragrance and Active Skin Care
Local and International Brands to Leverage Digital Discovery and Offline Trust to Drive Premium Growth
Lion Corp Outpaces Unilever as Premium Body Wash Rises
Vaseline and Mizumi Bring High-Performance Skin Care to All Routines
Convenience Stores Capture Impulse Sales as Offline Retail Endures
Beauty Specialists and Pharmacies Drive Growth in Premium Cleansers
E-Commerce Accelerates Promotions but Faces Offline Loyalty
Beauty and Personal Care in Thailand - Industry Overview
Hybrid Sun Care Launches Drive Consumer Daily Routines
Key Data Insights
Hybrid Sun Care Launches Drive Consumer Daily Routines
Srichand Leverages Vegan Actives to Build T-Beauty Identity
Digital Shoppertainment Accelerates Brand-Consumer Engagement
Brands to Innovate with Climate-Adapted Benefits to Boost Daily Relevance
Shoppertainment and Social Commerce Reshape Digital Discovery and Conversion
L’Oréal Thailand Strengthens Its Lead
Emerging Local Brands Disrupt with Science-Led Launches
Watsons and Boots Drive In-Store Trials as E-Commerce Makes Gains
Tiktok Shop and Shopee Accelerate Digital Beauty Engagement
Watsons and Tiktok Shop Shape Omnichannel Beauty Strategies
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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