Thais Rely on Fabric Softeners as Daily Scents, but Gen Z Drives a Shift to Fragrances

BANGKOK, Feb. 18, 2025 /PRNewswire/ -- Thailand's fragrance and scented products market is growing, with product launches increasing from two percentage points between October 2019 and September 2020 to 4% in the same period from 2023 to 2024 according to Mintel research. However, many consumers still turn to fabric softeners as their daily scent, whether through the laundry process or DIY softener sprays.

Mintel's Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care, for Thailand, explains that Thai consumers "associate smelling good with cleanliness, favouring subtle fragrances that complement their hygiene routines." Mintel research shows that 73% of Thais shower more than once daily and 30% enjoy switching scents based on their outfit. "This trend underscores a strong market opportunity for fragrance and scented products that cater to evolving consumer demands for light, adaptable scents," he said.

For Thai consumers, fabric softeners serve a dual purpose: they soften clothes and add fragrance, reducing the perceived need for traditional perfumes. According to Mintel research, nearly a quarter (23%) of Thais find fabric softeners sufficient as a daily fragrance, reflecting their preference for pleasant but subtle scents. Additionally, 40% use the scent of their laundry as a personal fragrance.

However, launches of fabric softeners with perfume claims have declined from 18% to 9% between October 2023 and September 2024 compared to the same period in 2020-2021. According to Ratchatawipasanan, this presents an opportunity for brands to offer complementary products, such as body lotions or fabric sprays. "Brands can also innovate in the fabric care category by introducing new scent formats that can be used between washes or on the go," he noted.

Gen Z leans toward mid-range fragrances that reflect their identity

The report also highlights a shift towards mid-range fragrances, particularly those priced between USD4.74 and USD8.73. Over two years, from October 2022 to September 2024, this segment grew from 27% to 33%.

Mid-range products cater to consumers' demand for affordable yet unique products that resonate with their identity, particularly among Gen Z. A significant 67% of Thai Gen Z view luxury fragrances as a waste of money, while nearly a third (29%) agree that finding a fragrance that matches their personality is challenging.

"While mid-range fragrances are more accessible, their cost per millilitre can still be relatively high (for example, some products cost around THB 200 per 10ml). However, shoppers can benefit from single purchases, allowing them to enjoy high-quality scents without straining their wallets," said Ratchatawipasanan.

Gen Z's tech-savvy nature is also driving interest in fragrances enhanced by advanced technology, with 31% expressing strong interest in tech-driven scent innovations. "Brands can explore the potential of biotechnology to boost fragrance personalisation, with wearable devices customising scent releases, for example," he added.

Wellness-driven fragrances also gain momentum

Another growing trend is the integration of fragrances with wellness-focused products. Thai consumers are willing to pay a premium for fragrances that offer mental health benefits, with stress reduction being the most sought-after benefit (55%). "This trend underscores the potential for fragrances as a form of self-care, providing both appealing scents and enhanced wellbeing," said Ratchatawipasanan.

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SOURCE Mintel