2024 Southeast Asia Beauty Healthy Consumers
2024-09-19
Consumers in Southeast Asia will be significantly more aware of hygiene protection,
healthy living and green practices by 2024, and this will have a profound impact on
their shopping behaviour. According to the Euromonitor Passport report, there are
3 emerging trends in beauty and skincare habits and consumption among Southeast
Asian users in 2024 under the new normal.
New centre of gravity : Eye make-up and beauty tools
2024 Eye make-up products are more popular and the demand for eye beauty tools
products continues to climb. On the one hand, wearing masks for long periods of
time allows users to shift the focus of make-up to the eyes, and on the other hand,
in order to fix the most common first-ageing problems such as under-eye bags, dark
circles and skin laxity, to shape their personal image or to satisfy a sense of ceremony,
different consumers combine their own habits and image with eye make-up, and the
combination of false eyelashes, eyeliners, eye shadows and The daily consumables such
as false eyelashes, eyeliners, eye shadows and double eyelid stickers are driving strong
consumer demand.
The beauty tools market is growing in size and consumer demand, with the global
beauty market growing at a CAGR of 5.8% from 2022-2026 (360researchreports),
and is expected to reach $3,074 million. On the day of Lazada's birthday sale, the Malay,
Singapore, Vietnam and Thailand sites all reached 200 per cent of last year's 3.27 day
in the first 12 hours.
With the aesthetic dividend and the prevalence of the lazy economy, Southeast Asian
consumers are in pursuit of exquisite makeup, convenient makeup processes and the
ultimate skincare experience, thus also placing high demands on the use and selection
of beauty/makeup tools. In addition to the value of the product itself, consumers focus
on diversified and high-level needs, such as a sense of design and aesthetics. A number
of awakening make-up tool brands have taken the lead in improving the performance
of make-up tool products and innovating their shapes.
New Mindset : Natural and Organic Care
2024 Consumers are escalating their demand for health and hygiene, putting
cleanliness first, focusing on convenience and health, actively pursuing personal
hygiene and cleanliness, and beginning to use skincare products (including body
skincare) more frequently.
In addition, as Southeast Asian residents go outdoors more often and face the hot
summer sun, more consumers are experiencing skin sensitivity and damage. The
demand for highly effective skincare products has gradually shifted to mild and
restorative skincare products, which are more transparent and seek natural
ingredients. Organic and eco-friendly beauty and personal care products are
becoming more popular, and the LINCHPIN organisation forecasts that by 2027,
the global natural cosmetics market will see a huge growth of around US$20 billion.
Consumers in Southeast Asia increase consumption of scalp care and hair antibacterial
products in 2024, with anti-hair loss and hair restoration as core consumer needs.
Consumers will embrace healthy hair with natural shine, reduce colouring and perming,
stay away from chemicals and heat hairdressing as much as possible, and slowly try to
shift to low-cost DIY natural hair care processes, looking for organic and natural shampoos.
Our products are effective in moisturising, whitening, sun protection, softening, exfoliating and reducing irritation of the skin.
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New channels: short video recommendations and online shopping
Southeast Asian users have a strong interest in makeup and skin care videos. They like to
pay attention to brand trends, refer to the evaluation of ordinary consumers, refer to the
purchasing advice of experts, and learn beauty and skin care knowledge and skills. The
threshold of beauty and beauty salon is lowered, consumers are willing to invest time in
imitation and learning, and buy corresponding products and accessories, and DIY to achieve
the effect of offline institutions/beauty salons. Such as waxing, hairdressing, manicure. In 2024,
the global nail sticker market is estimated to be one million US dollars, and the consumer
demand for nail stickers, patches and nail tools continues to be hot in Lazada. In addition,
tooth and hair care products are also the focus of 2022.
As consumers in Southeast Asia become more health-conscious due to the pandemic,
the nutritional supplements market will grow rapidly at a CAGR of 6.6% from 2019 to 2026
and is forecast to reach $23.35 billion in 2026 (Kenneth Research). According to a Bain
survey, about 80% of consumers say they are interested in health maintenance and
lifestyle wellness. Nearly half (47%) of consumers are willing to pay more for health in the
future. On Lazada's birthday promotion day, the Malay and Singapore sites surpassed 206%
and 180% in the first 12 hours of March 27 last year.
After Southeast Asian residents go outdoors, offices and schools, more people choose to
strengthen their immunity is the best way to fight against the crowd. Vitamin C/D/ZING
and probiotic supplements are among the products that are on the rise recently.
In addition, health products with oral beauty/slimming and sports nutrition/traditional
tonifying effects are also hot demand trends in Southeast Asia 2024, including protein
powder to meet the needs of fitness groups, enzymes favored by women, and dietary
fiber powder. In addition to investing in their own health, consumers in 2024 will also
pay more attention to the health of family members, especially infants and the elderly
with poor resistance, resulting in the rapid growth of subdivided health products.
It is worth noting that with the gradual penetration of online shopping into the silver family,
more elderly people open online shopping mode. With plenty of time, assets, and disposable
income, health is a top concern for older people in Southeast Asia, with health-related
spending accounting for 13% of their income (Climigo data) and a greater belief in a healthy
lifestyle (including exercise, diet, supplements). Therefore, the corresponding products will
usher in unlimited potential.
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