What consumers prioritise in premium haircare products purchase

This includes the ingredients, price, and personalised experience, amongst others.

A report by YouGov showed that around 60% of consumers in Thailand, Malaysia, China, and Indonesia focus more on high-quality ingredients when they choose a premium haircare product.

“This preference reflects a shared desire for effective and nourishing formulations that contribute to healthy hair,” the report read.

It also found that around 50% of Malaysian consumers would prefer to buy products with formulations supported by extensive research. Around 44% of consumers in Thailand and 43% in China also give a premium to the said purchasing factor, whilst only 22% view the same in Indonesia.

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YouGov said Indonesian consumers are prioritising premium customer experience at 56% whilst Malaysia was at 47%, China at 49%, and Thailand at 40%.

Meanwhile, the report found that consumers from Thailand show the highest preference for exclusive or limited product availability at around 35%.

The report added that brands that target consumers from Thailand, China and Malaysia should highlight their value proposition and premium features to justify the higher prices as Thai customers are more likely to accept higher costs for haircare products.

Meanwhile, Indonesians have a lower tolerance for premium prices.