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Haircare - China - June 2012

“Over the last two decades, China’s hair care market has grown into one of the world’s largest, but is now experiencing smaller digit value growth, despite the continued rapid economic growth of the country. Historically, shampoo has dominated this market, both in terms of value sales and also in levels of penetration and frequency. However, it is now a mature category displaying the lowest rate of growth. The hair conditioner and treatments categories are in contrast, developing very quickly, and are playing an increasingly important role in the daily hair care regime. Hair colorants and styling agents have put in an unremarkable performance in recent years."

– Jiang Xinyi—Research Analyst

Some questions answered in this report include:

  • How can brands and manufacturers make the most of the growing interest in scalp care products which are beginning to dominate China’s hair care industry?
  • Would an improvement in consumers’ confidence in hair care products motivate more spending?
  • What are the opportunities for growth in China’s premium hair care segment?
  • What are the opportunities for local small brands and new players in this current crowded marketplace


Report Introduction:

Over the last two decades, China’s hair care market has grown into one of the world’s largest, but is now experiencing smaller digit value growth, despite the continued rapid economic growth of the country. Historically, shampoo has dominated this market, both in terms of value sales and also in levels of penetration and frequency. However, it is now a mature category displaying the lowest rate of growth. The hair conditioner and treatments categories are in contrast, developing very quickly, and are playing an increasingly important role in the daily hair care regime. Hair colorants and styling agents have put in an unremarkable performance in recent years.

The impact of rising income and increased health concerns in China, has seen the hair care industry move its focus from providing simple hair care to include those which deliver on scalp health: consumers appear to be paying more attention to scalp care products, perceiving that they enhance hair beauty and wellness. Products with natural ingredient are also currying favour amongst Chinese consumers, following a deluge of product safety scandals. Natural products are subsequently trusted to minimize consumer exposure to chemical ingredients and any harmful substances.

The premium hair care segment is developing at a faster rate than ever before, benefiting from the growth in China’s middle class, and their burgeoning desire for more sophisticated products. However, at present, most high-end brands and products are lacking in USPs and brand identities, which makes it difficult for consumers to distinguish them from other products in the mass-market. By creating unique selling propositions, high-end hair care brands and products will be able to assert a clearer position in the market and better exploit their premium pricing.

Even though the current market is quite crowded, there are still gaps that exist between consumers’ needs and the products that are currently available; diversification therefore offers an opportunity for local small brands and new players in the market, who are being squeezed by the sway of the foreign giants. The retail channel also offers opportunities for products to add value through the better targeting of consumer groups. Department stores and hair salons represent channels that are synonymous with luxury and expertise, and are therefore a key environment in which to foster an association with premium hair care products.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Report structure
        • Executive Summary

          • The market
            • Figure 1: Hair care market value sales (rmb m) and growth rate (%), by product segments, 2007-12
          • The forecast
            • Figure 2: Forecast – volume sales of hair care products in China, 2007-17
          • Market segmentation and share
            • Figure 3: Hair care company share, 2011
          • Shampoo, conditioners and hair treatments
            • Figure 4: Market share of top companies in the shampoo, conditioners, and hair treatments category, 2011
          • Colorants
            • Figure 5: Market share of top companies in colorants category, 2011
          • Styling agents
            • Figure 6: Market share of top companies in styling agents category, 2011
          • Segment growth prospects
            • Issues in the market
              • Scalp-focused products present potential growth space
                • Figure 7: Hair and scalp problems, February 2012
              • Product safety scares drive demand for natural ingredients
                • Figure 8: Attitudes towards carbonated soft drinks, December 2011
                • Figure 9: Attitudes towards hair care products, February 2012
              • High-end segment needs to deliver on more than functionality and performance
                • Figure 10: Most important factors considered when buying hair care products, February 2012
              • Niche marketing offers opportunities in a crowded market
                • Figure 11: Location of buying hair care products, February 2012
              • Retail channel development opens up market
                • Figure 12: Location of buying hair care products, by tiers
            • Scalp-focused Products Can Spur Growth

              • Issues at a glance:
                • The scalp is identified as a major cause of hair problems among Chinese consumers
                  • Figure 13: Hair and scalp problems, February 2012
                • The impact of pollution
                  • Figure 14: Hair and scalp problems, by city
                • The impact of stress
                  • The impact of unhealthy lifestyles
                    • The spread of scalp discomfort
                      • Figure 15: Attitudes towards hair care
                    • Hair care products shift focus from hair to scalp
                      • Figure 16: China’s top ten hair care claims in new product development in 2011
                      • Figure 17: Market shares in selected hair care segments, 2011
                    • Products for scalp problems have not fully met consumer needs
                      • Figure 18: Frequency of using hair care products, February 2012
                      • Figure 19: Hair and scalp problems, by gender, February 2012
                      • Figure 20: Attitudes towards hair care, February 2012
                      • Figure 21: Frequency of using shampoo, by demographics, February 2012
                      • Figure 22: Male claims in shampoo product launches 2009-2011
                      • Figure 23: Hair and scalp problems by age, February 2012
                    • Intensive scalp education and new product innovation promote consumption
                        • Figure 24: Top 10 product claims of hair care products during 2008-2011
                      • What does it mean?
                      • Product Safety Scares Drive Demand for Natural Ingredients

                        • Issues at a glance
                          • Product safety problems stunt hair care market development
                            • Safety concerns discourage consumers usage of hair colorants products
                              • Figure 25: Frequency of using hair colorants products, by age
                              • Figure 26: Number of people who have bought hair care products in the past 12 months
                            • Safety concerns also affect styling agents
                              • Figure 27: Frequency of using hair care products
                            • Safety concerns discourage consumers’ brand confidence
                              • Figure 28: China hair care product segment share, by numbers of products, 2011
                              • Figure 29: Global hair care product segment share, by numbers of products, 2011
                            • Ingredient labelling increases product transparency
                              • Naturalness wins Chinese consumers’ trust
                                • Figure 30: Attitudes towards carbonated soft drinks, December 2011
                                • Figure 31: Attitudes towards hair care products, February 2012
                                • Figure 32: Factors considered when buying hair care products
                              • Herbal/botanical claims dominate the natural hair care product market
                                • Figure 33: Top Ten Hair Care Product Claims, 2011
                                • Figure 34: Top five claims in colorants products, 2009-2011
                              • Ingredient innovation helps to extend the market
                                • What does it mean?
                                • High-end Segment Requires more than Function and Performance

                                  • Issues at a glance:
                                    • High-end hair care sector can develop market
                                      • Figure 35: Size and growth rate of China’s hair care market from 2006 to 2011, by value
                                    • Less room for growth in the mass market
                                      • Figure 36: Repertoire of hair care brands bought in the last 12 months, by brands of hair care products bought in the last 12 months, February 2012
                                      • Figure 37: Hair and scalp problems, by brands of hair care products bought in the last 12 months, February 2012
                                    • Premiumisation enables brands to increase margins and drive differentiation
                                      • Growing consumer affluence is the driver of growth
                                        • Figure 38: Attitudes towards shopping, April 2012
                                        • Figure 39: Average spending on hair care products per purchase, by demographics, February 2012
                                      • Premium hair care brands are not seen to add value
                                        • High-end brands lack defined USP
                                          • Creating stand-out for USPs
                                              • Figure 40: High-end hair care brands and their taglines
                                              • Figure 41: Agreement with the attitude, ‘Using certain hair care products makes me feel better’, February 2012.
                                              • Figure 42: High-end hair care brands and their taglines
                                            • Market slowly identifying key premium touchpoints
                                              • Figure 43: Attitudes towards shopping, April 2012
                                            • Highlighting precious ingredients differentiates premium products from others
                                              • Exclusive retail channels improve premium image and uniqueness
                                                • Using elements of exclusivity to boost premium credentials
                                                  • Figure 44: Location of buying hair care products, by average spend on hair care products per purchase, February 2012
                                                  • Figure 45: Agreement with the statement ‘I choose hair care brands and products according to my stylist’s recommendations’
                                                • Brands strike the balance between features and benefits
                                                  • Figure 46: High-end hair care brands and their taglines
                                                • Crossover co-operation with luxury brands lifts the indulgent image.
                                                  • What does it mean?
                                                  • Niche Marketing Is Next Step For The Market

                                                    • Issues at a glance:
                                                      • Small brands struggle to gain a foothold in the market
                                                        • Figure 47: Market share of the top companies in the shampoo, conditioner, and hair treatments market, 2011
                                                        • Figure 48: Factors considered when buying hair care products, by target groups, February 2012
                                                      • Diversification of consumer needs provides opportunities
                                                        • Target group diversification
                                                          • Male consumers require more hair care products
                                                            • Figure 49: Hair and scalp problems, by gender and age, February 2012
                                                            • Figure 50: Hair care products with male claims, 2008-2011
                                                            • Figure 51: Frequency of using hair care products, by demographics, February 2012
                                                            • Figure 52: Shampoo, conditioner and treatments with male claim launched, by %, 2009-2011
                                                          • Pregnant women present a 16 million consumer market
                                                            • Diverse needs for hair care have been generated by various occasions
                                                              • Figure 53: Frequency of using hair care products, February 2012
                                                            • Hair problems not fully solved
                                                              • Figure 54: Hair and scalp problems, by demographics, February 2012
                                                              • Figure 55: Hair and scalp problems, by demographics, February 2012
                                                            • What does it mean?
                                                            • Retail Channel Development Opens Up Market

                                                              • Issues at a glance:
                                                                • Supermarkets and hypermarkets remain the main retail channels for China’s hair care market
                                                                  • Figure 56: Location of buying hair care products
                                                                  • Figure 57: Location of buying hair care products, by tiers
                                                                • Expansion of supermarkets and hypermarkets threatens smaller brands
                                                                  • Figure 58: Store number and retail sales of supermarkets and hypermarkets
                                                                  • Figure 59: Supermarket outlet/population density for the Top-20 chains by province
                                                                • Domestic brands and new players need to develop new retail channel opportunities
                                                                  • Online stores run by retailers/independent online retailers
                                                                    • Figure 60: Frequency of shopping in supermarkets, hypermarkets and online stores, April 2012
                                                                  • Online group buying
                                                                    • Figure 61: Frequency of online group buying, by demographics, April 2012
                                                                    • Figure 62: Penetration of buying hair care products via online group buying, by cities
                                                                    • Figure 63: Location of buying hair care products, by demographics, February 2012
                                                                  • Convenience stores
                                                                    • Figure 64: Frequency of grocery shopping by outlet type, April 2012
                                                                    • Figure 65: Location of buying hair care products, by demographics, February 2012
                                                                  • Personal care and pharmacy stores
                                                                    • Hair salons, department stores, and cosmetics counters in shopping malls
                                                                      • What does it mean?
                                                                      • The Future of the Market

                                                                        • Forecasts
                                                                          • Figure 66: forecast – volume sales of hair care products in China, 2007-17
                                                                      • Appendix – Frequency of Using Hair Care Products

                                                                          • Figure 67: Most popular frequency of using shampoo products, by demographics, February 2012
                                                                          • Figure 68: Next most popular frequency of using shampoo products, by demographics, February 2012
                                                                          • Figure 69: Frequency of using hair soap products, by demographics, February 2012
                                                                          • Figure 70: Most poplar frequency of using hair styling products, by demographics, February 2012
                                                                          • Figure 71: Next most popular frequency of using hair styling products, by demographics, February 2012
                                                                          • Figure 72: Most popular frequency of using hair treatments products, by demographics, February 2012
                                                                          • Figure 73: Next most popular frequency of using hair treatments products, by demographics, February 2012
                                                                      • Appendix – Purchaser of Hair Care Products

                                                                          • Figure 74: Purchaser of hair care products, by demographics, February 2012
                                                                      • Appendix – Hair Care Products Bought in The Past 12 Months

                                                                          • Figure 75: Most popular hair care products bought in the past 12 months, by demographics, February 2012
                                                                          • Figure 76: Next most popular hair care products bought in the past 12 months, by demographics, February 2012
                                                                      • Appendix – Average Spending On Hair Care Products Per Purchase

                                                                          • Figure 77: Average spending on shampoo products per purchase, by demographics, February 2012
                                                                          • Figure 78: Average spending on hair soap products per purchase, by demographics, February 2012
                                                                          • Figure 79: Average spending on hair conditioner products per purchase, by demographics, February 2012
                                                                      • Appendix – Location of Buying Hair Care Products

                                                                          • Figure 80: Most popular location of buying hair care products, by demographics, February 2012
                                                                          • Figure 81: Next most popular location of buying hair care products, by demographics, February 2012
                                                                          • Figure 82: Other location of buying hair care products, by demographics, February 2012
                                                                      • Appendix –Factors Considered in Buying Hair Care Products

                                                                          • Figure 83: Most popular factors considered in buying top ranked hair care products, February 2012
                                                                          • Figure 84: Next most popular factors considered in buying top ranked hair care products, February 2012
                                                                          • Figure 85: Other factors considered in buying top ranked hair care products, February 2012
                                                                          • Figure 86: Most popular factors considered in buying second ranked hair care products, February 2012
                                                                          • Figure 87: Next most popular factors considered in buying second ranked hair care products, February 2012
                                                                          • Figure 88: Other factors considered in buying second ranked hair care products, February 2012
                                                                          • Figure 89: Most popular factors considered in buying third ranked hair care products, February 2012
                                                                          • Figure 90: Next most popular factors considered in buying third ranked hair care products, February 2012
                                                                          • Figure 91: Other factors considered in buying third ranked hair care products, February 2012
                                                                      • Appendix – Brands of Hair Care Products Bought in the Last 12 Months

                                                                          • Figure 92: Most popular brands of hair care products bought in the last 12 months, February 2012
                                                                          • Figure 93: Next most popular brands of hair care products bought in the last 12 months, February 2012
                                                                          • Figure 94: Other brands of hair care products bought in the last 12 months, February 2012
                                                                      • Appendix – Brands of Hair Colorants Bought in the Last 12 Months

                                                                          • Figure 95: Most popular brands of hair colorants bought in the last 12 months, by demographics, February 2012
                                                                          • Figure 96: Next most popular brands of hair colorants bought in the last 12 months, by demographics, February 2012
                                                                      • Appendix – Brands of Hair Styling Products bought in the Last 12 Months

                                                                          • Figure 97: Most popular brands of hair styling products, by demographics, February 2012
                                                                          • Figure 98: Next most popular brands of hair styling products, by demographics, February 2012
                                                                      • Appendix – Hair and Scalp Problems

                                                                          • Figure 99: Most popular hair and scalp problems, by demographics, February 2012
                                                                          • Figure 100: Next most popular hair and scalp problems, by demographics, February 2012
                                                                      • Appendix – Attitudes Towards Hair Care Products

                                                                          • Figure 101: Agreement with the statements ‘I spend a lot of time on my hair’ and ‘I typically buy hair care products specifically designed for my hair type’, by demographics, February 2012
                                                                          • Figure 102: Agreement with the statements ‘I’m always trying new hair care products’ and ‘More expensive hair care products don’t necessarily work better than lower-priced ones’, by demographics, February 2012
                                                                          • Figure 103: Agreement with the statements ‘I choose hair care brands and products according to my stylist’s recommendations’ and ‘I buy maximum-hold products’, by demographics, February 2012
                                                                          • Figure 104: Agreement with the statements ‘I tend to choose whichever hair care brands/products are on special offer’ and ‘I prefer to buy all-natural hair care products’, by demographics, February 2012
                                                                          • Figure 105: Agreement with the statements ‘When choosing hair care brands and products, I intend to be influenced by other people’ and ‘I am now using more hair care products than a year ago’, by demographics, February 2012
                                                                          • Figure 106: Agreement with the statements ‘I choose hair care brands/products based on its packaging’ and ‘I change the brands of my hair care products from time to time as I believe it is good for my hair’, by demographics, February 2012
                                                                          • Figure 107: Agreement with the statements ‘I pay close attention to marketing and promotion of hair care products.’ and ‘Using certain hair care products makes me feel better’, by demographics, February 2012
                                                                          • Figure 108: Agreement with the statements ‘I tend to change my hair style from time to time’ and ‘I spend more time on my hair styling before social events’, by demographics, February 2012
                                                                      • Appendix – Repertoire

                                                                          • Figure 109: Repertoire of brands of hair care products bought in the last 12 months, by demographics, February 2012
                                                                          • Figure 110: Repertoire of brands of hair colorants bought in the last 12 months, by demographics, February 2012
                                                                          • Figure 111: Repertoire of brands of hair styling products, by demographics, February 2012

                                                                      Companies Covered

                                                                      To learn more about the companies covered in this report please contact us.

                                                                      Haircare - China - June 2012

                                                                      £3,195.84 (Excl.Tax)