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Haircare - China - June 2013

“In the big picture, Chinese consumers are becoming richer. Higher income, lower savings, and broader prosperity have led to more purchasing power. At the same time people are also becoming more demanding. But those brands able to offer the best combination of products tailored to the right occasion will gain a bigger share of savvy consumers’ wallets. Brands need to pay more attentions to smaller cities. Marketing and communication campaign should also be differentiated based on people’s gender, income and cities of residence.”

- Wenwen Chen, Research Analyst

Some questions answered in this report include:

  • What is the size of the haircare market in China? 
  • Which are the key companies and brands in the haircare market in China?
  • How often do Chinese consumers use haircare products?
  • Which are the most common hair and scalp problems in China?

 

Report Introduction:

Chinese consumers are becoming richer. Higher incomes, lower savings, and broader prosperity have led to more purchasing power. They are also becoming more demanding. Brands that can offer the best combination of products tailored to the right occasion will gain a bigger share of savvy consumers’ wallets.

Focusing attention on smaller cities by differentiating marketing and communication campaigns based on gender, income and cities is set to create the greatest opportunity for hair care manufacturers in China.

The report covers shampoo, conditioners, colourants and styling agents for men, women and children. It includes unisex products. Market value is based on sales through all retail channels (including direct to consumer), but excludes the professional sector (including hairdresser sales to the consumer). 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Shampoo and conditioners
          • Hair colourants
            • Hair styling agents
              • Methodology
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: China hair care market forecast, total value sales 2008-18
                      • Figure 2: China hair care market by segments 2008-2018
                    • Companies and brands
                      • Figure 3: China hair care market, retail market share by company type, 2012
                    • The consumer
                        • Figure 4: Frequency of using hair care products overall, February 2013
                        • Figure 5: Current hair and scalp problems, February 2013
                      • Attitudes vary by gender
                        • Figure 6: Current hair and scalp problems, by gender, February 2013
                      • Up-selling to the higher income groups
                        • Figure 7: Frequency of using hair care products, by monthly personal income, February 2013
                      • City-specific solutions
                      • The Market

                        • Key points
                          • Hair care market overview
                            • Figure 8: The China hair care market, value sales 2008-18
                            • Figure 9: China consumer price index during January 2010 to January 2013
                          • Segmentation – Shampoo and conditioner dominate
                            • Figure 10: The China hair care market, by segment, 2008-18
                          • Hair care market forecast– A new chapter for growth
                            • Figure 11: The China hair care market forecast chart, total value sales 2008-18
                          • Shampoo and conditioner forecast – Looking for a healthier scalp
                            • Figure 12: The China hair shampoo and conditioner market forecast chart, value sales 2008-18
                          • Hair colourant forecast – Targeting different demographics
                            • Figure 13: The China hair colourant market forecast chart, value sales 2008-18
                          • Hair styling forecast – Styling for a competitive edge in business
                            • Figure 14: The China hair styling market forecast chart, value sales 2008-18
                            • Figure 15: The launch post of GQ China in October 2009 coined the phrase “new Chinese gentlemen”, 2009
                          • What it means
                          • Companies and Brands

                            • Key points
                              • Companies and market shares
                                • Shampoo and conditioners
                                  • Figure 16: China - Shampoo and Conditioners: Company retail market share, by value (%), 2009-12
                                • Hair colourants
                                  • Figure 17: China - Hair Colourants: Company retail market share, by value (%), 2009-12
                                • Hair styling
                                  • Figure 18: China - Hair Styling Agents: Company retail market share, by value (%), 2009-12
                                • Top brands
                                  • Head & Shoulders
                                    • Figure 19: Head & Shoulders advertisement cast with Taiwanese Peng Yuyan, 2013
                                    • Figure 20: Head & Shoulders hair scalp spa range, 2011
                                    • Figure 21: Head & Shoulders new men’ s range- Soothing Anti-Itch, 2013
                                  • Pantene
                                    • Figure 22: CLINICARE volume generation serum contains with Niacinamide and pro-v, 2013
                                    • Figure 23: Famous faces for Pantene clockwise: Lin Chi-ling, Barbie Hsu, Liu Yifei and gao yuanyuan, 2012
                                  • Slek
                                    • Figure 24: Slek new upgraded product range 2013
                                  • CLEAR
                                    • Figure 25: Clear charcoal cooling variant, 2013
                                    • Figure 26: Miss Dee Hsu for Clear, 2013
                                  • What it means
                                      • Figure 27: A spa treat with a friend, 2013
                                  • The Consumer

                                    • Key points
                                      • Frequency of using hair care products
                                          • Figure 28: Frequency of using hair care products, February 2013
                                          • Figure 29: Head & Shoulders latest ying-yang concept packaging, 2012
                                        • Current hair and scalp problems and qualities sought
                                            • Figure 30: Current hair and scalp problems, February 2013
                                            • Figure 31: Qualities sought from hair care products, February 2013
                                          • Important factors considered when purchasing hair care products
                                            • Figure 32: Important factors considered when purchasing hair care products, February 2013
                                            • Figure 33: Schwarzkopf Extra Care Shea cashmere repair leave on spray for heat damaged hair
                                          • Attitudes towards purchasing hair care products
                                              • Figure 34: Attitudes towards purchasing hair care products, February 2013
                                              • Figure 35: Carrefour beauty care promotion – buy one get the second one for half price, 2011
                                              • Figure 36: Clear’s online promotion collaborating with formula one lotus team, 2013
                                              • Figure 37: Herbal Essences digital coupon only can be redeemed at Watson’s
                                            • Attitudes towards hair care products
                                                • Figure 38: Attitudes towards hair care products, February 2013
                                                • Figure 39: Shan Cao Ji Neroli Repairing hair mask, 2012
                                                • Figure 40: Individual consumer shares her product experience of Kiehl’s shampoo, 2013
                                            • Targeting Men

                                              • Key points
                                                • The gender differences in current hair and scalp problem
                                                  • Figure 41: Current hair and scalp problems, by gender, February 2013
                                                  • Figure 42: Qualities sought from hair care products (shampoo, conditioner and hair treatment) between men and women, February 2013
                                                • The gender differences in selecting a hair care product
                                                  • Figure 43: The different needs between men and women when using a shampoo, 2012
                                                  • Figure 44: Number 1-ranked factors considered when purchase hair care products between men and women, February 2013
                                                  • Figure 45: Major brands prefer blue tones to attract male consumers
                                                  • Figure 46: Local brand “Duofu” and “Maindewing” copy Unilever’s dove and lynx shower gel package
                                                  • Figure 47: Kérastase and Jahwa GF
                                                • What a man wants
                                                  • Figure 48: Attitudes towards purchasing hair care products, by gender, February 2013
                                                • Target the husbands
                                                  • Figure 49: Male attitudes towards purchasing hair care products, by age, February 2013
                                                  • Figure 50: The era of adopting kung fu actors promoting shampoo brands: Jackie Chan for Bawang, Jet Li for Softto, Donnie Yen for Head & Shoulders, 2012
                                                • What it means
                                                • Encouraging Higher Income Groups to Trade Up

                                                  • Key points
                                                    • The hair styling index
                                                      • Figure 51: Daily use of hair care products, by monthly personal income, February 2013
                                                      • Figure 52: Shiseido professional scalp care essence, 2013
                                                    • “Made from” Matters
                                                      • Figure 53: Qualities sought from hair care products, by highest personal income, February 2013
                                                      • Figure 54: Yang Yuan Qing by Yunnan Bai Yao, 2013
                                                      • Figure 55: P&G’s new skincare brand Oceana using seaweed from Île-de-Bréhat island, France, 2013
                                                      • Figure 56: Shanghai Yan Ka La Goji Berry shampoo contains 98% of natural ingredients (208 rmb/300ml), 2012
                                                    • Premium is still on the rise, but price promotions are key
                                                      • Figure 57: Attitudes towards hair care products, by monthly personal income, February 2013
                                                      • Figure 58: Schwarzkopf shea cashmere including shampoo, 2013
                                                      • Figure 59: Attitudes towards purchasing hair care products, by all and highest monthly personal income earners, February 2013
                                                    • What it means
                                                    • Design City-Specific Solutions

                                                      • Key points
                                                        • Capture the fashion seekers in smaller cities
                                                          • Figure 60: Usage of hair care products in the six months to February 2013, by tier of city, February 2013
                                                          • Figure 61: Shampoo usage frequency, by city tier, February 2013
                                                          • Figure 62: Hair colourant frequency by city tier, February 2013
                                                          • Figure 63: Crowds craving luxury items at Nanjing’s first Louis Vuitton store, May 2012
                                                          • Figure 64: Colouring hair is very fashionable in tier two and tier three cities: left to right street shot in Hefei (tier 2), Wuhan (tier 2), Wenzhou (tier 3)
                                                        • Fill the quality gap
                                                          • Figure 65: Current hair and scalp problems, by city tier, February 2013
                                                          • Figure 66: Local product copying Head & Shoulders found in Binyang county near Nanning, Guangxi, 2013
                                                          • Figure 67: Qualities sought from hair care product, by city tier, February 2013
                                                          • Figure 68: Henkel’s Syoss collaborates with Japanese fashion icon Erika Sawajiri
                                                          • Figure 69: Could inoherb provide some inspirations for its fellow domestic hair care brands?
                                                        • Design city-specific hair care solutions
                                                          • Figure 70: Attitudes towards hair care products, by city tier, February 2013
                                                          • Figure 71: Attitudes towards purchasing hair care products, by tier of city, February 201372
                                                        • What it means
                                                        • Appendix – The Consumer

                                                          • Frequency of using hair care products
                                                            • Figure 73: Frequency of using hair care products, February 2013
                                                            • Figure 74: Frequency of using hair care products, February 2013
                                                            • Figure 75: Frequency of using hair care products, by most popular current hair and scalp problems, February 2013
                                                            • Figure 76: Frequency of using hair care products, by next most popular current hair and scalp problems, February 2013
                                                          • Current hair and scalp problems
                                                            • Figure 77: Current hair and scalp problems, February 2013
                                                            • Figure 78: Most popular current hair and scalp problems, by demographics, February 2013
                                                            • Figure 79: Next most popular current hair and scalp problems, by demographics, February 2013
                                                          • Qualities sought from hair care products
                                                            • Figure 80: Qualities sought from hair care products, February 2013
                                                            • Figure 81: Most popular qualities sought from hair care products, by demographics, February 2013
                                                            • Figure 82: Next most popular qualities sought from hair care products, by demographics, February 2013
                                                          • Important factors considered when purchasing hair care products
                                                            • Figure 83: Important factors considered when purchasing hair care products, February 2013
                                                            • Figure 84: Important factors considered when purchasing hair care products, by most popular current hair and scalp problems, February 2013
                                                            • Figure 85: Important factors considered when purchasing hair care products, by next most popular current hair and scalp problems, February 2013
                                                          • Attitudes towards purchasing hair care products
                                                            • Figure 86: Attitudes towards purchasing hair care products, February 2013
                                                            • Figure 87: Most popular attitudes towards purchasing hair care products, by demographics, February 2013
                                                            • Figure 88: Next most popular attitudes towards purchasing hair care products, by demographics, February 2013
                                                          • Attitudes towards hair care products
                                                            • Figure 89: Attitudes towards hair care products, February 2013
                                                            • Figure 90: Most popular attitudes towards hair care products, by demographics, February 2013
                                                            • Figure 91: Next most popular attitudes towards hair care products, by demographics, February 2013

                                                        Companies Covered

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

                                                        Haircare - China - June 2013

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