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Haircare - China - May 2014

 “Creating new products and brands can leverage consumers’ ‘infidelity’ behaviour and capitalise on shoppers’ desire for newness and excitement, especially among the affluent groups. In addition, customised products designed for different hair and scalp needs have become a major market for brands to explore." 

- Wenwen Chen, Research Analyst
  

Some questions answered in this report include:

  • Are products tailoured to suit different haircare needs top of consumers mind?
  • How can brands leverage repertoire buying behaviour?
  • Is there disparity between haircare needs and cities across China?
The haircare market continued its strong path of growth in 2013. The market growth rate reached its peak in 2008 and witnessed stable growth rates from 2012-2013. Consumers have increasingly relied on price promotion, which has contributed to the growth slowdown in value terms.

Consumers, especially female consumers, have exhibited solid repertoire behaviour when selecting haircare products, brands as well as retailers. This has posed a serious challenge to brands as well as retailers. Brands and shops need to ensure there is enough in-store marketing to attract shoppers, and to keep increasing the number of shoppers. 

The growing sophistication in consumer usage regimes, including using different products at different occasions and for different purposes, opens new opportunities for brands to grow. Creating new brands, products and limited edition ranges can leverage consumers’ ‘infidelity’ behaviour and capitalise on shoppers’ desire for newness and excitement, especially among the affluent groups. In addition, customised products designed for different hair and scalp needs have become a major market for brands to explore.
 
This report examines haircare products covering:
  • Shampoo 2-in-1 shampoo & conditioner 
  • Conditioner 
  • Rinse-off hair treatment (eg hair mask, SPA cream) 
  • Leave-on spray (in liquid texture, spray on hair eg moisturising mist) 
  • Leave-on hair treatment 
  • Hair treatment oil (in oil texture, apply several drops on hair)

 

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Table of contents

  1. Introduction

      • Products covered in this report:
        • Methodology
          • Abbreviations
            • Definitions
            • Executive Summary

                • Future growth prospects remain
                  • Figure 1: Best- and worst-case forecast of China retail value sales of haircare, 2008-18
                • Competitions are intense
                  • Figure 2: Company retail value shares in haircare products, 2011-13
                • The proliferation of Tao-brands
                  • Affluent consumers buy everywhere
                    • Figure 3: Repertoire of buying channel, by demographics, February 2014
                  • Gender heterogeneity in shopping habits
                    • Zero damage cure under pollution woes
                      • Leveraging repertoire buying behaviour
                        • Figure 4: Buying habit, February 2014
                        • Figure 5: Repertoire of usage, February 2014
                      • Make it for my scalp
                        • Figure 6: Further product opportunity, February 2014
                      • What we think
                      • Issues and Insights

                        • Make it for my scalp
                          • The facts
                            • The implications
                              • Leveraging repertoire buying behaviour
                                • The facts
                                  • The implications
                                    • The disparity between cities
                                      • The facts
                                        • The implications
                                        • Trend Applications

                                            • Influentials
                                              • Generation Next
                                              • Market Size and Forecast

                                                • Key points
                                                  • China haircare market
                                                    • Figure 7: China retail value sales of shampoo, conditioner products, 2007-13
                                                  • Future growth prospects remain solid
                                                    • Figure 8: Best- and worst-case forecast of China retail value sales of haircare, 2008-18
                                                  • Forecast methodology
                                                  • Segmentation and Market Shares

                                                    • Key points
                                                      • Hair treatment products fuel the strong growth
                                                        • Figure 9: China retail value sales of haircare products, by segment, 2009-13
                                                      • Competition is intense
                                                        • Figure 10: Company retail value shares in haircare products, 2011-13
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Shampoo products lead new product launches
                                                          • Figure 11: New product launches, by top category in the hair product market, 2009-13
                                                        • Consumers expect high performance products with multiple benefits
                                                          • Figure 12: New product launches, by top claim in the hair products market, 2009-13
                                                        • Go Silicone-free
                                                          • Figure 13: Maestro Repair Therapy silicone-free Shampoo, June 2013
                                                          • Figure 14: Herbal Essences Naked Moisture in USA, Feb 2014
                                                        • Sol-gel technology
                                                          • Figure 15: The L'Oréal Elvive Fibrology range features patented technology to thicken the hair structure, February 2014
                                                        • The proliferation of Tao-brands
                                                            • Figure 16: Mascara shampoo and conditioner, 2014
                                                        • Companies and Brands

                                                              • Figure 17: 2013 P&G annual report, 2009-13
                                                              • Figure 18: P&G haircare portfolio recent activities, 2012-14
                                                            • Unilever
                                                                • Figure 19: 2013 Unilever annual report, 2013
                                                                • Figure 20: Unilever haircare portfolio recent activities, 2012-14
                                                              • Beiersdorf AG
                                                                  • Figure 21: Slek herb expert range, July 2013
                                                                  • Figure 22: Beiersdorf haircare portfolio recent activities, 2012-14
                                                                • LAF International Group
                                                                    • Figure 23: LAF haircare portfolio recent activities, 2012-14
                                                                • The Consumer – Hair Profile and Washing Habits

                                                                  • Key points
                                                                    • Young females are more likely to have long hair
                                                                      • Figure 24: Hair length, by demographics, February 2014
                                                                    • Capture the fashion seekers in smaller cities
                                                                      • Figure 25: Hair styling and treatment in the last six months, February 2014
                                                                      • Figure 26: Hair styling and treatment in the last six months by incomes, February 2014
                                                                      • Figure 27: Hair styling and treatment in the last six months by city tier, February 2014
                                                                    • Need for neatness
                                                                      • Figure 28: Washing habits, by demographics, February 2014
                                                                  • The Consumer – Usage Behaviour

                                                                    • Key points
                                                                      • Product penetration
                                                                        • Shampoo usage has become saturated in urban China
                                                                          • Figure 29: Usage penetration, February 2014
                                                                        • Most people use a range of haircare products
                                                                          • Figure 30: Repertoire of usage, February 2014
                                                                        • Affluent people use more products
                                                                          • Figure 31: Repertoire of consumer usage frequency in the last six months, by income, January 2014
                                                                        • Associating the brand with occasions
                                                                          • Figure 32: Repertoire of usage by gender, February 2014
                                                                          • Figure 33: Usage penetration, by demographics, February 2014
                                                                        • Haircare specially designed for him
                                                                          • Frequency of usage
                                                                            • Hair wash routine has stabilised
                                                                              • Figure 34: Usage frequency, by category, February 2014
                                                                              • Figure 35: Usage frequency, by category, February 2013
                                                                            • Young male consumers wash their hair most frequently
                                                                              • Figure 36: Usage frequency, by demographics, February 2014
                                                                              • Figure 37: Frequency of using haircare products, by demographics, February 2013
                                                                            • Washing habits vary by gender and city
                                                                              • Figure 38: Washing habits, by demographics, February 2014
                                                                              • Figure 39: Washing habits, by cities, February 2014
                                                                          • The Consumer – Consumer Buying Channels

                                                                            • Key points
                                                                                • Figure 40: Buying channels, February 2014
                                                                              • After-styling protection
                                                                                • Figure 41: Repertoire of buying channel, February 2014
                                                                                • Figure 42: Repertoire of buying channel, by hair salon visit in the last six months, February 2014
                                                                                • Figure 43: L'Oréal 6 Oil Nourish Extraordinary Oil, suitable for all hair types, Q1 2014
                                                                                • Figure 44: Buying channel, by demographics, February 2014
                                                                              • Affluent consumers buy everywhere
                                                                                • Figure 45: Buying channel, by demographics, February 2014
                                                                                • Figure 46: Repertoire of buying channel, by demographics, February 2014
                                                                                • Figure 47: Buying channel, by demographics, February 2014
                                                                            • The Consumer – Buying Habits and General Usage Behaviour

                                                                              • Key points
                                                                                  • Figure 48: Buying habit, February 2014
                                                                                • Male shoppers are more efficiency-driven
                                                                                  • Figure 49: Buying habits, by demographics, February 2014
                                                                                • Home delivery drives volume sales
                                                                                  • Figure 50: Buying habits, February 2014
                                                                                • Cross-selling promotions
                                                                                  • Figure 51: General usage behaviour and attitudes, February 2014
                                                                                  • Figure 52: Serge Lutens fragrance Laine de Verre, March 2014
                                                                                • Hair treatments premiumisation
                                                                                  • Figure 53: Buying habits, by demographics, February 2014
                                                                                  • Figure 54: General usage behaviour and attitudes, by demographics, February 2014
                                                                                • Multiple packaging innovation
                                                                                  • Figure 55: General buying and usage behaviour by gender, February 2014
                                                                                • Influence the Influentials
                                                                                  • Figure 56: General usage behaviour and attitude, by demographics, February 2014
                                                                              • The Consumer – Further Product Opportunities

                                                                                • Key points
                                                                                  • Zero damage cure under pollution woes
                                                                                    • Figure 57: Further product opportunity, February 2014
                                                                                    • Figure 58: Further product opportunity, February 2014
                                                                                  • Scalp care is essential
                                                                                    • Anti-aging prospect
                                                                                      • Figure 59: Further product opportunities, February 2014
                                                                                    • Shampoo on-the-go
                                                                                      • Figure 60: Further product opportunity, by demographics, February 2014
                                                                                      • Figure 61: Skip a Wash Dry Shampoo, Cussons Mum & Me New Mum range, Q3 2012
                                                                                  • Appendix – Hair Profile

                                                                                      • Figure 62: Hair length, February 2014
                                                                                      • Figure 63: Hair salon visit in the last six months, February 2014
                                                                                      • Figure 64: Hair salon visit in the last six months, by demographics, February 2014
                                                                                      • Figure 65: Washing habit, by demographics, February 2014
                                                                                      • Figure 66: Washing habit, by demographics, February 2014
                                                                                  • Appendix – Usage Behaviour

                                                                                      • Figure 67: Usage frequency, February 2014
                                                                                      • Figure 68: Usage of shampoo, by demographics, February 2014
                                                                                      • Figure 69: Usage of conditioner, by demographics, February 2014
                                                                                      • Figure 70: Usage of 2-in-1 shampoo and conditioner, by demographics, February 2014
                                                                                      • Figure 71: Usage of rinse-off hair treatment, by demographics, February 2014
                                                                                      • Figure 72: Usage of leave-on spray, by demographics, February 2014
                                                                                      • Figure 73: Usage of leave-on hair treatment, by demographics, February 2014
                                                                                      • Figure 74: Usage of hair treatment oil, by demographics, February 2014
                                                                                  • Appendix – Buying Behaviour

                                                                                      • Figure 75: Buying channel, February 2014
                                                                                      • Figure 76: Most popular buying channel, by demographics, February 2014
                                                                                      • Figure 77: Next most popular buying channel, by demographics, February 2014
                                                                                      • Figure 78: Other buying channel, by demographics, February 2014
                                                                                    • Repertoire analysis
                                                                                      • Figure 79: Repertoire of buying channel, by demographics, February 2014
                                                                                      • Figure 81: Repertoire of buying channel, by hair salon visit in the last six months, February 2014
                                                                                      • Figure 83: Buying habit, February 2014
                                                                                      • Figure 84: Most popular buying habit, by demographics, February 2014
                                                                                      • Figure 85: Next most popular buying habit, by demographics, February 2014
                                                                                      • Figure 86: Other buying habit, by demographics, February 2014
                                                                                  • Appendix – General Usage Behaviour and Attitude

                                                                                      • Figure 87: General usage behaviour and attitude, February 2014
                                                                                      • Figure 88: Most popular general usage behaviour and attitude, by demographics, February 2014
                                                                                      • Figure 89: Next most popular general usage behaviour and attitude, by demographics, February 2014
                                                                                      • Figure 90: Other general usage behaviour and attitude, by demographics, February 2014
                                                                                  • Appendix – Further Opportunity

                                                                                      • Figure 91: Further product opportunity, February 2014
                                                                                      • Figure 92: Most popular further product opportunity, by demographics, February 2014
                                                                                      • Figure 93: Next most popular further product opportunity, by demographics, February 2014
                                                                                      • Figure 94: Other further product opportunity, by demographics, February 2014

                                                                                  Companies Covered

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

                                                                                  Haircare - China - May 2014

                                                                                  £3,170.69 (Excl.Tax)