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Marketing Pollution-proof Products - China - August 2015

“In February 2015, Under the Dome, a documentary that investigated air pollution in China, became a smash hit in China. It attracted hundreds of millions of viewers in a very short time after it went live online. The popularity of the documentary could be regarded as a demonstration of the high awareness and concern about pollution among Chinese consumers.

Chinese consumers are more willing to take measures to protect themselves against pollution. This suggests great potential for pollution-proof products, especially purifiers and personal care products with anti-pollution benefits.

However, the markets of pollution-proof products are still in the early stages and manufacturers and marketers should take more efforts in promoting their products, such as demonstrating the usefulness of the products, providing more guidance in choosing products, and proving their products as value-for-money solutions.”

– Linda Li, Senior Research Analyst

In this report, Mintel answers the following key questions:

  • What kind of pollution are consumers most concerned about?
  • What are the consumers’ attitudes towards pollution-proof products? Do they consider them as useful in fighting against the effects of pollution?
  • Are consumers interested in buying pollution-proof products? Who are likely to be the pioneers that would buy pollution-proof products?
  • What are the consideration factors when consumers choose pollution-proof products?
  • What kind of marketing strategies should brands and marketers take when promoting pollution-proof products?
Consumers show much interest in buying pollution-proof products, indicating great market potential. It is even more encouraging that Chinese consumers do not only focus on purifiers or personal care products with anti-pollution claims.
 
There is also a lifestyle change: consumers also count on methods that can strengthen their bodies, such as exercises and food therapy, to fight against the effects of pollution on health.
 
This indicates opportunities for more companies in a larger market territory. When choosing pollution-proof product, consumers focus most on product effect. This exceeds value for money, showing that consumers would be willing to pay a bit more to buy the product that is really useful.

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Table of contents

  1. Introduction

      • Definition
        • Figure 1: Definition of low/middle/high income groups, by city tier
      • Methodology
        • Abbreviations
        • Executive Summary

            • The consumer
              • Water pollution raises the biggest concerns and exceeds worries about PM2.5
                • Figure 2: Concerns about different types of pollution, May 2015
              • People count on a stronger body to fight against pollution
                • Figure 3: Measures taken to avoid effects of pollution on health, May 2015
              • Purifiers and food therapy are considered most effective in terms of pollution-proofing
                • Figure 4: Perceptions of usefulness about pollution-proof products, May 2015
              • Skincare/haircare products with anti-pollution claims are still quite niche
                • Figure 5: Interest in buying pollution-proof products, May 2015
              • Product performance is the top consideration
                • Figure 6: Consideration factors when choosing pollution-proof products, May 2015
              • There is potential for more specified pollution-proof products
                • Figure 7: Attitudes towards pollution-proof products, May 2015
              • Meet the Mintropolitans
                • Key issues
                  • Who are the priorities when marketing pollution-proof products?
                    • Consumers seek value for money rather than brand and imported status when buying purifiers
                      • Personal care products with anti-pollution claims need to demonstrate their effects in pollution proof
                        • Portable pollution-proof products can be a white space
                          • What we think
                          • Issues and Insights

                              • Who are the priorities when marketing pollution-proof products?
                                • The facts
                                  • The implications
                                    • Consumers seek for value for money rather than brand and imported status when buying purifiers
                                      • The facts
                                        • The implications
                                          • Personal care products with anti-pollution claims need to demonstrate their effects in pollution proof
                                            • The facts
                                              • The implications
                                                • Figure 8: New personal care products with anti-pollution claims, by category, China, 2010-15
                                                • Figure 9: Examples of haircare products with anti-pollution claims from L'Oréal and Schwarzkopf
                                                • Figure 10: Examples of skincare products with anti-pollution claims from La Mer, Shiseido and YSL
                                              • Portable pollution-proof products can be a white space
                                                • The facts
                                                  • The implications
                                                    • Figure 11: City Defense Toxin Shield Pollution & UV Advanced Protection SPF 50 PA++++, UK, July 2015
                                                • The Consumer – Concerns about Different Types of Pollution

                                                  • Key points
                                                    • Water pollution raises the biggest concern, exceeding PM2.5
                                                      • Figure 12: Concerns about different types of pollution, May 2015
                                                    • Consumers’ high concern about vehicle exhaust and methanal suggests opportunities for vehicle-mounted air purifiers
                                                      • Males show more concerns about water pollution, PM2.5, soil pollution and dust than women
                                                        • Figure 13: Concerns about water pollution and PM2.5, “Very concerned”, by gender, May 2015
                                                      • People in the North are most concerned about air pollution
                                                        • Figure 14: Concerns about different types of pollution, “Very concerned”, by region, May 2015
                                                    • The Consumer – Measures Taken to Avoid Effects of Pollution on Health

                                                      • Key points
                                                        • People count on a stronger physique to fight against pollution
                                                          • Figure 15: Measures taken to avoid effects of pollution on health, May 2015
                                                        • Build a ‘natural’ image when marketing pollution-proof products
                                                          • Figure 16: Measures taken to avoid effects of pollution on health, “Placing green plants around me”, May 2015
                                                        • People welcome portable pollution-proof products outdoors
                                                          • Figure 17: Measures taken to avoid effects of pollution on health, By the degrees of concern about PM2.5, May 2015
                                                        • Marketing pollution-proof products in AQI apps
                                                          • Figure 18: Gaps of measures taken to avoid effects of pollution on health, by degrees of concern about PM2.5, May 2015
                                                        • Concerns about heavy metal, electromagnetic and soil pollution would drive willingness of eating organic food
                                                          • Figure 19: Gaps of measures taken to avoid effects of pollution on health, by degrees of concern about pollution, May 2015
                                                      • The Consumer – Perceptions of Usefulness of Pollution-proof Products

                                                        • Key points
                                                          • Purifiers and food therapy are considered as the most effective
                                                            • Figure 20: Perceptions of usefulness about pollution-proof products, May 2015
                                                          • Low trust in personal care products with anti-pollution claims
                                                              • Figure 21: Percentage of functional claims used in skincare products with anti-pollution claims vs without anti-pollution claims, China, 2010-15
                                                            • Consumers’ perceptions change by age
                                                              • Figure 22: Perceptions of usefulness of pollution-proof products, “Very useful”, May 2015
                                                          • The Consumer – Interest in Buying Pollution-proof Products

                                                            • Key points
                                                              • More interest in than actual purchase of skincare/haircare products with anti-pollution claims
                                                                • Figure 23: Interest in buying pollution-proof products, May 2015
                                                              • Opportunities lie in pollution testing devices
                                                                • Figure 24: Interest in buying pollution-proof products, “Have not bought this, but interested in buying”, May 2015
                                                              • Use free trial to promote sonic facial brushes
                                                                  • Figure 25: Perception of usefulness about sonic facial brushes, by interest in buying this product, May 2015
                                                              • The Consumer – Consideration Factors when Choosing Pollution-proof Products

                                                                • Key points
                                                                  • Product performance carries more weight than price and brand
                                                                    • Figure 26: Consideration factors when choosing pollution-proof products, May 2015
                                                                  • Women care more about good value for money products and friends’ recommendation
                                                                    • Figure 27: Consideration factors when choosing pollution-proof products, by gender, May 2015
                                                                  • Brand is more important to people in tier one cities
                                                                    • Figure 28: Selected consideration factors when choosing pollution-proof products, May 2015
                                                                  • Different strategies to be taken when marketing different pollution-proof products
                                                                    • Figure 29: Top three consideration factors when choosing pollution-proof products, by Interest in buying water and air purifiers, May 2015
                                                                    • Figure 30: Top three consideration factors when choosing pollution-proof products, by Interest in buying personal care products with anti-pollution claims, May 2015
                                                                • The Consumer – Attitudes towards Pollution-proof Products

                                                                  • Key points
                                                                    • Consumers call for more guidance from pollution-proof product providers
                                                                      • Figure 31: Selected attitudes towards pollution-proof products, May 2015
                                                                    • Marketing to the vulnerables
                                                                      • Figure 32: Selected attitudes towards pollution-proof products, May 2015
                                                                    • Few think international brands offer a higher quality than local brands
                                                                      • Consumers are now taking regular protection measures
                                                                        • Figure 33: Selected attitudes towards pollution-proof products, May 2015
                                                                    • The Consumer – Meet the Mintropolitans

                                                                      • Key points
                                                                        • Why Mintropolitans?
                                                                          • Who are they?
                                                                              • Figure 34: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                              • Figure 35: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                            • Mintropolitans care more about pollution and are more likely to take action
                                                                              • Figure 36: Concerns about different types of pollution, ”Very concerned”, by consumer classification, May 2015
                                                                              • Figure 37: Measures taken to avoid effects of pollution on health, by consumer classification, May 2015
                                                                            • Mintropolitans value famous brands
                                                                              • Figure 38: Consideration factors when choosing pollution-proof products, by consumer classification, May 2015
                                                                            • Mintropolitans are willing to pay, but they have higher requirements on the product effects of skincare and haircare products with anti-pollution claims
                                                                              • Figure 39: Selected attitudes towards pollution-proof products, by consumer classification, May 2015
                                                                              • Figure 40: Perceptions of usefulness about skincare and haircare products with anti-pollution claims, by consumer classification, May 2015
                                                                              • Figure 41: Interest in buying skincare and haircare products with anti-pollution claims, by consumer classification, May 2015

                                                                          Companies Covered

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

                                                                          Marketing Pollution-proof Products - China - August 2015

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