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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Haircare - China market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

As one of the biggest categories in the China beauty and personal care market, the haircare category, though slowing down, still managed to grow at a stable pace, mainly driven by consumers’ needs for more convenient cleansing solutions, their desire for better hair and scalp care and their pursuit of emotional benefits like mood promotion and feeling good. And these factors are expected to further stimulate the growth of this category in a more innovative way in the near future.

Expert analysis from a specialist in the field

Written by Yali Jiang, a leading analyst in the Beauty sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers’ awareness of hair and scalp care both increased in the last year, though anti-hair loss and hair volumising are yet to take off, as consumers’ attention is more focused on obvious hair issues like split ends and dryness. But 25-29 year olds are worrying about hair volume more than older consumers, demonstrating the potential of hair volumising among young consumers. Unhealthy lifestyle, stress/depression and pollution are the top culprits for hair loss, indicating these factors can be included in communication to resonate with consumers Yali Jiang
Senior Beauty Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
          • Subgroup definitions (by monthly personal income)
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of retail value of haircare market, China, 2014-24
              • Companies and brands
                • Figure 2: Leading manufacturers’ share of value sales of haircare market, China, 2018-19 (est)
              • The consumer
                • Hair/scalp treatments are catching up
                  • Figure 3: Haircare products used in the last six months, November 2019
                • Consumers pay more attention to both hair/scalp cleansing and care
                  • Figure 4: Change in time and money spent on haircare products in the last six months, November 2019
                • Dandruff, greasiness and itchy scalp are still the top concerns
                  • Figure 5: Hair concerns, 2017 and 2019
                • Hair loss is more attributed to unhealthy lifestyle
                  • Figure 6: Reasons for hair loss, November 2019
                • Different ways to deal with hair loss
                  • Figure 7: Actions taken to prevent hair loss in the past six months, November 2019
                • Consumers hold positive attitudes towards scented haircare products
                  • Figure 8: Attitude towards scented haircare products, November 2019
                • What we think
                • Issues and Insights

                  • Evolving needs for hair volume maintenance
                    • The facts
                      • The implications
                        • Figure 9: Examples of scalp cleansing products, China and US
                        • Figure 10: Examples of anti-hair loss/hair volumising products, China
                      • Find differentiation points in the competition between shampoo and hair styling products
                        • The facts
                          • The implications
                            • Figure 11: Examples of haircare products with bouncy benefit, China
                          • Scented haircare products show potential
                            • The facts
                              • The implications
                                • Figure 12: Scented haircare products from Lux, China, 2019
                                • Figure 13: Scented haircare products from LOVE beauty AND planet, China, 2019
                                • Figure 14: Example of personalised haircare solution, China
                            • The Market - What You Need to Know

                              • Stable but moderate increase in value
                                • Needs for convenience, scalp care awareness and hair beauty concept drove growth
                                  • Growth of shampoo slowing down
                                  • Market Size and Forecast

                                    • Experiencing a slow-down in growth rate
                                      • Figure 15: Best- and worst-case forecast of retail value of haircare market, China, 2014-24
                                  • Market Factors

                                    • With diverse lifestyles, users value the convenience of on-the-go products
                                      • Increasing attention to scalp care
                                        • Haircare is one aspect of holistic beauty
                                        • Market Segmentation

                                          • Growth of shampoo slowing down
                                            • Figure 16: Retail value and growth rate of haircare market, by segment, China, 2015-2019 (est)
                                        • Key Players - What You Need to Know

                                          • Challenges from small brands intensifying the competition
                                            • Professional haircare lines are on trend
                                              • Sustainability and advanced tech offering new opportunities
                                              • Market Share

                                                • International major companies dominate but are losing share
                                                  • Figure 17: Leading manufacturers’ share of value sales of haircare market, China, 2018-19 (est)
                                                • Local brands win market share with innovative NPD
                                                  • Uniasia
                                                    • Figure 18: New haircare launches from seeyoung, China, 2019
                                                  • Adolph
                                                    • Figure 19: New haircare launches from Adolph, China, 2019
                                                  • Online sales reflect even fiercer competition
                                                    • Figure 20: Top 10 brands by online* value share of shampoo, China, November 2018 – October 2019
                                                    • Figure 21: Top 10 brands by online* value share of conditioner, China, November 2018 – October 2019
                                                    • Figure 22: Top 10 brands by online* value share of leave-in hair treatment, China, November 2018 – October 2019
                                                • Competitive Strategies

                                                  • Differentiation through new product format/texture
                                                    • Figure 23: Top 10 formats and textures in new haircare care launches, China, 2018-19
                                                    • Figure 24: Examples of new product format/texture of shampoo, China
                                                  • Convenient offerings make on-the-go haircare possible
                                                    • Figure 25: Examples of convenient haircare products, China
                                                  • Professional product offerings are a way to stand out
                                                    • Figure 26: Examples of professional haircare product lines, China
                                                • Who’s Innovating?

                                                  • NPD and variety/range extension drives the growth of the market
                                                    • Figure 27: Launch type of new haircare launches, China, 2017 -19
                                                  • Skincare concepts applied to haircare products
                                                    • Figure 28: Examples of skincare concept applications in haircare products, China and US, 2019
                                                  • Coffee as an element to boost hair volume
                                                    • Figure 29: Examples of haircare products with coffee extracts, South Korea and Singapore, 2019
                                                  • Sustainable haircare on the rise
                                                    • Figure 30: New launches of dry shampoo, South Africa, Germany and UK, 2019
                                                  • Overnight haircare creates new usage occasion
                                                    • Figure 31: New launches of overnight haircare products, Japan, China and UK, 2018-19
                                                  • Caring for hair from inside out
                                                    • Figure 32: New launches of haircare supplements, France, Vietnam, Germany and Austria, 2019
                                                  • Advanced tech empowers haircare routines
                                                    • Figure 33: New launches of hi-tech haircare products
                                                    • Figure 34: Example of hi-tech haircare service
                                                • The Consumer – What You Need to Know

                                                  • Convenient haircare products take off
                                                    • Lower tier cities show opportunities for trading up
                                                      • Women aged 25-29 are more sensitive to hair loss
                                                        • Men associate hair loss more with stress/depression
                                                          • Product-based anti-hair loss solutions dominate
                                                            • Women are more interested in trying scented haircare products
                                                            • Product Usage

                                                              • Shampoo dominates while treatments catching up
                                                                • Figure 35: Haircare products used in the last six months, November 2019
                                                              • Men’s haircare is yet to take off
                                                                • Figure 36: Haircare products used in the last six months, male, 2018 and 2019
                                                              • On-the-go products are replacing usage of regular products
                                                                • Figure 37: Haircare products used in the last six months, female, 2018 and 2019
                                                              • Curly haired ask for more hair caring products than those with straight hair
                                                                • Figure 38: Haircare products used in the last six months, female, by type of hairstyle, November 2019
                                                              • Women in tier two cities drive usage of haircare products
                                                                • Figure 39: Haircare products used in the last six months, female, by city tier, November 2019
                                                              • Consumers with damaged hair tend to use more conditioner and treatments
                                                                • Figure 40: Haircare products used in the last six months, by hair concerns, November 2019
                                                            • Time and Money Spent

                                                              • More money and time is invested on both care products and cleansing products
                                                                • Figure 41: Change in time and money spent on haircare products in the last six months, November 2019
                                                                • Figure 42: Haircare products used in the last six months, by consumer usage change of product type, November 2019
                                                                • Figure 43: Usage of mobile applications every day, by consumer change in time spent on selecting products, November 2019
                                                              • Females aged 18-24 tend to spend more time while 25-29s skew towards spending more money
                                                                • Figure 44: Change in time and money spent on haircare products in the last six months – ‘using more’, female, by age, November 2019
                                                              • More cultivation is needed for promoting anti-hair loss and hair volumising
                                                                • Figure 45: Change in time and money spent on haircare products in the last six months – ‘using more’, by hair concerns, November 2019
                                                              • High-income earners show more willingness to spend more money and time
                                                                • Figure 46: Change in time and money spent on haircare products in the last six months – ‘using more’, by monthly personal income, November 2019
                                                              • More opportunities for premiumisation in lower tier cities
                                                                • Figure 47: Change in money spent on haircare products in the last six months, by city tier, November 2019
                                                            • Hair Concerns

                                                              • Top hair concerns remain the same as in 2017
                                                                • Figure 48: Hair concerns, 2017 and 2019
                                                              • Women pay more attention to hair volume
                                                                • Figure 49: Hair concerns, by gender, November 2019
                                                              • 25-29s worry about hair volume most rather than those in their 30s
                                                                • Figure 50: Hair concerns – ‘lack of volume’, by selected demographics, November 2019
                                                              • Hair damage frustrates young men while scalp problems upset men in their 30s and 40s
                                                                • Figure 51: Hair concerns, male, by age, November 2019
                                                              • Women aged 25-29 are troubled by hair loss most
                                                                • Figure 52: Hair concerns, female, by age, November 2019
                                                              • Consumers from lower tier cities have more severe hair concerns than those from tier one cities
                                                                • Figure 53: Hair concerns, by city tier, November 2019
                                                              • Consumers from the South are more frustrated by hair loss and lack of hair volume
                                                                • Figure 54: Hair concerns, by region, November 2019
                                                              • Consumers with straight hair concerned about dandruff and greasiness
                                                                • Figure 55: Hair concerns, by type of hairstyle, November 2019
                                                            • Reasons for Hair Loss

                                                              • More than 60% of consumers attribute hair loss to staying up late and stress/depression
                                                                • Figure 56: Reasons for hair loss, November 2019
                                                              • Men attribute hair loss to stress/depression
                                                                • Figure 57: Reasons for hair loss, by gender, November 2019
                                                              • The hair loss group are in need of emotional relaxation
                                                                • Figure 58: Reasons for hair loss, by hair loss concern, November 2019
                                                              • High earners pay more attention to pollution and season change
                                                                • Figure 59: Reasons for hair loss, by personal income level, November 2019
                                                            • Actions Taken for Hair Loss

                                                              • At-home haircare products mainstream choice for anti-hair loss
                                                                • Figure 60: Actions taken to prevent hair loss in the past six months, November 2019
                                                                • Figure 61: Nature’s Bounty Hair, Skin & Nails Gummies, China
                                                              • Anti-hair loss supplements for men and scalp care services for women
                                                                • Figure 62: Actions taken to prevent hair loss in the past six months, by gender, November 2019
                                                              • Consumers from lower tier cities seek out product-based solutions
                                                                • Figure 63: Actions taken to prevent hair loss in the past six months, by city tier, November 2019
                                                              • High earners show more willingness to invest in anti-hair loss products and services
                                                                • Figure 64: Actions taken to prevent hair loss in the past six months, by monthly personal income, November 2019
                                                            • Attitude towards Scented Haircare Products

                                                              • Consumers hold positive attitudes towards scented haircare products
                                                                • Figure 65: Attitude towards scented haircare products, November 2019
                                                              • Women show more passion for trying scented haircare products
                                                                • Figure 66: Attitude towards scented haircare products – ‘agree’, by gender, November 2019
                                                              • Lower tier city consumers care more about long-lasting scents rather than scent itself
                                                                • Figure 67: Attitude towards scented haircare products – ‘agree’, by city tier, November 2019
                                                            • Meet the Mintropolitans

                                                              • MinTs have higher usage rates of all haircare product types
                                                                • Figure 68: Haircare products used in the last six months, by consumer classification, November 2019
                                                              • MinTs are more sensitive to all hair concerns
                                                                • Figure 69: Hair concerns, by consumer classification, November 2019
                                                              • MinTs associate hair loss with pollution and missuited products
                                                                • Figure 70: Reasons for hair loss, by consumer classification, November 2019
                                                              • MinTs seek effectiveness from haircare products and services
                                                                • Figure 71: Actions taken to prevent hair loss in the past six months, by consumer classification, November 2019
                                                            • Appendix: Market Size and Forecast

                                                                • Figure 72: Total value sales of haircare market, China, 2014-24
                                                            • Appendix: Methodology and Abbreviation

                                                              • Methodology
                                                                • Fan chart forecast
                                                                  • Abbreviations

                                                                  About the report

                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                  • The Consumer

                                                                    What They Want. Why They Want It.

                                                                  • The Competitors

                                                                    Who’s Winning. How To Stay Ahead.

                                                                  • The Market

                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                  • The Innovations

                                                                    New Ideas. New Products. New Potential.

                                                                  • The Opportunities

                                                                    Where The White Space Is. How To Make It Yours.

                                                                  • The Trends

                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                  Description