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Description

Description

Covered in this report

The China hair colourants market is estimated to grow by 8.5% in 2019 and reach RMB3,975 million. Led by consumers’ interest in following hair colour trends and the growing base of the “grey hair generation”, this market is projected to continue a high-single-digit growth rate in the next five years, and head towards RMB5,930 million by 2024. The China hair styling products market is growing at a slower but steady pace, and is estimated to grow by 5.9% and reach RMB3,466 million in 2019. Mintel projects the annual CAGR in the next five years at 5.8%, and that the market will arrive at RMB4,626 at the end of 2024.

“Hair colourants, in consumers’ minds, work as a display of fashion, rather than serving as a cover for aged grey hair. The widely held keenness towards trendy hair colours implies that brands need to alter their product images via marketing communications to present in a more fashionable way to attract consumers.”

– Anne Yin, Associate Research Analyst

This report examines the following issues:

  • Easy fashion on my head
  • Prolonged colourants with controlled damage
  • Build fun and easy-to-use styling products for online

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
                • Hair colourants market
                  • Figure 1: Best- and worst-case forecast of total value sales of hair colourants, China, 2014-24
                • Hair styling products market
                  • Figure 2: Best- and worst-case forecast of total value sales of hair styling products, China, 2014-24
                • Companies and brands
                  • Figure 3: Leading manufacturers' share of value sales of hair colourant products, China, 2018 and 2019
                  • Figure 4: Leading manufacturers' share of value sales of hair styling products, China, 2018 and 2019
                • The consumer
                  • At-home occasion is still niche for hair colouring and styling
                    • Figure 5: Behaviour and occasion of hair beauty in the last six months, by gender, November 2019
                  • Females outstrip males in number of items used for both hair colouring and styling
                    • Figure 6: At-home hair colourants and styling products used in the last six months, by gender, November 2019
                  • Respondents adopt international hair styling brands more
                    • Figure 7: At-home hair styling brands purchased in the last six months, November 2019
                  • Pain points of styling products occur in performance, usage, and sensations
                    • Figure 8: Pain points of at-home hair styling products, November 2019
                  • Over half of surveyed users chose hair colourants from Schwarzkopf and L’Oréal
                    • Figure 9: At-home hair colourant brands purchased in the last six months, November 2019
                  • Reducing damage at ingredient level is more important than aftercare
                    • Figure 10: Features for ideal at-home hair colourant products, November 2019
                  • Consumers are explorative and engaged by hair colour trends
                    • Figure 11: Behaviours and attitudes towards hair colouring, November 2019
                  • What we think
                  • Issues and Insights

                    • Easy fashion on my head
                      • The facts
                        • The implications
                          • Prolonged colourants with controlled damage
                            • The facts
                              • The implications
                                  • Figure 12: Example of colour caring products launch, China, 2019
                                • Build fun and easy-to-use styling products for online
                                  • The facts
                                    • The implications
                                      • Figure 13: Example of interactive packaging design and styling products with fun format change, China and France, 2019
                                  • The Market – What You Need to Know

                                    • Hair colourants market continues to lead growth
                                      • Regulations and consumers together pushing for product safety
                                      • Market Size and Forecast

                                        • Hair colourants market heading towards RMB4.0 billion
                                          • Figure 14: Best- and worst-case forecast of total value sales of hair colourants, China, 2014-24
                                        • RMB3.5 billion hair styling market growing steady
                                          • Figure 15: Best- and worst-case forecast of total value sales of hair styling products, China, 2014-24
                                      • Market Factors

                                        • Grey hair coverage expanding and starts early
                                          • Hair in fashion
                                            • E-commerce changes the rules
                                              • Dyeing and styling hair despite understanding the possible harm
                                                • Regulations chasing away defects
                                                • Key Players – What You Need to Know

                                                  • Further centralised hair colourant market
                                                    • Domestic styling products seeking opportunities online
                                                    • Market Share

                                                      • L'Oréal and Henkel lead the fast-growing hair colourant market
                                                        • Figure 16: Leading manufacturers' share of value sales of hair colourant product, China, 2018 and 2019
                                                        • Figure 17: Examples of L'Oréal hair colourants with online topicality, China, 2019
                                                        • Figure 18: Schwarzkopf Freshlight presenting top three ‘male killer’ colours, China, 2019
                                                      • Slowly decentralising styling market led by Beiersdorf
                                                        • Figure 19: Leading manufacturers' share of value sales of hair styling products, China, 2018 and 2019
                                                        • Figure 20: Examples of Maestro for Men new launches, China, 2019
                                                      • Which brands performed well on e-commerce platforms?
                                                        • Figure 21: Top 10 brands of online* value sales of hair colourant products**, China, November 2018 – October 2019
                                                        • Figure 22: Top 10 brands of online* value sales of hair styling products**, China, November 2018 – October 2019
                                                    • Competitive Strategies

                                                      • Refresh image through deep collaborations with young male celebrities
                                                        • Figure 23: VS collaborating with top traffic male stars, China, 2018-19
                                                      • Premiumisation with international exposure
                                                        • Figure 24: Examples of Maestro at Milan Fashion Week backstage, China, 2019
                                                      • Build brand-owned hair colour trends
                                                        • Figure 25: Example of KAO selling new hair colourants via Tmall international, China, 2019
                                                      • Leverage flexibility and engagement of online platforms
                                                        • Figure 26: Example screenshots of short videos on Xiaohongshu demonstrating hair combing mascara, China, 2019
                                                    • Who’s Innovating?

                                                      • Henkel exploring business models in bespoke colourants
                                                        • Tap into hair colour after-care
                                                          • Figure 27: Example of hair colourant brand tapping into colour aftercare
                                                        • Graphene might offer a healthy colouring solution
                                                          • Leverage terms popular in beauty sectors
                                                            • Figure 28: Examples of hair styling products with beauty-related concepts, UK, US, and France, 2019
                                                          • Transforming formats could help build momentum online
                                                            • Figure 29: Example of L'Oréal format changing styling product, France, 2019
                                                          • Caring ingredients in styling products to promote scalp health
                                                            • Figure 30: Examples of hair styling and colouring products with scalp caring feature, Japan and South Korea, 2019
                                                        • The Consumer – What You Need to Know

                                                          • 31% of females and 14% of males have curly hair
                                                            • Tier two city residents have greater interest in various products
                                                              • Limited gap in hair styling product brands used across city tiers
                                                                • Pain points skew to styling products’ performance and usage experience
                                                                  • International hair colourant brands remain dominant
                                                                    • Consumers are proactively seeking colourants with reduced damage
                                                                      • Explorative consumers eager to try new and go with trends
                                                                      • Hair Style and Services Usage

                                                                        • 63% of females have mid-length hair and one third of them are curly
                                                                          • Figure 31: Hair length and style, by gender, November 2019
                                                                          • Figure 32: Type of hairstyle, by gender, November 2019
                                                                        • At-home hair styling and colouring are still niche
                                                                          • Figure 33: Behaviour and occasion of hair beauty in the last six months, by gender, November 2019
                                                                        • Consumers from tier two cities more involved in styling and colouring
                                                                          • Figure 34: Behaviour and occasion of hair beauty in the last six months, by city tier, November 2019
                                                                      • Hair Colourant and Styling Products Usage

                                                                        • Common styling products users skew to males and colourants to females
                                                                          • Figure 35: At-home hair colourant and styling products used in the last six months, by gender, November 2019
                                                                        • Females are more sophisticated even in styling product usage
                                                                          • Figure 36: Repertoire of at-home hair colourants used in the last six months, by gender, November 2019
                                                                          • Figure 37: Repertoire of at-home hair styling products used in the last six months, by gender, November 2019
                                                                        • Lower tier cities unleashed their great interest in products
                                                                          • Figure 38: At-home hair styling products used in the last six months, by city tier, November 2019
                                                                          • Figure 39: At-home hair colourants used in the last six months, by city tier, November 2019
                                                                        • Volumising power prevailing among young generation
                                                                          • Figure 40: At-home hair colourants and styling products used in the last six months, 18-24 yrs vs total (as benchmark), November 2019
                                                                      • Purchased At-home Hair Styling Brands

                                                                        • VS and L'Oréal still dominating the market
                                                                          • Figure 41: At-home hair styling brands purchased in the last six months, November 2019
                                                                          • Figure 42: At-home hair styling brands purchased in the last six months, 2019-20
                                                                        • Lower tier cities’ enthusiasm expediting channel saturation
                                                                          • Figure 43: At-home hair styling brands purchased in the last six months, by city tier, November 2019
                                                                        • Mind the aging user base
                                                                          • Figure 44: At-home hair styling brands purchased in the last six months, by age, November 2019
                                                                      • Pain Points of At-home Hair Styling Products

                                                                        • Guiding consumers’ usage remains priority
                                                                          • Figure 45: Pain points of at-home hair styling products, November 2019
                                                                        • Females seek puffy results and better additional features
                                                                          • Figure 46: Pain points of at-home hair styling products, by gender, November 2019
                                                                        • Users with longer hair need more help
                                                                          • Figure 47: Pain points of at-home hair styling products, by hair style, November 2019
                                                                      • Purchased At-home Hair Colourant Brands

                                                                        • Schwarzkopf and L'Oréal reach over half of users
                                                                          • Figure 48: At-home hair colourants brands purchased in the last six months, November 2019
                                                                        • Top brands gaining young consumers’ attention
                                                                          • Figure 49: At-home hair colourants brands purchased in the last six months, by age, November 2019
                                                                        • Higher earners have more diverse brand interests
                                                                          • Figure 50: At-home hair colourants brands purchased in the last six months, by monthly personal income, November 2019
                                                                      • Features for Ideal At-home Hair Colourant Products

                                                                        • Free from irritating ingredients over finding naturally sourced colourants
                                                                          • Figure 51: Features for ideal at-home hair colourant products, November 2019
                                                                        • Female users demand safer products with more detailed instructions
                                                                          • Figure 52: Features for ideal at-home hair colourant products, by gender, November 2019
                                                                        • Higher earners look for additional caring ingredients and vegan formulas
                                                                          • Figure 53: Features for ideal at-home hair colourant products, by monthly personal income, November 2019
                                                                      • Behaviours and Attitudes towards Hair Colouring

                                                                        • Trendy colour offers stronger drive than grey coverage
                                                                          • Figure 54: Behaviours and attitudes towards hair colouring, November 2019
                                                                        • Chinese respondents are more explorative compared to the UK
                                                                          • Figure 55: Behaviours and attitudes towards hair colouring – ‘yes’, UK and China, November 2019
                                                                        • Grey coverage demand soars after 25
                                                                          • Figure 56: Behaviours and attitudes towards hair colouring – ‘yes’, female, by age, November 2019
                                                                        • Explorative older age groups
                                                                        • Meet the Mintropolitans

                                                                          • Mintropolitans eager to try new things
                                                                            • Figure 57: Gap of behaviours and attitudes towards hair colouring – ‘yes’, Mintropolitan vs non-Mintropolitan (as benchmark), November 2019
                                                                            • Figure 58: At-home hair colourant and styling products used in the last six months, by consumer classification, November 2019
                                                                          • Mintropolitans demands neat and damage free styling products
                                                                            • Figure 59: Gap of pain points of at-home hair styling products, Mintropolitans vs non-Mintropolitans (as benchmark), November 2019
                                                                          • Mintropolitans care more about safe and caring colourant ingredients
                                                                            • Figure 60: Features for ideal at-home hair colourant products, by consumer classification, November 2019
                                                                        • Appendix – Market Size and Forecast

                                                                            • Figure 61: Total value sales of hair colourants, China, 2014-24
                                                                            • Figure 62: Total value sales of hair styling products, China, 2014-24
                                                                        • Appendix – Methodology and Abbreviations

                                                                          • Methodology
                                                                            • Fan chart forecast
                                                                              • Abbreviations

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