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Haircare - China - February 2019

"The haircare category in China, though becoming more saturated in terms of penetration, has maintained steady growth in recent years, mainly driven by strong new product launch activities that keep consumers engaged and drive trading up. While consumers’ top hair concerns and needs remain unchanged, eg anti-dandruff, there is a growing focus on caring for hair and added benefits, such as long-lasting fragrance, which will drive new product development in the coming years."
- Alice Li, Senior Research Analyst

This Report looks at the following areas:

  • Build on skincare influence to re-educate consumers on haircare
  • Make haircare a part of health and total wellbeing
  • Avoid cannibalisation in hair treatments

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Best- and worst-case forecast of retail value of haircare market, China, 2013-23
          • Companies and brands
            • Figure 2: Market share of leading haircare companies, China, 2017 and 2018 (est)
          • The consumer
            • A growing focus on caring hair from women
              • Figure 3: Haircare products used in the last six months – any (net), by gender, October 2018
            • Head & Shoulders dominates in this category
              • Figure 4: Haircare brand used most often in the last six months, October 2018
            • Hair mask and leave-on hair oil/serum deliver similar benefits
              • Figure 5: Benefits sought in haircare products, by product type, October 2018
            • Usage of leave-on hair oil/serum is not limited to hair wash
              • Figure 6: Usage occasions of leave-on hair oil/serum, October 2018
            • A strong association between scalp health and hair health
              • Figure 7: Factors impacting hair health, by importance, October 2018
            • Skincare ingredients are relevant in the haircare category
              • Figure 8: Interest in haircare innovations, October 2018
            • What we think
            • Issues and Insights

              • Build on skincare influence to re-educate consumers on haircare
                • The facts
                  • The implications
                      • Figure 9: HAU Hair Pack, US, 2018
                    • Make haircare a part of health and total wellbeing
                      • The facts
                        • The implications
                          • Avoid cannibalisation in hair treatments
                            • The facts
                              • The implications
                                • Figure 10: New leave-on hair treatment launches that can speed up air-dry time and have styling effects, US, 2018
                                • Figure 11: New leave-on hair treatment launches with a roll-on dispenser, South Korea, 2018
                            • The Market – What You Need to Know

                              • Strong NPD pushes this saturating category into value growth
                                • Hair treatment unfolds the potential of further premiumisation
                                • Market Size and Forecast

                                  • The market is growing stably year-on-year
                                    • Figure 12: Retail value and growth rate of haircare market, China, 2014-18
                                    • Figure 13: Best- and worst-case forecast of retail value of haircare market, China, 2013-23
                                • Market Drivers

                                  • New product development drives sales
                                    • Figure 14: New haircare launches, by launch type, China, 2015-18
                                  • Haircare has a higher priority than other personal care categories
                                    • Figure 15: Changes in spending over the last six months, by category, June 2018
                                  • Hair loss concerns could boost treatment usage
                                    • Figure 16: Examples of YANAGIYA, Grow Gorgeous and Foltène hair growth products, China, 2018
                                    • Figure 17: Head & Shoulders Scalp X range, China, 2018
                                • Market Segmentation

                                  • Growth continues to ease
                                    • Figure 18: Retail value and growth rate of hair market, by segment, China, 2014-18
                                • Key Players – What You Need to Know

                                  • Despite struggles, P&G still dominates
                                    • Fragranced claims are on trend
                                      • Start to look at customisation
                                      • Market Share

                                        • Small players accelerated the competition
                                          • Figure 19: Market share of leading haircare companies, China, 2017 and 2018
                                        • Uniasia
                                          • Figure 20: New haircare launches from See Young, China, 2018
                                        • Adolph
                                          • Figure 21: New haircare launches from Adolph, China, 2018
                                        • AmorePacific
                                          • Figure 22: New haircare launches from Ryo, China, 2018
                                        • Leading companies keep up with the trends of product development
                                          • Figure 23: New product launches in the haircare category, by top five companies, 2017 and 2018
                                          • Figure 24: New haircare launches from Schwarzkopf Seborin and Antica, China, 2018
                                          • Figure 25: New haircare launches from Aussie and Hair Recipe, China, 2018
                                        • Online sales indicate a similar story
                                          • Figure 26: Top 10 brands by online* value sales of shampoo, China, 2018
                                          • Figure 27: Top 10 brands by online* value sales of conditioner, China, 2018
                                          • Figure 28: Top 10 brands by online* value sales of leave-on hair treatment, China, 2018
                                      • What’s Working?

                                        • Skincare concepts continue to bloom in haircare
                                          • Figure 29: New haircare launches with micellar claim, China, 2018
                                          • Figure 30: Dove Advanced Hair Series Moisture + Oil shampoo, China, 2018
                                          • Figure 31: New haircare launches with skincare-inspired packaging and format, Japan and China, 2017-18
                                          • Figure 32: SeeYoung Shining Repair Hair Mask, China, 2018
                                        • Fragranced haircare products can be a new growth engine
                                          • Figure 33: New haircare launches with a fragranced claim, China, 2018
                                          • Figure 34: Scent Library Haircare Products, China, 2018
                                        • Gender-specific haircare has become mainstream
                                          • Figure 35: New men’s haircare launches, China, 2017-18
                                          • Figure 36: Men-and women-specific haircare products from Clear and Bawang, China, 2017-18
                                      • What’s Struggling?

                                        • Newer formats are slow to take off in China
                                          • Figure 37: New dry shampoo launches, Japan, US, and UK, 2018
                                      • What’s Next?

                                        • Incorporate environmental factors into product development
                                          • Figure 38: New haircare launches with an anti-pollution claim, global, 2017-18
                                          • Figure 39: Moist Diane Extra Fresh & Hydrate Moroccan Argan Oil range, Malaysia, 2018
                                          • Figure 40: New haircare launches with environmental-related claims, Brazil, Japan and India, 2018
                                        • Consumers are in demand for customisation
                                          • Figure 41: Example of HairCode quiz, US, 2018
                                          • Figure 42: Example of Schwarzkopf Professional SalonLab, Germany, 2018
                                      • The Consumer – What You Need to Know

                                        • Strong usage of conditioner and hair treatment among women
                                          • Head & Shoulders is consumers’ favourite haircare brand
                                            • Similar perceived benefits, varied usage occasions
                                              • Scalp care remains an essential need
                                                • Skincare ingredients are more welcomed than superfoods and probiotics
                                                • Hair Style Profile

                                                  • Straight hair is more common than curls
                                                    • Figure 43: Hair style, female, October 2018
                                                    • Figure 44: Hair style, male, October 2018
                                                  • Men’s hairstyles don’t change much; but mid-length hair is increasingly popular among women
                                                    • Figure 45: Hair length, by gender, 2014, 2017 and 2018
                                                • Product Usage

                                                  • Shampoo hits saturation
                                                    • Figure 46: Haircare products used in the last six months – any (net), by gender, October 2018
                                                  • Conditioner and hair treatment are widely used by women…
                                                    • Figure 47: Haircare products used in the last six months, female, October 2018
                                                    • Figure 48: Haircare products used in the last six months, female, by age, October 2018
                                                    • Figure 49: See Young Hydrating Hair Mask, China, 2018
                                                    • Figure 50: Haircare products used in the last six months, female, by city tier, October 2018
                                                    • Figure 51: Haircare products used in the last six months, female, by hair style, October 2018
                                                    • Figure 52: New haircare launches specially designed for curly hair, Australia and US, 2018
                                                  • …but still struggle to be viewed as essential to men
                                                    • Figure 53: Haircare products used in the last six months, male, October 2018
                                                    • Figure 54: New men’s 2 in 1 shampoo & conditioner launches, China, 2018
                                                    • Figure 55: Haircare products used in the last six months, male, by city tier, October 2018
                                                • Brand Penetration

                                                  • One quarter of respondents use Head & Shoulders most often
                                                    • Figure 56: Haircare brand used most often in the last six months, October 2018
                                                  • Gender indicates brand preference
                                                    • Figure 57: Haircare brand used most often in the last six months, by gender, October 2018
                                                  • Effective anti-dandruff appears to be key
                                                    • Figure 58: Reasons for using a certain haircare brand, October 2018
                                                  • Pantene is good at smoothing and softening hair; Dove stands out with good fragrance
                                                    • Figure 59: Reasons for using a certain haircare brand, by brand, October 2018
                                                • Benefits Sought

                                                  • Consumers ask for broadly same benefits from different haircare products
                                                    • Figure 60: Benefits sought in haircare products, by product type, October 2018
                                                  • Moisturising is also an important need for men
                                                    • Figure 61: Benefits sought in conditioner, by gender, October 2018
                                                • Usage Occasions of Leave-on Hair Oil/Serum

                                                  • Usage is not limited to post hair wash care
                                                    • Figure 62: Usage occasions of leave-on hair oil/serum, October 2018
                                                  • Long-haired women use it before hairstyling; the short-haired use it after
                                                    • Figure 63: Usage occasions of leave-on hair oil/serum, by hair length, October 2018
                                                    • Figure 64: Leave-on hair treatments that help with hairstyling, France and Brazil, 2018
                                                  • Usage habits differ by region
                                                    • Figure 65: Usage occasions of leave-on hair oil/serum, by region, October 2018
                                                • Factors Impacting Hair Health

                                                  • Scalp health, overall health status and haircare products usage have the biggest impacts
                                                    • Figure 66: Factors impacting hair health, by importance, October 2018
                                                  • Environment and lifestyle factors are secondary considerations
                                                    • Older consumers recognise the impact of environment on hair; the young resonate with lifestyle factors
                                                      • Figure 67: Factors impacting hair health - any importance, by age, October 2018
                                                  • Interest in Haircare Innovations

                                                    • Consumers need time-saving solutions
                                                      • Figure 68: Interest in haircare innovations, October 2018
                                                      • Figure 69: Rejoice ‘no washing hair for three days’ challenge, China, 2017
                                                      • Figure 70: Love Beauty & Planet fast-rinse conditioner, US, 2018
                                                    • On-trend ingredients are not necessarily relevant in haircare
                                                      • Figure 71: New haircare launches formulated with superfoods, US and Canada, 2017-18
                                                    • Trendy ingredients appeal to 25-39s women; younger consumers want customisation
                                                      • Figure 72: Interest in haircare innovations, female, by age, October 2018
                                                  • Meet the Mintropolitans

                                                    • MinTs want more advanced functions from leave-on hair oil/serum
                                                      • Figure 73: Benefits sought in leave-on hair oil/serum, Mintropolitans vs Non-Mintropolitans (as benchmark), October 2018
                                                    • MinTs are open to more haircare innovations
                                                      • Figure 74: Interest in innovative haircare products, by consumer classification, October 2018
                                                  • Appendix – Market Size and Forecast

                                                      • Figure 75: Retail value of haircare market, China, 2013-23
                                                  • Appendix – Methodology and Abbreviations

                                                    • Methodology
                                                      • Fan chart forecast
                                                        • Abbreviations

                                                        Haircare - China - February 2019

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