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Description

Description

“Consumers exhibit strong belief in scalp care. 47% of the consumers believe a healthy scalp is a major reason for healthy hair. The next step is to integrate scalp care into anti-ageing and anti-pollution market. For example, brands can consider collaborating with technology firms to develop apps to monitor everyday scalp condition based on the air or water quality, thereby give real-time solution.”

– Wenwen, Senior Beauty Analyst

This report looks at the following issues:

  • Scalp care persists
  • Brands should be more specific about ingredients and benefits offered
  • The solid hair wash routine shows the future is to cultivate hair treatment routine

Looking ahead, innovation in the hair treatment sector is a sensible way to grow the market, current usage rates are still relatively low and consumers are more likely to spend a bit more for hair treatment products containing skincare influenced ingredients.

Haircare products included in this report:

  • Shampoo
  • Conditioner
  • Multi-functional products (eg hair CC cream, styling base spray, elastic moisturising cream)
  • Hair mask
  • Leave-on hair treatment (cream, lotion)
  • Medical anti-dandruff products (eg Caile)
  • Leave-on essence oil
  • Leave-on spray
  • Medical hair-grow products (eg hair-grown serum, cream)

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Figure 1: Best- and worst-case forecast of China retail value sales of haircare, 2010-20
          • Key players
            • The consumer
              • Scalp care remains essential
                • Figure 2: Hair concerns, Oct 2015
              • Hair wash routine remains sophisticated
                • Figure 3: Haircare routine, Oct 2015
              • Consumers have good knowledge of haircare
                • Figure 4: Attitudes towards hair health, Oct 2015
              • Traditional channels are still preferred when buying shampoo and conditioner products
                • Figure 5: Purchase channel per category, OCT 2015
              • Beauty specialised channels are gaining popularity for treatment products
                • Figure 6: Purchase channels per category, Oct 2015
              • Relevancy is more important than price and promotion
                • Figure 7: Purchase motivation per category, Oct 2015
              • What we think
              • Issues and Insights

                • Scalp care persists
                  • The facts
                    • The implications
                      • Brands should be more specific about ingredients and benefits offered
                        • The facts
                          • The implications
                            • The solid hair wash routine shows the future is to cultivate hair treatment routine
                              • The implications
                              • The Market – What You Need to Know

                                • Slowdown in growth
                                  • E-commerce continues to grow and shifts to mobile shopping
                                    • Leave-on conditioner saw the biggest growth
                                      • Big brands are struggling
                                      • Market Size and Forecast

                                        • Market size: Growth remains flat
                                          • Figure 8: China retail value sales of shampoo, conditioner products, 2010-14
                                        • Forecast: Shampoo market sees flat growth
                                          • Figure 9: Best- and worst-case forecast of China retail value sales of shampoo, 2010-20
                                        • Leave-on conditioner will drive the conditioner market
                                          • Figure 10: Best- and worst-case forecast of China retail value sales of conditioner, 2010-20
                                      • Market Drivers

                                        • Towards a healthier lifestyle
                                          • E-commerce continues to grow and shifts to mobile shopping
                                            • Figure 11: Preferred purchase methods of popular products, July 2015
                                          • The empowered female in China
                                          • Market Segmentation

                                            • Leave-on conditioner saw the biggest growth
                                              • Figure 12: China retail value sales of haircare products, by segment, 2010-15
                                          • Key Players – What You Need to Know

                                            • L’Oréal, the forerunner of digital marketing
                                              • Unilever, collaboration with internet giants
                                                • P&G, slim down continues
                                                  • Schwarzkopf, the biggest winner on 11/11
                                                  • Market Share

                                                    • Big brands are falling
                                                      • Figure 13: China retail value sales of haircare market, by company, 2013-15
                                                  • Who’s Innovating?

                                                      • Volume up
                                                        • Latest launches
                                                          • Figure 14: Charles Worthington Salon at Home Thicker & Fuller range, Q4 2015
                                                          • Figure 15: Schwarzkopf Professional BC Bonacure Hairtherapy Excellium Plumping Q10+ Collagen tonic spray, Q3 2015
                                                          • Figure 16: TRESemmé Expert Selection Runway Collection Max The Volume Root Lifting Cream
                                                          • Figure 17: Pantene Pro-V Clinicare Thin & Weak Defy, Q3 2015
                                                          • Figure 18: Kérastase Masque Densité, Q4 2015
                                                        • Energising/Rejuvenating
                                                          • Latest launches
                                                            • Figure 19: Dove Advanced Hair Series Vitality Rejuvenated thickening Serum, Q3 2015
                                                            • Figure 20: Ryo Bai Lv Total Anti-Aging Shampoo, Q3 2015
                                                            • Figure 21: Logona Naturkosmetik Shampooing Age Energy Caféine Bio, Q3 2015
                                                          • Anti-ageing scalp care
                                                            • Latest launches
                                                              • Figure 22: Tsubaki Scalp Serum, Q4 2015
                                                              • Figure 23: Shiseido Professional The Hair Care Future Sublime scalp serum, q3 2015
                                                              • Figure 24: Grange Revitalizing scalp toner, Q3 2015
                                                            • Anti-pollution
                                                              • Clear Start
                                                                • Latest launches
                                                                  • Figure 25: Shea Moisture Professional Natural Pro Curl Care Clear Start Shampoo, Q4 2015
                                                                  • Figure 26: La Roche-Posay Kerium Extra Gentle Physiological Gel Shampoo, Q2 2015
                                                                  • Figure 27: Sofn'free Neutralizing Conditioning Shampoo, Q1 2015
                                                                • Against environmental aggressors
                                                                  • Latest launches
                                                                    • Figure 28: Repair Therapy Vital Shot Restorative Keratin Ampoules, Q4 2015
                                                                    • Figure 29: L'Oréal Elvive Colour Protect Caring Conditioner, Q3 2015
                                                                  • From silicon-free to Low Poo
                                                                    • Figure 30: Kracie Ichikami Revitalizing range, Q3 2015
                                                                    • Figure 31: Kosé Cosmeport Je l'aime Amino Super Repair shampoo, Q1 2015
                                                                    • Figure 32: Yeosin’s Protein Bomb Perfume Shampoo, Q4 2015
                                                                    • Figure 33: Primera Marula Anti-Dryness Moisture Shampoo, Q1 2015
                                                                    • Figure 34: ReVitay Kit de Tratamento para Cachos Mais Puros e Naturais (ReVitay Low Poo No Poo Kit), Q4 2015
                                                                    • Figure 35: L'Oréal Hair Expertise EverCrème Intense Nourishing Shampoo, Q4 2015
                                                                • The Consumer – What You Need to Know

                                                                  • Consumers exhibit good knowledge of haircare
                                                                    • Hair routine remains sophisticated
                                                                      • Scalp care remains essential
                                                                        • Variety is essential for shoppers to buy haircare products beyond shampoos
                                                                          • Relevance is more important than price and promotion
                                                                            • Brand awareness is a shortcut for selecting a shampoo
                                                                              • Explain more
                                                                              • Hair Concerns

                                                                                • Scalp care persist
                                                                                  • Figure 36: Hair concerns, Oct 2015
                                                                                  • Figure 37: Hair concerns, Oct 2015 and Feb 2013 comparison
                                                                                • Many consumers have multiple hair concerns
                                                                                  • Figure 38: Current hair and scalp problems, February 2013
                                                                                  • Figure 39: L'Oréal Professionnel 10 in 1 Perfecting Multipurpose Spray, Q3 2015
                                                                                  • Figure 40: Repertoire of hair concerns, by demographics, Oct 2015
                                                                                • Anti-stress haircare for mega city residents
                                                                                  • Figure 41: Dr. Wolff Plantur 21 Nutri-Caffeine Elixir, Q3 2015
                                                                              • Haircare Product Usage

                                                                                • Shampoo and conditioner remain the most used haircare products
                                                                                  • Figure 42: Haircare products usage, Oct 2015
                                                                                • Multi-tasking products saw great success
                                                                                  • Figure 43: Oribe Imperial Blowout Transformative Styling Crème, Q4 2015
                                                                                  • Figure 44: Dove Advanced Hair Series Youthful Vitality Hair BB Cream, Q3 2015
                                                                                • High income users tend to use more products
                                                                                  • Figure 45: Repertoire of haircare products usage, by demographics, Oct 2015
                                                                              • Haircare Routine

                                                                                • Blow-drying is an essential step after washing
                                                                                  • Figure 46: Haircare routine, Oct 2015
                                                                                  • Figure 47: L'Oréal Studio Thermo-Active Heat Spray, Q3 2015
                                                                                  • Figure 48: Haircare routine, by demographics, Oct 2015
                                                                                  • Figure 49: got2b Mild Blowing Quick-Drying Styling Spray, Q2 2105
                                                                                • Introducing more steps into daily routine
                                                                                  • Figure 50: L'Oréal Hyaluronic Acid Hydrating 72h Hair Mask, Q4 2015
                                                                                • 25-29, the critical stage for targeting female users
                                                                                  • Figure 51: Haircare routine, by demographics, Oct 2015
                                                                              • Attitudes towards Hair Health

                                                                                • Scalp care remains essential
                                                                                  • Figure 52: Attitudes towards hair health, Oct 2015
                                                                                  • Figure 53: Hair concerns, by attitude towards hair health, Oct 2015
                                                                                • Healthy life leads to healthy hair
                                                                                  • Hair spray innovation for greasy hair
                                                                                    • Figure 54: Hair concerns, by attitude towards hair health, Oct 2015
                                                                                    • Figure 55: Birch Tree Hair Tonic, Q2 2015
                                                                                  • Tailored solution for various needs
                                                                                    • Figure 56: Kérastase Fusio Dose Concentré Oléo-Fusion concentrate, Q3 2015
                                                                                  • Opportunity for hair vitamins and supplements
                                                                                    • Figure 57: Priorin Capsules for Hair Growth, Q3 2015
                                                                                  • Anti-pollution haircare
                                                                                    • Figure 58: CC Hair Perfector Leave-on Treatment, Q2 2015
                                                                                  • Different messages for women and men
                                                                                    • Figure 59: Haircare products usage, by demographics, Oct 2015
                                                                                  • Raise the awareness of men’s health
                                                                                    • Figure 60: Attitudes towards hair health, by demographics, Oct 2015
                                                                                • Purchase of Haircare Products

                                                                                  • Traditional channels are still preferred in buying shampoo and conditioner products
                                                                                    • Figure 61: Purchase channel per category, Oct 2015
                                                                                  • Beauty specialised channels are gaining popularity for treatment products
                                                                                    • Figure 62: Purchase channel per category, Oct 2015
                                                                                  • Young females enjoy social shopping
                                                                                    • Figure 63: Purchase channel of shampoo, by demographics, Oct 2015
                                                                                  • Convenience is king for 20-24-year-old male shoppers
                                                                                    • Figure 64: Purchase channel of shampoo, by demographics, Oct 2015
                                                                                  • Male shoppers from 25-29 years-old begin to show repertoire behaviour towards hair mask shopping
                                                                                    • Figure 65: Purchase channel of hair mask, by demographics, Oct 2015
                                                                                  • High income earners like to shop in multiple retailers
                                                                                    • The wealthy fashionable dwellers from Dongguan
                                                                                      • Figure 66: Haircare routine, by demographics, Oct 2015
                                                                                  • Purchase Motivation for Haircare Products

                                                                                    • Relevancy is more important than price and promotion
                                                                                      • Figure 67: Purchase motivation per category, Oct 2015
                                                                                    • Explain more
                                                                                      • Middle-income earners are more brand-driven when buying shampoo
                                                                                        • Figure 68: Purchase motivation shampoo, by incomes, Oct 2015
                                                                                        • Figure 69: Agema Ancient Greek Beauty Secrets Energy Cleansing Hair Shampoo, Q4 2015
                                                                                      • Busy mothers are more brand-driven
                                                                                        • Figure 70: Purchase motivation per category – CHAID – Table output, Oct 2015
                                                                                      • People from Beijing are more practical while Chengdu shoppers are more influenced by advertising
                                                                                        • Conditioner and hair mask purchase factors
                                                                                          • Figure 71: Purchase motivation conditioner and hair mask, by incomes, Oct 2015
                                                                                        • Hair treatment products purchase factors
                                                                                          • Figure 72: L'Oréal Extraordinary Hair Oil, Q4 2013
                                                                                      • The Mintropolitans

                                                                                        • Why Mintropolitans?
                                                                                          • Who are they?
                                                                                            • Great opportunity of premiumisation
                                                                                              • Figure 73: Attitude towards hair health, by demographics, Oct 2015
                                                                                              • Figure 74: Kérastase Chronologiste Fragrant Oil, Q2 2015
                                                                                            • Sophisticated hair routine
                                                                                              • Figure 75: Haircare routine, by demographics, Oct 2015
                                                                                          • Appendix – Methodology and Definitions

                                                                                            • Methodology
                                                                                              • Fan chart forecast
                                                                                                • CHAID analysis
                                                                                                  • Figure 76: Purchase motivation per category – CHAID – Tree output, Oct 2015
                                                                                                  • Figure 77: Purchase motivation per category – CHAID – Table output, Oct 2015
                                                                                                • 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.

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