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Haircare - China - January 2018

“The premiumisation of shampoos and conditioners actually poses threats to the development of hair treatment products. With more and more shampoos including advanced claims such as scalp care, nourishing or aromatherapy, consumers may feel no need to employ extra products. Brands need to make more efforts to give hair treatment products a unique value proposition, such as using salon or skincare-inspired concepts to provide a sensory experience or associating with a specific occasion, such as before blow dry, to make consumers feel necessary.”
– Alice Li, Research Analyst

This report looks at the following areas:

  • What’s the next step for scalp care products?
  • How to excavate consumers’ established haircare routine?
  • More opportunities lie in lower tier cities

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Sub-group definitions
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of retail value of haircare, China, 2012-22
            • Companies and brands
              • Figure 2: Leading companies in haircare market, by value share, China, 2016 and 2017
            • The consumer
              • Dandruff remains the top hair concern
                • Figure 3: Hair concerns, 2015-17
              • Conditioner and treatment see decline in usage
                • Figure 4: Haircare products used in the last six months, females, 2017 vs 2016
              • Females’ haircare routine is sophisticated while it is hard to ask men to do one more step
                • Figure 5: Haircare habits, by gender, November 2017
              • Maintaining general health of scalp as important as treating hair issues
                • Figure 6: Reasons to use scalp care products, November 2017
              • Shampoo or conditioner with scalp care benefits can be a threat for specialised scalp care products
                • Figure 7: Scalp care methods used in the last six months, by gender, November 2017
              • Consumers exhibit good knowledge of haircare but further education needed
                • Figure 8: Attitude towards haircare, November 2017
              • What we think
              • Issues and Insights

                • What’s the next step for scalp care products?
                  • The facts
                    • The implications
                      • Figure 9: Briogeo Don't Despair, Repair! Deep conditioning hair cap system kit, US, 2017
                    • How to excavate consumers’ established haircare routine?
                      • The facts
                        • The implications
                          • Figure 10: L'Oréal Elvive Phytoclear Intensive 1 min exfoliating scrub pre-shampoo treatment, UK, 2017
                          • Figure 11: DM Balea Spray-On Dry Conditioner, Spain, 2017
                        • More opportunities lie in lower tier cities
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Flat but sustained growth
                                • Conditioner/treatment performing stronger but shampoo back on track
                                • Market Size and Forecast

                                  • Stable growth continued
                                    • Figure 12: Market value and year-on-year growth of haircare market, China, 2012-2017
                                    • Figure 13: Best- and worst-case forecast of retail value of haircare, China, 2012-22
                                • Market Drivers

                                  • Active market activities bring excitements to the market
                                    • Figure 14: New product launches of haircare, by launch type, China, 2014-17
                                  • Imported products contribute to the premiumisation trend
                                    • Figure 15: Volume and value growth of imported haircare products, by segment, China, 2016-17 (from January-November)
                                    • Figure 16: Value of imported shampoo, by country whence consigned, 2016 and 2017 (from January-November)
                                • Market Segmentation

                                  • Shampoo saw a pick-up in growth
                                    • Figure 17: Retail value and year-on-year growth of haircare market, by segment, China, 2014-17
                                • Key Players – What You Need to Know

                                  • P&G and Unilever lose to smaller companies
                                    • Build on skincare influence
                                    • Market Share

                                      • P&G and Unilever take half of market share but are struggling
                                        • Figure 18: Leading companies in haircare market, by value share, China, 2016 and 2017
                                        • Figure 19: Example of TRESemmé campaign and product, China, 2017
                                      • Local companies make efforts in premiumising their offerings
                                        • Figure 20: Bee & Flower Essential Oil conditioner, China, 2017
                                      • Notable small brands
                                        • Online brands riding on the aromatherapy trend
                                          • Figure 21: Adolph and Cocovel shampoos, China, 2017
                                        • From salon to retail
                                          • Figure 22: Dong Tian and Hairology shampoos, China, 2017
                                        • Imported products with strong specialities
                                          • Figure 23: Alpecin Chinese official website, China, 2016
                                      • Competitive Strategies

                                        • Use skincare-inspired concepts to promote new products
                                          • Figure 24: Rejoice Micellar shampoo and conditioner, China, 2017
                                          • Figure 25: Head & Shoulders aroma scalp spa shampoo, China, 2017
                                          • Figure 26: Lux haircare products with skincare metaphor, China, 2017
                                        • Emphasis on CS channel
                                          • Figure 27: SeeYoung Flower Young range exclusively for Watsons, China, 2017
                                        • Fun packaging to resonate with young consumers
                                          • Figure 28: Bawang double 11 limited edition haircare set, China, 2017
                                          • Figure 29: Clear limited edition shampoos, China, 2017
                                      • Who’s Innovating?

                                        • Shampoos getting more attention in 2017
                                          • Figure 30: New product launches of haircare, by segment, China, 2015-17
                                        • Conditioners see most genuine product innovations
                                          • Figure 31: New haircare launches, by segment and launch type, China, 2017
                                        • Trend in conditioner claims
                                          • Figure 32: Claims of new conditioner launches (selected), China, 2015-17
                                        • Growing focus on brightening/illuminating
                                          • Sulphate-free becomes the next hot claim after silicone-free
                                            • UV protection and pH-neutral emerging
                                              • Figure 33: Conditioners with UV protection claim, China, 2017
                                            • Innovations worth knowing in 2017
                                              • Micellar washing comes to hair
                                                • Figure 34: Shampoos with micellar claim, China, 2017
                                              • New packaging for two-in-one
                                                • Figure 35: Pantene dual active oil serum, Japan, 2017
                                              • Novel product formats and textures
                                                • Figure 36: Haircare for on-the-go occasions, South Korea and US, 2017
                                                • Figure 37: Examples of haircare products with lightweight texture, US, 2017
                                            • The Consumer – What You Need to Know

                                              • Dandruff remains consumers’ top hair concern
                                                • Conditioner and treatment haven’t seen significant increase in usage
                                                  • Females have established good haircare routines
                                                    • Maintaining general health of scalp is more of a motivation than solving scalp issues
                                                      • Scalp care products have low priority
                                                        • Half of respondents recognise silicone-free as more beneficial
                                                        • Hair Length

                                                          • More and more females have medium-length hair
                                                            • Figure 38: Hair length, 2017 vs 2014
                                                            • Figure 39: Hair length, females, by demographics, November 2017
                                                        • Hair Concerns

                                                          • Top hair concerns remain unchanged for years
                                                            • Figure 40: Hair concerns, 2015-17
                                                          • Hair loss is a more serious issue to females than to males
                                                            • Figure 41: Hair loss concern, by demographics, November 2017
                                                          • Young females suffer from more hair issues
                                                            • Figure 42: Hair concerns of females, by age, China, November 2017
                                                            • Figure 43: Hair concerns of males, by age, China, November 2017
                                                        • Product Usage

                                                          • Males are strangers to conditioner and treatment
                                                            • Figure 44: Haircare products used in the last six months, by gender, November 2017
                                                            • Figure 45: Male hair styling products with conditioning claims, US and UK, 2017
                                                          • Return to the basics
                                                            • Figure 46: Haircare products used in the last six months, females, 2017 vs 2016
                                                          • Lower tier city consumers use more niche products
                                                            • Figure 47: Haircare products used in the last six months, females, by city tier, 2017 vs 2016
                                                          • Conditioner close to a necessity for young females
                                                            • Figure 48: Conditioner and treatment products used in the last six months, females, by age, November 2017
                                                        • Haircare Habits

                                                          • Mature females more likely to use conditioner regularly
                                                            • Figure 49: Conditioner using habits, females, by age, November 2017
                                                          • It is hard to ask men to do one more step…
                                                            • Figure 50: Haircare habits, by gender, November 2017
                                                          • …but 25-39-year-old men are willing to pay for premium products
                                                            • Figure 51: Haircare products purchase habits, % claiming that ‘I have used haircare products priced RMB 100 or above per unit in the last six month’, by gender and age, November 2017
                                                          • Younger females prefer self-treatment with premium products to salon
                                                            • Figure 52: Haircare habits of purchasing premium products and going to hair salon, females, by age and city tier, November 2017
                                                          • Haircare set slightly more popular than mix from different brands
                                                            • Figure 53: Haircare products purchase habits, November 2017
                                                            • Figure 54: Aveda Christmas sets, UK, 2017
                                                        • Scalp Care Needs

                                                          • Associate with scalp issues first, then hair problems
                                                            • Figure 55: Reasons to use scalp care products, November 2017
                                                          • Maintaining general health of scalp is also an important need
                                                            • Figure 56: Reasons to use scalp care products, by city tier, November 2017
                                                          • Anti-dandruff can be an effective claim to support scalp care products
                                                            • Males seek more benefits from scalp care products
                                                              • Figure 57: Reasons to use scalp care products, by gender, November 2017
                                                          • Scalp Care Methods

                                                            • Males lack scalp care awareness
                                                              • Figure 58: Scalp care methods used in the last six months, by gender, November 2017
                                                            • Scalp care products with low priority
                                                              • 25-29-year-old females tend to use specialised scalp care products
                                                                • Figure 59: Scalp care methods used in the last six months, females, by age, November 2017
                                                              • Lower tier city consumers more active in scalp care
                                                                • Figure 60: Scalp care methods used in the last six months, females, by city tier, November 2017
                                                            • Haircare Myths

                                                              • Half of consumers believe silicone-free shampoo is more beneficial
                                                                • Figure 61: Attitudes towards haircare, November 2017
                                                              • More market education about conditioner is needed
                                                                • Figure 62: Attitudes towards using conditioner, by gender and age, November 2017
                                                              • Folk remedies are not widely accepted
                                                                • Figure 63: Attitudes towards hair washing folk remedies, by demographics, November 2017
                                                            • Meet the Mintropolitans

                                                              • More concerned about damage from the environment
                                                                • Figure 64: Gap of hair concern between Mintropolitans and Non-Mintropolitans (as benchmark), females, November 2017
                                                              • Upgrading from conditioner to premium treatment products
                                                                • Figure 65: Haircare products used in the last six months, females, by consumer classification, November 2017
                                                              • MinTs use scalp care products for specific needs
                                                                • Figure 66: Reasons to use scalp care products, by consumer classification, November 2017
                                                            • Appendix – Market Size and Forecast

                                                                • Figure 67: Market value of haircare, China, 2012-22
                                                            • Appendix – Market Segmentation

                                                                • Figure 68: Best- and worst-case forecast of retail value of shampoo, China, 2012-22
                                                                • Figure 69: Best- and worst-case forecast of retail value of conditioner and treatment, China, 2012-22
                                                            • Appendix – Methodology and Abbreviations

                                                              • Methodology
                                                                • Fan chart forecast
                                                                  • Abbreviations

                                                                  Haircare - China - January 2018

                                                                  US $3,990.00 (Excl.Tax)