China Age Management Products Market Report 2024
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This report looks at the following areas:
- New product trends focus on anti-ageing and related benefits
- Changes in the usage of different age management products and services
- Consumers’ awareness and purchase of anti-ageing ingredients
- Anti-ageing claims that consumers value and purchase drivers
- Anti-ageing concepts that pique consumer interest
- Consumers’ attitudes towards ageing
Consumers seek solutions that address ageing issues from various angles. Therefore, facial skincare products offering multiple benefits and added value are likely to resonate more strongly with consumers.
Yali Jiang, Associate Director, China Insights
Market Definitions
This report focuses on consumer attitudes towards ageing and their use of products with anti-ageing claims, including reducing fine lines and wrinkles, providing antioxidation, firming, plumping and increasing collagen.
Facial skincare (eg cleanser, toner, moisturiser/lotion, serum/essence, eye cream/essence, oil, mask, sun protection, etc).
In-home facial beauty devices (eg facial steamer, infusion and exfoliation device, etc).
Cosmetic surgery products (eg after-surgery facial repair paste, etc).
Professional products from beauty salons.
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Market factors: strong anti-ageing demand and more product choices
- Companies and brands
- Marketing activities: showcase product benefits through multiple concepts, providing emotional value to support women
- New product trends: multifunctional claims are thriving
- Graph 1: anti-ageing and related claims in skincare product launches with ‘for sensitive skin’ claims, 2019-2023
- Graph 2: leading claims in skincare product launches with ‘anti-ageing’ claims, 2019-2023
- Product examples that reflect these trends: gentler ingredients and formulations that meet the anti-ageing needs of sensitive skin
- The Consumer
- The prevalence of sensitive skin is increasing
- Graph 3: skin type and sensitivity, 2022-2023
- Consumers most frequently use facial skincare products to address signs of ageing
- Graph 4: usage of products/services with anti-ageing benefits, 2023
- The usage of various anti-ageing skincare products has increased
- Graph 5: usage of anti-ageing facial skincare products, January 2023 vs December 2023
- Consumers have multi-dimensional facial anti-ageing needs
- Graph 6: the most important claim of anti-ageing facial skincare products, 2023
- Consumers are paying less attention to texture
- Graph 7: reasons for purchasing a new anti-ageing facial skincare product, 2021 vs 2023
- Vitamin C is the most well-known anti-ageing ingredient
- Graph 8: ingredients consumers have heard of or purchased, 2023
- Consumers are most interested in boosting cell proliferation and metabolism, as well as enhancing collagen regeneration
- Graph 9: interested anti-ageing concepts, 2023
- Using self-care as a foundation for anti-ageing
- Graph 10: attitudes towards ageing, women, 2023
- Issues and insights
- What we think
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The market
- Market factors
- Value sales of facial skincare products with anti-ageing-related claims have increased
- Graph 11: market share of leading benefits in facial skincare products* on Tmall, 2022 and 2023
- The claim ‘suitable for sensitive skin’ is increasingly common in anti-ageing products
- Mid-priced anti-aging facial lotions/creams and serums are less competitive on Tmall
- Graph 12: share of volume sales of anti-ageing* facial lotions/creams, by price range, Tmall, 2022-2023
- Graph 13: share of volume sales of anti-ageing* facial serums, by price range, Tmall, 2022-2023
- Facial creams and serums priced under RMB100 are the most popular on Douyin
- Graph 14: share of volume sales of anti-ageing* facial serums, by price range, Douyin, 2022-2023
- Graph 15: share of volume sales of anti-ageing* facial lotions/creams, by price range, Douyin, 2022-2023
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Companies and brands
- Marketing activities
- Leverage concepts inspired by cosmetic surgery to attract consumers
- Demonstrate the effectiveness of combating skin ageing at its source through brands’ specialised ingredients and technologies
- Invite older women to act as spokespersons, empower women by advocating for mature beauty
- New product trends
- Firming and plumping are key claims in Chinese skincare launches, whereas antioxidants are more important in Europe and the US
- Graph 16: skincare product launches, by anti-ageing and related claims, 2023
- Vitamins are the primary ingredients in antioxidant claims
- Anti-ageing products are prevalent in the South Korean market, with more sophisticated product concepts
- Compared to five years ago, new product launches with anti-ageing and related claims have increased
- Graph 17: skincare product launches, by anti-ageing and related claims, 2019-2023
- Product launches with multiple benefits are more prevalent
- Graph 18: leading claims in skincare product launches with ‘anti-ageing’ claims, 2019-2023
- Graph 19: anti-ageing and related claims in skincare product launches with ‘for sensitive skin’ claims, 2019-2023
- Brands launch anti-ageing products for sensitive skin to meet consumer needs
- Product innovation in essence and oil formats has increased significantly
- Graph 20: new skincare products with anti-ageing and related claims*, by format and texture, 2019-2023
- Products in oil format can offer additional emotional value
- The number of new bodycare products has increased compared to five years ago
- Graph 21: new skincare products with anti-ageing and related claims*, by sub-category, 2019-2023
- The volume sales of anti-ageing facial lotions/creams have significantly increased
- Graph 22: share of volume sales of anti-ageing* skincare products, by sub-category, Tmall, 2022-2023
- Graph 23: share of volume sales of anti-ageing* skincare products, by sub-category, Douyin, 2022-2023
- Targeting different skin types has become a key focus of lotion claims
- The combination of repairing and anti-ageing benefits is more common in facial creams
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The Consumer
- Skin types and issues
- The share of consumers with sensitive oily skin and sensitive combination skin increases
- Graph 24: skin types and sensitivity, 2022-2023
- The proportion of consumers suffering from deep wrinkles increases
- Graph 25: skin issues, January 2023 vs December 2023
- Deep wrinkles/lines are more prevalent among consumers with sensitive and combination skin
- Graph 26: skin issues, by skin type, 2023
- Graph 27: skin issues, by skin sensitivity, 2023
- Usage of products/services with anti-ageing benefits
- Facial skincare products are the most commonly used anti-ageing products
- Graph 28: usage of products/services with anti-ageing benefits, 2023
- Female consumers seek comprehensive anti-ageing solutions
- Graph 29: usage of products/services with anti-ageing benefits – ‘using now’, women, 2021 vs 2023
- Over 30% of men are using facial skincare products with anti-ageing benefits
- Graph 30: usage of products/services with anti-ageing benefits – ‘using now’, men, January 2023 vs December 2023
- Consumers with sensitive skin are using a greater variety of anti-ageing products
- Graph 31: usage of products/services with anti-ageing benefits – ‘using now’, by skin sensitivity, 2023
- The usage of various anti-ageing products among consumers with non-sensitive skin has increased
- Graph 32: usage of products/services with anti-ageing benefits – ‘using now’, sensitive skin, January 2023 vs December 2023
- Graph 33: usage of products/services with anti-ageing benefits – ‘using now’, non-sensitive skin, January 2023 vs December 2023
- Usage of anti-ageing facial skincare products
- Consumers are increasingly active in their use of anti-ageing skincare products
- Graph 34: usage of anti-ageing facial skincare products, January 2023 vs December 2023
- Anti-ageing claims have permeated the facial care routines of female consumers
- Graph 35: usage of facial skincare products with anti-ageing benefits, women, 2021-2023
- Facial serums/essences/concentrates are the most commonly used anti-ageing products among male consumers
- Graph 36: usage of facial skincare products with anti-ageing benefits, men, January 2023 vs December 2023
- The claim ‘suitable for men’ helps anti-ageing products broaden their male customer base
- Respondents suffering from uneven skin tone tend to use a broader range of anti-ageing products
- Graph 37: usage of facial skincare products with anti-ageing benefits, by skin issues, December 2023
- Consumers with sensitive skin are using facial skincare products more actively
- Graph 38: usage of facial skincare products with anti-ageing benefits, by skin type, 2023
- Consumers with sensitive skin have reduced their usage of oil-based products
- Graph 39: usage of facial skincare products with anti-ageing benefits, sensitive skin, January 2023 vs December 2023
- Graph 40: usage of facial skincare products with anti-ageing benefits, non-sensitive skin, January 2023 vs December 2023
- Consumers with dry skin increase usage in various categories, while those with oily skin reduce their usage
- Graph 41: usage of facial skincare products with anti-ageing benefits, oily skin, January 2023 vs December 2023
- Graph 42: usage of facial skincare products with anti-ageing benefits, dry skin, January 2023 vs December 2023
- Important claims
- ‘Increase skin’s firmness/elasticity’ is the most important benefit in anti-ageing claims
- Graph 43: the most important claim of anti-ageing facial skincare products, 2023
- Female consumers combat signs of ageing from multiple angles
- Graph 44: the most important claims in facial skincare products with anti-ageing benefits, women, 2019 vs 2023
- Male consumers struggle to distinguish between different anti-ageing claims
- Graph 45: the most important claim of anti-ageing facial skincare products, men, 2023
- Consumers with sensitive skin are aware of the importance of repairing the skin barrier
- Consumers with dry skin prioritise firming and reducing wrinkles, while those with combination skin focus on antioxidation and preventing wrinkles
- Graph 46: the most important claims of anti-ageing facial skincare products, by skin type, 2023
- Purchase driver
- Concepts inspired by cosmetic surgery are gaining more attention
- Graph 47: reasons for purchasing a new anti-ageing facial skincare product, 2021 vs 2023
- Women prefer products that are tailored to their specific needs
- Graph 48: reasons for purchasing a new anti-ageing facial skincare product, female, 2021 vs 2023
- Mature women are more willing to pay for emotional benefits
- Graph 49: reasons for purchasing a new anti-ageing facial skincare product, female, by age, 2023
- Men’s motivations for purchasing anti-ageing skincare products have not significantly increased
- Graph 50: reasons for purchasing a new anti-ageing facial skincare product, male, 2021 vs 2023
- Ingredient heard and purchased
- Vitamin has the highest awareness, while astaxanthin garners the highest purchase rate
- Graph 51: ingredients consumers have heard of or purchased, 2023
- Consumers with sensitive skin are more active in using different ingredients
- Graph 52: ingredients consumers have heard of or purchased – ‘have heard of, and have bought’, by skin sensitivity, 2023
- Interested anti-ageing concepts
- Boosting cell proliferation/metabolism and collagen regeneration are the most popular anti-aging concepts
- Graph 53: interested anti-ageing concepts, 2023
- Women are more invested in anti-aging solutions, paying particular attention to anti-glycation methods
- Graph 54: interested anti-ageing concepts, by gender, 2023
- Consumers with sensitive skin prioritise anti-inflammatory and skin-repairing anti-ageing approaches
- Graph 55: interested anti-ageing concepts, by skin sensitivity, 2023
- Consumers suffering from fine wrinkles/lines focus on a wider range of anti-ageing solutions
- Graph 56: interested anti-ageing concepts, by skin issues, 2023
- Attitudes towards Ageing
- Although the anti-ageing demand among female consumers remains strong…
- Graph 57: attitudes towards ageing, women, 2023
- …they no longer strictly adhere to traditional or rigid beauty standards
- Graph 58: attitudes towards ageing – ‘strongly agree’, women, 2019-2023
- The age of 50 is a key turning point in women’s mindset
- Graph 59: attitudes towards ageing – ‘ageing is not a negative thing’, women, by age, 2023
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Issues and insights
- Leverage multifunctional products to help women combat signs of ageing from all angles
- Reject ageing anxiety and offer emotional value
- Showcase a more authentic image of women and advocate for healthy ageing
- Tap into the self-care trend and offer additional value
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Appendix – methodology and abbreviations
- Methodology
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