This Market Dynamics report features market data extracted from Mintel’s China Haircare Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the China haircare market. The full China report is available to purchase here.
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The market
- Market size and forecast
- Haircare market growth slows but maintains strong momentum in the overall BPC sector
- Graph 1: best- and worst-case forecast of retail sales value for the haircare market, 2019-29
- Market factors
- Cosmetics total retail sales fluctuate and decline, and intentional spending may continue to influence purchasing decisions
- Graph 2: year-on-year growth rate of total retail sales of cosmetics, 2023-25
- Consumers continue to explore shampoos and haircare products, but budgets have tightened
- Graph 3: product usage, 2023 vs 2024
- Graph 4: average price of products purchased, 2023 vs 2025
- Products in lower price ranges account for a greater share of sales on Tmall and Douyin
- Graph 5: volume sales share of haircare products sold on Douyin, by unit price, 2024
- Graph 6: volume sales share of haircare products sold on Tmall, by unit price, 2024
- Benefits remain the top sales factor, with ingredients receiving increasing attention
- Graph 7: haircare product purchase factors, 2023 vs 2024
- Facial skincare ingredients penetrate the haircare category
- Market segments
- Shampoo subcategory grows steadily, but hair treatments segment cools down
- Graph 8: retail sales value of the haircare market, by market segment, 2020-24
- Graph 9: retail sales growth of the haircare market, by segment, 2020-24
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Companies and brands
- New product trends
- China sees rise in innovation in shampoo and hair treatments
- Graph 10: new haircare launches, by subcategory, 2020-24
- Most significant growth in scalp and anti-dandruff claims in new shampoos
- Graph 11: top claims in new shampoo launches, 2020-24
- New hair treatment launches have become more diverse in formats and textures
- Graph 12: top formats/textures of new hair treatment launches, 2020-24
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The consumer
- More diverse haircare needs as consumer budgets tighten
- Cautious consumers are trading down
- Graph 13: price range of products purchased, 2025
- Graph 14: price range of products purchased, 2025 vs 2023 (benchmark)
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Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Abbreviations
- Appendix table: consumer hair and scalp issues by scalp type
- Graph 15: hair and scalp issues, by scalp type, 2025
- Appendix table: reasons for hairloss by age and gender
- Graph 16: reasons for hairloss, by age and gender, 2025
- Appendix table: actions taken for hairloss, by age and gender
- Graph 17: actions taken for hairloss, by age and gender, 2025
- Appendix table: haircare product usage by consumer profile
- Graph 18: haircare products usage, by consumer profile, 2025
About Mintel Market Dynamics
Mintel’s Market Dynamics reports are built from Mintel’s robust market size data. We pair these comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world.
Created by our team of expert analysts, Market Dynamics connects the dots between market forecasts, consumer sentiment, and brand innovations to give you the full story of how your market is evolving and what your next move should be.
How can Market Dynamics help your brand?
- Gain immediate strategic clarity with quality market data and forecasts.
- Understand the ‘why’ behind industry trends with world-class human insight.
- Plot your next move with analysis of the competitive landscape and product launch activity.
- Uncover opportunities and unlock your growth potential with analyst recommendations.
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