China Haircare Market Report 2023
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“Consumers’ high willingness to invest in haircare and their increasing awareness of scalp health will continue to drive the development of China’s haircare market. Brands can cater to consumer needs with prestige offerings leveraging skincare ingredients and concepts. Moreover, sensitive scalp care will become mainstream and expand into more sub-categories other than shampoo or conditioner.”
– Jane Chai, Senior Research Analyst
Key issues covered in this Report
- Market overview of China’s haircare market
- Competitive landscape and new product trends in China’s haircare market
- Consumers’ usage of different types of haircare products and the change over last year
- Ideal price range for different types of haircare products
- Reasons for and features of consumption upgrade in the haircare market
- Consumers’ interest in scalp care claims
- Consumers’ behaviours and attitudes towards scalp care
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Overview
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- Key issues covered in this Report
- Definitions
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Executive Summary
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- The market
- Figure 1: Best- and worst-case forecast of retail value of haircare market, China, 2017-27
- Companies and brands
- Figure 2: Leading manufacturers’ share in value sales of haircare market, China, 2021-22 (est)
- The consumer
- 41% of consumers have sensitive scalp
- Figure 3: Scalp type and sensitivity, 2022
- Product usage steadily climb
- Figure 4: Haircare products used in the last six months, male, 2021 vs 2022
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- Figure 5: Haircare products used in the last six months, female, 2021 vs 2022
- Hair care and scalp care products enjoy higher price ranges
- Figure 6: Price range, 2022
- Women upgrade the overall haircare regimen; men explore haircare products
- Figure 7: Reasons for spending more, by gender, 2022
- Specific product positionings are valuable to consumers
- Figure 8: Features willing to pay more for, 2022
- Skincare claims gain popularity in scalp care
- Figure 9: Interested scalp care claims, 2022
- Majority of consumers trust the effects of scalp care
- Figure 10: Attitudes towards scalp care results, 2022
- What we think
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Issues and Insights
- Go premium with the help of skincare concepts
- Figure 11: Haircare products leveraging skincare ingredients, China, 2020-22
- Figure 12: Night-time haircare products, US, 2021
- Taking care of sensitive scalp goes beyond scalp care products
- Figure 13: Dry shampoo for sensitive scalp, Italy, 2022
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- Figure 14: Leave-in conditioner for sensitive scalp, Germany, 2022
- Go premium with the help of skincare concepts
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Market Size and Forecast
- Resilient growth under pressure
- Figure 15: Best- and worst-case forecast of retail value of haircare market, China, 2017-27
- Resilient growth under pressure
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Market Segmentation
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- Figure 16: Sales value and growth rate of total haircare market, by segment, 2018-22 (est)
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Market Factors
- Spending confidence dropped in 2022
- Stricter rules on anti-hair loss products
- Haircare enjoys high spending priority among BPC categories
- Figure 17: Changes in spending, 2022
- The rise of professional hair salons promotes the development of haircare market
- Spending confidence dropped in 2022
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Market Share
- L’Oréal continued to gain market share
- Figure 18: Leading manufacturers’ share in value sales of haircare market, China, 2021-22 (est)
- Figure 19: Kérastase’s new product launches, China, 2022
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- Figure 20: L’Oréal Professionnel’s new product launches and new spokesperson, China, 2022
- Shiseido transferred its Professional business to Henkel
- SLEK launched new brand SLEK PRO
- Figure 21: SLEK PRO’s new product launches, China, 2022
- Smaller brands also realised rosy performance
- L’Oréal continued to gain market share
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Marketing Activities
- Team up with O2O platforms
- Figure 22: Schwarzkopf’s cooperation with O2O platforms, China, 2022
- Promote multi-step haircare routines
- Figure 23: Dove’s promotion of multi-step haircare routines, China, 2022
- Reach target audience through cross-category cooperation
- Figure 24: Pantene’s cooperation with naive blue, China, 2023
- Team up with O2O platforms
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New Product Trends
- Convenient haircare solutions are emerging
- Figure 25: Top growing claims in new shampoo launches, China, 2021-22
- Free-from claims gain popularity
- Eco-friendly will become a mainstream topic
- Figure 26: Examples of waterless haircare products, Canada and South Korea, 2021-22
- Sensitive scalp is a focus of the year
- Figure 27: New product launches targeting sensitive scalp, China, 2022
- Scalp exfoliation/scrub products rise in the market
- Figure 28: Examples of scalp exfoliation/scrub launches, South Korea and France, 2021-22
- Brightening/illuminating rebounded in 2022
- Figure 29: Top growing claims in new conditioner and hair treatments launches, China, 2021-22
- Blurring boundaries with adjacent categories
- Figure 30: New haircare launches blurring boundary with other BPC categories, South Korea, 2022
- Convenient haircare solutions are emerging
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Scalp Condition
- 41% of respondents diagnosed themselves as having a sensitive scalp
- Figure 31: Scalp type and sensitivity, total and by selected demographics, 2022
- Oily scalp and combination scalp are the majority
- Figure 32: Scalp type and sensitivity, 2021 vs 2022
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- Figure 33: Scalp type and sensitivity, by selected demographics, 2022
- 41% of respondents diagnosed themselves as having a sensitive scalp
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Product Usage
- Men focused on shampoo; women had diversified choices
- Figure 34: Number of types of haircare products used in the last six months, male, 2021 vs 2022
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- Figure 35: Number of types of haircare products used in the last six months, female, 2021 vs 2022
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- Figure 36: Haircare products used in the last six months, by gender, 2022
- Men used more shampoos and conditioners than in 2021
- Figure 37: Haircare products used in the last six months, male, 2021 vs 2022
- Women continued to enrich their haircare repertoire
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- Figure 38: Haircare products used in the last six months, female, 2021 vs 2022
- Consumers who have scalp sensitivity or combination scalp type have a more extensive product repertoire
- Figure 39: Number of types of haircare products used in the last six months, by scalp sensitivity, 2022
- Figure 40: Haircare products used in the last six months, by scalp sensitivity, 2022
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- Figure 41: Number of types of haircare products used in the last six months, by scalp sensitivity, 2022
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- Figure 42: Haircare products used in the last six months, by scalp type, 2022
- Men focused on shampoo; women had diversified choices
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Price Range
- Consumers are more willing to spend on hair care and scalp care products
- Figure 43: Price range, 2022
- Price preference varies for shampoos and conditioners
- Figure 44: Price range, by gender, 2022
- Under-25s and over-50s are more price-conscious
- Figure 45: Price range, by age, 2022
- Consumers are more willing to spend on hair care and scalp care products
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Reasons for Spending More
- Women upgrade haircare regimen; men explore haircare products
- Figure 46: Changes in spending – ‘Haircare (a)’, total and by gender, 2022
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- Figure 47: Reasons for spending more, by gender, 2022
- Affluent consumers are more willing to add steps in haircare routines than other income groups besides trading up to better products
- Figure 48: Reasons for spending more, by monthly personal income, 2022
- Consumers who upgraded haircare products can accept higher price ranges
- Figure 49: Price range – consumers who ‘used more expensive shampoo/conditioner’ vs total, 2022
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- Figure 50: Price range – consumers who ‘used more expensive haircare/treatments’ vs total, 2022
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- Figure 51: Price range – consumers who ‘used more expensive scalp care products’ vs total, 2022
- Women upgrade haircare regimen; men explore haircare products
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Features Willing to Pay More for
- A clear product positioning can add value to haircare products
- Figure 52: Features willing to pay more for, 2022
- Haircare can ride on the skinification trend
- Figure 53: Turf analysis of features willing to pay more for, 2022
- Women are more willing to pay for ingredients
- Figure 54: Features willing to pay more for, by gender, 2022
- Ingredients trigger product upgrades
- Figure 55: Features willing to pay more for, by reasons for spending more, 2022
- A clear product positioning can add value to haircare products
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Interested Scalp Care Claims
- Scalp care is closely associated with the health of hair
- Figure 56: Interested scalp care claims, 2022
- Taking care of the scalp at facial-care-level
- Figure 57: Turf analysis of interested scalp care claims, 2022
- Moisturising and reducing itch benefits may trigger upgrades for scalp care products
- Figure 58: Interested scalp care claims, by reasons for spending more, 2022
- Consumers in lower tier cities pay more attention to scalp sensitivity
- Figure 59: Interested scalp care claims, by city tier, 2022
- Relieving sensitivity is a top priority for sensitive scalp consumers
- Figure 60: Interested scalp care claims, by scalp sensitivity, 2022
- Scalp type has an impact on consumers’ choices of scalp care products
- Figure 61: Interested scalp care claims, by scalp type, 2022
- Scalp care is closely associated with the health of hair
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Attitudes toward Scalp Care
- Consumers recognise the benefits of scalp care
- Figure 62: Attitudes towards scalp care results, total and by selected demographics, 2022
- Unconvinced consumers still try scalp care products at the same level as believers
- Figure 63: Haircare products used in the last six months, by attitudes towards scalp care results, 2022
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- Figure 64: Kérastase’s communication on scalp care products, China, 2022
- Scalp care is still in exploratory stage
- Figure 65: Usage habit of scalp care products, 2022
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- Figure 66: Motivation for using scalp care products, 2022
- Figure 67: Spending priority between haircare products and scalp care products, 2022
- Scalp care services at hair salons do not cannibalise consumers’ budgets for scalp care products
- Figure 68: Place of conducting scalp care, 2022
- Figure 69: Haircare products used in the last six months, by place of conducting scalp care, 2022
- Consumers recognise the benefits of scalp care
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Beauty Personas
- Who are they?
- Aggressive Apprentices are not big believers in scalp care; Beauty Mavens are scalp care activists
- Figure 70: Attitudes towards scalp care results, by beauty persona, 2022
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- Figure 71: Haircare products used in the last six months – ‘scalp cleansers/treatments’, by beauty persona, 2022
- Figure 72: Usage habit of scalp care products, by beauty persona, 2022
- Beauty Mavens are willing to invest in haircare steps; Enthusiastic Experimenters love exploration
- Figure 73: Reasons for spending more, by beauty persona, 2022
- Beauty Mavens and Functionalists pay more for ingredients
- Figure 74: Features willing to pay more for, by gender, by beauty persona, 2022
- Who are they?
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Appendix – Market Size and Forecast
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- Figure 75: Market value of haircare, China, 2017-27
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Appendix –Methodology and Abbreviations
- Consumer research methodology
- Abbreviations
- Consumer research methodology
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