This report looks at the following areas:
- Market size, facts and forecast of China’s haircare market
- Competitive landscape and new product trends in China’s haircare market
- Consumers’ scalp types, hair issues, product usage and changes over time
- Tracking consumer spending sentiment on haircare products
- Core consumer demands for shampoo benefits and changes over time
- Consumers’ haircare behaviours and solutions to scalp and hair issues
In the context of intentional spending, consumer demand has returned to core anti-dandruff benefits in haircare products. A more rational approach to scalp cleaning, haircare solution proposals and product selection will prove beneficial.
Jane Chai, Senior Analyst, China Insights
Market Definitions
This market covers shampoos, conditioners and hair/scalp treatments for men and women and includes unisex products. Specifically:
- Rinse-off shampoo
- Dry shampoo
- 2-in-1 shampoo & conditioner
- Rinse-off conditioner
- Leave-in conditioner
- Hair mask
- Leave-in hair oil
- Leave-in hair serum/essence
- Scalp cleaning products (eg scalp scrub, scalp cleanser/cleansing gel)
- Scalp treatments (eg scalp cream/serum/essence/spray)
- Hair growth products (eg hair growth ampoule/serum, anti-hair loss ampoule/serum)
Excluded
Hairstyling products and colourants are excluded.
Market value is based on sales through all retail channels including direct-to-consumer but excludes the professional sector such as hairdresser sales to the consumer.
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Market size and forecast: demand returns and growth recovers
- Market factors: a stronger demand for benefits and weaker motivation to trade up
- Market segmentation: demand for shampoo remains rigid, and hair treatments drive growth
- Graph 1: haircare market retail value and growth rate, by segment, China, 2019-23 (est)
- Companies and brands
- A growth recovery brings forth fiercer competition
- Marketing activities: increase reach and demonstrate professionalism
- New product trends: shampoos remain a research and development focus, as makers are poised to address dandruff and scalp issues
- Graph 2: share of new launches in the haircare market, by sub-category, 2019-23
- Graph 3: top claims for shampoo, conditioner and hair treatments, 2023
- Product examples illustrating these trends : addressing dandruff with innovative technologies and ingredients
- The consumer
- Share of consumers with a sensitive scalp sees a slight decline
- Graph 4: scalp type, 2022 vs 2023
- Graph 5: scalp sensitivity, 2022 vs 2023
- Consumers are most concerned about dandruff
- Graph 6: hair issues, 2023
- Shampoo, hair masks and scalp treatments reap more users while hair growth products see a decline in usage rate
- Graph 7: haircare products used in the last six months, 2021-23
- Rational consumption means affordable products are more popular
- Graph 8: price ranges, 2022 vs 2023
- Anti-dandruff surpasses oil control and becomes the most used shampoo benefit
- Graph 9: shampoo benefits used, 2021 vs 2023
- More consumers are willing to use scalp care products for haircare
- Graph 10: haircare behaviours, 2021 vs 2023
- Using scalp cleaning/treatment products at home is the more popular way to cope with increased dandruff and itchy scalp
- Graph 11: methods to solve scalp issues, 2023
- Consumers take multiple approaches to address grey hair, including behavioural changes and product use
- Graph 12: solutions for grey hair, 2023
- Issues and insights
- What we think
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The market
- Market size and forecast
- A renewed demand for hair hygiene contributes to a recovery in growth
- Market factors
- The demand for shampoo restrengthens
- Affordable haircare products are more popular on ecommerce platforms
- Graph 13: sales volumes of haircare products on Douyin, by price range, 2022 vs 2023
- Graph 14: sales volumes of haircare products on Tmall, by price range, 2022 vs 2023
- Purchase factors for haircare products resemble those for facial skincare products
- Market segmentation
- Shampoo sales remains stable with growth driven by treatment-type products
- Graph 15: haircare market retail value and growth rate, by segment, 2019-23 (est)
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Companies and brands
- Market share
- Competition drives the fragmentation of the haircare market
- L’Oréal SA continues to invest in the haircare market
- Bee & Flower: the old-time domestic brand gets a second wind
- Spes: from niche to national mainstream
- Smaller brands are also actively competing for market share
- Marketing activities
- Increase the exposure and trial rates of new products through offline activities
- Expand consumers’ haircare product inventory using a variety of daily scenarios
- Demonstrate the brand’s expertise in haircare benefits from multiple angles
- New product trends
- Overseas markets favour hair treatments, while shampoos account for more than half of the new launches in the China market
- Graph 16: share of new launches in the haircare market, by sub-category, 2023
- Hair treatments continue to proliferate in new products while conditioners decline in launches
- Graph 17: share of new launches in the haircare market, by sub-category, 2019-23
- New haircare product development remains active
- Graph 18: share of launches in the haircare market, by launch type, 2019-23
- Shampoos focus on addressing dandruff and scalp issues, while treatment products tend to moisturise, brighten and repair hair
- Graph 19: top claims for shampoo, conditioner and hair treatments, 2023
- Significant growth seen in long-lasting and time/speed claims in new shampoo products
- Graph 20: top claims for new shampoos, 2019-23
- Moisturising benefits diminish as damage repair and anti-hair loss features climb up in the rank
- Renewed attention to the fundamental anti-dandruff demand
- Grey hair solutions have more variety in overseas markets
- Black treatment hair shampoos test the waters in the Chinese market
- Both long-lasting and time/speed claims have seen growth in haircare treatment products
- Graph 21: top claims for new conditioners and hair treatments, 2019-23
- Softening and nourishing are the most popular claims in treatment products
- Level up hair masks with state-of-the-art synthetic technologies
- A sharp rise in convenience claims in new scalp care products
- Graph 22: top claims for new scalp treatments, 2019-23
- The competitive landscape is still malleable in scalp care
- Chemical bond and structural repair concepts are popular in the European and US markets
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The consumer
- Scalp condition
- The proportion of consumers with a sensitive scalp has declined slightly, especially in female consumers
- Graph 23: scalp sensitivity, by gender and age, 2023
- Graph 24: scalp sensitivity, 2022 vs 2023
- The proportion of neutral scalps has increased, while that of combination scalps has declined
- Graph 25: scalp condition, by gender and age, 2023
- Graph 26: scalp condition, 2022 vs 2023
- Sensitive oily scalps are common in men aged 25-49, while a higher proportion of women aged 18-39 have non-sensitive combination scalps
- Graph 27: scalp type and sensitivity, total and by age and gender, 2023
- Hair issues
- Dandruff remains the most worrisome hair issue
- Graph 28: hair issues, 2023
- Dandruff and scalp itch are common issues among men, while women often struggle with hair texture and volume
- Graph 29: hair issues, by gender, 2023
- Greasy scalp/hair ends are a major issue in men aged 25-29; women aged 25-39 are mostly concerned about hair loss
- Graph 30: hair issues – men, by age, 2023
- Graph 31: hair issues – women, by age, 2023
- A sensitive scalp means more hair issues, especially damage from physical/chemical treatment
- Graph 32: hair issues, by scalp sensitivity, 2023
- Frizz and split ends are common in people with a dry scalp, and those with an oily scalp are concerned about dandruff and itchiness
- Graph 33: hair issues, by scalp type, 2023
- Grey hair has become significantly more common in consumers aged 30 and above
- Graph 34: hair issues – grey hair, total and by selected demographics, 2023
- Grey hair is more common in professionals and blue-collar workers
- Graph 35: hair issues – grey hair, by employment, 2023
- Product usage
- The usage rate of shampoos continues to grow despite reaching a high, while scalp treatments gradually penetrate the market
- Graph 36: haircare products used in the last six months, 2021-23
- The percentage of men using rinse-off shampoos and leave-in conditioners continues to grow
- Graph 37: haircare products used in the last six months – men, 2021-23
- Graph 38: number of types of haircare products used in the last six months – men, 2021-23
- Women actively try all types of shampoos
- Graph 39: haircare products used in the last six months – women, 2021-23
- Graph 40: number of types of haircare products used in the last six months – women, 2021-23
- Compared with consumers with a non-sensitive scalp, more consumers with a sensitive scalp use hair and scalp treatments
- Graph 41: haircare products used in the last six months, by scalp sensitivity, 2023
- Consumers with a sensitive scalp are streamlining the haircare products they use
- Graph 42: haircare products used in the last six months – sensitive scalp, 2022 vs 2023
- Graph 43: number of types of haircare products used in the last six months – sensitive scalp, 2022 vs 2023
- Consumers with a dry scalp focus more on haircare/treatments, and those with an oily scalp pay more attention to cleansing
- Graph 44: haircare products used in the last six months, by scalp type, 2022-2023
- Graph 45: haircare products used in the last six months, by scalp type, 2023
- Purchased price range tracking
- Consumption slows down, and low-priced products become popular
- Graph 46: price ranges, 2022 vs 2023
- Female consumers still mainly spend on the mid-priced products but are migrating from the high price bracket to the low-to-mid range
- Graph 47: price range – women, 2022 vs 2023
- Male consumers are polarised when purchasing haircare products
- Graph 48: price range – men, 2022 vs 2023
- Shampoo benefits used
- Consumers’ core demand for shampoo is anti-dandruff benefits
- Graph 49: shampoo benefits used, 2021 vs 2023
- Women care more about hair lustre, colour maintenance and repairing damage
- Graph 50: shampoo benefits used, by gender, 2023
- Scalp sensitivity is linked with oil secretion, and respondents with a sensitive scalp prefer shampoos that can repair damage
- Graph 51: shampoo benefits used, by scalp sensitivity, 2023
- Consumers with a dry scalp mostly use frizz-smoothing and damage-repairing products; those with an oily scalp focus on oil control and dandruff removal
- Graph 52: shampoo benefits used, by scalp type, 2023
- Strengthening hair roots and repairing damage are more attractive to consumers with higher incomes
- Graph 53: shampoo benefits used, by monthly personal income, 2023
- Haircare behaviours
- More consumers turn to scalp care products to improve their hair condition
- Graph 54: haircare behaviours, 2021 vs 2023
- Men aged 25-29 are looking to add more steps into their haircare routines
- Graph 55: haircare behaviours – men, by age, 2023
- Consumers with a sensitive scalp seek holistic haircare solutions
- Graph 56: haircare behaviours, by scalp sensitivity, 2023
- Consumers with split or dry hair ends prefer to improve their hair condition using scalp care products
- Graph 57: haircare behaviours, by hair issues, 2023
- Methods to solve scalp issues
- Increased dandruff and itchy scalp are the scalp issues that consumers wish to address the most
- Graph 58: methods to solve scalp issues, 2023
- Hair health chains launch haircare products
- Women are more willing to address scalp itchiness and hair loss by using scalp care products
- Graph 59: methods to solve scalp issues – using scalp cleaning/treatment products at home, by gender, 2023
- Solutions for grey hair
- Consumers take comprehensive measures to tackle grey hair
- Graph 60: solutions for grey hair, 2023
- Scalp care products for grey hair
- Consumers aged 30-39 actively take measures to tackle grey hair
- Graph 61: solutions for grey hair, by age, 2023
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Issues and insights
- Refocus on the demand for dandruff removal
- Appeal to reason in scalp cleaning and care
- Provide a full range of grey hair solutions
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Appendix – market size and forecast AND research methodology
- Market size and forecast
- Methodology
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