This report looks at the following areas:
- Penetration rate of main categories of personal care appliances and changes in replacement/purchase intentions
- The channels consumers use to obtain information about and purchase personal care appliances
- Product features that attract consumers to purchase hairdryers
- Product features that attract consumers to purchase electric toothbrushes
- Consumers’ preferences for personal care appliance brands and how brands can enhance consumer favourability
Despite economic uncertainty, consumers' health and image consciousness has not diminished. Electric toothbrushes need to evolve from simple brushing tools to all-round solutions for oral health management, enhancing their importance in daily oral care routines. Hairdryers should focus on health and precision care needs.
Toby Xu, Analyst, China Insights
Market Definitions
This Report covers the following categories of personal care appliances:
- men’s grooming: electric shavers and trimmers
- hair removal: electric shavers/epilators, laser/IPL (intense pulsed light) hair removal devices
- hair styling: hairdryers, hair stylers, ionic hairbrushes
- oral care: electric toothbrushes, water flossers
- wellness care: electric massagers, foot spas.
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- The personal care appliance market continues to grow
- Market factors
- Companies and brands
- Key players' performance
- New product trends
- Marketing activities
- The consumer
- Ownership of personal care appliances remains stable
- Graph 1: ownership of personal care appliances, 2022-24
- Graph 2: ownership of personal care appliances and future purchase intentions, 2024
- eCommerce platforms remain key touchpoints for information and purchases, while official channels grow in importance
- Graph 3: information channels for personal care appliances, 2023-24
- Graph 4: purchase channels for personal care appliances, 2023-24
- Consumers look for hairdryers with hair health and advanced haircare benefits
- Graph 5: expectations for hairdryers, 2024
- Electric toothbrushes can focus on upgrading features for a comfortable and customised brushing experience
- Focus on functional upgrades to make the brushing experience more comfortable and customised
- Graph 6: expectations for electric toothbrushes, 2024
- Philips, Midea and Xiaomi lead in market penetration and future purchase intent
- Graph 7: personal care appliance brand ownership , 2024
- Graph 8: personal care appliance brand preferences for future purchase, 2024
- Promote healthy lifestyles through professional expertise
- Graph 9: brand activities to increase consumer favourability, 2024
- Issues and insights
- What we think
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The market
- Market size and forecast
- The personal care appliance market continues to grow
- Market factors
- Fluctuating confidence brings changes in spending priorities
- Graph 10: growth in disposable income per capita among Chinese residents (not adjusted for price rises), by region, 2015-24
- Graph 11: financial outlook for the next three months, 2020-24
- The solo economy is driving growth in the personal care appliance market
- Graph 12: number and proportion of one-person households in the census, 2000-20
- Short-term willingness to trade up in personal care appliances has remained stable
- Graph 13: willingness to trade up in personal care appliances in the next three months, 2022-24
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Companies and brands
- Key players' performance
- Established brands are crafting an expert image and innovative products
- Developing brands are deepening their focus on niches
- New product trends
- Combine functions to offer one-stop solutions
- Enhance comfort by stacking multiple technologies
- Make travel devices more portable and multifunctional
- Upgrades make electric toothbrushes smarter and better at cleaning
- Marketing activities
- Tap into the micro-drama trend to reach more users
- Leverage offline spaces for novel experiences
- Establish an expert image through educational content
- Make interactions more fun with branded peripherals
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The consumer
- Ownership of personal care appliances and future purchase intentions
- Ownership of personal care appliances remains stable
- Graph 14: ownership of personal care appliances and future purchase intentions, 2024
- Graph 15: ownership of personal care appliances, 2022-24
- Upgrade and purchase demand jointly drive the hairdryer market growth
- Graph 16: purchase intent of respondents without a hairdryer, 2022-24
- Graph 17: respondents' willingness to upgrade/replace their hairdryer, 2022-24
- Electric toothbrush ownership has room for growth: brands should focus on encouraging trade-ups
- Graph 18: respondents' willingness to upgrade/replace their electric toothbrush, 2022-24
- Graph 19: purchase intent of respondents without an electric toothbrush, 2022-24
- Tap into the potential of the silver economy in the electric toothbrush market
- Graph 20: electric toothbrush ownership, by age, 2022-24
- High-income families with children in Tier 1 cities are more willing to invest in their oral health and personal image
- Graph 21: ownership of personal care appliances among high-income* families with children in Tier 1 cities, 2024
- Information and purchase channels for personal care appliances
- eCommerce platforms are key information touchpoints, while official channels grow in importance
- Graph 22: information channels for personal care appliances, 2023-24
- Low-price strategies become widespread, consumers tend towards channels that offer more guaranteed quality and service
- Graph 23: purchase channels for personal care appliances, 2023-24
- Expectations for hairdryers
- Consumers look for hairdryers with hair health and advanced haircare benefits
- Graph 24: expectations for hairdryers, 2024
- Make hair and scalp care more convenient by simplifying the user experience
- Meet women's more diverse haircare needs
- Graph 25: expectations for hairdryers, by gender, 2024
- Attract younger high-earners with integrated solutions and affluent older consumers with enhanced user experience
- Graph 26: expectations for hairdryers among high-income* consumers, by generation, 2024
- Advanced haircare needs drive hairdryer trade-ups
- Graph 27: expectations for hairdryers among hairdryer owners, by intention to replace, 2024
- High-income Tier 1 city-dwellers with children favour lightweight, aesthetic hairdryers
- Graph 28: expectations for hair dryers among high-income* families with children in Tier 1 cities, 2024
- Expectations for electric toothbrushes
- Focus on functional upgrades to make the brushing experience more comfortable and customised
- Graph 29: expectations for electric toothbrushes, 2024
- Leverage smart customisation to upgrade electric toothbrushes, and focus on specific consumer segments
- Drive new purchases by enhancing the brushing experience and providing more professional and precise oral cleaning
- Graph 30: expectations for electric toothbrushes among electric toothbrush owners, by intention to replace, 2024
- High-income families with children in Tier 1 cities value a comfortable and efficient brushing experience
- Graph 31: expectations for electric toothbrushes among high-income* families with children in Tier 1 cities, 2024
- Personal care appliance brand preferences
- Philips, Midea and Xiaomi have the highest market penetration
- Graph 32: personal care appliance brand ownership, 2024
- Younger women prefer specialist brands
- Graph 33: personal care appliance brand ownership, by gender and age, 2024
- Philips, Xiaomi and Midea lead in future purchase intent
- Graph 34: personal care appliance brand preferences for future purchase, 2024
- Gen Z in lower tier cities prefer traditional well-known brands
- Graph 35: personal care appliance brand preferences for future purchase among Gen Z, by city tier, 2024
- Dyson and Xiaomi enjoy the strongest brand loyalty
- Graph 36: user retention rates* of personal care appliance brands, 2024
- Brand activities to increase consumer favourability
- Promote healthy lifestyles through professional expertise
- Graph 37: brand activities to increase consumer favourability, 2024
- Tier 1 city men favour unique in-store experiences, while those in other city tiers focus on brand ethics
- Graph 38: brand activities to increase consumer favourability among men, by city tier, 2024
- Women in Tier 1 cities value sustainable credentials, while peripheral products appeal to those in other city tiers
- Graph 39: brand activities to increase consumer favourability among women, by city tier, 2024
- Among high earners, women value health and men focus on experiences
- Graph 40: brand activities to increase consumer favourability among high-income earners*, by gender, 2024
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Issues and insights
- Electric toothbrushes: from a simple brushing tool to complete oral health management
- Meet consumers' holistic oral health needs beyond simple brushing
- Link up with professionals to develop oral health services
- Hairdryers: meeting needs for advanced hair and scalp care
- Increased awareness of hair/scalp health is driving demands for hairdryer features
- Product upgrades and education work in tandem
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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