2022
0
China The Green BPC Consumer Market Report 2022
2022-01-26T03:12:31+00:00
OX1101383
3695
147366
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Report
en_GB
"With more brands participating in the green movement, green BPC brands in China need to think beyond free-from and eco-friendly packaging, with such claims set to lose their advantage in…

China The Green BPC Consumer Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“With more brands participating in the green movement, green BPC brands in China need to think beyond free-from and eco-friendly packaging, with such claims set to lose their advantage in the marketplace. Looking ahead, brands can be more inclusive and provide perceptible values to cause-oriented consumers to convince them to pay. For example, they can shift to advocating certain lifestyles, respecting consumers’ values/beliefs and making a positive impact on their emotional welling to reduce feelings of guilt or reduce eco-anxiety in the near future.”

– Yali Jiang, Senior Analyst

This report will look at the following areas:

  • Market overview from both overseas markets and local market perspective
  • Market activities in the China market and future product trends from a global perspective
  • Purchase experience and intention of green BPC in the China market
  • Barriers to buying green BPC products and reasons for buying green BPC products
  • Ideal brand tonality/style
  • Associations with eco-friendly brands

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Definitions
    • Excluded
  2. Executive Summary

    • Market and competition
    • The consumer
    • Niche claims need to show benefits to convince consumers in trials and repeat purchase
      • Figure 1: Purchase experience and intention, 2021
    • Confusion and distrust are top barriers to green BPC consumption
      • Figure 2: Barriers to buying green BPC products, 2021
    • Consumers are cause-oriented
      • Figure 3: Reasons for buying green BPC products, 2021
    • Emphasis on absolute safety and high-level effectiveness
      • Figure 4: Ideal brand tonality/style, 2021
    • Eco-friendly containers/packaging and eco ingredients are top-of-mind associations
      • Figure 5: Associations with eco-friendly brands, 2021
    • Three in four pay more for eco claims
      • Figure 6: BPC product selection behaviour, 2021
    • What we think
  3. Issues and Insights

    • Express ‘green’ in a way that suits the China market situation
    • Safety is always the top priority
    • Highlight efficacy in various ways
    • Not testing on animals creates positive brand image
      • Figure 7: Examples of green beauty brands’ safety standards, China
    • Allow for more guilt-free consumption
      • Figure 8: Example of an eco-friendly cosmetic brand, China
    • From ‘what I need’ to ‘what I want to be’
      • Figure 9: Example of a green beauty brand that respects consumers’ identity, China
  4. Market Overview

    • Green beauty has become more inclusive than ever
      • Figure 10: Key words for different meanings of green beauty
    • Overseas markets ready for green BPC take off
    • Brand expansion through M&A and new launch activities
      • Figure 11: Different types of green BPC brand expansion – selected companies
    • Major beauty companies leading movements on sustainability and product transparency
    • ‘Infrastructure’ readiness
      • Figure 12: Biossance’s The Clean Academy and EWG VERIFIED Certification, US
    • Beauty retailers launched evolving programs on clean beauty
    • Green beauty in China
    • Small local brands leading green BPC trend in the China market
    • ECommerce platforms promoting clean beauty
    • International brands aiming at the China market
    • Beauty retailers expanding the geographic landscape of green beauty
      • Figure 13: Launch of aoi by Watsons and P&G, China, 2021
    • High usage experience, but confusion and distrust deterring consumer adoption
  5. Market Factors

    • Softer animal testing regulation welcoming for imported cruelty-free brands
    • Regulation against over-packaging will benefit eco-friendly brands
    • Increased need for BPC products and better-off finances drive personal spending increase and market growth
  6. Marketing Activities

    • Pre-enter China market through pop-up stores
      • Figure 14: BAUM pre-launch promotion in a pop-up store, China, 2021
    • Short video platform drives new beauty trends
      • Figure 15: Douyin’s promotion of new beauty trends, China, 2021
    • Promote certain lifestyles through offline activities
      • Figure 16: Aesop offline campaign, China, 2021
  7. New Product Trends

    • Green claims flourishing in Western markets and obvious increase in colour cosmetics in the China market
      • Figure 17: Percentage of new green* product launches in major BPC categories, US, UK, Japan, South Korea and China, 2020-2021 (Jan-Nov)
    • Eco-friendly claims see continuous growth in the past three years
      • Figure 18: Selected claims in new product launches in major BPC categories – environment/sustainable related, China, 2019-21 (Jan-Nov)
    • Telling eco-friendly stories through packaging
      • Figure 19: New launches of BPC products with eco-friendly packaging, New Zealand and UK, 2020-21
    • Saving water by shifting from liquid to solid format
      • Figure 20: New launches of solid BPC products, UK, France and Australia, 2021
    • Mascara applicators from plant-based fibres
      • Figure 21: New launches of mascaras with plant-based applicators, UK and US, 2020
    • Suncare products protecting marine environment/life
      • Figure 22: New launches of ocean-friendly suncare products, US, New Zealand and Germany, 2021
    • Circular economy through upcycled food and drink ingredients
      • Figure 23: New launches of BPC products using upcycled food and drink ingredients, Austria, France and US, 2021
    • Refilling stations to underscore eco claims
      • Figure 24: Examples of refilling stations of BPC brands, UK
    • From ‘what it doesn’t contain’ to ‘what exactly does it contain’
      • Figure 25: Example of BPC brands highlighting ingredient transparency, US
    • Reusable products instead of reusable packaging
      • Figure 26: Example of reusable BPC products, France
  8. The Consumer – Purchase Experience and Intention

    • Green concepts have already attracted two thirds of consumers to buy
      • Figure 27: Purchase experience and intention, 2021
    • Women are environmentally conscious and ethical
      • Figure 28: Purchase experience and intention – ‘have bought and will buy again’, by gender, 2021
    • 18-24s pay for safety while 50-59 shell out for fair local sourcing
      • Figure 29: Purchase experience and intention – ‘have bought and will buy again’, by age, 2021
  9. Barriers to Buying Green BPC Products

    • Unclear image and misunderstanding hinder consumption
      • Figure 30: Barriers to buying green BPC products, 2021
    • Absence on social media means missing out on opportunities
      • Figure 31: Barriers to buying green BPC products, by generation, 2021
  10. Reasons for Buying Green BPC Products

    • Safety top reason to pay
      • Figure 32: Reasons for buying green BPC products, 2021
    • Free-from, 100% plant-based and for sensitive skin are linked to safety
      • Figure 33: Reasons for buying green BPC products – ‘safer than regular BPC products’, by purchase experience and intention of selected claims, 2021
    • Gen Z and post-90s buy green products because of their values and propositions
      • Figure 34: Reasons for buying green BPC products, by generation, 2021
    • Mid and high earners are pursuing an environmentally-friendly/moral public persona
      • Figure 35: Reasons for buying green BPC products, by monthly personal income, 2021
  11. Brand Tonality/Style

    • Safety and efficacy still top priority
      • Figure 36: Ideal brand tonality/style, 2021
    • Customisation and niche brands attract mid and high earners
      • Figure 37: Ideal brand tonality/style, by monthly personal income, 2021
    • Safety matters most but lifestyle and efficacy contribute to high margins
      • Figure 38: TURF analysis of ideal brand tonality/style, 2021
  12. Associations with Eco-friendly Brands

    • Eco-friendly packaging is most associated with eco brands
      • Figure 39: Associations with eco-friendly brands, 2021
      • Figure 40: SimplyThis’ recycle campaign and zero carbon campaign, China
    • 50-59s care more about ingredients
      • Figure 41: Associations with eco-friendly brands, by age, 2021
    • Affluent consumers are more cosmopolitan and sophisticated
      • Figure 42: Associations with eco-friendly brands, by monthly personal income, 2021
    • Eco-friendly purchase intenders tend to link eco-friendly packaging with eco-friendly brands
      • Figure 43: Gaps in associations with eco-friendly brands between purchase intender* and non-purchase intender** (as benchmark) of ‘environment/eco-friendly’, 2021
      • Figure 44: Purchase experience and intention – ‘have bought and will buy again’ and ‘have not bought but interested in buying’ BPC products with ‘environmental/eco-friendly’ claim, by selected demographics, 2021
  13. BPC Product Selection Behaviour

    • Nearly 75% of consumers pay attention to eco claims
      • Figure 45: BPC product selection behaviour, 2021
    • Females often buy BPC products with refillable packaging
      • Figure 46: BPC product selection behaviour – ‘yes’, by gender, 2021
    • High earners are more eco-conscious
      • Figure 47: BPC product selection behaviour – ‘yes’, by monthly personal income, 2021
    • Married with kids and new moms are enthusiastic ‘environmentalists’
      • Figure 48: BPC product selection behaviour – ‘yes’, by family structure, 2021
  14. Beauty Personas

    • Who are they?
    • Conservative Ethical Consumers, mainly due to lack of knowledge
      • Figure 49: Purchase experience and intention of selected claims – ‘have bought and will buy again’, by beauty persona, 2021
    • Niche new brands favoured by Beauty Mavens
      • Figure 50: Ideal brand tonality/style – selected features, by beauty persona, 2021
  15. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Data

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*databooks not available with UK B2B Industry reports.

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