2021
0
China Facial Masks Market Report 2021
2021-05-28T04:19:56+01:00
OX1049581
3695
138924
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Report
en_GB
“The facial mask category is entering a more moderate growth stage with penetration levels continued saturating in 2020, as a result of the breakout of COVID-19. Sheet masks were a…

China Facial Masks Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The facial mask category is entering a more moderate growth stage with penetration levels continued saturating in 2020, as a result of the breakout of COVID-19. Sheet masks were a favourite for consumers because of their convenience in the past, but now along with consumers’ interests in trading up to more advanced skin benefits besides hydration, wash-off masks have gathered more popularity than in the past. Now the China facial masks market is at the turning point of a format shift, to offer more advanced skincare benefits and pair with suitable format, to attract consumers’ increased spending in the near future.”

– Anne Yin, Research Analyst

Key issues covered in this Report

  • Market and competition trends in the anti-aging market
  • Consumers’ usage changes against 2020
  • Behaviour and spending change of facial masks users
  • Consideration factors of facial masks
  • Consumers’ usage of brands and functions
  • Consumers’ format preferences for each functions

Table of Contents

  1. Overview

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

              • The market
                • Inflexion point occurs for the category
                  • Figure 1: Total value sales of facial masks, China, 2015-25
                • Companies and brands
                  • Online active brands gaining share
                    • Figure 2: Leading brands and manufactures of facial masks, China, 2019-20
                  • The consumer
                    • Decline in males’ usage
                      • Figure 3: Usage of facial masks in the last six months, by gender, 2020-21
                    • Half of surveyed users are trading up
                      • Figure 4: Behaviour and spending change, March 2021
                    • WOM shoulder brand in priority for investments
                      • Figure 5: Consideration factors when choosing facial masks, March 2021
                    • Premium international brands enlist top ten
                      • Figure 6: Facial mask brand used most often, March 2021
                    • Anti-aging masks are still niche to consumers
                      • Figure 7: Functions of masks, March 2021
                    • Establishing preference of functions linked to formats
                      • Figure 8: Format preference for different functions, March 2021
                    • What we think
                    • Issues and Insights

                      • Expand gender inclusiveness
                        • Pair formats with functions
                          • Build story around effective, Intensive ingredients in rinse-off mask
                            • Figure 9: Example of controlled and guided usage of rinse-off masks, China, 2021
                          • Tell the longer-term nourishing and absorption story around sleeping masks
                          • The Market – Key Takeaways

                            • Maintained positive annual value growth in 2020 despite COVID-19
                              • Regulations start to eliminate inferiors
                              • Market Size and Forecast

                                • A slowdown in 2020
                                  • Figure 10: Total value sales of facial masks, China, 2015-25
                              • Market Factors

                                • Consumers have wide interests beyond current mainstream benefits
                                  • New cosmetics regulation urges the persuasiveness of functional claims
                                    • Medical instruments facial masks seeing red flag
                                      • Active and expanding online market
                                      • Companies and Brands – Key Takeaways

                                        • Online shift accelerated by COVID-19
                                          • Competing in telling reliable efficacy story
                                          • Market Share

                                            • One Leaf wins with active new launches and engaging communications
                                              • Figure 11: Leading brands and manufactures of facial masks, China, 2019-20
                                              • Figure 12: Example of new launch by One Leaf, China, 2020
                                            • Quick flexibility helped Mask Family remains competitive
                                              • WIS saw share shrink due to rivalry from other professional brands
                                                • Figure 13: Acne treatment facial masks from Voolga and FulQun, China, 2020
                                            • Competitive Strategies

                                              • Brands lead the conversion towards rinse-off and sleeping masks
                                                • Figure 14: Examples of new launches in non-sheet formats, China, 2020-21
                                              • Build medical, professional image to replace medical instrument registration
                                                • Figure 15: Example of brands building a professional, effective image, China, 2021
                                                • Figure 16: Examples of facial masks from medical brand and brand building scientific, research based image, China, 2021
                                              • Expanding prestige skincare lines into facial masks
                                                • Figure 17: Fresh Crème Ancienne mask, China, 2020
                                            • Launch Activity and Innovation

                                              • Formats go richer
                                                • Figure 18: Top 10 formats of newly launched facial masks, China, 2019-20
                                              • Anti-aging and firming claims grew
                                                • Figure 19: Top 10 increase beauty enhancing claims of newly launched facial masks, China, 2019-20
                                              • Build at-home professional treatment
                                                • Figure 20: Example of facial masks inspired by micro needling, UK, 2020
                                              • Re-defined facial masks
                                                • Figure 21: Reusable eye patches, US, 2020
                                              • Spray to make easy-to-use non-sheet format
                                                • Figure 22: spray mask, China, 2021
                                            • The Consumer – Key Takeaways

                                              • Males facial mask usage returns to top formats
                                                • Half of consumers are exploring brands
                                                  • Highlight WOM to stimulate sales
                                                    • Mixed competition among international and domestic brands
                                                      • Brightening claims have potential in increasing popularity
                                                        • All-round sheet masks
                                                        • Usage of Facial Masks

                                                          • Penetration of sleeping masks, rinse-off masks and peel-off masks are on parity for men but women prefer sleeping masks among the three
                                                            • Figure 23: Usage of facial masks in the last six months, March 2021
                                                          • Females usage remains steady
                                                            • Figure 24: Usage of facial masks in the last six months, female, 2020 vs 2021
                                                          • Males’ usage bounces back to centralise around popular formats
                                                            • Figure 25: Usage of facial masks in the last six months, male, 2020 vs 2021
                                                          • Include eye treatment function in top formats for males
                                                            • Figure 26: Usage of facial masks in the last six months, by skin issues, male, March 2021
                                                        • Behaviour and Spending Change

                                                          • Half of consumers are exploring and the other half are staying put
                                                            • Figure 27: Behaviour and spending change, March 2021
                                                          • Wash and peel formats highlight the category growth
                                                            • Figure 28: Behaviour and spending change – ‘the frequency of applying facial masks’, by usage of facial mask formats, March 2021
                                                            • Figure 29: Behaviour and spending change – ‘the amount of money I spend on a single piece facial mask’, by usage of facial mask formats, March 2021
                                                          • Younger consumers are less active in increasing usage
                                                            • Figure 30: Usage change, by age, March 2021
                                                          • Higher earners fuel future growth
                                                            • Figure 31: Behaviour and spending change, by monthly personal income, March 2021
                                                        • Consideration Factors

                                                          • Product review is as important as brand
                                                            • Figure 32: Consideration factors when choosing facial masks, March 2021
                                                          • Highlight professionalism and innovation to attract higher earners
                                                            • Figure 33: Consideration factors when choosing facial masks, by monthly personal income, March 2021
                                                          • Leverage KOLs and value for money to attract young consumers
                                                            • Figure 34: Consideration factors when choosing facial masks, by age, March 2021
                                                        • Most Often Used Brand

                                                          • L’Oréal and One Leaf take the top spot
                                                            • Figure 35: Facial mask brand used most often, March 2021
                                                            • Figure 36: Facial mask brand most used, by brand origin, March 2021
                                                          • International cosmetic brands are appealing even for males
                                                            • Figure 37: Top 10 facial mask brand used most often, male, March 2021
                                                            • Figure 38: Top 10 facial mask brand used most often, female, March 2021
                                                        • Functions of Masks

                                                          • Anti-aging related benefits are still advanced deliveries in facial masks
                                                            • Figure 39: Functions of masks, March 2021
                                                          • Brightening enjoys potential to catch up to the popularity of whitening
                                                            • Figure 40: Usage of facial masks in the last six months, by skin issue, March 2021
                                                          • Males use facial masks to treat rather than to prevent
                                                            • Figure 41: Functions of masks – have used, by gender, March 2021
                                                            • Figure 42: Skin issues, by gender, March 2021
                                                          • Differentiate brightening and whitening with area specific treatment
                                                            • Figure 43: Usage of brightening and whitening functions, by selected skin issues they have, March 2021
                                                        • Format Preference for Different Functions

                                                          • Sheet masks have vast opportunities in bearing various functions
                                                            • Figure 44: Format preference for different functions, March 2021
                                                          • Non-users could switch to sleeping masks for anti-aging benefits
                                                            • Figure 45: Format preference for different functions – sleeping mask, by sleeping mask usage, March 2021
                                                          • Cleaning and whitening are more appreciated for rinse-off masks
                                                            • Figure 46: Format preference for different functions – rinse-off mask, by rinse-off mask usage, March 2021
                                                        • Appendix – Market Size and Forecast

                                                            • Figure 47: Total value sales of facial masks, China, 2015-25
                                                        • Appendix –Methodology and Abbreviations

                                                          • Consumer research methodology
                                                            • Abbreviations

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