Report Summary
“Consumers are growing into function driven for haircare products, where caring features are taking the lead. As consumers associating health scalp to better hair conditions and interested in maintaining long-term scalp/hair healthiness, the future opportunities of scalp care is to go beyond anti-hair loss and boldly blend into other caring functions’ scalp-to-ends stories, to offer solutions for holistic scalp/hair health restoration and maintaining benefits other than instant treatment.”
– Anne Yin, Research Analyst
This report will look at the following areas:
- Consumers’ usage of haircare products
- What to include when building good shampoo usage experience
- How to attract scalp care attention
- Consumers’ interests in hair caring benefits
- How to drive trials
- Consumers’ attitudes towards haircare
Table of Contents
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Overview
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- Key issues covered in this Report
- Definitions
- Excluded
- Subgroup definition (by monthly personal income)
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Executive Summary
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- The market
- Figure 1: Best- and worst-case forecast of total value sales of haircare market, China, 2015-25
- Companies and brands
- Figure 2: Market share of leading haircare companies. China, 2019 and 2020 (est)
- The consumer
- A growth in caring products adoption in 2020
- Figure 3: Haircare products used in the last six months, by gender, 2019 vs 2020
- Good usage experience is also linked to long-term results
- Figure 4: Requirements of good shampoo usage experience, November 2020
- Scalp care has potential via leveraging dandruff control concept
- Figure 5: Reasons for caring for the scalp, November 2020
- Nourishing weighted as important as cleaning
- Figure 6: Interested caring features, November 2020
- Trials driven by functions and suitability
- Figure 7: Key drivers for trying new product, November 2020
- Positive attitudes towards professionalism and scalp care
- Figure 8: Attitudes towards haircare, November 2020
- What we think
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Issues and Insights
- Suitability driven trials shifting the market into more function led
- The facts
- The implications
- Scalp care should go beyond anti-hair loss
- The facts
- The implications
- Figure 9: Example shampoo linking scalp care concept to benefits beyond anti-hair loss, China, 2021
- Offer solutions for hair/scalp health restoration and maintaining
- The facts
- The implications
- Suitability driven trials shifting the market into more function led
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The Market – Key Takeaways
- Steady growth in 2020
- Conditioner & treatment continues to lead growth
- Steady growth in 2020
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Market Size and Forecast
- Another year with steady growth
- Figure 10: Best- and worst-case forecast of total value sales of haircare market, China, 2015-25
- Another year with steady growth
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Market Factors
- Great consumer base support resilient consumption
- Consumers start to see haircare as important as skincare
- Scalp care needs bring opportunity for function upgrade
- Great consumer base support resilient consumption
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Market Segmentation
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- Figure 11: Total value sales of haircare market, by segment, China, 2016-20
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Companies and Brands – Key Takeaways
- Professionalism and persuasiveness of benefits supporting growth
- Competition in taking a head start with education
- Professionalism and persuasiveness of benefits supporting growth
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Market Share
- Brands with mature images are releasing shares to active brands
- Figure 12: Market share of leading haircare companies. China, 2019 and 2020 (est)
- Professional brands lifting growth for leading companies
- Figure 13: Examples of professional brands launched by leading companies, China, 2020
- Brands with mature images are releasing shares to active brands
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Competitive Strategies
- Educate about hair loss reasons to communicate efficacy
- Figure 14: Examples of scalp care brands introducing the reasons of hair loss, China, 2021
- Blurring skincare concepts into haircare boosted growth
- Figure 15: Examples of leading companies new launches blurring concepts from skincare, China, 2020
- Hero ingredients in skincare plus education
- Figure 16: Example of haircare products with nicotinamide, South Korea and China, 2020-21
- Educate about hair loss reasons to communicate efficacy
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Launch Activity and Innovation
- Nourishing rises in both segments
- Figure 17: Top 10 growing claims of newly launched shampoo products, China, 2019-20
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- Figure 18: Top 10 growing claims of newly launched conditioner and treatment products, China, 2019-20
- Premiumising with anti-aging benefits
- Figure 19: Example of haircare products with caviar extracts, China, 2021
- Offer between wash days solution
- Figure 20: Dove Care between washes range, Canada, 2020
- Portable design for on-the-go usage of caring products
- Figure 21: Example of portable designed products, South Korea and China, 2020-21
- DIY kits for customisation and exquisite usage experience
- Figure 22: Example of haircare DIY kit, Brazil and China, 2021
- Guided choices to offer suitability
- Figure 23: Examples of product library aiding suitability, China, 2021
- Figure 24: Example of brand helping consumers to find a suitable formula, China, 2021
- Nourishing rises in both segments
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The Consumer – Key Takeaways
- Males are growing in adopting haircare products
- Good usage experience covers both instant and long-lasting results
- Dandruff and itchiness could channel the most scalp care demand
- Nourishing shoulders deep cleansing’s appeal among haircare claims
- Suitability in demanded benefits and hair conditions drive trials
- Positive attitudes towards scalp care and professionalism
- Males are growing in adopting haircare products
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Product Usage
- Simplicity drives males’ caring attention towards 2-in-1 products
- Figure 25: Haircare products used in the last six months, by gender, November 2020
- Delicate caring routine is emerging among females
- Figure 26: Haircare products used in the last six months, female, 2019 vs 2020
- Males are gradually adopting caring products
- Figure 27: Haircare products used in the last six months, male, 2019 vs 2020
- Scalp care products’ potentials are across genders and city tiers
- Figure 28: Usage of scalp care products in the last six months, by selected demographic, November 2020
- Simplicity drives males’ caring attention towards 2-in-1 products
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Requirements of Good Shampoo Usage Experience
- Long-lasting clean effect is the most essential experience
- Figure 29: Requirements of good shampoo usage experience, November 2020
- Gaps between genders are narrow
- Figure 30: Requirements of good shampoo usage experience, by gender, November 2020
- Opportunities in communication targeting hair length
- Figure 31: Requirements of good shampoo usage experience, female, by hair length, November 2020
- Rich foam could attract younger females
- Figure 32: Requirements of good shampoo usage experience, female, by age, November 2020
- Long-lasting clean effect is the most essential experience
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Reasons for Caring for the Scalp
- Dandruff problem could aid the mainstream of scalp care
- Figure 33: Reasons for caring for the scalp, November 2020
- Females are relating fragile hair to an unhealthy scalp
- Figure 34: Gap of reasons for caring for the scalp between females and males (as benchmark), November 2020
- Figure 35: TURF Analysis on reasons for caring for the scalp, female, November 2020
- Target younger consumers with oily acne scalp alteration
- Figure 36: Selected reasons for caring for the scalp, by age, November 2020
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- Figure 37: Interested caring features – suitable for sensitive scalp, by age, November 2020
- Dandruff problem could aid the mainstream of scalp care
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Interested Caring Features
- Nourishing is as important as cleaning effect
- Figure 38: Interested caring features, November 2020
- Claims blurred from skincare are more desired by higher earners
- Figure 39: Interested caring features, by monthly personal income, November 2020
- Nourishing is as important as cleaning effect
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Key Drivers for Trying New Products
- Consumers are keen on trying new
- Figure 40: Attitudes towards haircare, November 2020
- Targeted treatment and suitability ranked top
- Figure 41: Key drivers for trying new product, November 2020
- Enhance suitability in separating roots and ends
- Figure 42: Hair condition, by gender and age, November 2020
- Good user reviews leveraged the most trial interests
- Figure 43: Key drivers for trying new product, recommendation source, by gender and age, November 2020
- Scents would attract 43% of consumers
- Figure 44: Key drivers for trying new product – my favourite scent, by selected demographic, November 2020
- Consumers are keen on trying new
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Attitudes towards Haircare
- Boldly positive towards professionalism and scalp care
- Figure 45: Attitudes towards haircare, November 2020
- 79% of consumers prefer simple haircare routines
- Figure 46: Attitudes towards simple routine – ‘I like to keep my haircare routines simple – Yes’, November 2020
- Younger consumers tend to prevent over-cleaning
- Figure 47: Attitudes towards ‘over-cleaning hair’, November 2020
- Figure 48: Attitudes towards ‘over-cleaning hair’, by gender and age, November 2020
- Boldly positive towards professionalism and scalp care
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Appendix – Market Size and Forecast
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- Figure 49: Total value sales of haircare market, China, 2015-25
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Appendix – Methodology and Abbreviations
- Consumer research methodology
- Abbreviations
- Consumer research methodology
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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