2023
0
China Personal Care Appliances Market Report 2023
2023-05-12T04:04:27+01:00
OX1155957
3695
163224
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Report
en_GB
“The growth of personal care appliance market slowed down significantly in 2022 compared to the previous year. Nevertheless, the strong purchasing interest of consumers (whether to replace the existing products…

China Personal Care Appliances Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“The growth of personal care appliance market slowed down significantly in 2022 compared to the previous year. Nevertheless, the strong purchasing interest of consumers (whether to replace the existing products or buying new ones) indicates the future growth potential of the market. Personal care appliances that can help improve personal health and achieve better self-image management will be highly attractive. Additionally, brands need to take personal care appliances out of the usual scenarios and pay more attention to niche consumer groups to open up new growth opportunities.”
– Binyan Yao, Research Analyst

Key issues covered in this Report

  • Changes in penetration, replacement and purchase interest in key categories of personal care appliances
  • Gaining insight into the drivers behind purchase behaviours and changing attitudes towards personal care appliances in the post-epidemic area
  • The awareness-to-purchase conversion rates of main information channels, especially those emerging ones (eg Douyin and Xiaohongshu)
  • Key product claims to highlight when conveying marketing messages
  • Gifting as one valuable segmented scenario to explore

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
        • Executive Summary

            • The market
              • Personal care appliance market experienced single-digital growth
                • Figure 1: Total retail sales of personal care appliances, China, 2017-22 (est)
                • Figure 2: Retail sales forecasts of personal care appliances, China, 2017-27 (fore)
              • Segmented markets saw slower growth
                • Figure 3: Segment retail sales of personal care appliances, China, 2017-22 (est)
                • Figure 4: Growth rate of personal care appliance segments, 2018-22 (est)
              • Slow return in consumers’ financial confidence
                • Interest in purchasing in the short term remains stable
                  • Short video platforms quickly evolving as an important shopping channel
                    • Companies and brands
                      • Established brands keep upgrading products and services
                        • Developing brands build strength in the segmented sectors
                          • Offline experience stores integrating into consumer lifestyles
                            • Enhance consumer loyalty via innovative services
                              • Explore solutions in segmented scenarios
                                • Promote science-based market education
                                  • High-end upgrades bring more convenience
                                    • Sets of products to drive further growth
                                      • Make products compatible with segmented needs
                                        • The consumer
                                          • Replacement and purchase interest remains strong
                                            • Figure 5: Ownership and purchase interest in personal care appliances, 2022 vs 2023
                                          • Internal factors primarily drive purchases, especially for improving health
                                            • Figure 6: Purchasing drivers for personal care appliances, 2023
                                          • Emerging channels are quickly catching up
                                            • Figure 7: Information and purchase channels of personal care appliances, 2023
                                            • Figure 8: Awareness-to-purchase conversion rates of information channels, 2023
                                          • Claims highlighting attractive product features more appealing to consumers
                                            • Figure 9: Attractive product labels/claims of personal care appliances, 2023
                                            • Figure 10: TURF analysis on attractive product labels/claims of personal care appliances, 2023
                                          • Practical and good-looking personal care appliances would make ideal gifts
                                            • Figure 11: Consideration factors when purchasing personal care appliances as gifts, 2023
                                          • Intentional spending with a focus on quality is on the rise
                                            • Figure 12: Attitudes towards personal care appliances, 2023
                                          • What we think
                                          • Issues and Insights

                                            • Highlight ‘value’ in coping with rising intentional spending
                                                • Figure 13: laifen ‘s high-speed hair dryer LF03 SE with attractive design and colours, 2022
                                              • Help men with better self-image management
                                                • Figure 14: Dyson’s hair styling inspirations, 2022
                                              • Leverage the gifting scenario to convey a warmer brand image
                                                  • Figure 15: usmile’s marketing campaign for Valentine’s Day, 2023
                                              • Market Size and Forecast

                                                • Personal care appliance market experienced single-digital growth
                                                  • Figure 16: Total retail sales of personal care appliances, China, 2017-22 (est)
                                                  • Figure 17: Retail sales forecasts of personal care appliances, China, 2017-27 (fore)
                                              • Market Segmentation

                                                • Segmented markets saw slower growth
                                                  • Figure 18: Segment retail sales of personal care appliances, China, 2017-22 (est)
                                                  • Figure 19: Growth rate of personal care appliance segments, 2018-22 (est)
                                              • Market Factors

                                                • Slow return in consumers’ financial confidence
                                                  • Figure 20: National per capita disposable income, China, 2017-22
                                                  • Figure 21: Confidence in improving financial situation in the next three months, 2022-23
                                                • Interest in purchasing in the short term remains stable
                                                  • Figure 22: Purchase intention of personal care appliances in the next three months, 2022-23
                                                • Short video platforms quickly evolving as an important shopping channel
                                                  • Figure 23: Short video users and penetration in netizens, 2018-22
                                              • Key Player Performance

                                                • Established brands keep upgrading products and services
                                                  • Developing brands build strength in the segmented sectors
                                                  • Marketing Activities

                                                    • Offline experience stores integrating into consumer lifestyles
                                                      • Figure 24: Philips’s offline experience store in Shanghai, 2022
                                                      • Figure 25: Breo’s newly opened offline experience store, 2022
                                                    • Enhance consumer loyalty via innovative services
                                                      • Figure 26: Dyson upgraded aftersales service, 2023
                                                      • Figure 27: usmile’s trade-in activity, 2022
                                                    • Explore solutions in segmented scenarios
                                                      • Figure 28: Brands’ exclusive services for the gift-purchasing scenario, 2022
                                                      • Figure 29: Philip’s tips and products for camping activity, 2023
                                                    • Promote science-based market education
                                                      • Figure 30: usmile’s interpretation of oral problems and corresponding solutions, 2023
                                                      • Figure 31: ulike’s suggested hair removal cycle, 2022
                                                  • New Product Trends

                                                    • High-end upgrades bring more convenience
                                                      • Figure 32: Dyson’s hair dryer with multi-function accessory head, 2022
                                                      • Figure 33: usmile’s smart toothbrushes, 2023
                                                    • Sets of products to drive further growth
                                                      • Figure 34: Breo’s new product suite, 2022
                                                      • Figure 35: Packages/solutions consisting of personal care appliances and complementary products, 2022
                                                    • Make products compatible with segmented needs
                                                      • Figure 36: Breo head massager, 2021
                                                      • Figure 37: usmile’s oral care solutions for children of different ages, 2022
                                                  • Ownership and Purchase Interest

                                                    • Replacement and purchase interest remains strong
                                                      • Figure 38: Ownership and purchase interest in personal care appliances, 2022 vs 2023
                                                    • Young men show more interest in oral care appliances
                                                      • Figure 39: Do not have but plan to buy electric toothbrushes or water/electric flossers, by gender and age, 2023
                                                    • Tap into the needs of new mums
                                                      • Figure 40: Do not have but plan to buy the following appliances, by family structure, 2023
                                                  • Purchase Drivers

                                                    • Internal factors primarily drive purchases, especially for improving health
                                                      • Figure 41: Purchasing drivers for personal care appliances, 2023
                                                    • Young men seek better image management, while young women are more inclined to social elements
                                                      • Figure 42: Purchasing drivers for personal care appliances, women aged 18-24 vs men aged 18-24, 2023
                                                    • Exterior design is likely to trigger upgrades
                                                      • Figure 43: Purchasing drivers for personal care appliances, respondents who are willing to pay for pretty design vs respondents who are not, 2023
                                                  • Information and Purchase Channels

                                                    • Emerging channels are quickly catching up
                                                      • Figure 44: Information and purchase channels of personal care appliances, 2023
                                                      • Figure 45: Awareness-to-purchase conversion rates of information channels, 2023
                                                    • Pay more attention to the male audiences of Xiaohongshu
                                                      • Figure 46: Search for information about and purchase personal care appliances form Xiaohongshu, by gender and age, 2023
                                                    • Brands’ offline stores particularly attractive to multi-generation families
                                                      • Figure 47: Search for information about and purchase personal care appliances form brands’ offline stores, by living situation, 2023
                                                  • Attractive Product Labels/Claims

                                                    • Claims highlighting attractive product features more appealing to consumers
                                                      • Figure 48: Attractive product labels/claims of personal care appliances, 2023
                                                    • KOL recommendations help reach more consumers
                                                      • Figure 49: TURF analysis on attractive product labels/claims of personal care appliances, 2023
                                                    • Innovative technology most attractive to high earners
                                                      • Figure 50: Attractive product labels/claims of personal care appliances, by monthly household income, 2023
                                                    • Pretty designs particularly appealing to the 25-29 year olds
                                                      • Figure 51: Attractive product labels/claims of personal care appliances – Pretty design, by gender and age, 2023
                                                  • Consideration Factors in Gifting Scenario

                                                    • Practical and good-looking personal care appliances would make ideal gifts
                                                      • Figure 52: Consideration factors when purchasing personal care appliances as gifts, 2023
                                                    • Target 25-29 year olds as the key group
                                                      • Figure 53: Consideration factors when purchasing personal care appliances as gifts, by age, 2023
                                                      • Figure 54: Consideration factors when purchasing personal care appliances as gifts, male respondents aged 25-29 vs female respondents aged 25-29, 2023
                                                    • Offer premium solutions to attract high earners
                                                      • Figure 55: Consideration factors when purchasing personal care appliances as gifts, by monthly household income, 2023
                                                  • Attitudes towards Personal Care Appliances

                                                    • Intentional spending with a focus on quality is on the rise
                                                      • Figure 56: Selected attitudes towards personal care appliances, 2023
                                                    • Functions always come first, but good design can add value
                                                      • Figure 57: Selected attitudes towards personal care appliances, 2023
                                                    • Ethical checks in progress
                                                      • Figure 58: Selected attitudes towards personal care appliances, 2023
                                                  • Appendix – Market Size and Forecast

                                                      • Figure 59: Market size and forecast of personal care appliances, China, 2017-27 (fore)
                                                  • Appendix – Methodology and Abbreviations

                                                    • Methodology
                                                      • Abbreviation

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