2023
0
China The Green BPC Consumer Market Report 2023
2023-03-11T03:04:20+00:00
OX1155759
3695
161378
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Report
en_GB
“Clean beauty, as a marketing term, still carries attractiveness to consumers despite remaining confusions about the meaning. No matter whether BPC brands position clean beauty or not, they need to…

China The Green BPC Consumer Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“Clean beauty, as a marketing term, still carries attractiveness to consumers despite remaining confusions about the meaning. No matter whether BPC brands position clean beauty or not, they need to be really mindful to ensure that they have competitiveness over product safety and efficacy in the ever competitive market.”

–   Yali Jiang, Associate Director

This report discusses the following key topics:

  • Market overview from both overseas markets and local market perspective.
  • Market activities in both China and overseas markets.
  • Brand types bought with eco-friendly/sustainable claims.
  • Category bought with eco-friendly/sustainable claims.
  • Perception of sustainable ingredients.
  • Consumer segmentation based on different attitudes towards sustainability in BPC.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Definitions
          • Excluded
            • Subgroup definitions (by monthly personal income):
            • Executive Summary

                • The Market
                  • The core of clean beauty has been narrowed down to its original meaning
                    • The consumer
                      • Safety-related attributes are still top-of-mind features and worth investing
                        • Figure 1: Perception of clean beauty, 2019 vs 2022
                      • Packaging is the first trial but ingredient innovation will drive further growth
                        • Figure 2: Brand types bought with eco-friendly/sustainable claims, 2022
                      • Green concepts will possibly shift from everyday categories to niche ones
                        • Figure 3: Category bought with eco-friendly/sustainable claims, 2022
                      • Health and emotional wellbeing could be a wise way to promote sustainability
                        • Figure 4: Reasons for buying sustainable packaging, 2022
                      • 100% natural is top feature of sustainable ingredients due to concerns over safety
                        • Figure 5: Perception of sustainable ingredients, 2022
                      • Education and engagement are needed to fill consumers’ say-do gap in sustainable practice
                        • Figure 6: Attitudes towards sustainability in BPC, 2022
                      • What we think
                      • Issues and Insights

                        • Use sustainable ingredients to drive growth under the scope of clean beauty
                          • Figure 7: Skincare brand differentiating by sustainable ingredients, US
                        • Make sustainability a part of BPC lifestyle
                          • Figure 8: Green BPC brand taps into consumers’ lifestyle, China, 2021 and 2023
                          • Figure 9: Examples of men’s grooming brands promoting outdoor lifestyle, China, 2022
                      • Market Overview

                        • Clean beauty is now going back to its original meaning
                          • Figure 10: Key words for different meanings of clean beauty
                        • Overseas markets have different focus to develop clean beauty
                          • Figure 11: Percentage of new green* product launches in major BPC categories**, US, UK, Japan, South Korea and China, 2020-22
                          • Figure 12: Percentage of new launches in major BPC sectors, by claim category, US, UK, Japan, South Korea and China, 2020-22
                        • Clean beauty in China
                        • Market Factors

                          • China ranking medium in UN sustainable development standard with many indicators to improve
                            • Figure 13: China’s ranking in UN sustainable development plan, 2022
                          • ESG practice will accelerate sustainability in BPC
                            • Opportunities to drive sustainability reserving for niche brands
                              • Consumer segmentation painting out the roadmap to convert more people into eco-conscious audience
                                • Consumers redefine value and intentional spending becoming mainstream
                                • Marketing Activities

                                  • Clean beauty as a positioning of rebranding
                                    • Figure 14: One Leaf rebranding as clean beauty brand, China, 2022
                                    • Figure 15: My ClorisLand brand proposition, China
                                  • Setting legislation to enable more consumer sustainable choices
                                    • Figure 16: Initial members of EcoBeautyScore, 2022
                                  • Offering incentive to attract more participation
                                    • Figure 17: Example of offering incentive to promote sustainability, HK
                                • New Product Trends

                                  • Clean concepts not widely adopted in China
                                    • Figure 18: Percentage of new green* product launches in major BPC categories**, US, UK, Japan, South Korea and China, 2020-22
                                  • Skincare and colour cosmetics are the main categories claiming clean
                                    • Figure 19: Percentage of new green* product launches, by major BPC category, China, 2020-22
                                  • Sustainable and free-from claims saw consecutive increase in the past three years
                                    • Figure 20: Percentage of new product launches in major BPC categories*, by claim category, China, 2020-22
                                    • Figure 21: Percentage of new product launches in major BPC categories, by claim category, China, 2020-22
                                  • Eco-friendly packaging and products, sustainable further enhanced the penetration
                                    • Figure 22: Percentage of new product launches in major BPC categories*, by ethical and environmental claim, China, 2020-22
                                  • Many approaches to add fun into sustainable packaging
                                    • Figure 23: Example of colour customisation of packaging in BPC, UK
                                    • Figure 24: Example of shaping packaging to enhance product benefits, US
                                  • Waterless beauty carries both sustainable benefits and skin benefits
                                    • Figure 25: Examples of waterless BPC products, 2022 and 2023, UK and South Korea
                                • Perception of Clean Beauty

                                  • Safety-related attributes are top perceived features despite slight ranking change
                                    • Figure 26: Perception of clean beauty, 2019 vs 2022
                                  • 18-24s less link eco-friendly packaging and less water consumption to clean beauty
                                    • Figure 27: Perception of clean beauty, by age, 2022
                                  • Consumers now seek core value of products rather than external factors
                                    • Figure 28: Percentage change of perception of clean beauty, by age, 2022 vs 2019
                                • Brand Types Bought with Eco-friendly/Sustainable Claims

                                  • Packaging is the initial attempt to implement sustainability
                                    • Figure 29: Brand types bought with eco-friendly/sustainable claims, 2022
                                  • Waterless products will have more space to penetrate
                                  • Category Bought with Eco-friendly/Sustainable Claims

                                    • Haircare, oral care and facial skincare products ride on green concepts the most easily
                                      • Figure 30: Category bought with eco-friendly/sustainable claims, 2022
                                    • Besides makeup and makeup removals, females drive the purchase of facial skincare, bodycare and suncare products with green concepts
                                      • Figure 31: Category bought with eco-friendly/sustainable claims, by gender, 2022
                                      • Figure 32: Category bought with eco-friendly/sustainable claims, by age, female, 2022
                                    • High earners more likely buy green products especially high-priced items
                                      • Figure 33: Category bought with eco-friendly/sustainable claims, by monthly personal income, 2022
                                  • Reasons for Buying Sustainable Packaging

                                    • Eco benefits are the strongest drivers of buying sustainable packaging
                                      • Health and emotional wellbeing also play an important role in promoting sustainability
                                        • Figure 34: Reasons for buying sustainable packaging, 2022
                                        • Figure 35: Creative sustainable packaging of facial skincare products, China
                                      • High earners buy in selling points on value/belief and lifestyle
                                        • Figure 36: Reasons for buying sustainable packaging, by monthly personal income, 2022
                                      • Categories with strong beauty characteristics could combine stylish packaging design together with sustainability
                                        • Figure 37: Reasons for buying sustainable packaging, by category bought (with eco-friendly/sustainable claims), 2022
                                    • Perception of Sustainable Ingredients

                                      • 100% natural is top-of-mind feature of sustainable ingredients
                                        • Figure 38: Perception of sustainable ingredients, 2022
                                      • Sustainable ingredients interpreted differently across BPC categories
                                        • Figure 39: Perception of sustainable ingredients, by category bought (with eco-friendly/sustainable claims), 2022
                                    • Attitudes towards Sustainability in BPC

                                      • The majority of consumers are reluctant to take sustainable actions on their own
                                        • Figure 40: Attitudes towards sustainability in BPC, 2022
                                    • Consumer Segmentation

                                      • Three types of consumers
                                        • What’s their attitude?
                                          • Sustainability Indifferents
                                            • Passive Implementers
                                              • Effect-oriented Environmentalists
                                                  • Figure 41: Consumer segmentation based on their attitudes towards sustainability in BPC, 2022
                                                  • Figure 42: Attitudes towards sustainability in BPC – “strongly agree”, by consumer segmentation, 2022
                                                • Who are they?
                                                    • Figure 43: Demographics information, by consumer segmentation, 2022
                                                  • Effect-oriented Environmentalists more associate clean beauty with “reduce”
                                                    • Figure 44: Perception of clean beauty, by consumer segmentation, 2022
                                                  • Effect-oriented Environmentalists look for social value
                                                      • Figure 45: Reasons for buying sustainable packaging, by consumer segmentation, 2022
                                                    • Passive Implementers seek safety from sustainable ingredients
                                                      • Figure 46: Perception of sustainable ingredients, by consumer segmentation, 2022
                                                  • Beauty Personas

                                                    • Who are they?
                                                      • Sustainable labels widely penetrated among Beauty Mavens
                                                        • Figure 47: Brand types bought with eco-friendly/sustainable claims, by beauty persona, 2022
                                                      • Enthusiastic Experimenters buy sustainable packaging to seem trendy
                                                        • Figure 48: Selected reasons for buying sustainable packaging, by beauty persona, 2022
                                                    • Appendix – Methodology and Abbreviations

                                                      • Methodology
                                                        • Abbreviations

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