Shampoo, Conditioner and Hair Treatment - China - April 2015
“High product penetration of shampoo and wash-out conditioner in urban areas suggests that competition will become fierce in these two categories. Instead, new emerging segments including leave-on conditioners and hair masks have great sales growth potential in terms of conversion.
Given consumers’ repertoire behaviour and brands’ high churn rate (ie the percentage of shoppers buying one brand that discontinue buying in a given time period), brands need to continue launching new products and upgrading current line in order to attract new users and win back lapsed ones. Mintel has highlighted that most consumers are driven by functional needs and trust when it comes to new product trial.”
– Wenwen Chen, Senior Beauty & Personal Care Analyst
This report discusses the following key questions:
- Hair treatment products will underpin the growth of haircare market
- Penetration is key to maintain market share in shampoo market
- Brand building is essential
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