Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of China retail value sales of haircare, 2010-20
- Key players
- The consumer
- Scalp care remains essential
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- Figure 2: Hair concerns, Oct 2015
- Hair wash routine remains sophisticated
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- Figure 3: Haircare routine, Oct 2015
- Consumers have good knowledge of haircare
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- Figure 4: Attitudes towards hair health, Oct 2015
- Traditional channels are still preferred when buying shampoo and conditioner products
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- Figure 5: Purchase channel per category, OCT 2015
- Beauty specialised channels are gaining popularity for treatment products
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- Figure 6: Purchase channels per category, Oct 2015
- Relevancy is more important than price and promotion
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- Figure 7: Purchase motivation per category, Oct 2015
- What we think
Issues and Insights
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- Scalp care persists
- The facts
- The implications
- Brands should be more specific about ingredients and benefits offered
- The facts
- The implications
- The solid hair wash routine shows the future is to cultivate hair treatment routine
- The implications
The Market – What You Need to Know
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- Slowdown in growth
- E-commerce continues to grow and shifts to mobile shopping
- Leave-on conditioner saw the biggest growth
- Big brands are struggling
Market Size and Forecast
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- Market size: Growth remains flat
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- Figure 8: China retail value sales of shampoo, conditioner products, 2010-14
- Forecast: Shampoo market sees flat growth
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- Figure 9: Best- and worst-case forecast of China retail value sales of shampoo, 2010-20
- Leave-on conditioner will drive the conditioner market
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- Figure 10: Best- and worst-case forecast of China retail value sales of conditioner, 2010-20
Market Drivers
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- Towards a healthier lifestyle
- E-commerce continues to grow and shifts to mobile shopping
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- Figure 11: Preferred purchase methods of popular products, July 2015
- The empowered female in China
Market Segmentation
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- Leave-on conditioner saw the biggest growth
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- Figure 12: China retail value sales of haircare products, by segment, 2010-15
Key Players – What You Need to Know
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- L’Oréal, the forerunner of digital marketing
- Unilever, collaboration with internet giants
- P&G, slim down continues
- Schwarzkopf, the biggest winner on 11/11
Market Share
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- Big brands are falling
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- Figure 13: China retail value sales of haircare market, by company, 2013-15
Who’s Innovating?
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- Volume up
- Latest launches
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- Figure 14: Charles Worthington Salon at Home Thicker & Fuller range, Q4 2015
- Figure 15: Schwarzkopf Professional BC Bonacure Hairtherapy Excellium Plumping Q10+ Collagen tonic spray, Q3 2015
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- Figure 16: TRESemmé Expert Selection Runway Collection Max The Volume Root Lifting Cream
- Figure 17: Pantene Pro-V Clinicare Thin & Weak Defy, Q3 2015
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- Figure 18: Kérastase Masque Densité, Q4 2015
- Energising/Rejuvenating
- Latest launches
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- Figure 19: Dove Advanced Hair Series Vitality Rejuvenated thickening Serum, Q3 2015
- Figure 20: Ryo Bai Lv Total Anti-Aging Shampoo, Q3 2015
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- Figure 21: Logona Naturkosmetik Shampooing Age Energy Caféine Bio, Q3 2015
- Anti-ageing scalp care
- Latest launches
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- Figure 22: Tsubaki Scalp Serum, Q4 2015
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- Figure 23: Shiseido Professional The Hair Care Future Sublime scalp serum, q3 2015
- Figure 24: Grange Revitalizing scalp toner, Q3 2015
- Anti-pollution
- Clear Start
- Latest launches
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- Figure 25: Shea Moisture Professional Natural Pro Curl Care Clear Start Shampoo, Q4 2015
- Figure 26: La Roche-Posay Kerium Extra Gentle Physiological Gel Shampoo, Q2 2015
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- Figure 27: Sofn'free Neutralizing Conditioning Shampoo, Q1 2015
- Against environmental aggressors
- Latest launches
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- Figure 28: Repair Therapy Vital Shot Restorative Keratin Ampoules, Q4 2015
- Figure 29: L'Oréal Elvive Colour Protect Caring Conditioner, Q3 2015
- From silicon-free to Low Poo
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- Figure 30: Kracie Ichikami Revitalizing range, Q3 2015
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- Figure 31: Kosé Cosmeport Je l'aime Amino Super Repair shampoo, Q1 2015
- Figure 32: Yeosin’s Protein Bomb Perfume Shampoo, Q4 2015
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- Figure 33: Primera Marula Anti-Dryness Moisture Shampoo, Q1 2015
- Figure 34: ReVitay Kit de Tratamento para Cachos Mais Puros e Naturais (ReVitay Low Poo No Poo Kit), Q4 2015
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- Figure 35: L'Oréal Hair Expertise EverCrème Intense Nourishing Shampoo, Q4 2015
The Consumer – What You Need to Know
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- Consumers exhibit good knowledge of haircare
- Hair routine remains sophisticated
- Scalp care remains essential
- Variety is essential for shoppers to buy haircare products beyond shampoos
- Relevance is more important than price and promotion
- Brand awareness is a shortcut for selecting a shampoo
- Explain more
Hair Concerns
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- Scalp care persist
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- Figure 36: Hair concerns, Oct 2015
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- Figure 37: Hair concerns, Oct 2015 and Feb 2013 comparison
- Many consumers have multiple hair concerns
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- Figure 38: Current hair and scalp problems, February 2013
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- Figure 39: L'Oréal Professionnel 10 in 1 Perfecting Multipurpose Spray, Q3 2015
- Figure 40: Repertoire of hair concerns, by demographics, Oct 2015
- Anti-stress haircare for mega city residents
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- Figure 41: Dr. Wolff Plantur 21 Nutri-Caffeine Elixir, Q3 2015
Haircare Product Usage
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- Shampoo and conditioner remain the most used haircare products
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- Figure 42: Haircare products usage, Oct 2015
- Multi-tasking products saw great success
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- Figure 43: Oribe Imperial Blowout Transformative Styling Crème, Q4 2015
- Figure 44: Dove Advanced Hair Series Youthful Vitality Hair BB Cream, Q3 2015
- High income users tend to use more products
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- Figure 45: Repertoire of haircare products usage, by demographics, Oct 2015
Haircare Routine
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- Blow-drying is an essential step after washing
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- Figure 46: Haircare routine, Oct 2015
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- Figure 47: L'Oréal Studio Thermo-Active Heat Spray, Q3 2015
- Figure 48: Haircare routine, by demographics, Oct 2015
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- Figure 49: got2b Mild Blowing Quick-Drying Styling Spray, Q2 2105
- Introducing more steps into daily routine
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- Figure 50: L'Oréal Hyaluronic Acid Hydrating 72h Hair Mask, Q4 2015
- 25-29, the critical stage for targeting female users
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- Figure 51: Haircare routine, by demographics, Oct 2015
Attitudes towards Hair Health
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- Scalp care remains essential
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- Figure 52: Attitudes towards hair health, Oct 2015
- Figure 53: Hair concerns, by attitude towards hair health, Oct 2015
- Healthy life leads to healthy hair
- Hair spray innovation for greasy hair
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- Figure 54: Hair concerns, by attitude towards hair health, Oct 2015
- Figure 55: Birch Tree Hair Tonic, Q2 2015
- Tailored solution for various needs
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- Figure 56: Kérastase Fusio Dose Concentré Oléo-Fusion concentrate, Q3 2015
- Opportunity for hair vitamins and supplements
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- Figure 57: Priorin Capsules for Hair Growth, Q3 2015
- Anti-pollution haircare
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- Figure 58: CC Hair Perfector Leave-on Treatment, Q2 2015
- Different messages for women and men
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- Figure 59: Haircare products usage, by demographics, Oct 2015
- Raise the awareness of men’s health
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- Figure 60: Attitudes towards hair health, by demographics, Oct 2015
Purchase of Haircare Products
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- Traditional channels are still preferred in buying shampoo and conditioner products
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- Figure 61: Purchase channel per category, Oct 2015
- Beauty specialised channels are gaining popularity for treatment products
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- Figure 62: Purchase channel per category, Oct 2015
- Young females enjoy social shopping
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- Figure 63: Purchase channel of shampoo, by demographics, Oct 2015
- Convenience is king for 20-24-year-old male shoppers
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- Figure 64: Purchase channel of shampoo, by demographics, Oct 2015
- Male shoppers from 25-29 years-old begin to show repertoire behaviour towards hair mask shopping
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- Figure 65: Purchase channel of hair mask, by demographics, Oct 2015
- High income earners like to shop in multiple retailers
- The wealthy fashionable dwellers from Dongguan
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- Figure 66: Haircare routine, by demographics, Oct 2015
Purchase Motivation for Haircare Products
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- Relevancy is more important than price and promotion
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- Figure 67: Purchase motivation per category, Oct 2015
- Explain more
- Middle-income earners are more brand-driven when buying shampoo
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- Figure 68: Purchase motivation shampoo, by incomes, Oct 2015
- Figure 69: Agema Ancient Greek Beauty Secrets Energy Cleansing Hair Shampoo, Q4 2015
- Busy mothers are more brand-driven
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- Figure 70: Purchase motivation per category – CHAID – Table output, Oct 2015
- People from Beijing are more practical while Chengdu shoppers are more influenced by advertising
- Conditioner and hair mask purchase factors
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- Figure 71: Purchase motivation conditioner and hair mask, by incomes, Oct 2015
- Hair treatment products purchase factors
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- Figure 72: L'Oréal Extraordinary Hair Oil, Q4 2013
The Mintropolitans
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- Why Mintropolitans?
- Who are they?
- Great opportunity of premiumisation
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- Figure 73: Attitude towards hair health, by demographics, Oct 2015
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- Figure 74: Kérastase Chronologiste Fragrant Oil, Q2 2015
- Sophisticated hair routine
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- Figure 75: Haircare routine, by demographics, Oct 2015
Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- CHAID analysis
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- Figure 76: Purchase motivation per category – CHAID – Tree output, Oct 2015
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- Figure 77: Purchase motivation per category – CHAID – Table output, Oct 2015
- Abbreviations
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