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Haircare - China - January 2018

OVERVIEW
What you need to know
Covered in this Report
Sub-group definitions
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of retail value of haircare, China, 2012-22
Companies and brands
Figure 2: Leading companies in haircare market, by value share, China, 2016 and 2017
The consumer
Dandruff remains the top hair concern
Figure 3: Hair concerns, 2015-17
Conditioner and treatment see decline in usage
Figure 4: Haircare products used in the last six months, females, 2017 vs 2016
Females’ haircare routine is sophisticated while it is hard to ask men to do one more step
Figure 5: Haircare habits, by gender, November 2017
Maintaining general health of scalp as important as treating hair issues
Figure 6: Reasons to use scalp care products, November 2017
Shampoo or conditioner with scalp care benefits can be a threat for specialised scalp care products
Figure 7: Scalp care methods used in the last six months, by gender, November 2017
Consumers exhibit good knowledge of haircare but further education needed
Figure 8: Attitude towards haircare, November 2017
What we think
ISSUES AND INSIGHTS
What’s the next step for scalp care products?
The facts
The implications
Figure 9: Briogeo Don't Despair, Repair! Deep conditioning hair cap system kit, US, 2017
How to excavate consumers’ established haircare routine?
The facts
The implications
Figure 10: L'Oréal Elvive Phytoclear Intensive 1 min exfoliating scrub pre-shampoo treatment, UK, 2017
Figure 11: DM Balea Spray-On Dry Conditioner, Spain, 2017
More opportunities lie in lower tier cities
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Flat but sustained growth
Conditioner/treatment performing stronger but shampoo back on track
MARKET SIZE AND FORECAST
Stable growth continued
Figure 12: Market value and year-on-year growth of haircare market, China, 2012-2017
Figure 13: Best- and worst-case forecast of retail value of haircare, China, 2012-22
MARKET DRIVERS
Active market activities bring excitements to the market
Figure 14: New product launches of haircare, by launch type, China, 2014-17
Imported products contribute to the premiumisation trend
Figure 15: Volume and value growth of imported haircare products, by segment, China, 2016-17 (from January-November)
Figure 16: Value of imported shampoo, by country whence consigned, 2016 and 2017 (from January-November)
MARKET SEGMENTATION
Shampoo saw a pick-up in growth
Figure 17: Retail value and year-on-year growth of haircare market, by segment, China, 2014-17
KEY PLAYERS – WHAT YOU NEED TO KNOW
P&G and Unilever lose to smaller companies
Build on skincare influence
MARKET SHARE
P&G and Unilever take half of market share but are struggling
Figure 18: Leading companies in haircare market, by value share, China, 2016 and 2017
Figure 19: Example of TRESemmé campaign and product, China, 2017
Local companies make efforts in premiumising their offerings
Figure 20: Bee & Flower Essential Oil conditioner, China, 2017
Notable small brands
Online brands riding on the aromatherapy trend
Figure 21: Adolph and Cocovel shampoos, China, 2017
From salon to retail
Figure 22: Dong Tian and Hairology shampoos, China, 2017
Imported products with strong specialities
Figure 23: Alpecin Chinese official website, China, 2016
COMPETITIVE STRATEGIES
Use skincare-inspired concepts to promote new products
Figure 24: Rejoice Micellar shampoo and conditioner, China, 2017
Figure 25: Head & Shoulders aroma scalp spa shampoo, China, 2017
Figure 26: Lux haircare products with skincare metaphor, China, 2017
Emphasis on CS channel
Figure 27: SeeYoung Flower Young range exclusively for Watsons, China, 2017
Fun packaging to resonate with young consumers
Figure 28: Bawang double 11 limited edition haircare set, China, 2017
Figure 29: Clear limited edition shampoos, China, 2017
WHO’S INNOVATING?
Shampoos getting more attention in 2017
Figure 30: New product launches of haircare, by segment, China, 2015-17
Conditioners see most genuine product innovations
Figure 31: New haircare launches, by segment and launch type, China, 2017
Trend in conditioner claims
Figure 32: Claims of new conditioner launches (selected), China, 2015-17
Growing focus on brightening/illuminating
Sulphate-free becomes the next hot claim after silicone-free
UV protection and pH-neutral emerging
Figure 33: Conditioners with UV protection claim, China, 2017
Innovations worth knowing in 2017
Micellar washing comes to hair
Figure 34: Shampoos with micellar claim, China, 2017
New packaging for two-in-one
Figure 35: Pantene dual active oil serum, Japan, 2017
Novel product formats and textures
Figure 36: Haircare for on-the-go occasions, South Korea and US, 2017
Figure 37: Examples of haircare products with lightweight texture, US, 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Dandruff remains consumers’ top hair concern
Conditioner and treatment haven’t seen significant increase in usage
Females have established good haircare routines
Maintaining general health of scalp is more of a motivation than solving scalp issues
Scalp care products have low priority
Half of respondents recognise silicone-free as more beneficial
HAIR LENGTH
More and more females have medium-length hair
Figure 38: Hair length, 2017 vs 2014
Figure 39: Hair length, females, by demographics, November 2017
HAIR CONCERNS
Top hair concerns remain unchanged for years
Figure 40: Hair concerns, 2015-17
Hair loss is a more serious issue to females than to males
Figure 41: Hair loss concern, by demographics, November 2017
Young females suffer from more hair issues
Figure 42: Hair concerns of females, by age, China, November 2017
Figure 43: Hair concerns of males, by age, China, November 2017
PRODUCT USAGE
Males are strangers to conditioner and treatment
Figure 44: Haircare products used in the last six months, by gender, November 2017
Figure 45: Male hair styling products with conditioning claims, US and UK, 2017
Return to the basics
Figure 46: Haircare products used in the last six months, females, 2017 vs 2016
Lower tier city consumers use more niche products
Figure 47: Haircare products used in the last six months, females, by city tier, 2017 vs 2016
Conditioner close to a necessity for young females
Figure 48: Conditioner and treatment products used in the last six months, females, by age, November 2017
HAIRCARE HABITS
Mature females more likely to use conditioner regularly
Figure 49: Conditioner using habits, females, by age, November 2017
It is hard to ask men to do one more step…
Figure 50: Haircare habits, by gender, November 2017
…but 25-39-year-old men are willing to pay for premium products
Figure 51: Haircare products purchase habits, % claiming that ‘I have used haircare products priced RMB 100 or above per unit in the last six month’, by gender and age, November 2017
Younger females prefer self-treatment with premium products to salon
Figure 52: Haircare habits of purchasing premium products and going to hair salon, females, by age and city tier, November 2017
Haircare set slightly more popular than mix from different brands
Figure 53: Haircare products purchase habits, November 2017
Figure 54: Aveda Christmas sets, UK, 2017
SCALP CARE NEEDS
Associate with scalp issues first, then hair problems
Figure 55: Reasons to use scalp care products, November 2017
Maintaining general health of scalp is also an important need
Figure 56: Reasons to use scalp care products, by city tier, November 2017
Anti-dandruff can be an effective claim to support scalp care products
Males seek more benefits from scalp care products
Figure 57: Reasons to use scalp care products, by gender, November 2017
SCALP CARE METHODS
Males lack scalp care awareness
Figure 58: Scalp care methods used in the last six months, by gender, November 2017
Scalp care products with low priority
25-29-year-old females tend to use specialised scalp care products
Figure 59: Scalp care methods used in the last six months, females, by age, November 2017
Lower tier city consumers more active in scalp care
Figure 60: Scalp care methods used in the last six months, females, by city tier, November 2017
HAIRCARE MYTHS
Half of consumers believe silicone-free shampoo is more beneficial
Figure 61: Attitudes towards haircare, November 2017
More market education about conditioner is needed
Figure 62: Attitudes towards using conditioner, by gender and age, November 2017
Folk remedies are not widely accepted
Figure 63: Attitudes towards hair washing folk remedies, by demographics, November 2017
MEET THE MINTROPOLITANS
More concerned about damage from the environment
Figure 64: Gap of hair concern between Mintropolitans and Non-Mintropolitans (as benchmark), females, November 2017
Upgrading from conditioner to premium treatment products
Figure 65: Haircare products used in the last six months, females, by consumer classification, November 2017
MinTs use scalp care products for specific needs
Figure 66: Reasons to use scalp care products, by consumer classification, November 2017
APPENDIX – MARKET SIZE AND FORECAST
Figure 67: Market value of haircare, China, 2012-22
APPENDIX – MARKET SEGMENTATION
Figure 68: Best- and worst-case forecast of retail value of shampoo, China, 2012-22
Figure 69: Best- and worst-case forecast of retail value of conditioner and treatment, China, 2012-22
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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