China Age Management Products Market Report 2021
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Report Summary
“As Chinese women still have a strong desire to look younger, improving visible signs of skin aging, such as loose skin and wrinkles, remains a primary consumer demand. Meanwhile, how consumers perceive aging and tackle aging problems is becoming more inclusive. With consumers looking beyond skincare products when treating skin issues, the aging of hair and scalp, as well as mental health, will become important topics in the coming years. Anti-aging products need to be part of consumers’ health routines and work in synergy with their lifestyles and living environments.”
– Alice Li, Associate Director
Key issues covered in this report:
- Market and competition trends in the anti-aging market
- How consumers perceive aging and their usage of anti-aging products
- Consumers’ perceived causes of skin aging
- Changes in most important anti-aging claims as compared to 2019
- Consumer segmentation based on their attitudes towards aging and anti-aging
Table of Contents
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Overview
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- Key issues covered in this report
- Definitions
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Executive Summary
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- Market and competition
- Strong consumer demand spells good news for the anti-aging market
- Product communication focuses on ingredients with new storytelling
- Local brands start to compete on technology innovation
- China market focuses on skin needs, while products that support menopause are increasingly important in the West
- The consumer
- Consumers still focus on visible signs of aging
- Figure 1: Signs of aging, 2020 vs 2021
- Lifestyle factors take centre stage
- Figure 2: Factors contributing to skin aging, January 2021
- Anti-aging is relevant in various categories
- Figure 3: Usage of anti-aging products, January 2021
- Suncare is the first step in anti-aging
- Figure 4: Usage of anti-aging facial skincare products, January 2021
- Consumers pay more attention to skin tone and skin barrier
- Figure 5: Most important claims of anti-aging skincare products, 2019 vs 2021
- There’s still a strong desire to look younger for one’s age
- Figure 6: Attitudes towards anti-aging, January 2021
- Four consumer segments that represent opportunities
- Figure 7: Consumer segmentation, January 2021
- What we think
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Issues and Insights
- Tap into the aging of hair and scalp
- Offer anti-aging solutions for sensitive or damaged skin
- Figure 8: Vichy Laboratoires LiftActiv H.A. Epidermic Filler, China, 2021
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- Figure 9: Sulwhasoo Concentrated Ginseng Rescue Ampoule, China, 2020
- From anti-aging skincare to anti-aging lifestyle
- Figure 10: Clinique Derma Drink System, US, 2020
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- Figure 11: Fancl x Super Monkey Super Bounce Super Young event, China, 2020
- Figure 12: Example of Philips #Don’tSleepOnIt campaign, India, 2020
- Tap into the aging of hair and scalp
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Market and Competition – Key Takeaways
- The market fares well with strong consumer demand
- Brands are upgrading product communication on ingredients
- Products for menopausal women are booming in the West
- The market fares well with strong consumer demand
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Market Drivers
- The desire to look younger is still strong among Chinese women
- Mature women offer opportunity
- Consumers seek holistic anti-aging solutions
- Anti-aging skincare continues to drive the prestige sector
- Figure 13: Examples of new anti-aging skincare launches from local brands, China, 2020
- Figure 14: Examples of new anti-aging skincare launches from prestige brands, China, 2021
- The desire to look younger is still strong among Chinese women
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Competitive Strategies
- Local brands start to compete with foreign brands on technological advances
- Figure 15: Example of Beauty Rule products, China, 2021
- Upgrade product communication to highlight the combination of hero ingredients
- Figure 16: Example of new anti-aging skincare launches that contain pro-xylane, China, 2020
- Ingredient suppliers are featured to denote quality and credibility
- Figure 17: Mixx Laboratory communication on ingredients and suppliers, China, 2020
- Local brands start to compete with foreign brands on technological advances
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Launch Activity and Innovation
- China’s anti-aging launches are focused on skincare
- Figure 18: New BPC launches with an anti-aging claim, by category, China, Japan, South Korea, US and UK, 2020
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- Figure 19: New anti-aging colour cosmetics launches, China, 2020
- Neck care is small but experiences new uptrend
- Figure 20: New anti-aging skincare launches, by sub-category, China, 2016-20
- Figure 21: New anti-aging neck care* launches, China, 2016-20
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- Figure 22: New anti-aging neck care launches, China, 2020
- Serum and essence see the greatest increase
- Figure 23: New anti-aging skincare launches, by format and texture, China, 2016-20
- Figure 24: L’Oréal Paris Revitalift Filler[HA] Ampoule in Cream, China, 2021
- Brightening has become a more important claim than anti-wrinkle
- Figure 25: Top claims of new anti-aging skincare launches, China, 2016-20
- Figure 26: Estée Lauder Revitalizing Supreme+ Bright collection, China, 2021
- Innovation highlights in overseas markets
- Beauty for all ages
- Figure 27: Examples of LaMaria products, US, 2021
- Figure 28: Example of Kindra products, US, 2019
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- Figure 29: Example of State Of products, US, 2020
- Figure 30: Avon Adapt Menopause Skincare Set, UK, 2021
- China’s anti-aging launches are focused on skincare
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The Consumer – Key Takeaways
- Loose skin and wrinkles indicate skin aging, but consumers pay more attention to skin tone and skin barrier
- Lack of sleep has taken the place of age as the top one factor causing skin aging
- Consumers are open to a holistic anti-aging solution, though facial skincare is prioritised
- Be aware of four consumer segments
- Loose skin and wrinkles indicate skin aging, but consumers pay more attention to skin tone and skin barrier
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Signs of Aging
- Loose skin and wrinkles indicate skin aging
- Figure 31: Signs of aging, 2020 vs 2021
- Hair problems get slightly more attention than last year
- Figure 32: Signs of aging – hair problems, by monthly personal income, January 2021
- Mental health issues are second to skin aging
- Loose skin and wrinkles indicate skin aging
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Causes of Skin Aging
- Lack of sleep is a universal concern
- Figure 33: Factors contributing to skin aging, January 2021
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- Figure 34: Coca-Cola Zunxuan 28 Sleep Waking Face, China, 2020
- Figure 35: Moonlit Skincare The Ultimate Sleep Kit, US, 2019
- Opportunities to help with stress and unhealthy diet
- Different age groups need different solutions for external aggressors
- Figure 36: Factors contributing to skin aging – external factors, by age, January 2021
- Lack of sleep is a universal concern
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Usage of Anti-Aging Products
- Facial skincare products are prioritised, but consumers are open to holistic solutions
- Figure 37: Usage of anti-aging products, January 2021
- Improving skin tone from within
- Figure 38: Signs of aging, by usage of beauty supplements, January 2021
- Young consumers are still waiting to enter the anti-aging category
- Figure 39: Usage of anti-aging products – using now, by age, January 2021
- Facial skincare products are prioritised, but consumers are open to holistic solutions
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Usage of Anti-Aging Facial Skincare Products
- Suncare and cleansing are most important steps
- Figure 40: Usage of anti-aging facial skincare products, January 2021
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- Figure 41: ISDIN Age Repair Fusion Water SPF 50, China, 2020
- 25-29 year olds tend to focus on eye cream and facial serum
- Figure 42: Usage of anti-aging facial skincare products, by age, January 2021
- Tier one cities lead usage of anti-aging skincare products, especially facial oil
- Figure 43: Usage of anti-aging facial skincare products, by city tier, January 2021
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- Figure 44: Gaps between consumers with high and low personal income in terms of usage of anti-aging facial skincare products, January 2021
- Suncare and cleansing are most important steps
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Anti-Aging Claims
- Consumers may turn to other solutions for anti-wrinkle
- Figure 45: Most important claims of anti-aging skincare products, 2019 vs 2021
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- Figure 46: Most important claims of anti-aging skincare products, by usage of beauty devices, January 2021
- Improving skin tone and repairing skin barrier are increasingly associated with anti-aging
- Older women’s demand for improving skin tone is growing
- Figure 47: Most important claims of anti-aging skincare products, by age, 2019 vs 2021
- Figure 48: Introduction of Helena Rubinstein Prodigy CellGlow The Ultimate Cellxir, China, 2020
- Consumers may turn to other solutions for anti-wrinkle
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Attitudes towards Aging and Anti-Aging
- A strong desire to look younger drives people to actively take anti-aging actions
- Figure 49: Attitudes towards anti-aging, January 2021
- A strong desire to look younger drives people to actively take anti-aging actions
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Consumer Segmentation
- Anti-aging is a universal demand but consumers take different approaches towards it
- Figure 50: Consumer segmentation, January 2021
- The Embraced: anti-aging is about achieving holistic well-being
- Who are they?
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- Figure 51: Attitudes towards anti-aging – strongly agree on select items, by consumer segmentation, January 2021
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- Figure 52: Signs of aging – select items, by consumer segmentation, January 2021
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- Figure 53: Usage of anti-aging products – using now, by consumer segmentation, January 2021
- Opportunities
- The Fighters: invest in various beauty products to look younger
- Who are they?
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- Figure 54: Attitudes towards anti-aging – strongly agree on select items, by consumer segmentation, January 2021
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- Figure 55: Usage of anti-aging facial skincare products – select items, by consumer segmentation, January 2021
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- Figure 56: Important anti-aging claims – select items, by consumer segmentation, January 2021
- Opportunities
- The Confident: walk their own path towards anti-aging
- Who are they?
- Figure 57: Attitudes towards anti-aging – strongly agree or agree on select items, by consumer segmentation, January 2021
- Opportunities
- The Worried Outsiders: afraid of getting old, but not ready to spend a fortune on anti-aging
- Who are they?
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- Figure 58: Factors contributing to skin aging – select items, by consumer segmentation, January 2021
- Opportunities
- Anti-aging is a universal demand but consumers take different approaches towards it
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Appendix –Methodology and Abbreviations
- Consumer research methodology
- Abbreviations
- Consumer research methodology
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