Report Summary
“Growth of China’s haircare market is driven by consumers’ fragmented needs for better haircare solutions, which eventually resulted in premiumisation and increased repertoire. In order to maintain future growth, brands need to serve consumers’ diverse needs for precise and convenient solutions both in shampoo and haircare segments such as colour maintenance haircare solutions and leave-in hair oil.”
– Yali Jiang, Senior Analyst
Key issues covered in this Report
- Market overview and growth of haircare market
- Competitive landscape and new product trends in China’s haircare market
- Product usage of different types of haircare products
- Used benefit of shampoo
- Consumers’ interest in personalised haircare
- Haircare behaviours and attitudes towards haircare
Table of Contents
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Overview
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- Key issues covered in this Report
- Definitions
- Excluded
- Subgroup definitions (types of product usage)
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Executive Summary
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- Market and competition
- Figure 1: Best- and worst-case forecast of retail value of haircare market, china, 2016-26
- Companies and brands
- Figure 2: Leading manufacturers’ share in value sales of haircare market, China, 2020-21 (est)
- The consumer
- Thinning soft flat hair dominates in all types of hair textures
- Figure 3: Type of hair texture, 2021
- Men’s progress in haircare usage worth attention
- Figure 4: Haircare products used in the last six months, by gender, 2021
- Anti-dandruff both in top used benefits and top claimed benefits
- Figure 5: Used benefit of shampoo, 2021
- Product-related solutions drive business opportunities
- Figure 6: Haircare behaviours, 2021
- Personalisation in haircare considered more for hair texture and scalp condition
- Figure 7: Interests in personalised haircare, 2021
- Greedy consumers wanting both multiple functions and multiple haircare steps
- Figure 8: Attitudes towards haircare – Usage habits/preference, 2021
- What we think
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Issues and Insights
- Post-bleaching/dyeing haircare is a choice of focus strategy
- Figure 9: Examples of post-bleach/dyeing haircare brands, China
- Haircare personalisation needs to find balance between scale and attractiveness
- Figure 10: Result of online survey analysis, China
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- Figure 11: Example of personalised booster shots in haircare products, German, 2021
- It is worth exploring men’s world
- Post-bleaching/dyeing haircare is a choice of focus strategy
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Market Size and Forecast
- Slight accelerated growth momentum in haircare
- Figure 12: Best- and worst-case forecast of retail value of haircare market, china, 2016-26
- Slight accelerated growth momentum in haircare
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Market Factors
- Brand expansion targeting new audience
- Consumers’ desire for better self-care leads to fragmented haircare needs
- Growing need for convenient hair cleaning solutions
- Figure 13: Convenient hair cleansing products used in the last six months, by gender, 2019-21
- An obvious shift for trading up in haircare
- Figure 14: Selected haircare products used in the last six months, 2020 and 2021
- Evolving needs for after hair bleach/dyeing haircare
- Anti-hair loss perceived strong needs
- Brand expansion targeting new audience
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Market Segmentation
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- Figure 15: Sales value and growth rate of total haircare market, by segment, 2017-21 (est)
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Market Share
- International major companies winning shares back
- Figure 16: Leading manufacturers’ share in value sales of haircare market, China, 2020-21 (est)
- P&G
- L’Oréal
- Leading domestic companies suffering due to lack innovation
- Uniasia
- Adolph
- International major companies winning shares back
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Marketing Activities
- Highlight brand heritage to amplify professional image
- Figure 17: Example of highlighting brands’ heritage, China, 2021
- Crowdfunding for new product launch
- Figure 18: Crowdfunding activity in new haircare launch, Japan, 2021
- Embrace diversity in hair type
- Figure 19: Examples of brands targeting curly hair style, Australia
- Highlight brand heritage to amplify professional image
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New Product Trends
- Increased launch share was seen in China’s hair treatment segment
- Figure 20: New product launches in haircare market, by sub-category, China, 2017-21
- Expansion in China’s hair treatments is worth expecting
- Figure 21: New product launches in haircare market, by sub-category, US, UK, Japan, South Korea and China, 2021
- New products still dominate in new launches
- Figure 22: New product launches in haircare market, by launch type, China, 2017-21
- Anti-hair loss tops growing claims in both segments
- Figure 23: Top growing claims in new shampoo launches, China, 2020-21
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- Figure 24: Top growing claims in new conditioner and hair treatments launches, China, 2020-21
- Flourishment in diverse formats and textures
- Figure 25: Top 10 format and texture in new haircare launches, China, 2017-21
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- Figure 26: Example of one-off haircare essence, China
- Solid haircare on trend
- Figure 27: New launches of solid haircare products, South Korea and Australia, 2022
- Haircare targeting different life stages
- Figure 28: Example of haircare targeting different life stages
- Hairdryers embedding hair mask inside
- Figure 29: Hairdryer with haircare benefit, China
- Self-heating hair mask leading premium haircare innovation
- Figure 30: Example of self-heating hair mask, China, 2021
- Increased launch share was seen in China’s hair treatment segment
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Type of Hair Texture
- Large consumer base with thinning soft flat hair explains demand for hair products with volumising benefits
- Figure 31: Type of hair texture, 2021
- Figure 32: Example of haircare products targeting thinning soft flat hair, China, 2021
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- Figure 33: Example of haircare products targeting hard coarse hair texture, China
- Thinning soft flat hair dominates in each age group
- Figure 34: Type of hair texture, by gender and age, 2021
- Thinning soft flat hair is more seen in long hair
- Figure 35: Type of hair texture, by hair length, 2021
- Large consumer base with thinning soft flat hair explains demand for hair products with volumising benefits
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Product Usage
- Men are catching up with women in both hair and scalp cleansing
- Figure 36: Haircare products used in the last six months, by gender, 2021
- Men’s usage increased in almost every product type
- Figure 37: Haircare products used in the last six months, male, 2019-21
- An obvious shift from traditional rinse-off conditioner to diverse haircare products in women
- Figure 38: Haircare products used in the last six months, female, 2019-21
- Young women aged 25-29 have established a complete haircare routine
- Figure 39: Haircare products used in the last six months, by age, female, 2021
- A combination of oily scalp and dry hair show diversity in product usage
- Figure 40: Haircare products used in the last six months, by scalp condition, 2021
- High earners lead usage of niche products
- Figure 41: Haircare products used in the last six months, by monthly personal income, 2021
- 10% of consumers use above five types of products
- Figure 42: Numbers of haircare products used in the last six months, 2020 vs 2021
- Covert more long-haired consumers into heavy user
- Figure 43: Numbers of haircare products used in the last six months, by hair length, 2021
- Men are catching up with women in both hair and scalp cleansing
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Used Benefit of Shampoo
- Frizzy hair calls for moisturising claims, but anti-hair loss needs have not been fully fulfilled
- Figure 44: Used benefit of shampoo, 2021
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- Figure 45: Top claims in new shampoo launches, China, 2020-21
- Top-used benefits see almost no gaps between genders
- Figure 46: Used benefit of shampoo, by gender, 2021
- Oil control, colour maintenance and smoothing frizz most favoured by women aged 18-24s
- Figure 47: Used benefit of shampoo, by age, female, 2021
- Shining/illuminating could be an advanced haircare benefit
- Figure 48: Used benefit of shampoo, by scalp condition, 2021
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- Figure 49: Examples of shampoo with advanced benefits of shinning/illuminating, China
- Slight difference matters
- Figure 50: Used benefit of shampoo, by type of hair texture, 2021
- Frizzy hair calls for moisturising claims, but anti-hair loss needs have not been fully fulfilled
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Haircare Behaviours
- More than half of consumers look for product solutions for better haircare
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- Figure 51: Haircare behaviours, 2021
- Consumers with long hair sought solutions from haircare products and lifestyle changes
- Figure 52: Haircare behaviours, by hair length, 2021
- Heavy users improve hair conditions by leveraging products and services
- Figure 53: Gaps in haircare behaviours between heavy users and light users (as benchmark), 2021
- High earners turn to both product and lifestyle solutions
- Figure 54: Haircare behaviours, by monthly personal income, 2021
- More than half of consumers look for product solutions for better haircare
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Interests in Personalised Haircare
- Personalised haircare based on hair texture and scalp condition attract highest interest
- Figure 55: Personalised haircare brand, China
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- Figure 56: Interests in personalised haircare, 2021
- High earners have interests in personalised texture and scent
- Figure 57: Interests in personalised haircare, by monthly personal income, 2021
- A combination of certain hair textures, scalp condition and hairstyles recruit nearly 90% of consumers
- Figure 58: TURF analysis of interests in personalised haircare, 2021
- Personalised haircare based on hair texture and scalp condition attract highest interest
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Attitudes towards Haircare
- Single-function products still niche, but more steps added into consumers’ haircare routine
- Figure 59: Attitudes towards haircare – Usage habits/preference, 2021
- Hair and scalp should be taken separately
- Target haircare enthusiasts instead of less demanding consumers
- Figure 60: Attitudes towards haircare – Differentiation, 2021
- Nearly 80% of consumers take post-bleach/dyeing haircare into consideration
- Figure 61: Attitudes towards haircare – Haircare post-bleaching/dyeing, 2021
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- Figure 62: Attitudes towards haircare – Haircare post-bleaching/dyeing, 2021
- 18-24s are most enthusiastic in specific care post-hair bleaching/dyeing
- Figure 63: Attitudes towards haircare – Haircare post-bleaching/dyeing, by age, 2021
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- Figure 64: Attitudes towards haircare – Haircare post-bleaching/dyeing, by age, 2021
- Single-function products still niche, but more steps added into consumers’ haircare routine
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Beauty Personas
- Who are they?
- Beauty Mavens, Enthusiastic Experimenters and Functionalists lead haircare usage
- Figure 65: Haircare products used in the last six months, by beauty persona, 2021
- Beauty Mavens chase better haircare via diverse ways
- Figure 66: Haircare behaviours, by beauty persona, 2021
- Who are they?
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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