Table of Contents
Introduction
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- Products covered in this report:
- Methodology
- Abbreviations
- Definitions
Executive Summary
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- Future growth prospects remain
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- Figure 1: Best- and worst-case forecast of China retail value sales of haircare, 2008-18
- Competitions are intense
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- Figure 2: Company retail value shares in haircare products, 2011-13
- The proliferation of Tao-brands
- Affluent consumers buy everywhere
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- Figure 3: Repertoire of buying channel, by demographics, February 2014
- Gender heterogeneity in shopping habits
- Zero damage cure under pollution woes
- Leveraging repertoire buying behaviour
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- Figure 4: Buying habit, February 2014
- Figure 5: Repertoire of usage, February 2014
- Make it for my scalp
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- Figure 6: Further product opportunity, February 2014
- What we think
Issues and Insights
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- Make it for my scalp
- The facts
- The implications
- Leveraging repertoire buying behaviour
- The facts
- The implications
- The disparity between cities
- The facts
- The implications
Trend Applications
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- Influentials
- Generation Next
Market Size and Forecast
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- Key points
- China haircare market
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- Figure 7: China retail value sales of shampoo, conditioner products, 2007-13
- Future growth prospects remain solid
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- Figure 8: Best- and worst-case forecast of China retail value sales of haircare, 2008-18
- Forecast methodology
Segmentation and Market Shares
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- Key points
- Hair treatment products fuel the strong growth
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- Figure 9: China retail value sales of haircare products, by segment, 2009-13
- Competition is intense
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- Figure 10: Company retail value shares in haircare products, 2011-13
Who’s Innovating?
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- Key points
- Shampoo products lead new product launches
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- Figure 11: New product launches, by top category in the hair product market, 2009-13
- Consumers expect high performance products with multiple benefits
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- Figure 12: New product launches, by top claim in the hair products market, 2009-13
- Go Silicone-free
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- Figure 13: Maestro Repair Therapy silicone-free Shampoo, June 2013
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- Figure 14: Herbal Essences Naked Moisture in USA, Feb 2014
- Sol-gel technology
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- Figure 15: The L'Oréal Elvive Fibrology range features patented technology to thicken the hair structure, February 2014
- The proliferation of Tao-brands
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- Figure 16: Mascara shampoo and conditioner, 2014
Companies and Brands
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- Figure 17: 2013 P&G annual report, 2009-13
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- Figure 18: P&G haircare portfolio recent activities, 2012-14
- Unilever
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- Figure 19: 2013 Unilever annual report, 2013
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- Figure 20: Unilever haircare portfolio recent activities, 2012-14
- Beiersdorf AG
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- Figure 21: Slek herb expert range, July 2013
- Figure 22: Beiersdorf haircare portfolio recent activities, 2012-14
- LAF International Group
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- Figure 23: LAF haircare portfolio recent activities, 2012-14
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The Consumer – Hair Profile and Washing Habits
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- Key points
- Young females are more likely to have long hair
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- Figure 24: Hair length, by demographics, February 2014
- Capture the fashion seekers in smaller cities
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- Figure 25: Hair styling and treatment in the last six months, February 2014
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- Figure 26: Hair styling and treatment in the last six months by incomes, February 2014
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- Figure 27: Hair styling and treatment in the last six months by city tier, February 2014
- Need for neatness
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- Figure 28: Washing habits, by demographics, February 2014
The Consumer – Usage Behaviour
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- Key points
- Product penetration
- Shampoo usage has become saturated in urban China
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- Figure 29: Usage penetration, February 2014
- Most people use a range of haircare products
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- Figure 30: Repertoire of usage, February 2014
- Affluent people use more products
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- Figure 31: Repertoire of consumer usage frequency in the last six months, by income, January 2014
- Associating the brand with occasions
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- Figure 32: Repertoire of usage by gender, February 2014
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- Figure 33: Usage penetration, by demographics, February 2014
- Haircare specially designed for him
- Frequency of usage
- Hair wash routine has stabilised
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- Figure 34: Usage frequency, by category, February 2014
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- Figure 35: Usage frequency, by category, February 2013
- Young male consumers wash their hair most frequently
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- Figure 36: Usage frequency, by demographics, February 2014
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- Figure 37: Frequency of using haircare products, by demographics, February 2013
- Washing habits vary by gender and city
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- Figure 38: Washing habits, by demographics, February 2014
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- Figure 39: Washing habits, by cities, February 2014
The Consumer – Consumer Buying Channels
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- Key points
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- Figure 40: Buying channels, February 2014
- After-styling protection
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- Figure 41: Repertoire of buying channel, February 2014
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- Figure 42: Repertoire of buying channel, by hair salon visit in the last six months, February 2014
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- Figure 43: L'Oréal 6 Oil Nourish Extraordinary Oil, suitable for all hair types, Q1 2014
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- Figure 44: Buying channel, by demographics, February 2014
- Affluent consumers buy everywhere
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- Figure 45: Buying channel, by demographics, February 2014
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- Figure 46: Repertoire of buying channel, by demographics, February 2014
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- Figure 47: Buying channel, by demographics, February 2014
The Consumer – Buying Habits and General Usage Behaviour
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- Key points
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- Figure 48: Buying habit, February 2014
- Male shoppers are more efficiency-driven
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- Figure 49: Buying habits, by demographics, February 2014
- Home delivery drives volume sales
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- Figure 50: Buying habits, February 2014
- Cross-selling promotions
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- Figure 51: General usage behaviour and attitudes, February 2014
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- Figure 52: Serge Lutens fragrance Laine de Verre, March 2014
- Hair treatments premiumisation
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- Figure 53: Buying habits, by demographics, February 2014
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- Figure 54: General usage behaviour and attitudes, by demographics, February 2014
- Multiple packaging innovation
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- Figure 55: General buying and usage behaviour by gender, February 2014
- Influence the Influentials
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- Figure 56: General usage behaviour and attitude, by demographics, February 2014
The Consumer – Further Product Opportunities
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- Key points
- Zero damage cure under pollution woes
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- Figure 57: Further product opportunity, February 2014
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- Figure 58: Further product opportunity, February 2014
- Scalp care is essential
- Anti-aging prospect
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- Figure 59: Further product opportunities, February 2014
- Shampoo on-the-go
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- Figure 60: Further product opportunity, by demographics, February 2014
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- Figure 61: Skip a Wash Dry Shampoo, Cussons Mum & Me New Mum range, Q3 2012
Appendix – Hair Profile
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- Figure 62: Hair length, February 2014
- Figure 63: Hair salon visit in the last six months, February 2014
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- Figure 64: Hair salon visit in the last six months, by demographics, February 2014
- Figure 65: Washing habit, by demographics, February 2014
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- Figure 66: Washing habit, by demographics, February 2014
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Appendix – Usage Behaviour
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- Figure 67: Usage frequency, February 2014
- Figure 68: Usage of shampoo, by demographics, February 2014
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- Figure 69: Usage of conditioner, by demographics, February 2014
- Figure 70: Usage of 2-in-1 shampoo and conditioner, by demographics, February 2014
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- Figure 71: Usage of rinse-off hair treatment, by demographics, February 2014
- Figure 72: Usage of leave-on spray, by demographics, February 2014
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- Figure 73: Usage of leave-on hair treatment, by demographics, February 2014
- Figure 74: Usage of hair treatment oil, by demographics, February 2014
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Appendix – Buying Behaviour
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- Figure 75: Buying channel, February 2014
- Figure 76: Most popular buying channel, by demographics, February 2014
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- Figure 77: Next most popular buying channel, by demographics, February 2014
- Figure 78: Other buying channel, by demographics, February 2014
- Repertoire analysis
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- Figure 79: Repertoire of buying channel, by demographics, February 2014
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- Figure 81: Repertoire of buying channel, by hair salon visit in the last six months, February 2014
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- Figure 83: Buying habit, February 2014
- Figure 84: Most popular buying habit, by demographics, February 2014
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- Figure 85: Next most popular buying habit, by demographics, February 2014
- Figure 86: Other buying habit, by demographics, February 2014
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Appendix – General Usage Behaviour and Attitude
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- Figure 87: General usage behaviour and attitude, February 2014
- Figure 88: Most popular general usage behaviour and attitude, by demographics, February 2014
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- Figure 89: Next most popular general usage behaviour and attitude, by demographics, February 2014
- Figure 90: Other general usage behaviour and attitude, by demographics, February 2014
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Appendix – Further Opportunity
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- Figure 91: Further product opportunity, February 2014
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- Figure 92: Most popular further product opportunity, by demographics, February 2014
- Figure 93: Next most popular further product opportunity, by demographics, February 2014
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- Figure 94: Other further product opportunity, by demographics, February 2014
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