Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Excluded
- Definition used in this Report
- Product definitions
- Subgroup definitions
Executive Summary
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- The market
- Steady moderate growth for the highly penetrated category
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- Figure 1: Best- and worst-case forecast of total value sales of haircare market, China 2011-21
- Conditioner/treatment lead the growth of haircare category
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- Figure 2: Annual growth rate by segment, China, 2014-16
- Key players
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- Figure 3: Leading companies in haircare market by value share, China 2015-16
- The consumer
- Deep cleansing is still a basic need
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- Figure 4: Hair concerns, November 2016
- Leave-on products almost catch up the penetration of conditioners
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- Figure 5: Product usage, November, 2016
- Chinese consumers need guidance
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- Figure 6: Barriers to using conditioner/treatment products, November, 2016
- Ingredients are more important for shampoo
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- Figure 7: Important claims of shampoo and conditioner, November 2016
- Strong competition from imported products
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- Figure 8: Country of purchased products, November 2016
- Advanced technology and premium image are key strengths for South Korea & Japan haircare products
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- Figure 9: Reasons for purchasing from various countries, by China, South Korea and Japan, November 2016
- What we think
Issues and Insights
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- A manufacturer-driven rather than a consumer-driven market?
- The facts
- The implications
- What you need to know about targeting post 80s and 90s?
- The facts
- The implications
- Players in China are facing a fierce battle against imported products
- The facts
- The implications
The Market – What You Need to Know
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- Slightly slow but sustained growth in the next five years
- Premiumisation brings momentum to the market
- Conditioners and treatments are driving growth
Market Size and Forecast
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- Gradual growth for a highly penetrated category
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- Figure 10: Best- and worst-case forecast of total value sales of haircare market, China 2011-21
Market Factors
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- Premiumisation across segments
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- Figure 11: Average price in RMB of new haircare products, China, 2015-16
- Segmented markets are trying to create more needs
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- Figure 12: Counter of Rene Furterer in department store in Shanghai, 2016
- Failure to boost penetration of niche products
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- Figure 13: Education of haircare routine by Seeyoung and Rene Furterer, 2016
Market Segmentation
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- Conditioner and Treatment lead growth in the haircare category
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- Figure 14: Market size and annual growth rate, by segment, China, 2011-16
- Figure 15: New product launches in haircare category, by launch type, China, 2016
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- Figure 16: Top ten claims in new haircare product launches, by segment, China, 2016
Key Players – What You Need to Know
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- New players challenging market leaders
- Brands regard acquisition as a shortcut to extending consumer groups
- Natural and free-from claims becoming a ‘given’
- Marketing to post 80s and 90s becomes a brand focus
Market Share
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- International brands dominate the market but challenges ahead
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- Figure 17: Leading companies in haircare market by value share, China 2015-16
- Facing more competition from overseas
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- Figure 18: Custom data of imported haircare value sales, 2014-16
- Nova in the market
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- Figure 19: Ginger variant of Seeyoung, China, 2016
- Figure 20: Luise variant of Nattitude, China, 2016
- What are the big players doing?
- Innovations around hot topics
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- Figure 21: New shampoos with silicon-free claim, China, 2016
- Targeting young consumers via creative marketing
- Enrich product offerings by acquisition
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- Figure 22: New shampoo of Ultra Doux, China, 2016
Competitive Strategies
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- New product lines to promote natural/free-from concepts
- Continuous consumer education
Who’s Innovating?
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- China vs mature markets
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- Figure 23: Top claims in new haircare product launches, by China, Japan, South Korea, US and UK, 2016
- Trends in China market
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- Figure 24: Top claims in new haircare product launches in China, 2015-16
- Innovations worth knowing in 2016
- Scalp care in hair treatment sees trend of premiumisation
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- Figure 25: Price index of new haircare product launches with scalp care claim against all new haircare products, by segment, China, 2015-16
- Figure 26: New haircare products for scalp care, France and Japan, 2016
- Deep cleansing through detoxing
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- Figure 27: New haircare products with detoxing claim, Germany and France, 2016
- Leave-on oil delivers good moisturising impression
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- Figure 28: New haircare products with oil, China and France, 2016
- DIY kit is suitable for Millennials
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- Figure 29: New haircare products in DIY kit, China and France, 2016
- Innovative packaging of leave-on products
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- Figure 30: New haircare products for night, Indonesia and Singapore, 2016
The Consumer – What You Need to Know
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- Itchy scalp and greasy hair are becoming top hair issues
- Dandruff is less of a concern, but anti-dandruff is still the top benefit sought for shampoo
- Females adopting conditioner/treatment products while males focus on hair cleaning
- Potential for leave-on products
- External damage gains awareness, and highlights scalp care opportunities
- Twentysomethings are key targets of conditioners/treatments, but more education is needed
- Imported products from South Korea and Japan offer advanced technology and premium image
Hair Concerns
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- Top hair problems suggest demand for deep cleaning
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- Figure 31: Hair concerns, November 2016
- Recognising hair damage from environmental pollution
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- Figure 32: Hair concerns of ‘damage from the environment’, by consumers with top five air concerns, November 2016
- Anti-dandruff no longer a priority among females
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- Figure 33: Hair concerns, November 2016 vs October 2015
- Needs on haircare are quite different by demographics
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- Figure 34: Hair concerns, by gender, November 2016
- Consumers in tier one cities are suffering more hair issues
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- Figure 35: Number of hair concerns, by city tier and monthly household income, November 2016
Product Usage
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- Leave-on products almost equal the penetration of conditioners
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- Figure 36: Haircare product usage in the last six months, November, 2016
- No significant growth in penetration in tier one cities
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- Figure 37: Hair product usage in the last six months in tier one cities, November, 2016 vs October 2015
- The gender divide in conditioners/treatments
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- Figure 38: Hair product usage in the last six months, by gender, November, 2016
- Younger consumers adopting more product types
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- Figure 39: Number of hair product used in the last six months, by gender and age, November 2016
- External damage highlights scalp protection opportunity
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- Figure 40: Hair product usage in the last six months, by hair concerns, November, 2016
Barriers to Using Conditioner/Treatment Products
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- Chinese consumers are not as sophisticated as you think
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- Figure 41: Barriers to using conditioner/treatment products, November, 2016
- Twentysomethings are more patient in conditioners/treatments but less knowledgeable
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- Figure 42: Barriers to using conditioner/treatment products, by age, November, 2016
Important Claims
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- Different focuses for shampoo and conditioner
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- Figure 43: Important claims of shampoo and conditioner, November 2016
- Silicon-free lacks impetus among males
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- Figure 44: Important claims of shampoo, by demographic, November 2016
- Anti-dandruff is a still basic need for hair cleaning
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- Figure 45: Important claims of shampoo and other hair cleaning products, November 2016
- Moisturising/hydrating is the top claim for conditioners/treatments
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- Figure 46: Important claims of conditioner and other conditioner/treatment products, November 2016
Country of Purchased Products
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- South Korea and Japan are the biggest countries for imported haircare products
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- Figure 47: Countries of purchased products, November 2016
- Superior conditioner/treatment products are strengths for South Korea and Japan
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- Figure 48: Country of purchased product, by users of different product types, November 2016
- Imported products from South Korea and Japan appeal to 20s most
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- Figure 49: Country of purchased product, by demographic, November 2016
Reasons for Purchasing Imported Products from Different Countries
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- South Korean & Japanese products win by advanced technology and premium perception
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- Figure 50: Reasons for purchasing from various countries, by China, South Korea and Japan, November 2016
- South Korea products benefit from K-Pop
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- Figure 51: Top five differentiating reasons for purchasing from various countries, by South Korea and Japan, November 2016
Meet the Mintropolitans
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- MinTs have higher awareness of hair issues
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- Figure 52: Hair concerns, by consumer segmentation, November 2016
- MinTs are more willing to use conditioner/treatment products
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- Figure 53: Product usage, by consumer segmentation, November, 2016
- MinTs look into ingredients when selecting treatment products
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- Figure 54: Important claims of treatment products, November 2016
Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
Appendix – Market Size, Segmentation and Forecast
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- Figure 55: Total value sales of haircare market, China 2011-20
- Figure 56: Value sales of haircare market, by segment, China 2011-21
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