Table of Contents
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
Back to top