Table of Contents
Overview
-
- What you need to know
- Covered in this Report
Executive Summary
-
- The market
-
- Figure 1: Best- and worst-case forecast of retail value of haircare market, China, 2013-23
- Companies and brands
-
- Figure 2: Market share of leading haircare companies, China, 2017 and 2018 (est)
- The consumer
- A growing focus on caring hair from women
-
- Figure 3: Haircare products used in the last six months – any (net), by gender, October 2018
- Head & Shoulders dominates in this category
-
- Figure 4: Haircare brand used most often in the last six months, October 2018
- Hair mask and leave-on hair oil/serum deliver similar benefits
-
- Figure 5: Benefits sought in haircare products, by product type, October 2018
- Usage of leave-on hair oil/serum is not limited to hair wash
-
- Figure 6: Usage occasions of leave-on hair oil/serum, October 2018
- A strong association between scalp health and hair health
-
- Figure 7: Factors impacting hair health, by importance, October 2018
- Skincare ingredients are relevant in the haircare category
-
- Figure 8: Interest in haircare innovations, October 2018
- What we think
Issues and Insights
-
- Build on skincare influence to re-educate consumers on haircare
- The facts
- The implications
-
- Figure 9: HAU Hair Pack, US, 2018
- Make haircare a part of health and total wellbeing
- The facts
- The implications
- Avoid cannibalisation in hair treatments
- The facts
- The implications
-
- Figure 10: New leave-on hair treatment launches that can speed up air-dry time and have styling effects, US, 2018
-
- Figure 11: New leave-on hair treatment launches with a roll-on dispenser, South Korea, 2018
The Market – What You Need to Know
-
- Strong NPD pushes this saturating category into value growth
- Hair treatment unfolds the potential of further premiumisation
Market Size and Forecast
-
- The market is growing stably year-on-year
-
- Figure 12: Retail value and growth rate of haircare market, China, 2014-18
-
- Figure 13: Best- and worst-case forecast of retail value of haircare market, China, 2013-23
Market Drivers
-
- New product development drives sales
-
- Figure 14: New haircare launches, by launch type, China, 2015-18
- Haircare has a higher priority than other personal care categories
-
- Figure 15: Changes in spending over the last six months, by category, June 2018
- Hair loss concerns could boost treatment usage
-
- Figure 16: Examples of YANAGIYA, Grow Gorgeous and Foltène hair growth products, China, 2018
- Figure 17: Head & Shoulders Scalp X range, China, 2018
Market Segmentation
-
- Growth continues to ease
-
- Figure 18: Retail value and growth rate of hair market, by segment, China, 2014-18
Key Players – What You Need to Know
-
- Despite struggles, P&G still dominates
- Fragranced claims are on trend
- Start to look at customisation
Market Share
-
- Small players accelerated the competition
-
- Figure 19: Market share of leading haircare companies, China, 2017 and 2018
- Uniasia
-
- Figure 20: New haircare launches from See Young, China, 2018
- Adolph
-
- Figure 21: New haircare launches from Adolph, China, 2018
- AmorePacific
-
- Figure 22: New haircare launches from Ryo, China, 2018
- Leading companies keep up with the trends of product development
-
- Figure 23: New product launches in the haircare category, by top five companies, 2017 and 2018
- Figure 24: New haircare launches from Schwarzkopf Seborin and Antica, China, 2018
-
- Figure 25: New haircare launches from Aussie and Hair Recipe, China, 2018
- Online sales indicate a similar story
-
- Figure 26: Top 10 brands by online* value sales of shampoo, China, 2018
-
- Figure 27: Top 10 brands by online* value sales of conditioner, China, 2018
- Figure 28: Top 10 brands by online* value sales of leave-on hair treatment, China, 2018
What’s Working?
-
- Skincare concepts continue to bloom in haircare
-
- Figure 29: New haircare launches with micellar claim, China, 2018
- Figure 30: Dove Advanced Hair Series Moisture + Oil shampoo, China, 2018
-
- Figure 31: New haircare launches with skincare-inspired packaging and format, Japan and China, 2017-18
- Figure 32: SeeYoung Shining Repair Hair Mask, China, 2018
- Fragranced haircare products can be a new growth engine
-
- Figure 33: New haircare launches with a fragranced claim, China, 2018
-
- Figure 34: Scent Library Haircare Products, China, 2018
- Gender-specific haircare has become mainstream
-
- Figure 35: New men’s haircare launches, China, 2017-18
- Figure 36: Men-and women-specific haircare products from Clear and Bawang, China, 2017-18
What’s Struggling?
-
- Newer formats are slow to take off in China
-
- Figure 37: New dry shampoo launches, Japan, US, and UK, 2018
What’s Next?
-
- Incorporate environmental factors into product development
-
- Figure 38: New haircare launches with an anti-pollution claim, global, 2017-18
- Figure 39: Moist Diane Extra Fresh & Hydrate Moroccan Argan Oil range, Malaysia, 2018
- Figure 40: New haircare launches with environmental-related claims, Brazil, Japan and India, 2018
- Consumers are in demand for customisation
-
- Figure 41: Example of HairCode quiz, US, 2018
- Figure 42: Example of Schwarzkopf Professional SalonLab, Germany, 2018
The Consumer – What You Need to Know
-
- Strong usage of conditioner and hair treatment among women
- Head & Shoulders is consumers’ favourite haircare brand
- Similar perceived benefits, varied usage occasions
- Scalp care remains an essential need
- Skincare ingredients are more welcomed than superfoods and probiotics
Hair Style Profile
-
- Straight hair is more common than curls
-
- Figure 43: Hair style, female, October 2018
- Figure 44: Hair style, male, October 2018
- Men’s hairstyles don’t change much; but mid-length hair is increasingly popular among women
-
- Figure 45: Hair length, by gender, 2014, 2017 and 2018
Product Usage
-
- Shampoo hits saturation
-
- Figure 46: Haircare products used in the last six months – any (net), by gender, October 2018
- Conditioner and hair treatment are widely used by women…
-
- Figure 47: Haircare products used in the last six months, female, October 2018
-
- Figure 48: Haircare products used in the last six months, female, by age, October 2018
- Figure 49: See Young Hydrating Hair Mask, China, 2018
-
- Figure 50: Haircare products used in the last six months, female, by city tier, October 2018
- Figure 51: Haircare products used in the last six months, female, by hair style, October 2018
-
- Figure 52: New haircare launches specially designed for curly hair, Australia and US, 2018
- …but still struggle to be viewed as essential to men
-
- Figure 53: Haircare products used in the last six months, male, October 2018
-
- Figure 54: New men’s 2 in 1 shampoo & conditioner launches, China, 2018
- Figure 55: Haircare products used in the last six months, male, by city tier, October 2018
Brand Penetration
-
- One quarter of respondents use Head & Shoulders most often
-
- Figure 56: Haircare brand used most often in the last six months, October 2018
- Gender indicates brand preference
-
- Figure 57: Haircare brand used most often in the last six months, by gender, October 2018
- Effective anti-dandruff appears to be key
-
- Figure 58: Reasons for using a certain haircare brand, October 2018
- Pantene is good at smoothing and softening hair; Dove stands out with good fragrance
-
- Figure 59: Reasons for using a certain haircare brand, by brand, October 2018
Benefits Sought
-
- Consumers ask for broadly same benefits from different haircare products
-
- Figure 60: Benefits sought in haircare products, by product type, October 2018
- Moisturising is also an important need for men
-
- Figure 61: Benefits sought in conditioner, by gender, October 2018
Usage Occasions of Leave-on Hair Oil/Serum
-
- Usage is not limited to post hair wash care
-
- Figure 62: Usage occasions of leave-on hair oil/serum, October 2018
- Long-haired women use it before hairstyling; the short-haired use it after
-
- Figure 63: Usage occasions of leave-on hair oil/serum, by hair length, October 2018
- Figure 64: Leave-on hair treatments that help with hairstyling, France and Brazil, 2018
- Usage habits differ by region
-
- Figure 65: Usage occasions of leave-on hair oil/serum, by region, October 2018
Factors Impacting Hair Health
-
- Scalp health, overall health status and haircare products usage have the biggest impacts
-
- Figure 66: Factors impacting hair health, by importance, October 2018
- Environment and lifestyle factors are secondary considerations
- Older consumers recognise the impact of environment on hair; the young resonate with lifestyle factors
-
- Figure 67: Factors impacting hair health - any importance, by age, October 2018
Interest in Haircare Innovations
-
- Consumers need time-saving solutions
-
- Figure 68: Interest in haircare innovations, October 2018
-
- Figure 69: Rejoice ‘no washing hair for three days’ challenge, China, 2017
- Figure 70: Love Beauty & Planet fast-rinse conditioner, US, 2018
- On-trend ingredients are not necessarily relevant in haircare
-
- Figure 71: New haircare launches formulated with superfoods, US and Canada, 2017-18
- Trendy ingredients appeal to 25-39s women; younger consumers want customisation
-
- Figure 72: Interest in haircare innovations, female, by age, October 2018
Meet the Mintropolitans
-
- MinTs want more advanced functions from leave-on hair oil/serum
-
- Figure 73: Benefits sought in leave-on hair oil/serum, Mintropolitans vs Non-Mintropolitans (as benchmark), October 2018
- MinTs are open to more haircare innovations
-
- Figure 74: Interest in innovative haircare products, by consumer classification, October 2018
Appendix – Market Size and Forecast
-
-
- Figure 75: Retail value of haircare market, China, 2013-23
-
Appendix – Methodology and Abbreviations
-
- Methodology
- Fan chart forecast
- Abbreviations
Back to top