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Haircare - China - February 2019

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

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