Haircare - China

 Published On: Jun, 2013 |    No of Pages: 81 |  Published By: Mintel Group | Format: PDF

In the big picture, Chinese consumers are becoming richer. Higher income, lower savings, and broader prosperity have led to more purchasing power. At the same time people are also becoming more demanding. But those brands able to offer the best combination of products tailored to the right occasion will gain a bigger share of savvy consumers’ wallets. Brands need to pay more attentions to smaller cities. Marketing and communication campaign should also be differentiated based on people’s gender, income and cities of residence.”

Some questions answered in this report include:

What is the size of the haircare market in China?
Which are the key companies and brands in the haircare market in China?
How often do Chinese consumers use haircare products?
Which are the most common hair and scalp problems in China?

INTRODUCTION
Definition
Shampoo and conditioners
Hair colourants
Hair styling agents
Methodology
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: China hair care market forecast, total value sales 2008-18
Figure 2: China hair care market by segments 2008-2018
Companies and brands
Figure 3: China hair care market, retail market share by company type, 2012
The consumer
Figure 4: Frequency of using hair care products overall, February 2013
Figure 5: Current hair and scalp problems, February 2013
Attitudes vary by gender
Figure 6: Current hair and scalp problems, by gender, February 2013
Up-selling to the higher income groups
Figure 7: Frequency of using hair care products, by monthly personal income, February 2013
City-specific solutions
THE MARKET
Key points
Hair care market overview
Figure 8: The China hair care market, value sales 2008-18
Figure 9: China consumer price index during January 2010 Jan-2013 Jan
Segmentation – Shampoo and conditioner dominate
Figure 10: The China hair care market, by segment, 2008-18
Hair care market forecast– A new chapter for growth
Figure 11: The China hair care market forecast chart, total value sales 2008-18
Shampoo and conditioner forecast – Looking for a healthier scalp
Figure 12: The China hair shampoo and conditioner market forecast chart, value sales 2008-18
Hair colourant forecast – Targeting different demographics
Figure 13: The China hair colourant market forecast chart, value sales 2008-18
Hair styling forecast – Styling for a competitive edge in business
Figure 14: The China hair styling market forecast chart, value sales 2008-18
Figure 15: The launch post of GQ China in October 2009 coined the phrase “new Chinese gentlemen”, 2009
What it means
COMPANIES AND BRANDS
Key points
Companies and market shares
Shampoo and conditioners
Figure 16: China - Shampoo and Conditioners: Company retail market share, by value (%), 2009-12
Hair colourants
Figure 17: China - Hair Colourants: Company retail market share, by value (%), 2009-12
Hair styling
Figure 18: China - Hair Styling Agents: Company retail market share, by value (%), 2009-12
Top brands
Head & Shoulders
Figure 19: Head & Shoulders advertisement cast with Taiwanese Peng Yuyan, 2013
Figure 20: Head & Shoulders hair scalp spa range, 2011
Figure 21: Head & Shoulders new men’ s range- Soothing Anti-Itch, 2013
Pantene
Figure 22: CLINICARE volume generation serum contains with Niacinamide and pro-v, 2013
Figure 23: Famous faces for Pantene clockwise: Lin Chi-ling, Barbie Hsu, Liu Yifei and gao yuanyuan, 2012
Slek
Figure 24: Slek new upgraded product range 2013
CLEAR
Figure 25: Clear charcoal cooling variant, 2013
Figure 26: Miss Dee Hsu for Clear, 2013
What it means
Figure 27: A spa treat with a friend, 2013
THE CONSUMER
Key points
Frequency of using hair care products
Figure 28: Frequency of using hair care products, February 2013
Figure 29: Head & Shoulders latest ying-yang concept packaging, 2012
Current hair and scalp problems and qualities sought
Figure 30: Current hair and scalp problems, February 2013
Figure 31: Qualities sought from hair care products, February 2013
Important factors considered when purchasing hair care products
Figure 32: Important factors considered when purchasing hair care products, February 2013
Figure 33: Schwarzkopf Extra Care Shea cashmere repair leave on spray for heat damaged hair
Attitudes towards purchasing hair care products
Figure 34: Attitudes towards purchasing hair care products, February 2013
Figure 35: Carrefour beauty care promotion – buy one get the second one for half price, 2011
Figure 36: Clear’s online promotion collaborating with formula one lotus team, 2013
Figure 37: Herbal Essences digital coupon only can be redeemed at Watson’s
Attitudes towards hair care products
Figure 38: Attitudes towards hair care products, February 2013
Figure 39: Shan Cao Ji Neroli Repairing hair mask, 2012
Figure 40: Individual consumer shares her product experience of Kiehl’s shampoo, 2013
TARGETING MEN
Key points
The gender differences in current hair and scalp problem
Figure 41: Current hair and scalp problems, by gender, February 2013
Figure 42: Qualities sought from hair care products (shampoo, conditioner and hair treatment) between men and women, February 2013
The gender differences in selecting a hair care product
Figure 43: The different needs between men and women when using a shampoo, 2012
Figure 44: Number 1-ranked factors considered when purchase hair care products between men and women, February 2013
Figure 45: Major brands prefer blue tones to attract male consumers
Figure 46: Local brand “Duofu” and “Maindewing” copy Unilever’s dove and lynx shower gel package
Figure 47: Kérastase and Jahwa GF
What a man wants
Figure 48: Attitudes towards purchasing hair care products, by gender, February 2013
Target the husbands
Figure 49: Male attitudes towards purchasing hair care products, by age, February 2013
Figure 50: The era of adopting kung fu actors promoting shampoo brands: Jackie Chan for bawang, Jet Li for Softto, Donnie Yen for Head & Shoulders, 2012
What it means
ENCOURAGING HIGHER INCOME GROUPS TO TRADE UP
Key points
The hair styling index
Figure 51: Daily use of hair care products, by monthly personal income, February 2013
Figure 52: Shiseido professional scalp care essence, 2013
“Made from” Matters
Figure 53: Qualities sought from hair care products, by highest personal income, February 2013
Figure 54: Yang Yuan Qing by Yunnan Bai Yao, 2013
Figure 55: P&G’s new skincare brand Oceana using seaweed from Île-de-Bréhat island, France, 2013
Figure 56: Shanghai Yan Ka La Goji Berry shampoo contains 98% of natural ingredients (208 rmb/300ml), 2012
Premium is still on the rise, but price promotions are key
Figure 57: Attitudes towards hair care products, by monthly personal income, February 2013
Figure 58: Schwarzkopf shea cashmere including shampoo, 2013
Figure 59: Attitudes towards purchasing hair care products, by all and highest monthly personal income earners, February 2013
What it means
DESIGN CITY-SPECIFIC SOLUTIONS
Key points
Capture the fashion seekers in smaller cities
Figure 60: Usage of hair care products in the six months to February 2013, by tier of city, February 2013
Figure 61: Shampoo usage frequency, by city tier, February 2013
Figure 62: Hair colourant frequency by city tier, February 2013
Figure 63: Crowds craving luxury items at Nanjing’s first Louis Vuitton store, May 2012
Figure 64: Colouring hair is very fashionable in tier two and tier three cities: left to right street shot in Hefei (tier 2), Wuhan (tier 2), Wenzhou (tier 3)
Fill the quality gap
Figure 65: Current hair and scalp problems, by city tier, February 2013
Figure 66: Local product copying Head & Shoulders found in Binyang county near Nanning, Guangxi, 2013
Figure 67: Qualities sought from hair care product, by city tier, February 2013
Figure 68: Henkel’s Syoss collaborates with Japanese fashion icon Erika Sawajiri
Figure 69: Could inoherb provide some inspirations for its fellow domestic hair care brands?
Design city-specific hair care solutions
Figure 70: Attitudes towards hair care products, by city tier, February 2013
Figure 71: Attitudes towards purchasing hair care products, by tier of city, February 201372
What it means
APPENDIX – THE CONSUMER
Frequency of using hair care products
Figure 73: Frequency of using hair care products, February 2013
Figure 74: Frequency of using hair care products, February 2013
Figure 75: Frequency of using hair care products, by most popular current hair and scalp problems, February 2013
Figure 76: Frequency of using hair care products, by next most popular current hair and scalp problems, February 2013
Current hair and scalp problems
Figure 77: Current hair and scalp problems, February 2013
Figure 78: Most popular current hair and scalp problems, by demographics, February 2013
Figure 79: Next most popular current hair and scalp problems, by demographics, February 2013
Qualities sought from hair care products
Figure 80: Qualities sought from hair care products, February 2013
Figure 81: Most popular qualities sought from hair care products, by demographics, February 2013
Figure 82: Next most popular qualities sought from hair care products, by demographics, February 2013
Important factors considered when purchasing hair care products
Figure 83: Important factors considered when purchasing hair care products, February 2013
Figure 84: Important factors considered when purchasing hair care products, by most popular current hair and scalp problems, February 2013
Figure 85: Important factors considered when purchasing hair care products, by next most popular current hair and scalp problems, February 2013
Attitudes towards purchasing hair care products
Figure 86: Attitudes towards purchasing hair care products, February 2013
Figure 87: Most popular attitudes towards purchasing hair care products, by demographics, February 2013
Figure 88: Next most popular attitudes towards purchasing hair care products, by demographics, February 2013
Attitudes towards hair care products
Figure 89: Attitudes towards hair care products, February 2013
Figure 90: Most popular attitudes towards hair care products, by demographics, February 2013
Figure 91: Next most popular attitudes towards hair care products, by demographics, February 2013

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