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This report provides the results for the Make-up market in China from
Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods
(CPG) consumption habits, and forms part of an overall series covering all CPG
product markets. Its coverage includes, but is not limited to, consumption
behaviors, the extent to which consumer trends influence their consumption, the
value of the market these trends influence, and brand and private label choices
as well as retailer choices in organized sector. Much of this information can
also be analyzed by specific consumer groups, providing hard and fast data on
consumers and markets at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Make-up market face a major challenge. Understanding market
size and segmentation is valuable, but the key to effective targeting is knowing
just how valuable specific consumer groups are, and being able to quantify the
impact of consumer trends. This data report solves these problems by providing
survey-based data on consumer trends and consumer groups, and market data that
shows the exact size of consumer groups, how much of the Make-up market they
account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer
trends will be directly affected. Since the global financial crisis of 2008–2009
the organized retail market has been characterized by an increase in the amount
of discounted and own-brand products. Eye, Face, Lip, and Nail Make-up are not
considered essential items and therefore consumption patterns have been
comparatively affected. As economic and market recovery continues over 2012,
consumption patterns will record a positive trend in both the medium and heavy
frequency bands and the amount of non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are
fundamental causes of change in markets – making knowing what these trends are
and the extent of their influence crucial. The survey-based data provided in
this report examines over 20 consumer trends that affect the market and examines
the share of consumption across 26 consumer groups. This data provides a
detailed insight into exactly who the consumer is and just how much impact the
latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through
to its actual value impact on a product market. This provides readers with a
unique data analysis of the market, allowing marketing tactics and strategy to
be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group
tracking and modeling for the following specific categories: Eye Make-up, Face
Make-up, Lip Make-up, and Nail Make-up.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer
trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original
survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level in organized sector,
based upon the original survey and then subsequent consumer tracking and
Key Market Issues
Consumption frequency analysis reveals that only 32% of the Older
Consumers age group use Face Make-up products compared to 75% of Older Young
Adults. This is indicative of the higher consumption of Make-up products by
Consumption frequency analysis reveals fewer than 40% of Chinese consumers
across all age groups use Nail Make-up products. Consumption is highest among
Older Young Adults and Pre-Mid-Lifers, who may consider Nail Make-up as an
important product for their professional lives or may consume it for social
Consumption frequency analysis reveals that fewer than 50% of Tweens & Teens and
Early Young Adults use Lip Make-up products. This indicates that Lip Make-up
isn’t popular with students, who make up a significant percentage of these age
groups, or they have been priced out of the market due to their relatively low
Private label brands have an insignificant market share in the Chinese
Make-up market, representing a penetration level of less than 10%across all
categories. This indicates that Make-up manufacturers in China are generally
global companies who have well-established brands in both domestic and
Face make-up is the largest category by value in the market, followed by Lip
Make-up and Eye Make-up.
Changing age structures and Changing lifestyles are the most important trends in
the Make-up market in China. Suppliers need to account for China’s large young
population and the effects the country’s One Child policy has had in different
demographic groups, particularly on the ratio of males to females in younger age
groups. Growing urbanization will also affect consumers’ behavior.