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This report provides a concise overview of the Haircare market in
China. After reading this report, you will understand the size of the market,
the economic, demographic, and behavioral trends that will drive its evolution
and the leading players within the market, allowing you to plan effectively for
Introduction and Landscape
Why was the report written?
This overview of the consumer and market dynamics of the Chinese Haircare sector
allows new entrants and established players to gain rapid and comprehensive
insight into the current state of the market and identify the key trends that
will drive growth in the coming years.
What is the current market landscape and what is changing?
Despite high growth during the past few years, per-capita Haircare consumption
in China remains low. Low penetration of Haircare products, high growth, and a
large market size makes the Chinese Haircare sector an attractive market.
What are the key drivers behind recent market changes?
The most influential motivation is Changing Age Structures, which tracks
products chosen to meet consumers’ age-specific needs, followed by Quality
What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a
comprehensive brief of the Chinese Haircare sector. This allows for the rapid
identification of key growth opportunities across major Haircare categories and
Key Features and Benefits
Analysis of consumer behavior, economic conditions, and demography
reveals emerging opportunities in the Haircare sector.
Key growth categories are highlighted by analyzing the market dynamics of major
Market shares are provided for the leading brands and private labels across
An overview of packaging trends in Chinese Haircare sector is provided,
including primary packaging material and type, packaging closures, and outer
Key Market Issues
China is the world’s second largest retail market, recording double
digit annual growth since 2003. However, the overall retail market remains
highly fragmented between large format organized retail and small and medium
Convenience Stores have a high share in Haircare products distribution,
disproportionate to its share in overall Health & Beauty products distribution
in China, offering brands in the low to mid-range.
Tweens & Early Teens in China display lesser propensity for heavy consumption as
personal appearance is yet to gain importance in their life.
Perms & Relaxers have less than 1% value share in China’s Haircare market. With
Chinese hair being largely straight, thick and coarse, perms have limited scope
to provide a durable wave to the hair.
The Haircare market in China is equally split between Male and Female
consumers with men accounting for 49.6% of the Haircare sector by volume.
China has a significant share of the mid-life population in full-time work, with
rising disposable incomes allowing them to purchase more expensive Haircare
products, such as anti-damage and scalp treatment.
Shampoo constitutes the largest Haircare market category in China, accounting
for more than 67.7% of the market in value terms in 2012, as Chinese consumers
tend to have very thick oily hair that requires regular washing.
Convenience and small packaging formats used in Bag/Sachet are the dominant
needs for Haircare packaging in China. In bigger formats manufacturers are
opting for PET (polyethylene terephthalate).
Table of Contents
- Rising standards of living have shifted people’s focus from satisfying basic
needs to pursuing a higher quality of life
- China’s retail market is highly fragmented with varied growth between
prosperous eastern provinces and impoverished western provinces
- Convenience stores are the most important distribution channel for Haircare
products in China
- Males and Females have equal share in Haircare market in China
- Early Young Adults are the heaviest consumers for manufacturers to target
- Chinese consumers select Haircare products based on age-specific needs and
- Age-specific needs and Trading up are key trends in China’s Haircare market
- Chinese consumers prefer products that offer Better Value for Money and
address Health concerns
- Shampoo and Conditioners are the fastest-growing Haircare categories in China
- Shampoo and Conditioners to gain market share during 2007–2017
- Low per-capita consumption provides growth opportunity in China’s Haircare
- Shampoo is the primary Haircare category in China; Conditioners driving growth
in niche segment
- Younger generation of Chinese consumers driving sales of Hair Colorants and
- Sales of Perms & Relaxers yet to take-off in the Chinese market
Brands & Private Labels
- Head & Shoulders, Rejoice, and Pantene are the leading Haircare brands in
- Maestro is the leading brand in the Styling Agents category
- The absence of major brands in the Perms & Relaxers category allows for
greater private label penetration
- Presence of several small and medium cosmetics manufacturers driving private
- Flexible Packaging is the dominant packaging format, due its convenience
- Packaging innovation is used for product differentiation in a fiercely
- Opportunities for products that are formulated for Chinese hair, premium,
proven to be safe, or differentiated by their packaging
Data Appendix & Summary Methodology