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Haircare Market In China 2014


China’s haircare market value reached RMB35.3 billion, growing at a slowed-down rate of 10% during 2013. The gradual slowdown in growth is caused by the high usage penetration in urban households as well as consumers’ reliance on price promotion. 

Consumers’ repertoire behaviour, especially female consumers’ repertoire behaviour will heighten the market competition. Retailers need to ensure there is enough in-store marketing to recruit new shoppers as well as reacquire lapsed shoppers.

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Table of Content

Introduction

Products covered in this report:

Methodology

Abbreviations

Definitions

Executive Summary

Future growth prospects remain

Figure 1: Best- and worst-case forecast of China retail value sales of haircare, 2008-18

Competitions are intense

Figure 2: Company retail value shares in haircare products, 2011-13

The proliferation of Tao-brands

Affluent consumers buy everywhere

Figure 3: Repertoire of buying channel, by demographics, February 2014

Gender heterogeneity in shopping habits

Zero damage cure under pollution woes

Leveraging repertoire buying behaviour

Figure 4: Buying habit, February 2014

Figure 5: Repertoire of usage, February 2014

Make it for my scalp

Figure 6: Further product opportunity, February 2014

What we think

Issues and Insights

Make it for my scalp

The facts

The implications

Leveraging repertoire buying behaviour

The facts

The implications

The disparity between cities

The facts

The implications

Trend Applications

Influentials

Generation Next

Market Size and Forecast

Key points

China haircare market

Figure 7: China retail value sales of shampoo, conditioner products, 2007-13

Future growth prospects remain solid

Figure 8: Best- and worst-case forecast of China retail value sales of haircare, 2008-18

Forecast methodology

Segmentation and Market Shares

Key points

Hair treatment products fuel the strong growth

Figure 9: China retail value sales of haircare products, by segment, 2009-13

Competition is intense

Figure 10: Company retail value shares in haircare products, 2011-13

Who’s Innovating?

Key points

Shampoo products lead new product launches

Figure 11: New product launches, by top category in the hair product market, 2009-13

Consumers expect high performance products with multiple benefits

Figure 12: New product launches, by top claim in the hair products market, 2009-13

Go Silicone-free

Figure 13: Maestro Repair Therapy silicone-free Shampoo, June 2013

Figure 14: Herbal Essences Naked Moisture in USA, Feb 2014

Sol-gel technology

Figure 15: The L\'Oréal Elvive Fibrology range features patented technology to thicken the hair structure, February 2014

The proliferation of Tao-brands

Figure 16: Mascara shampoo and conditioner, 2014

Companies and Brands

Figure 17: 2013 P&G annual report, 2009-13

Figure 18: P&G haircare portfolio recent activities, 2012-14

Unilever

Figure 19: 2013 Unilever annual report, 2013

Figure 20: Unilever haircare portfolio recent activities, 2012-14

Beiersdorf AG

Figure 21: Slek herb expert range, July 2013

Figure 22: Beiersdorf haircare portfolio recent activities, 2012-14

LAF International Group

Figure 23: LAF haircare portfolio recent activities, 2012-14

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The Consumer – Hair Profile and Washing Habits

Key points

Young females are more likely to have long hair

Figure 24: Hair length, by demographics, February 2014

Capture the fashion seekers in smaller cities

Figure 25: Hair styling and treatment in the last six months, February 2014

Figure 26: Hair styling and treatment in the last six months by incomes, February 2014

Figure 27: Hair styling and treatment in the last six months by city tier, February 2014

Need for neatness

Figure 28: Washing habits, by demographics, February 2014

The Consumer – Usage Behaviour

Key points

Product penetration

Shampoo usage has become saturated in urban China

Figure 29: Usage penetration, February 2014

Most people use a range of haircare products

Figure 30: Repertoire of usage, February 2014

Affluent people use more products

Figure 31: Repertoire of consumer usage frequency in the last six months, by income, January 2014

Associating the brand with occasions

Figure 32: Repertoire of usage by gender, February 2014

Figure 33: Usage penetration, by demographics, February 2014

Haircare specially designed for him

Frequency of usage

Hair wash routine has stabilised

Figure 34: Usage frequency, by category, February 2014

Figure 35: Usage frequency, by category, February 2013

Young male consumers wash their hair most frequently

Figure 36: Usage frequency, by demographics, February 2014

Figure 37: Frequency of using haircare products, by demographics, February 2013

Washing habits vary by gender and city

Figure 38: Washing habits, by demographics, February 2014

Figure 39: Washing habits, by cities, February 2014

The Consumer – Consumer Buying Channels

Key points

Hypermarkets remain the biggest shopping destination

Figure 40: Buying channel, by demographics, February 2014

After-styling protection

Figure 42: Repertoire of buying channel, February 2014

Figure 43: Repertoire of buying channel, by hair salon visit in the last six months, February 2014

Figure 44: L\'Oréal 6 Oil Nourish Extraordinary Oil, suitable for all hair types, Q1 2014

Figure 45: Buying channel, by demographics, February 2014

Affluent consumers buy everywhere

Figure 46: Buying channel, by demographics, February 2014

Figure 47: Repertoire of buying channel, by demographics, February 2014

Figure 48: Buying channel, by demographics, February 2014

The Consumer – Buying Habits and General Usage Behaviour

Key points

Figure 49: Buying habit, February 2014

Male shoppers are more efficiency-driven

Figure 50: Buying habits, by demographics, February 2014

Home delivery drives volume sales

Figure 51: Buying habits, February 2014

Cross-selling promotions

Figure 52: General usage behaviour and attitudes, February 2014

Figure 53: Serge Lutens fragrance Laine de Verre, March 2014

Hair treatments premiumisation

Figure 54: Buying habits, by demographics, February 2014

Figure 55: General usage behaviour and attitudes, by demographics, February 2014

Multiple packaging innovation

Figure 56: General buying and usage behaviour by gender, February 2014

Influence the Influentials

Figure 57: General usage behaviour and attitude, by demographics, February 2014

The Consumer – Further Product Opportunities

Key points

Zero damage cure under pollution woes

Figure 58: Further product opportunity, February 2014

Figure 59: Further product opportunity, February 2014

Scalp care is essential

Anti-aging prospect

Figure 60: Further product opportunities, February 2014

Shampoo on-the-go

Figure 61: Further product opportunity, by demographics, February 2014

Figure 62: Skip a Wash Dry Shampoo, Cussons Mum & Me New Mum range, Q3 2012

Appendix – Hair Profile

Figure 63: Hair length, February 2014

Figure 64: Hair salon visit in the last six months, February 2014

Figure 65: Hair salon visit in the last six months, by demographics, February 2014

Figure 66: Washing habit, by demographics, February 2014

Figure 67: Washing habit, by demographics, February 2014

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Appendix – Usage Behaviour

Figure 68: Usage frequency, February 2014

Figure 69: Usage of shampoo, by demographics, February 2014

Figure 70: Usage of conditioner, by demographics, February 2014

Figure 71: Usage of 2-in-1 shampoo and conditioner, by demographics, February 2014

Figure 72: Usage of rinse-off hair treatment, by demographics, February 2014

Figure 73: Usage of leave-on spray, by demographics, February 2014

Figure 74: Usage of leave-on hair treatment, by demographics, February 2014

Figure 75: Usage of hair treatment oil, by demographics, February 2014

Appendix – Buying Behaviour

Figure 76: Buying channel, February 2014

Figure 77: Most popular buying channel, by demographics, February 2014

Figure 78: Next most popular buying channel, by demographics, February 2014

Figure 79: Other buying channel, by demographics, February 2014

Repertoire analysis

Figure 80: Repertoire of buying channel, by demographics, February 2014

Figure 82: Repertoire of buying channel, by hair salon visit in the last six months, February 2014

Figure 84: Buying habit, February 2014

Figure 85: Most popular buying habit, by demographics, February 2014

Figure 86: Next most popular buying habit, by demographics, February 2014

Figure 87: Other buying habit, by demographics, February 2014

Appendix – General Usage Behaviour and Attitude

Figure 88: General usage behaviour and attitude, February 2014

Figure 89: Most popular general usage behaviour and attitude, by demographics, February 2014

Figure 90: Next most popular general usage behaviour and attitude, by demographics, February 2014

Figure 91: Other general usage behaviour and attitude, by demographics, February 2014

Appendix – Further Opportunity

Figure 92: Further product opportunity, February 2014

Figure 93: Most popular further product opportunity, by demographics, February 2014

Figure 94: Next most popular further product opportunity, by demographics, February 2014

Figure 95: Other further product opportunity, by demographics, February 2014

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