市場調査レポート

中国におけるヘアケア市場

Haircare - China - May 2014

発行 Mintel China 商品コード 259132
出版日 ページ情報 英文 134 Pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=105.42円で換算しております。
Back to Top
中国におけるヘアケア市場 Haircare - China - May 2014
出版日: 2014年05月01日 ページ情報: 英文 134 Pages
概要

中国のヘアケア市場は、2013年に353億人民元に達し、10%の緩やかな成長を遂げています。その理由として、都市家庭での利用率の高さと、消費者の価格促進への依存度が挙げられます。

当レポートでは、中国のヘアケア市場について調査分析し、市場規模と予測、市場シェア、技術革新、企業とブランド、消費者動向などについて、体系的な情報を提供しています。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 問題点と考察

  • 頭皮用
  • 購買行動
  • 都市間格差

第4章 用途の動向

  • 影響力
  • 次世代

第5章 市場規模と予測

  • 要点
  • 中国のヘアケア市場
  • 将来の成長見通し
  • 予測手法

第6章 区分と市場シェア

  • 要点
  • ヘアトリートメント製品
  • 競合の激化

第7章 技術革新

  • 要点
  • シャンプーの新製品
  • 複合的な恩恵のある高性能製品
  • シリコンフリー
  • ゾルゲル技術
  • TAOブランドの普及

第8章 企業とブランド

  • Unilever
  • Beiersdorf AG
  • LAF International Group

第9章 消費者:髪のプロファイルと洗髪習慣

  • 要点
  • 若い女性はロング
  • 小都市でのファッション
  • こぎれいに

第10章 消費者:利用行動

  • 要点
  • 製品の普及率
  • シャンプーの利用
  • ヘアケア製品
  • 富裕層
  • ブランド関連
  • 特別なヘアケア製品
  • 利用の頻度
  • 日常の洗髪
  • 若い男性消費者の洗髪頻度
  • 洗髪習慣:性別・都市別

第11章 消費者:消費者の購買行動

  • 要点
  • ハイパーマーケットが主な販路
  • アフタースタイリングの保護
  • 富裕層

第12章 消費者:購買習慣と一般的な利用行動

  • 要点
  • 男性の買い物客
  • 宅配
  • 抱き合わせ販売
  • ヘアトリートメントの高級化
  • 複数のパッケージ技術革新
  • 影響力

第13章 消費者:さらなる製品機会

  • 要点
  • ダメージゼロ
  • 頭皮ケア
  • アンチエイジングの見通し
  • 出先でシャンプー

第14章 付録:髪のプロファイル

第15章 付録:利用行動

第16章 付録:購買行動

第17章 付録:一般的な利用行動と考え方

第18章 付録:さらなる機会

このページに掲載されている内容は最新版と異なる場合があります。詳細はお問い合わせください。

目次

“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.” - Wenwen Chen, Research Analyst.

This report looks at the following areas:


This report examines haircare products covering:

  • Shampoo
  • 2-in-1 shampoo & conditioner
  • Conditioner
  • Rinse-off hair treatment (eg hair mask, SPA cream)
  • Leave-on spray (in liquid texture, spray on hair eg moisturising mist)
  • Leave-on hair treatment
  • Hair treatment oil (in oil texture, apply several drops on hair)

The haircare market continued its strong path of growth to reach RMB 35.3 billion in 2013. The market growth rate reached its peak at 13.4% in 2008 and witnessed stable growth rates of around 11-12% and annual growth of 10.2% from 2012-2013. Consumers have increasingly relied on price promotion, which has contributed to the growth slowdown in value terms. Consumers, especially female consumers, have exhibited solid repertoire behaviour when selecting haircare products, brands as well as retailers. This has posed a serious challenge to brands as well as retailers. Brands and shops need to ensure there is enough in-store marketing to attract shoppers, and to keep increasing the number of shoppers.

The growing sophistication in consumer usage regimes, including using different products at different occasions and for different purposes, opens new opportunities for brands to grow. Creating new brands, products and limited edition ranges can leverage consumers' ‘infidelity' behaviour and capitalise on shoppers' desire for newness and excitement, especially among the affluent groups. In addition, customised products designed for different hair and scalp needs have become a major market for brands to explore.

Table of Contents

1. Introduction

  • Products covered in this report:
  • Methodology
  • Abbreviations
  • Definitions

2. 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

3. 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

4. Trend Applications

  • Influentials
  • Generation Next

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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
Back to Top