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市場調查報告書

中國的洗髮精、潤髮乳、營養護理市場

Shampoo, Conditioner and Hair Treatment - China - April 2015

出版商 Mintel China 商品編碼 335225
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國的洗髮精、潤髮乳、營養護理市場 Shampoo, Conditioner and Hair Treatment - China - April 2015
出版日期: 2015年04月30日 內容資訊: 英文
簡介

在都市區洗髮精和沖洗潤髮乳相當普及,這些類別的競爭預計將變得激烈。另一方面免沖洗潤髮乳和髮膜是新的市場區隔今後的成長可能性變大。

本報告提供中國的洗髮精、潤髮乳、營養護理市場相關調查分析、市場概要、市場趨勢、消費者趨勢等考察。

第1章 簡介

第2章 摘要整理

第3章 課題與考察

  • 頭髮營養護理產品支撐護髮市場成長
  • 洗髮精市場上,滲透度是市場佔有率維持的關鍵
  • 必需建立品牌

第4章 趨勢

第5章 市場規模與預測

  • 要點
  • 推動市場的要素
  • 快速消費品的銷售放緩
  • 消費者由於促銷產生巨大動機
  • 買東西客人的商品選擇行動
  • 中國的護髮市場低調
  • 預測:潤髮乳支撐今後的成長
  • 預測方法

第6章 市場區隔與市場佔有率

  • 要點
  • 市場區隔
  • 洗髮精市場成長持平
  • 免沖洗潤髮乳支撐潤髮乳市場成長
  • 市場佔有率
  • 領導品牌的佔有率雖然已經減少但仍壟斷市場

第7章 創新企業

第8章 企業和品牌

第9章 消費者:頭髮簡介與洗頭習慣

第10章 消費者:利用行動

第11章 消費者:品牌

第12章 消費者:對購買新產品的想法

目錄

“High product penetration of shampoo and wash-out conditioner in urban areas suggests that competition will become fierce in these two categories. Instead, new emerging segments including leave-on conditioners and hair masks have great sales growth potential in terms of conversion. Given consumers' repertoire behaviour and brands' high churn rate (ie the percentage of shoppers buying one brand that discontinue buying in a given time period), brands need to continue launching new products and upgrading current line in order to attract new users and win back lapsed ones. Mintel has highlighted that most consumers are driven by functional needs and trust when it comes to new product trial.” - Wenwen Chen, Senior Beauty & Personal Care Analyst.

This report discusses the following key questions:

  • Hair treatment products will underpin the growth of haircare market
  • Penetration is key to maintain market share in shampoo market
  • Brand building is essential

Table of Contents

1. Introduction

  • Products covered in this report
  • Methodology
  • Limitations
  • Abbreviations

2. Executive Summary

  • Future growth remains slow
    • Figure 1: Best- and worst-case forecast of China retail value sales of haircare, 2009-19
  • Shampoo market will see flat growth
  • Leave-on conditioner underpins the growth of conditioner market
  • Major brands' shares are declining but still dominate the market
  • Shampoo
    • Figure 2: Shampoo usage frequency, January 2015
    • Figure 3: Shampoo usage frequency, by demographics, January 2015
  • Hair treatment product
  • Repertoire behaviour persists
    • Figure 4: Brand repertoire behaviour of each category, January 2015
  • Brand penetration
  • P&G still dominates the China haircare market
    • Figure 5: Brand penetration, January 2015
  • Most consumers are practical
    • Figure 6: Motivation of product switching, January 2015
  • What we think

3. Issues and Insights

  • Hair treatment products will underpin the growth of haircare market
  • The facts
  • The implications
  • Penetration is key to maintain market share in shampoo market
  • The facts
  • The implications
  • Brand building is essential
  • The facts
  • The implications

4. Trend Application

  • Guiding Choice
  • Let's Make a Deal
  • Old Gold

5. Market Size and Forecast

  • Key points
  • Market drivers
  • FMCG sales slowdown
  • Consumers are highly motivated by promotions
  • Shoppers' repertoire behaviour persists
  • China haircare market slowdown
    • Figure 7: China retail value sales of shampoo, conditioner products, 2009-14
  • Forecast - Conditioner will underpin future growth
    • Figure 8: Best- and worst-case forecast of China retail value sales of haircare, 2009-19
  • Forecast methodology

6. Market Segmentation and Market Share

  • Key points
  • Market segmentation
    • Figure 9: China retail value sales of haircare products, by segment, 2009-14
  • Shampoo market will see flat growth
  • Leave-on conditioner underpins the growth of conditioner market
    • Figure 10: China retail value sales of conditioner segments, 2009-14
  • Market share
  • Major brands' shares are declining but they still dominate the market
    • Figure 11: Company retail value shares in haircare products, 2012-14

7. Who's Innovating?

  • Key points
  • Claim trends
  • Multiple benefits continues to dominate
    • Figure 12: Claim comparison of new launches of haircare products in china, Asia Pacific and Europe during 2014
    • Figure 13: VS Sassoon Smoothing Hairstyling Jelly, China, Q4 2014
  • Beauty enhancing claims continues to lead new product innovation
    • Figure 14: Claim trends of shampoo, conditioner and hair treatment products, 2013-14
    • Figure 15: Nivea In-Shower Body Lotion Skin Conditioner, Q4 2013
  • Botanical ingredients highly associated with enhancing beauty
    • Figure 16: New launches of beauty enhancing claims during 2014
    • Figure 17: Slek Herbexpert Repair Shampoo, China, Q1 2015
  • Ingredients trends
  • Skincare influence in haircare innovation
  • Essential oil
    • Figure 18: René Furterer Forticea Stimulating Shampoo, China, Q1 2015
    • Figure 19: Botanic Emotion Ultra Repair Essence Oil for Hair Ends, China, Q4 2014
  • BB cream/CC cream for haircare
    • Figure 20: Alterna Caviar CC Cream 10-in-1 Complete Correction, USA, Q4 2013
    • Figure 21: The Dove Advanced Hair Series range, UK, Q4, 2014
    • Figure 22: Pantene Pro-V Reparação Rejuvenescedora Tratamento BB Cream Rejuvene-7 Ampola Capilar, Brazil, Q1 2015
  • Anti-ageing
    • Figure 23: Alterna Caviar Anti-Aging Replenishing Moisture Shampoo, USA, Q1 2015
    • Figure 24: Yves Rocher Anti-Aging Redensifying Mask, Canada, Q1 2015
    • Figure 25: Tresemmé Expert Selection Youth Boost range, USA, Q1 2015
  • Interesting ingredients from Korean and Japan
  • South Korea
    • Figure 26: Mise en Scène Shine Care Diamond Serum, Taiwan, Q1 2015
    • Figure 27: Seatree Art Black Bean Moisturizing Shampoo, Q3 2014
  • Japan
    • Figure 28: The Kérastase Discipline range, Japan, Q1 2015
    • Figure 29: Kosé Cosmeport Je l'aime Amino Super Repair, japan, Q1 2015
    • Figure 30: Kiehl's Damage Repairing & Rehydrating line, USA, Q4 2014
  • Silicone-free shampoo become mainstream
    • Figure 31: L'Oréal Hyaluronic Acid Hydrating, Q4 2014, China
    • Figure 32: Syoss Professional Performance Silicone Free Range, China, Q1 2015

8. Companies and Brands

  • Companies
  • Procter & Gamble
  • P&G in China
  • Recent developments
  • P&G brand portfolio in China
    • Figure 33: P&G brand portfolio in China, price based on March 2015
  • Unilever
  • Unilever in China
  • Recent developments
  • Unilever brand portfolio in China
    • Figure 34: Unilever brand portfolio in China, price based on March 2015
  • Beiersdorf AG
  • Beiersdorf in China
  • Recent development
    • Figure 35: Slek Nourishing Essential Oil range, Q2 2014
  • Beiersdorf brand portfolio in China
    • Figure 36: Beiersdorf brand portfolio in China, price based on March 2015
  • Henkel
  • Henkel in China
  • Recent development
  • Henkel brand portfolio in China
    • Figure 37: Henkel brand portfolio in China, price based on March 2015
  • L'Oréal
  • L'Oréal in China
  • Recent development
  • L'Oréal brand portfolio in China
    • Figure 38: L'Oréal brand portfolio in China, price based on March 2015
  • LAF International Group
  • Company background
  • Recent developments
  • LAF brand portfolio in China
    • Figure 39: LAF brand portfolio in China, price based on March 2015

9. The Consumer - Hair Profiling and Washing Habits

  • Key points
  • Hair profile
    • Figure 40: Consumer hair profile comparison, January 2015 and November 2014
  • Shampoo usage frequency, by consumer hair profile
    • Figure 42: Shampoo usage frequency, by consumer hair profile, January 2015
  • Hair problem trends
    • Figure 43: Consumer hair problems, January 2015
    • Figure 44: Kérastase Chronologiste Revitalizing Shampoo, USA, Q1 2015
  • Hair problem by demographics
  • Men and women need different solutions
    • Figure 45: Consumer hair problems, by demographics, January 2015
  • High income consumers are more likely to have scalp problem
    • Figure 46: Consumer hair problem, by demographics, January 2015

10. The Consumer - Usage Behaviour

  • Key points
  • Shampoo
    • Figure 47: Shampoo usage frequency, January 2015
    • Figure 48: Shampoo usage frequency, by demographics, January 2015
    • Figure 49: Shampoo usage frequency, by demographics, January 2015
    • Figure 50: Shampoo usage frequency, by demographics, January 2015
  • Hair treatment product usage frequency
    • Figure 51: Hair treatment product usage frequency, January 2015
  • Penetration
  • Frequency
  • Hair treatment product usage frequency, by consumer hair profile

11. The Consumer - Brand Usage

  • Key points
  • Repertoire behaviour persists
    • Figure 52: Brand repertoire behaviour of each category, January 2015“
    • Figure 53: Repertoire behaviour of shampoo, by demographics, January 2015
    • Figure 54: Repertoire behaviour in shampoo, by monthly personal income, January 2015
  • Brand penetration
  • P&G still dominates the China haircare market
    • Figure 55: Brand penetration, January 2015
  • Trends: Big brand penetration is dropping but still large
    • Figure 56: Most popular brands of hair care products bought in the last 12 months, February 2012
  • Big brands' target consumers reflect their strong positioning
    • Figure 57: Brand penetration, by demographics, January 2015
  • Brand functional positioning effectiveness
    • Figure 58: Brand penetration, by consumer hair profile, January 2015
  • Brand repertoire - Maximise reach
    • Figure 59: Repertoire of brand penetration, January 2015

12. The Consumer - Attitudes toward Buying New Products

  • Key points
  • Most consumers are practical
    • Figure 60: Motivation for product switching, January 2015
  • Leveraging in-store assets
  • ATL marketing activities to help recruit new/lapsed users
    • Figure 61: Motivation for product switching, by age group, January 2015
  • Innovation to encourage to trade up to premium offerings
    • Figure 62: L'Oréal Extraordinary Hair Oil, Q1 2014, China
    • Figure 63: Motivation for product switching, by monthly personal income, January 2015
  • Packaging innovation is essential to convert young male shoppers
    • Figure 64: Motivation for product switching, by gender and age group, January 2015
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