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市場調查報告書

中國護髮用品市場傾向與發展

Market Focus: Trends and Developments in the Haircare Sector in China

出版商 Canadean 商品編碼 297445
出版日期 內容資訊 英文 41 Pages
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中國護髮用品市場傾向與發展 Market Focus: Trends and Developments in the Haircare Sector in China
出版日期: 2014年02月28日 內容資訊: 英文 41 Pages
簡介

中國護髮用品市場單人使用量雖然還很少但今後的成長率非常高。男性用與女性用佔有率分類中男性用產品市場佔有率(數量基準)為49.6%。另外正式勞工中年人口佔有率提高與所得上升也讓高級護髮用品(防止傷害、頭皮治療)販售額提高。種類分類中國人髮質(油性需要洗淨),洗髮精佔67.7%最大市場佔有率。包裝形態方面少量並重視便利性的狀況為包包、袋子,份量更大時以PET為主流。

本報告針對中國護髮用品市場現況與動向分析,提供整體市場構造與背景狀況、消費者趨勢、部門分類市場規模(過去實績值與今後5年預測值)、品牌商品與私人品牌動向、相關產業(包裝產業)關聯性、今後市場發展方向性等調查、考察,目錄介紹如下。

國家背景

  • 生活水準提升讓人們的注意力從「滿足基本需求」到「提升生活品質」
  • 高度細分化的中國零售市場:豐富的沿海與貧窮的中西部成長率差異
  • 便利商店:中國護髮用品市場最重要的流通管道

消費者檔案

  • 男性、女性產品市場佔有率均等
  • 青少年:消費量最多、是製造商做為目標的年齡層
  • 中國消費者以年齡層需求與產品品質為基準選擇護髮用品
  • 護髮產品市場主要趨勢:「年齡層需求」與「更換高級用品」
  • 中國消費者喜歡有划算感並顧慮健康的產品

部門分類分析

  • 洗髮精、潤絲精:成長率最高的分類
  • 洗髮精、潤絲精市場佔有率擴大動向(11年份)
  • 單人護髮用品消費量很低:今後市場成長機會
  • 洗髮精是最大產品分類、潤絲精在特殊市場成長
  • 年輕世代消費者促進染髮劑、髮膠銷售
  • 捲髮劑、離子膏:尚未在中國市場有大量銷售

品牌產品與私人品牌

  • 中國護髮用品市場主要品牌--Head and Shoulders、Rejoice、Pantene
  • 造型髮膠主要品牌--Maestro
  • е捲髮劑、離子膏:沒有代表品牌、私人品牌普及率很高
  • 中小化菻~製造商促進私人品牌成長

包裝相關調查

  • 彈性包裝:因便利性而成為最有力的包裝方式
  • 包裝的開發:為從激烈的市場競爭中取勝活用產品差異分類

未來預測

  • 找出適合中國人髮質、有高級感、有安全性驗證、做出包裝差異的產品皆有市場機會

資料列表與分析方法

目錄
Product Code: CS1478MF

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 the future.

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 Seeking.

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 their packaging.

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 Haircare categories.

Market shares are provided for the leading brands and private labels across Haircare categories.

An overview of packaging trends in Chinese Haircare sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

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 sized retailers.

Convenience Stores have a high share in Haircare products distribution, disproportionate to its share in overall Health and Beauty products distribution in China, offering brands in the low to mid-range.

Tweens and Early Teens in China display lesser propensity for heavy consumption as personal appearance is yet to gain importance in their life.

Perms and 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.

Key Highlights

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

Country Context

  • 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

Consumer Profile

  • 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 product quality
  • 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

Sector Analysis

  • 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 market
  • 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 Styling Agents
  • Sales of Perms and Relaxers yet to take-off in the Chinese market

Brands and Private Labels

  • Head and Shoulders, Rejoice, and Pantene are the leading Haircare brands in China
  • Maestro is the leading brand in the Styling Agents category
  • The absence of major brands in the Perms and Relaxers category allows for greater private label penetration
  • Presence of several small and medium cosmetics manufacturers driving private label growth

Packaging Insight

  • Flexible Packaging is the dominant packaging format, due its convenience
  • Packaging innovation is used for product differentiation in a fiercely competitive market

Future Outlook

  • Opportunities for products that are formulated for Chinese hair, premium, proven to be safe, or differentiated by their packaging

Data Appendix and Summary Methodology

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