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Market Focus: Trends and Developments in the Male Toiletries Sector in China

出版商 GlobalData 商品編碼 297449
出版日期 內容資訊 英文 39 Pages
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中國男性保養用品市場趨勢與發展 Market Focus: Trends and Developments in the Male Toiletries Sector in China
出版日期: 2014年02月28日 內容資訊: 英文 39 Pages




  • 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」
  • 百貨公司佔了健康、美容用品大半銷售
  • 量販店、超級市場:中國男性保養用品購買地點中最受歡迎


  • 財物餘裕的中高年層使用男性保養用品頻率最高
  • 宣導中國消費者每日刮鬍可提升市場機會
  • 中國男性保養用品市場特徵:追求品質的消費者增加
  • 產品品質:目前的男性保養用品購買決策關鍵
  • 年齡層需求、「價值感」產品是市場成長主要促進因素


  • 中國男性保養用品市場安定的成長、但難以判斷匯率變動
  • 刮鬍後產品、古龍水與刮鬍前化菻~:預計可創造史上最大成長率
  • 刮鬍後產品、古龍水與刮鬍前化菻~市場佔有率擴大預測
  • 刮鬍後產品、古龍水與刮鬍前化菻~市場今後成長預測
  • 開發刮鬍清爽感的產品、促進拋棄式刮鬍刀、刀片市場成長


  • 男性保養用品市場私人品牌普及率低
  • 刮鬍後產品、古龍水與刮鬍前化菻~市場私人品牌成長率高
  • Gillette:中國男性保養市場中最大品牌


  • 隨著拋棄式刮鬍刀、刀片佔有率提高、硬質塑膠包裝、彈性包裝包/袋需求也出現
  • 質塑膠包裝、彈性包裝持續人氣、紙、紙板包裝的使用減少


  • 今後中國男性保養市場特徵:對乾性刮鬍的需求擴大


Product Code: CS1486MF

This report provides a concise overview of the Male Toiletries 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 Male Toiletries 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?

While growth has been steady in local currency terms, closely matching volume growth, volatile exchange rates have added complexity to the market for international companies. For instance, the value of the Chinese Yuan versus the US$ fell rapidly during the second half of 2012.

What are the key drivers behind recent market changes?

The most important motivation by far is Quality, since Chinese consumers are now paying increased attention to product quality following the continual revelation of inferior quality cosmetic products available in the market.

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 Male Toiletries sector. This allows for the rapid identification of key growth opportunities across major Male Toiletries categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Male Toiletries sector.

Key growth categories are highlighted by analyzing the market dynamics of major Male Toiletries categories.

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

An overview of packaging trends in Chines Male Toiletries sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key Market Issues

Older Consumers, who are aged 55 years and over, and Pre-Mid-Lifers aged 36-44 in China are the most frequent users of Men's Disposable Razors and Blades. Rising disposable income and a desire to follow individual grooming trends in the work place is prompting them to use Men's Disposable Razors and Blades on a regular basis.

With shaving being a very precise exercise, customers place great importance on skin protection as well as a smooth shaving experience. Chinese consumers are looking for quality products that fit their needs, which is why it is important for the brand to be well-positioned in the consumer's mind.

Consumers desire better value for money from their purchases by either trading down to lower priced items, or by trading up to higher priced ones when they feel there is value in doing so. This means that value for money isn't limited to simply cost, but also involves offering consumers added value from their purchases at a reasonable price.

Due to rising disposable income and lifestyle changes, Chinese men are becoming more comfortable purchasing Pre-Shave Cosmetics and Aftershaves and Colognes that come with added skincare benefits.

Key Highlights

More lengthy grooming routines among men are driving growth in the Male Toiletries Market. Aftershave and Pre-Shave Cosmetics will continue to see products with extended benefits being targeted at consumers purchasing from the Facial Care category of the Men's Skincare segment.

Men's Disposable Razors and Blades in China is a mature market driven by the demand for high quality and value for money products. This category is increasing in local currency terms, but fluctuations in volatile exchange rates in US$ terms are affecting growth.

Despite increasing disposable income in recent years, many Chinese consumers still remain cost-conscious and tend to opt for private label products for better deals. Meanwhile, the lowest penetration was in Disposable Razors and Blades where private label held a value share of4.9%, mainly due to the low price difference between brands such as Flying Eagle and private label.

The Disposable Razors and Blades category accounted for over 88.2% of the total number of packs used in the Chinese Male Toiletries sector in 2012, driving significant demand for Rigid Plastics, Paper and Board, and Flexible Packaging Bags/Sachets.

The demand for dry shaving and increasing use of Post-Shave cosmetics will explore anti-aging formulations in the Male Toiletries sector, targeting older Chinese consumer. Therefore, marketers of Male Toiletries in China must adapt their strategies to make the most of current trends.

Table of Contents

Country context

  • Rising living standards have shifted consumers' focus from basic needs to a higher quality of life
  • Department stores account for majority of Health and Beauty sales
  • Hypermarkets and Supermarkets are the most preferred destination for buying Male Toiletries products in China

Consumer Profile

  • Use of Male Toiletries is high among Older Consumers and those who are financially Better Off
  • Opportunities exist to encourage Chinese consumers to adopt a daily Shaving routine
  • The Male Toiletries sector in China is characterized by growing number of Quality Seeking consumers
  • Quality of a product remains key for the purchase of Male Toiletries in China
  • Age specific needs and products that offer better value for money are other key trends driving the market growth

Sector Analysis

  • Male Toiletries market in China is growing steadily, however, fluctuating exchange rates have added complexity to the market
  • After Shaves and Colognes and Pre-Shave Cosmetics are to record the fastest value growth during 2012-2017
  • Pre-Shave Cosmetics and Aftershaves and Colognes will gain market share in 2007-17
  • Pre-Shave Cosmetics and Aftershaves and Colognes will continue to grow in China's Male Toiletries market
  • Innovation in providing shaving comfort is driving category growth in Men's Disposable Razors and Blades

Brands and Private Labels

  • Private label penetration in Male Toiletries categories is relatively low
  • High private label growth expected in Pre-Shave Cosmetics and Aftershaves and Colognes categories
  • Gillette is the leading brand among all the categories of Male Toiletries in China

Packaging Insight

  • The high volume share of Disposable Razors and Blades is creating demand of Rigid Plastic and Flexible Packaging Bags/Sachets
  • Rigid Plastic will remain the most popular packaging material along with Flexible Packaging while use of Paper and Board will decline

Future Outlook- four key trends in China's Male Toiletries sector

  • The future of Male Toiletries market in China is characterized by increasing desire for dry shaving

Data Appendix and Summary Methodology

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