The China haircare market is projected to grow at a CAGR of 4.1% during the forecast period 2020 - 2025.

  • The market is majorly driven by the increased consumer concerns about scalp health, mainly problems related to hair thinning, hair loss, dandruff, and sensitive scalp. Additionally, the region’s extreme climatic conditions are harsh on hair, and therefore, boosting the market growth.
  • Furthermore, the introduction of new hair care products to target specific consumer groups (females suffering from hair loss problems), along with increasing per capita spending of the consumers in China on personal care products is gaining popularity, thereby eventually resulting in the growth of the market. Also, the growing demand for organic/natural products and customized products for personal grooming has become one of the primary concerns for individuals. Among the organic hair care products, owing to its wide usage, shampoo and conditioner held a majority share in the global organic haircare market in 2019.
  • However, factors such as rising awareness regarding the potential side effects of hair care products are restraining market growth.



Key Market Trends

Increasing Expenditure on Advertisement & Promotional Activities

Haircare is gaining immense popularity among all consumer groups in the country. The primary reason for this popularity is directly related to the aggressive marketing campaigns, which are mainly directed toward young consumers. Furthermore, advertisements are promoting that energy drinks ignite scalp health, and enhance hair quality. For instance, as part of the promotional strategy, key players like Pantene, a P&G brand, partnered with Virgin V Festival North for campaignings, aimed to offer a VIP experience for key media and influencers to create a social media buzz for the Pantene brand. Also, Pantene partnered with one of the UK’s most popular festivals, which helped the brand to reach out to some of the UK’s most prestigious media outlets and social media influencers.

Growing Demand for Conditioners in China

The market for conditioner has been witnessed to have a significant growth in recent years owing to the availability of specialized products, catering to the varied needs of the entire demographic. Also, the market is highly competitive with vendors competing on the basis of product differentiation, portfolio, and pricing. This is making the key players spend more on research and development to launch innovative products in the market that can meet the customer requirements. For instance, in 2017, Henkel Beauty Care launched Schwarzkopf Extra Care Sun Repair Spray Conditioner in China, that has rich in a high-performing formula with Monoi- Flower Extract and UVA/UVB filters which repairs the hair from damage caused by sun and saltwater, and protects it from drying out. Also, Consumers in the country prefer vitamin infused hair care products, especially hair conditioners. Therefore, key players such as Suave, a Unilever brand, offer vitamin-infused Revitalizing Conditioner, that contains Vitamin E, C, and B5 to boost the strength and vibrancy.

Competitive Landscape

The China haircare market is competitive and fragmented in nature owing to the presence of many regional and domestic players. Emphasis is given on the merger, expansion, acquisition, and partnership of the companies along with new product development as strategic approaches adopted by the leading companies to boost their brand presence among consumers. Key players dominating the market include L’Or?al , Procter & Gamble, Unilever, Beiersdorf AG, and Kao USA Inc. (Oribe Hair Care, LLC), among others.

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