The Chinese Haircare Market: What Consumers Use and Why?

Jan 29, 2014, 08:39 ET from ReportBuyer

LONDON, Jan. 29, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Chinese Haircare Market: What Consumers Use and Why?

Product Synopsis

This report provides the results for the Haircare market in China from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized sector. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Haircare market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Heavy frequency consumption of Hair Styling agents in China tends to increase with age. For instance, one-third of Older Consumers are Heavy frequency users compared to approximately 16% of Tweens & Early Teens and Early Young Adults age groups, which tend to record high consumption in other countries.

Consumption of Perms& Relaxers is relatively low in China across all age groups. Consumption is highest among Pre-Mid-Lifers, although consumption frequency is mostly Light. This indicates that suppliers targeting this age group should develop strategies to increase the consumption frequency of their users.

Retailer volume analysis in the organized sector reveals that each of the top three retailers in China has a volume share of the Haircare market of less than 15%. This share is expected to increase as the Chinese retail market is expected to concentrate further.

Key Highlights

Shampoo has the largest share of the Haircare market by value in China. Conditioner is second largest, followed by Hair Colorants, which is only slightly larger than the remaining product categories in the market.

Brand analysis reveals that private label penetration is highest for Hair Colorants, with a penetration rate of 24%,followed by Perms & Relaxers and Conditioner. Private label penetration is lowest for Shampoo.

Consumer survey results reveal that changing age structures have a key influence on the consumption pattern of Haircare products in China. Suppliers need to account for China's large young population and the effects the country's One Child policy has had in different demographic groups, particularly on the ratio of males to females in younger age groups.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction

2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Haircare Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Conditioner
3.2.2 Hair Colorants

3.2.3 Shampoo
3.2.4 Styling Agents
3.3 Behavioral Trends and Market Value
3.3.1 Conditioner
3.3.2 Hair Colorants
3.3.3 Shampoo
3.3.4 Styling Agents
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Conditioner
4.1.2 Hair Colorants
4.1.3 Shampoo
4.1.4 Styling Agents
4.2 Consumer Profiles by Product Category
4.2.1 Conditioner

4.2.2 Hair Colorants
4.2.3 Shampoo
4.2.4 Styling Agents
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Haircare Brand Choice and Private Label Consumer Penetration
5.2.1 Conditioner
5.2.2 Hair Colorants
5.2.3 Shampoo
5.2.4 Styling Agents
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Haircare
6.1.2 Conditioner
6.1.3 Hair Colorants
6.1.4 Shampoo
6.1.5 Styling Agents
7 Consumption Impact: Market Valuation
7.1 Haircare Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category

7.1.2 Market Volume by Category
7.2 Haircare Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Haircare Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1.1 Retail Share by Volume - Conditioner Share of Organized Retail
8.1.2 Retail Share by Volume - Hair Colorants of Organized Retail
8.1.3 Retail Share by Volume - Shampoo of Organized Retail
8.1.4 Retail Share by Volume - Styling Agents of Organized Retail
8.2 Profiles of End-Consumers of Haircare, by Retailer Used
8.2.1 A-Best Supermarket Co., Ltd
8.2.2 Carrefour China
8.2.3 Dashang Group
8.2.4 Metro Cash and Carry
8.2.5 New Cooperation Joint-stock trade chain CO., Ltd.
8.2.6 Tesco China
8.2.7 Trust Mart
8.2.8 Wal-Mart Super center, China
8.2.9 Wuhan Zhongbai Group Co., Ltd.
8.2.10 Wumart Stores. Group
8.2.11 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Haircare Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Haircare Value Share (%), by Age Groups, 2012
Table 5: China Haircare Value Share (%), by Gender, 2012
Table 6: China Haircare Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Haircare Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Haircare Value Share (%) by Wealth Groups, 2012
Table 9: China Haircare Value Share (%) by Busy Lives Groups, 2012
Table 10: China Conditioner Consumer Group Share (% market value), 2012
Table 11: China Hair Colorants Consumer Group Share (% market value), 2012
Table 12: China Shampoo Consumer Group Share (% market value), 2012
Table 13: China Styling Agents Consumer Group Share (% market value), 2012
Table 14: China Total Conditioner Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: China Total Hair Colorants Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012

Table 16: China Total Shampoo Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: China Total Styling Agents Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: China Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: China Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: China Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: China Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: China Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: China Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: China Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: China Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2012

Table 26: China Conditioner Consumer Profiles (% consumers by sub-group), 2012
Table 27: China Hair Colorants Consumer Profiles (% consumers by sub-group), 2012
Table 28: China Shampoo Consumer Profiles (% consumers by sub-group), 2012
Table 29: China Styling Agents Consumer Profiles (% consumers by sub-group), 2012
Table 30: China Haircare Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: China Conditioner Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: China Hair Colorants Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: China Shampoo Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: China Styling Agents Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: China, Overall Haircare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: China, Conditioner: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: China, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012

Table 38: China, Shampoo: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: China, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: China Haircare Market Value (Yuan Renminbi million), by Category, 2012
Table 41: China Haircare Market Value (US$ million), by Category, 2012
Table 42: China Haircare Market Volume by Category, 2012
Table 43: China Haircare Market Value (US$ million), by Category, 2012
Table 44: China Haircare Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 45: China Haircare Expenditure Per Capita (US$), by Category, 2012
Table 46: China Haircare Expenditure Per Household (Yuan Renminbi), by Category
Table 47: China Haircare Expenditure Per Household (US$), by Category
Table 48: China Haircare Market Volume (Ltrs m or Units m) by Category, 2012
Table 49: China Haircare Consumption Per Capita by Category, 2012
Table 50: China Haircare Consumption Per Household by Category, 2012
Table 51: China Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 52: China Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 53: China Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 54: China Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 55: China: Profile of Haircare Consumers Whose Goods Mainly Come From A-Best

Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2012
Table 56: China: Profile of Haircare Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 57: China: Profile of Haircare Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2012
Table 58: China: Profile of Haircare Consumers Whose Goods Mainly Come From Metro Cash and Carry (% by Subgroup, as tracked by the Survey), 2012
Table 59: China: Profile of Haircare Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 60: China: Profile of Haircare Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 61: China: Profile of Haircare Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2012
Table 62: China: Profile of Haircare Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 63: China: Profile of Haircare Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 64: China: Profile of Haircare Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2012
Table 65: China: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: China Haircare Value Share (%), by Age Groups, 2012
Figure 3: China Haircare Value Share (%), by Gender, 2012
Figure 4: China Haircare Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Haircare Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Haircare Value Share (%) by Wealth Groups, 2012
Figure 7: China Haircare Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012

Figure 13: China Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: China Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: China Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: China Haircare Market Value (US$ million), by Category, 2012
Figure 17: China Haircare Expenditure Per Capita (US$), by Category, 2012
Figure 18: China Haircare Expenditure Per Household (US$), by Category
Figure 19: China Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: China Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 21: China Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 22: China Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Companies Mentioned

A-Best Supermarket Co., Ltd, Carrefour China, Dashang Group, Metro Cash and Carry, New Cooperation Joint-stock trade chain CO., Ltd. ,Tesco China ,Trust Mart.

Read the full report:
The Chinese Haircare Market: What Consumers Use and Why?
http://www.reportbuyer.com/consumer_goods_retail/cosmetics_grooming/haircare/chinese_haircare_market_consumers_use_why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Hair_Care_Products

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com  
Email: query@reportbuyer.com  
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

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