China's Hair Beauty and Hair Care Market Releases Five New Trends
- Chaileedo Press
- Apr 30, 2022
- 4 min read
Tmall Global 2022 Online Trend Report of the Beauty Hair Care Industry: For shampooing, the trend towards getting some volume on the top to make hairs look thicker and fuller, preventing hair loss and growing fresh hairs anew, and having a high-luxury shampooing experience has gained positive results. For hair care, the trend towards all-around hair care, hair loss prevention, high-luxury washing, the integration of hair dyeing and hair caring and nourishment and smoothness has gained positive results as well.
With the improvement of consumer economic ability and the increase in demand for personalized services, the hair beauty and hair care industry is about to stage a hot war in the Chinese market. From the perspective of consumer demand, Chinese consumers have increased their demand for hair care as they hope hair beauty and hair care can be integrated. Consumers both desire a good-looking style and good hair care, not hoping to sacrifice hair quality for beauty.
Recently, China's mainstream e-commerce platform Tmall released the 2022 Online Trend Report on the Beauty and Hair Care Industry, from scalp care, which explains the development space of China's future washing and care market from 5 trends: scalp care, high-luxury washing, oil control and fluffiness, hair care and hair dyeing.
The report shows that the annual turnover index of China's shampoo market increased by 12.3%, the annual turnover index of China's hair care market increased by 28.7%, the annual turnover index of China's hair beauty market increased by 4.7%, and the annual turnover index of China's overall hair beauty and hair care market increased by 12.3%. From the perspective of the overall growth contribution rate of the hair beauty and hair care market, the contribution rate of the unit price of goods is much higher than the contribution rate of the number of purchasers and the purchase volume of single customers.
This is due to the increasing demand for scalp and hair and the demand for scalp cleaning and care products are rising, consumers have begun to treat scalp care as important as skincare. In addition to hair repair, experiential care is important as well, so the demand for the texture and fragrance of the product is getting higher and higher. Hair care has been able to continue to grow at a high level mainly thanks to high-end line products.
According to the report, in the overall population of hair care in China, 70% of the buyers on Taobao and Tmall are women, with the largest group of the young group aged 18 to 34. The proportion of consumers in China's first- and second-tier cities is 45%. At the same time, the data also shows that high-income people account for nearly 50%, high-consumption groups reach 25%, and people with a bachelor's degree or above account for more than 50%. In summary, the group of highly educated, high-income young women is the core group of hair beauty and hair care.
From the perspective of the segmentation of consumer demand, in the past, hair care was divided into shampoos and care products, and now they are more and more finely divided, such as shampoos with different textures, distinctions on different parts of the body, such as scalp and hair targeted different shampoos. Care is also divided into essential oils, lotions, and hair spray products, which form the needs of washing and care into a particular segment.
From the perspective of shampooing, women for shampoo products account for nearly 70% of China's mainstream e-commerce platforms Tmall and Taobao, it is universal as a whole. Women account for 80% of Tmall Global, with a more high-end population compared with the overall hair care market. From the perspective of hair care, women account for nearly 80% of Tmall and Taobao, women account for 91% of Tmall Global with younger crowds. From the perspective of hairdressing, the crowd on Taobao and Tmall is more dispersed and has both the demand for covering white hair and fancy hair dyeing. The female population for hairdressing accounts for 89% of Tmall Global with a younger group.
The report points out that with the increasing maturity of the hair washing and care market and the continuous self-growth of consumers, the criteria for everyone to choose products are far more than basic functions, which can bring added value, such as making hairs look thicker and fuller, preventing hair loss and growing fresh hairs anew and having a high-luxury shampooing experience, which has also become important factors in shaping the advantages of products. Moreover, under the concept of exquisite from head to toe, consumers are also more and more concerned about every hair. Rare product ingredients and the integration of beauty, medical beauty, and high-end ingredients into hair care products have also attracted the attention of consumers.
At the same time, young people who pursue trends and aspire to achieve "hair color freedom" as well as middle-aged and elderly people who have the demand to dye black are more inclined to choose natural hair dyeing products that are not stimulating, safe, and the combination of dyeing and hair care.
Note: The data in this report is available for the most recent year ending in March 2022.
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