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Mintel Looks at Primary Drivers for Chinese Hair Care Consumers
Posted: August 2, 2012
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“Hair care products have shifted their emphasis from treating hair appearance and condition to scalp health," said Xinyi. "Taking the place of shine, health remains a key priority within the China hair care market. In the shampoo, conditioner and hair treatments segments, many of the big brands are already targeting scalp care, and their research and development departments continue to design products that are especially formulated to promote scalp health.”
Meanwhile, when it comes to colorants, the research finds that senior respondents show a greater interest in hair colorants than their younger counterparts. On average, two thirds (66%) of Chinese consumers have experience of using hair colorants in the past 12 months. An impressive 73% of 40-49-year-olds report active colorants usage, followed by 67% of the 30–39 group. Young consumers aged 20–29 are the least likely (60%) to use any hair dying products.
Mintel research found that one of the main drivers when purchasing hair products is performance or effectiveness. TV advertising and marketing reflect this, with enhanced functionality and performance being one of the main features. Our survey showed that 26% selected products based on performance, followed by brand (20%) and function (14%).