China's hair care market driven by sophisticated products targeting specific needs as increasing incomes shift demand away from multi-purpose, more cost-effective products
September 23, 2011
– Chinese consumers are increasingly looking for sophisticated and specialized hair care products, Cosmeticsdesign.com reported Sept. 22.
According to a study by Reed Sinopharm’s project manager Randy Wang, the country’s consumers have begun to move away from more cost-effective, multi-purpose hair care products as their incomes rise.
Demand for products that moisturize and repair, and straighten and smooth hair has boomed, along with those that treat dandruff as a Procter & Gamble (P&G) commissioned study revealed 88% of Shanghai’s consumers believe they have “damaged” hair, while in Beijing and Guangzhou, 70% and 58%, respectively, share that belief.
Accounting for 15% of all annual sales in China’s cosmetics industry, hair care has become the country’s second biggest market and it is expected to see 15.5% in annual growth through 2013, exceeding the stagnating markets in the U.S. and Europe.
Only businesses that can effectively show their hair products are unique and necessary for specific care needs will find success in the growing market, according to the study.
The primary source of this article is Cosmeticsdesign.com, Montpellier, France, on Sept. 22, 2011.