Probably as the consequence of the series of high profile product safety scandals that have affected the China market, hair care products are repeatedly associated with toxic chemical ingredients in the Chinese consumer’s mind. According to the latest Mintel research, 81% of urban Chinese consumers say they prefer to buy all-natural hair care products and 10% rate the presence of natural ingredients as their most important purchase influence. [1]
Naturalness is therefore an important factor of success on the market. According to Mintel, in 2011, almost 64% of new hair care products released in China touted a ‘natural’ claim, while in the global market, products with the same claim accounted for 50% of launch activity.
“The heightened level of awareness that has arisen from several high-profile safety scares in recent years has taken its’ toll on the rate of product development in several hair care categories, but hair colorants and styling agents were hit especially hard,” says Jiang Xinyi, Research Analyst at Mintel.
Meanwhile, with a massive 87% of Chinese middle class consumers claiming that they “tend to go for premium rather than standard goods or services”, the market for premium haircare products looks positive. However, the situation sharply reverses when Mintel asked for their opinions about expensive hair care products. Nearly two thirds (61%) agree that more expensive hair care products do not necessarily work better than lower priced ones.
“Our research has uncovered a gap between Chinese consumer attitudes towards premium goods and their ideas about hair care products. It indicates that most respondents have not yet recognised that advanced hair care brands deliver on a premium, and are therefore unlikely to trade up in this category at present.” Jiang continues.
Another opportunity to boost sales and usage may come in the form of products that specifically address scalp problems and concerns. Mintel finds that over half (57%) of urban Chinese consumers say they suffer from dandruff, while 45% complain of greasy hair or scalp. Meanwhile, 43% are plagued by an itchy scalp and 25% have issues with dry hair or scalp. Product development backs up this trend, as an “anti-dandruff” claim appeared on nearly a quarter (24%) of new hair care products launched in China in 2011, compared to less than 6% of those launched with the same claim globally.
