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Report
Beauty and Personal Care in China
Market Direction I 2024-04-17 I 130 Pages I Euromonitor
Seeing a partial rebound from decline in 2022, beauty and personal care in China achieved a low single-digit current value growth rate in 2023, but value sales did not return to the level seen in 2021. This was mainly due to the continuation of COVID-19 and flu cases after the end of the zero-COVID policy, which had restricted consumer activities. In addition, the impact of the economic downturn left consumer confidence still not fully restored, with consumer attitudes remaining conservative, fu...
Euromonitor International's Beauty and Personal Care in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in China
Euromonitor International
April 2024
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN CHINA
EXECUTIVE SUMMARY
Beauty and personal care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Mass skin care benefits from the slowdown of the premiumisation trend
Mass hair care registers a continued decline in 2023
Mass sun protection propelled by brands on Douyin
PROSPECTS AND OPPORTUNITIES
Mass colour cosmetics brands will continue to embrace accessibility and agility
Mass products will strive for innovation to become alternatives to premium products
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Premium colour cosmetics is winning back sales in certain areas
Premium hair care records continuous growth
Premium skin care is faced with a challenge from mass brands
PROSPECTS AND OPPORTUNITIES
Intensifying competition in premium fragrances
The skinification trend will further drive the growth of premium personal care products
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Baby and child-specific products recovers, but declining birth rate limits growth
Japanese baby and child-specific brands face a crisis of trust
Unsettled competitive landscape, with disruptive players from Douyin
PROSPECTS AND OPPORTUNITIES
Baby and child-specific sun care set to be propelled by new entrants
Popular trends in adult skin care are migrating to baby and child-specific skin care
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bath and shower experiences a decline as stocks kept at home are used up
The trend towards skin care in bath and shower
Digital marketing has become the primary promotional tool for brands
PROSPECTS AND OPPORTUNITIES
More consumers expected to appreciate emotional values
Skinification in bath and shower
Retail e-commerce set to continue to grow
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2018-2023
Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
The revival of colour cosmetics in China in 2023
Similar double-digit growth rates across categories, except nail products
Surge in emerging domestic brands
PROSPECTS AND OPPORTUNITIES
Premiumisation of colour cosmetics set to moderate
Retail e-commerce will continue to boost its penetration rate
Retro trend sweeps through colour cosmetics
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
DEODORANTS IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Deodorants shows a slight rebound in 2023
E-commerce dominates, while offline channels are struggling
PROSPECTS AND OPPORTUNITIES
Natural and gentle formulae are welcomed by consumers
Multifunctional deodorants retain development potential
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2018-2023
Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Increasing consumer awareness drives growth
With the rise of e-commerce, channels for purchasing depilatories are expanding
PROSPECTS AND OPPORTUNITIES
Depilatories expected to undergo continuous innovation
The trend towards segmentation in depilatories
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2018-2023
Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Fragrances records robust recovery amidst challenges
Rising diversity in fragrances spells opportunity for emerging brands
Rising online penetration, yet offline consumption remains dominant
PROSPECTS AND OPPORTUNITIES
Gender-neutral appeal set to reshape fragrances
Embracing multiple fragrances becomes a new custom
Scent economy is a double-edged sword in fragrances
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2018-2023
Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Hair care fails to rebound after pandemic restrictions ease
Salon professional hair care is one of the categories driving growth
Continual evolution in consumer demand for hair care products
PROSPECTS AND OPPORTUNITIES
The ongoing trend towards premiumisation in hair care
Refinement of consumer demand will drive the development of innovation
Retail e-commerce will continue to be the key battlefield
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2018-2023
Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Mens grooming sees modest recovery, with a stable competitive landscape
Demand for some male-specific personal care products remains small
Mens shaving demonstrates a rebound
PROSPECTS AND OPPORTUNITIES
Consumers still require further education on mens grooming products
Interest-based e-commerce expected to create opportunities
CATEGORY DATA
Table 91 Sales of Mens Grooming by Category: Value 2018-2023
Table 92 Sales of Mens Grooming by Category: % Value Growth 2018-2023
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 95 NBO Company Shares of Mens Grooming: % Value 2019-2023
Table 96 LBN Brand Shares of Mens Grooming: % Value 2020-2023
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 98 Forecast Sales of Mens Grooming by Category: Value 2023-2028
Table 99 Forecast Sales of Mens Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Oral care shows a soft rebound in 2023
Toothpaste may be struggling, but Douyin is a bright spot
Power toothbrushes returns to dynamic growth after a couple of years of decline
PROSPECTS AND OPPORTUNITIES
Polarisation of consumption in oral care is likely to intensify
Regulation on toothpaste has been tightening
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2018-2023
Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 102 Sales of Toothbrushes by Category: Value 2018-2023
Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
In 2023 skin care shows only a partial rebound, with growth under expectations
Fluctuating competitive landscape in skin care in China
Douyin shines brightly, while the offline and online competition intensifies
PROSPECTS AND OPPORTUNITIES
Dermocosmetics may continue to lose attractiveness to Chinese consumers
More sophisticated consumers, moving from ingredient-centric to formula-centric
Consumer downgrading likely to challenge the premiumisation trend
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2018-2023
Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sun care bounces back in China in 2023, with double-digit value growth
Douyin has emerged as a mainstream online channel for sun care
Japanese sun care brands affected by the release of treated water
PROSPECTS AND OPPORTUNITIES
Baby and child-specific sun care to be propelled by new entrants
Efficacy and user experience are the two most important factors in adult sun protection
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2018-2023
Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028
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