Beauty and Personal Care in China

April 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in China report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Beauty and Personal Care in China?
  • Which are the leading brands in China?
  • How are products distributed in China?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in China

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Leading players consolidate their leading positions in the market
Digital strategy has become unprecedentedly important for BPC players
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios 2018-2025 Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in China

KEY DATA FINDINGS

2020 IMPACT

Mass beauty and personal care stagnant during COVID-19
COVID-19 has mixed impact on mass bath and shower
Mass domestic brands gain traction during COVID-19

RECOVERY AND OPPORTUNITIES

Functionality to be the focus of mass bath and shower
Mass sun care ushers opportunities with booming online sales

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in China

KEY DATA FINDINGS

2020 IMPACT

Premium beauty and personal care remains resilient against COVID-19
Premium skin care affected by rising attention to holistic beauty
Spending shift helps premium segment maintain healthy growth momentum

RECOVERY AND OPPORTUNITIES

Consumers’ appetite for premium never ceases
Premium hair care bullish on rising demand for self-pampering during COVID-19

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in China

KEY DATA FINDINGS

2020 IMPACT

Baby and child-specific products grew in 2020 despite COVID-19 impact
Baby speciality stores sales slump due to retail disruption
Ingredient-focused young parents emerge as main consumer group

RECOVERY AND OPPORTUNITIES

Baby and child-specific products with expanded subcategories and enlarged consumer group
Hormone-containing baby cream brings safety issue into industry focus

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in China

KEY DATA FINDINGS

2020 IMPACT

Increased frequency of hand washing drives sales of soap and liquid soap
Short-term policy stimulated liquid soap production and allowed new entrants
Deceleration in growth of body wash/shower gel

RECOVERY AND OPPORTUNITIES

Healthy growth supported by enhanced hygiene awareness
Shower gel focuses on function and experience

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in China

KEY DATA FINDINGS

2020 IMPACT

Colour cosmetics impacted heavily by COVID-19, but still shows growth potential
Digital strategy is vital for brands to stay afloat
Online C-beauty surged amidst the pandemic

RECOVERY AND OPPORTUNITIES

Men’s make-up on the rise
Colour cosmetics as entry-level luxury products
Eye make-up and facial make-up surpass lip products in growth

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in China

KEY DATA FINDINGS

2020 IMPACT

Decline in sales resulted from fewer outings
Leading players to expand online in order to drive sales

RECOVERY AND OPPORTUNITIES

Usage to be boosted by increasing market education
Deodorants with additional benefits become popular

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in China

KEY DATA FINDINGS

2020 IMPACT

Need for depilatories decreased during home seclusion
Increased sales through e-commerce

RECOVERY AND OPPORTUNITIES

Expected recovery over the forecast period
Potential challenge from the rise of electronic hair removal devices

CATEGORY DATA

Table 62 Sales of Depilatories by Category: Value 2015-2020 Table 63 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 65 NBO Company Shares of Depilatories: % Value 2016-2020 Table 66 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 67 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in China

KEY DATA FINDINGS

2020 IMPACT

Fragrances witnesses deceleration, premium segment continues to drive growth
E-commerce cushioned some loss from offline in Q1
Niche brands witnessed unprecedented growth

RECOVERY AND OPPORTUNITIES

Fragrance usage is on the rise, and premium fragrances continue to prevail
Fragrance for reassurance

CATEGORY DATA

Table 69 Sales of Fragrances by Category: Value 2015-2020 Table 70 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 71 NBO Company Shares of Fragrances: % Value 2016-2020 Table 72 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 75 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in China

KEY DATA FINDINGS

2020 IMPACT

Hair care resilient against pandemic with steady growth
Polarised COVID-19 impacts on different hair care subcategories
Self-entertaining at-home beauty treatment

RECOVERY AND OPPORTUNITIES

Skinification of hair care with enriched subcategories
Increasing prevalence of new ingredients in value-added hair care products
Price segmentation online undergoes significant change

CATEGORY DATA

Table 77 Sales of Hair Care by Category: Value 2015-2020 Table 78 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 79 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 80 NBO Company Shares of Hair Care: % Value 2016-2020 Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 82 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 83 LBN Brand Shares of Colourants: % Value 2017-2020 Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 85 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 86 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 87 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in China

KEY DATA FINDINGS

2020 IMPACT

Men’s shaving hampered by home seclusion
Domestic brands budding in men’s bath and shower
Men’s hair styling products sales struggle amidst COVID-19

RECOVERY AND OPPORTUNITIES

Rising personal grooming awareness continues to drive demand
Gillette targets premium shaving

CATEGORY DATA

Table 90 Sales of Men’s Grooming by Category: Value 2015-2020 Table 91 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 94 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 95 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 97 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 98 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in China

KEY DATA FINDINGS

2020 IMPACT

Oral care weathered pandemic, with slight slowdown
Spike in sales of mouthwashes due to antiseptic function
Shuffling of power toothbrushes competitive landscape

RECOVERY AND OPPORTUNITIES

Oral care players capitalise on segmentation and premiumisation
Tighter regulations to reshape toothpastes

CATEGORY DATA

Table 99 Sales of Oral Care by Category: Value 2015-2020 Table 100 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 101 Sales of Toothbrushes by Category: Value 2015-2020 Table 102 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 103 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 104 NBO Company Shares of Oral Care: % Value 2016-2020 Table 105 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 107 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 108 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 110 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in China

KEY DATA FINDINGS

2020 IMPACT

Skin care demonstrates strong resilience against the global health crisis
Skin health becomes the focal point of skin care products
Digital strategy becomes vitally important for skin care brands

RECOVERY AND OPPORTUNITIES

Skintellectuals demand highly functional ingredients
Anti-ageing remains the key focus of concern in skin care in China
Rising interest in skin health propels dermocosmetic products

CATEGORY DATA

Table 112 Sales of Skin Care by Category: Value 2015-2020 Table 113 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 114 NBO Company Shares of Skin Care: % Value 2016-2020 Table 115 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 117 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 121 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in China

KEY DATA FINDINGS

2020 IMPACT

Sun care continues to grow amidst COVID-19
Sun care driven by e-commerce channel
Newly-entered brands reshaping competitive landscape

RECOVERY AND OPPORTUNITIES

Sun protection products turn multi-functional
Enriched formats spur sun protection products

CATEGORY DATA

Table 123 Sales of Sun Care by Category: Value 2015-2020 Table 124 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 125 NBO Company Shares of Sun Care: % Value 2016-2020 Table 126 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 128 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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