Synopsis

This report provides the results for the Haircare market in China from Canadean’s unique, highly detailed and proprietary study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.
Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Marketers in the Haircare market in China face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
This report provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Haircare market in China they account for and which consumer trends drive their behaviour, and as such allows marketers to develop strong growth strategies.

Scope

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – and as such marketers need to know what these trends are and be able to quantify their influence in the market.
This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

Reasons To Buy

The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

Detailed category coverage is provided, covering the Conditioner market, the Hair Colorants market, the Perms and Relaxers market, the Shampoo market and the Styling Agents market.
Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
Detailed brand and private label category shares for 2011 for each product category
Unique retailer choice and switching data at the product category level for 2011

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their childrens behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Hair Care Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Conditioner
2.2.2 Hair Colorants
2.2.3 Perms & Relaxers
2.2.4 Shampoo
2.2.5 Styling Agents
2.3 Behavioral Trends and Market Value
2.3.1 Conditioner
2.3.2 Hair Colorants
2.3.3 Perms & Relaxers
2.3.4 Shampoo
2.3.5 Styling Agents
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Conditioner
3.1.2 Hair Colorants
3.1.3 Perms & Relaxers
3.1.4 Shampoo
3.1.5 Styling Agents
3.2 Consumer Profiles by Product Category
3.2.1 Conditioner
3.2.2 Hair Colorants
3.2.3 Perms & Relaxers
3.2.4 Shampoo
3.2.5 Styling Agents
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Hair Care Brand Choice and Private Label Shares
4.2.1 Conditioner
4.2.2 Hair Colorants
4.2.3 Perms & Relaxers
4.2.4 Shampoo
4.2.5 Styling Agents
5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers Product Choices
5.1.1 Overall Hair Care
5.1.2 Conditioner
5.1.3 Hair Colorants
5.1.4 Perms & Relaxers
5.1.5 Shampoo
5.1.6 Styling Agents
6 Consumption Impact: Market Valuation
6.1 Hair Care Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Hair Care Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Hair Care Volume Impact of Consumer Behavior Trends
6.3.1 Share Growth by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption Per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share by Category
7.1.1 Retail Share by Volume - Conditioner
7.1.2 Retail Share by Volume - Hair Colorants
7.1.3 Retail Share by Volume - Perms & Relaxers
7.1.4 Retail Share by Volume - Shampoo
7.1.5 Retail Share by Volume - Styling Agents
7.2 Levels of Retailer Switching in the Last Six Months
7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
7.2.2 A-Best Supermarket Co., Ltd Switching analysis
7.2.3 Carrefour China Switching analysis
7.2.4 Dashang Group Switching analysis
7.2.5 Metro Cash & Carry Switching analysis
7.2.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching analysis
7.2.7 Tesco China Switching analysis
7.2.8 Trust Mart Switching analysis
7.2.9 Wal-Mart Super center, China Switching analysis
7.2.10 Wuhan Zhongbai Group Co., Ltd. Switching analysis
7.2.11 Wumart Stores. Group Switching analysis
7.2.12 Other Switching analysis
7.3 Profiles of End-Consumers of Hair Care, by Retailer Used
7.3.1 A-Best Supermarket Co., Ltd
7.3.2 Carrefour China
7.3.3 Dashang Group
7.3.4 Metro Cash & Carry
7.3.5 New Cooperation Joint-stock trade chain CO., Ltd.
7.3.6 Tesco China
7.3.7 Trust Mart
7.3.8 Wal-Mart Super center, China
7.3.9 Wuhan Zhongbai Group Co., Ltd.
7.3.10 Wumart Stores. Group
7.3.11 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Hair Care Market
Table 2: Foreign Exchange Rate - CNY Vs. US$, 2011
Table 3: Population Profiles
Table 4: China Hair Care Value Share (%), by Age Groups, 2011
Table 5: China Hair Care Value Share (%), by Gender, 2011
Table 6: China Hair Care Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Hair Care Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Hair Care Value Share (%) by Wealth Groups, 2011
Table 9: China Hair Care Value Share (%) by Busy Lives Groups, 2011
Table 10: China Conditioner Consumer Group Share (% market value), 2011
Table 11: China Hair Colorants Consumer Group Share (% market value), 2011
Table 12: China Perms & Relaxers Consumer Group Share (% market value), 2011
Table 13: China Shampoo Consumer Group Share (% market value), 2011
Table 14: China Styling Agents Consumer Group Share (% market value), 2011
Table 15: China Total Conditioner Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: China Total Hair Colorants Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: China Total Perms & Relaxers Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: China Total Shampoo Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: China Total Styling Agents Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: China Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: China Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: China Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: China Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: China Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: China Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: China Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: China Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: China Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: China Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: China Conditioner Consumer Profiles (% consumers by sub-group), 2011
Table 31: China Hair Colorants Consumer Profiles (% consumers by sub-group), 2011
Table 32: China Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011
Table 33: China Shampoo Consumer Profiles (% consumers by sub-group), 2011
Table 34: China Styling Agents Consumer Profiles (% consumers by sub-group), 2011
Table 35: China Hair Care Private Label Penetration (% Vol), by Category, 2011
Table 36: China Conditioner Brand Share by Volume (% Vol), 2011
Table 37: China Hair Colorants Brand Share by Volume (% Vol), 2011
Table 38: China Perms & Relaxers Brand Share by Volume (% Vol), 2011
Table 39: China Shampoo Brand Share by Volume (% Vol), 2011
Table 40: China Styling Agents Brand Share by Volume (% Vol), 2011
Table 41: China, Overall Hair Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 42: China, Conditioner: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 43: China, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 44: China, Perms & Relaxers: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 45: China, Shampoo: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 46: China, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 47: China Hair Care Market Value (Yuan Renminbi million), by Category, 2011
Table 48: China Hair Care Market Value (US$ million), by Category, 2011
Table 49: China Hair Care Market Volume (Ltrs m), by Category, 2011
Table 50: China Hair Care Market Share (US$ million), by Category, 2011
Table 51: China Hair Care Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 52: China Hair Care Expenditure Per Capita (US$), by Category, 2011
Table 53: China Hair Care Expenditure Per Household (Yuan Renminbi), by Category
Table 54: China Hair Care Expenditure Per Household (US$), by Category
Table 55: China Hair Care Market Volume Share (Ltrs m), by Category, 2011
Table 56: China Hair Care Consumption Per Capita (Kilograms per head), by Category, 2011
Table 57: China Hair Care Consumption Per Household (Kilograms per household), by Category, 2011
Table 58: China Conditioner Retailer Share by Volume (Ltrs m), 2011
Table 59: China Hair Colorants Retailer Share by Volume (Ltrs m), 2011
Table 60: China Perms & Relaxers Retailer Share by Volume (Ltrs m), 2011
Table 61: China Shampoo Retailer Share by Volume (Ltrs m), 2011
Table 62: China Styling Agents Retailer Share by Volume (Ltrs m), 2011
Table 63: China: People Who Have Switched Retailer for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 64: China: Switchers to A-Best Supermarket Co., Ltd for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 65: China: Switchers From A-Best Supermarket Co., Ltd for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 66: China: Switchers to Carrefour China for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 67: China: Switchers From Carrefour China for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 68: China: Switchers to Dashang Group for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 69: China: Switchers From Dashang Group for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 70: China: Switchers to Metro Cash & Carry for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 71: China: Switchers From Metro Cash & Carry for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 72: China: Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 73: China: Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 74: China: Switchers to Tesco China for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 75: China: Switchers From Tesco China for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 76: China: Switchers to Trust Mart for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 77: China: Switchers From Trust Mart for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 78: China: Switchers to Wal-Mart Super center, China for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 79: China: Switchers From Wal-Mart Super center, China for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 80: China: Switchers to Wuhan Zhongbai Group Co., Ltd. for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 81: China: Switchers From Wuhan Zhongbai Group Co., Ltd. for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 82: China: Switchers to Wumart Stores. Group for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 83: China: Switchers From Wumart Stores. Group for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 84: China: Switchers to Other for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 85: China: Switchers From Other for Their Hair Care Purchases in the Last Six Months (Thousands), 2011
Table 86: China: Profile of Hair Care Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup), 2011
Table 87: China: Profile of Hair Care Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup), 2011
Table 88: China: Profile of Hair Care Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup), 2011
Table 89: China: Profile of Hair Care Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup), 2011
Table 90: China: Profile of Hair Care Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup), 2011
Table 91: China: Profile of Hair Care Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup), 2011
Table 92: China: Profile of Hair Care Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup), 2011
Table 93: China: Profile of Hair Care Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup), 2011
Table 94: China: Profile of Hair Care Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup), 2011
Table 95: China: Profile of Hair Care Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup), 2011
Table 96: China: Profile of Hair Care Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology
Figure 2: China Hair Care Value Share (%), by Age Groups, 2011
Figure 3: China Hair Care Value Share (%), by Gender, 2011
Figure 4: China Hair Care Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Hair Care Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Hair Care Value Share (%) by Wealth Groups, 2011
Figure 7: China Hair Care Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Perms & Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: China Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: China Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: China Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: China Hair Care Private Label Penetration (% Vol), by Category, 2011
Figure 19: China Hair Care Market Share (US$ million), by Category, 2011
Figure 20: China Hair Care Expenditure Per Capita (US$), by Category, 2011
Figure 21: China Hair Care Expenditure Per Household (US$), by Category
Figure 22: China Conditioner Retailer Share by Volume (Ltrs m), 2011
Figure 23: China Hair Colorants Retailer Share by Volume (Ltrs m), 2011
Figure 24: China Perms & Relaxers Retailer Share by Volume (Ltrs m), 2011
Figure 25: China Shampoo Retailer Share by Volume (Ltrs m), 2011
Figure 26: China Styling Agents Retailer Share by Volume (Ltrs m), 2011