Industry news: Development prospect analysis of China's washing and care products market

Shampoo and hair care industry will continue to cultivate product technology, rely on operation and communication to shape brand influence, form brand voice through brand value, with the continuous attention of the national scalp hair health, the use of effective voice points in the market to form a brand voice, advocate the concept of scalp health.

From 2010 to 2020, the compound growth rate of China's cosmetics industry reached 9.7%, according to Euromonitor Consulting forecast, from 2021 to 2025, China's cosmetics industry will still maintain a compound growth rate of more than 10%. Mintel expects the shampoo and hair care market to grow at a compound annual growth rate of 4.5% by the end of 2027, with sales reaching 66.755 billion yuan.

Picture source PCE2023 Guangzhou sanitary products exhibition site

New brand end price increase rate is high, profitability is excellent, old manufacturers and brand owners are still the core of the washing and care industry chain, production enterprises through raw material prices, cosmetics new regulations, three years of epidemic pain is expected to usher in a rebound at the end of this year. New brands through multi-channel, multi-brand expansion is expected to continue to increase market share.

Upgrading Basic Consumer Care Demands (Washing & Care Expo)

The primary function of early care products is to cleanse and repair the hair and scalp. In the past ten years, with the development of the formula and process of washing and care products, washing and care products have become products with cosmetic properties, which can remove the dirt and dandruff of the hair and give the hair good combing, making the hair soft, lubricating, relaxed and shiny. Care and maintain the scalp and hair follicles while gently cleaning, repair the scalp skin barrier system, etc.

In recent years, consumers have paid more and more attention to the experience of washing and care products, becoming more and more picky about the basic functions of washing and care products, requiring 'clean hair and thorough hair care', upgrading from simple cleaning demands to experience the 'wash sense' in the cleaning process - the hair and scalp after washing feel comfortable and relaxed. The most direct performance of washing is rich foam, good adjustment, semi-dry and dry fat. The most direct manifestation of the sense of protection is that the hair is well regulated and the scalp is relaxed and comfortable.

Picture source PCE2023 Guangzhou sanitary products exhibition site

From the washing and care market, it can be seen that medium-priced products (prices of 40 to 60 yuan) still account for the majority, but the sales gap with other pricing ranges has narrowed, and the mainstream position advantage has gradually declined. Sales of lower-priced products (prices of 30 to 40 yuan) are gradually declining. The sales of higher-priced products (prices of 90 to 100 yuan) have increased significantly, and the price threshold of acceptable washing and care products for consumers has gradually expanded. New categories, new channels, new levels, new markets, new domestic products, etc., will also vigorously promote the upgrading of basic demands for washing and care.

Brand owners solve problems professionally and effectively (Washing & Care Expo)

According to the actual situation of scalp, hair and body, as well as a variety of scalp, hair and other problems caused by poor life and rest, eating habits, frequent modeling, etc., targeted selection of washing products is a professional and effective way to solve hair and scalp problems.

The corresponding effects of scalp problems include: Gentle and non-irritating scalp, scalp oil control, dandruff removal, scalp moisturizing, scalp allergy, scalp itching relief, repair scalp barrier system, scalp care, scalp nourishing, scalp anti-aging, scalp soothing, scalp refreshing, scalp vitality, etc.

Treatments for hair problems include: Hair volumizing, soft drooping, smoothing rough, repair strong, solid color lock, sun protection color, durable three-dimensional fluffy, hair oil control, care and repair, hair moisturizing, hair nourishing,scalp refreshing, good combing performance, hair breaking hair (strong), hair sunscreen, lasting fragrance, hair luster, hair loss prevention, repair of split ends, hair deep cleaning, hair dyeing, reduce combing broken hair, hair styling, etc.

Picture source PCE2023 Guangzhou sanitary products exhibition site

China's washing and care market is occupied by established manufacturers and established brands, which have a long-term impact on consumers' cognition and understanding of hair and scalp problems, and consumers' cognition is dominated by many traditional efficacy concepts such as dandruff, softness, repair, and anti-peeling. If the high-end washing market wants to break through in today's washing brand, only actively embrace the new concept of washing, new raw materials, new processes, new technologies, and strive to develop products that solve various problems in washing and care, which is the key process of today's washing and care brand counterattack.

The raw materials are gentle and clean, providing scientific and healthy Washing (Washing & Care Expo)

The gentleness of the raw materials determines the gentleness of the product. Only by gentle cleaning can the scalp health be cared for and the skin barrier of the scalp be protected. The gentleness of surfactants is necessary to build mild formulations and safe and stable products. Traditional petroleum based surfactants have strong cleaning ability, and commonly used AES has strong cleaning power for human skin oil (JB-03 reaches 1.4), which may destroy the protective barrier of the skin, resulting in excessive loss of sebum (harmful substances are easy to invade or stimulate), resulting in dry, tight, stinging and even skin sensitivity after washing.

Are there any cleansing ingredients that can 'selectively' remove dirt, do not damage the skin barrier system, and increase scalp hydration? Of course, it is to choose mild, rich and delicate foam, cost-effective surfactants as the main cleaning foaming raw materials for cleaning hair and scalp.

Influenced by 'plant-based, natural, green, environmentally friendly, sustainable, recyclable, biodegradable, carbon reduction, biofriendly, fair trade, no animal testing, support for local economy, vegetarianism'. Shampoo and hair care products with claims such as' easy to use ', 'time saving/fast', 'no rinse', 'sustainable (natural environment/natural resources)',' recyclable 'and' environmentally friendly products' will be more and more in the future market.

Skin care products are skin-care-oriented, conceptual and high-end (Washing & Care Expo)

With skin care ingredients, skin care concepts, launched high-end care products. For example, they cater to the needs of consumers with claims such as' adjusting scalp water and oil balance ', 'replenishing scalp nutrients',' moisturizing scalp ', 'deep-sea double-layer scalp maintenance', 'refreshing cleansing and soothing scalp', 'improving micro-environment rejuvenation of hair roots' and' scalp makeup remover '.

The search index of natural ingredients has climbed month by month and surpassed that of botanical ingredients, becoming the 'big hit' favored by consumers in the near future. The demand for scalp ingredients is increasingly upgraded, and the consumer public's awareness of natural, skin nourishing, medicinal and other advanced skin nourishing ingredients is strengthened, the growth rate of ingredient consumption is higher, and the ingredient standards are more stringent. People in first - and second-tier cities are more interested in scalp maintenance.

Picture source PCE2023 Guangzhou sanitary products exhibition site

Scalp care products are mainly used by consumers to prevent hair loss or hair loss. In addition, scalp type and sensitivity also affect consumers' choice of scalp care products. Consumers with sensitive scalp attach more importance to 'repair/improve scalp sensitivity' claims. Consumers with oily scalps tend to opt for 'regulating scalp oil and water balance', while consumers with dry scalps prefer scalp care products that claim to 'hydrate and moisturize the scalp'.

Other global markets, especially the Chinese market, will have greater market demand and price space in the future. Professional design of scalp care 'skin care' formula, reasonable collocation of professional and effective 'concept' ingredients, enhance the value of additional products, professional solution to hair, scalp problems is the future high-quality development of 'skin care, concept, high-end' specific performance.

Cleaning industry exhibition (Washing & Care Expo)

New industry forces continue to pour into the washing and care track, and the market competition of new and old brand enterprises has intensified. Consumption upgrades continue to stimulate product innovation, and personalized consumption needs give rise to differentiated competitive strategies. Cross-border e-commerce, live e-commerce and other product marketing new models and new formats emerge in an endless stream, and the development challenges and opportunities of the shampoo and care industry will coexist in 2024. In order to help the majority of washing products enterprises to better meet the challenges, while seizing new opportunities for the development of the industry, 2024PCE Guangzhou International Washing Products Exhibition (PCE cleaning products Exhibition) opened the New Year 'break the circle' out, taking the lead in blowing the development of the industry, will be with the main exhibition PCE International Personal Care Expo. It will be held in Guangzhou Nanfung International Convention and Exhibition Center on March 5-7, 2024. Relying on the location advantage of South China's washing and care market, it will fully integrate the regional advantages and bring together the upper, middle and lower reaches of the industrial chain enterprises in the washing and care industry. The exhibits cover the hot categories of personal washing and care, fabric washing and home washing and care, and provide one-stop product collection and supply solutions. For the majority of colleagues in the washing and care products industry to present a collection of exhibition, trade cooperation, exchange and learning in one of the industry professional event.