중국의 미용 및 퍼스널케어 시장

After a year of slow growth in 2023, in 2024 beauty and personal care in China returned to retail current value decline. Decline was driven by several interrelated factors. First, ongoing economic challenges led consumers to tighten their budgets, resulting in a shift towards more affordable alternatives, especially in non-essential beauty and personal care categories. This trend was particularly evident in the premium segment, in which some consumers scaled back on discretionary spending. In ad...

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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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 50 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, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• What next for beauty and personal care?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Skin care maintains its lead, but suffers from maturity and economic situation
• Proya Cosmetics maintains its rising trend due to innovation and quality
• Price sensitivity leads to downgrading within the mass segment, and from premium to mass

PROSPECTS AND OPPORTUNITIES

• More positive consumer sentiment will drive a return to value growth
• AI set to move further into mass beauty and personal care
• Local ingredients and multifunctional products are two strands of innovation

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029

PREMIUM BEAUTY AND PERSONAL CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Declining sales, driven by search for more affordable alternatives during economic downturn
• L'Oreal extends its share despite challenges in the market
• A core consumer base continues to value premium beauty and personal care products

PROSPECTS AND OPPORTUNITIES

• With demand for improved hair quality, premium hair care is set to see a strong rise
• Potential for premiumisation in baby and child-specific products
• Innovations such as customised and natural products likely to be seen

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029

BABY AND CHILD-SPECIFIC PRODUCTS IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Segmentation rises in the largest category, baby and child-specific sun care
• The top two players maintain dynamic growth
• Retail e-commerce becomes dominant, at the expense of mother and baby stores

PROSPECTS AND OPPORTUNITIES

• Growth will come from premiumisation, as volume sales set to remain stable
• Innovation and marketing likely to drive domestic brands to new heights
• Stricter standards will push safety to the forefront of innovation in baby and child-specific products

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029

BATH AND SHOWER IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Cautious, rational purchasing behaviour contributes to decline
• Procter & Gamble maintains its rising trend, while Guangzhou Blue Moon excels
• The rise of retail e-commerce seems unstoppable

PROSPECTS AND OPPORTUNITIES

• Price competition and falling population expected to have a negative impact
• Fragrance, sustainability, and multifunctional innovation to impact category evolution
• The rise of bath and shower sets: How bundling boosts sales

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2019-2024
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
• Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029

COLOUR COSMETICS IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Facial make-up bucks the declining trend, as a good base for make-up is essential
• L'Oreal loses share to domestic players such as Proya Cosmetics
• Although retail e-commerce dominance is unshakeable, some offline channels see strong growth

PROSPECTS AND OPPORTUNITIES

• Consumers will continue to appreciate facial make-up, especially make-up primer
• Mass colour cosmetics set to drive growth as consumers downgrade
• Multifunctionality and natural radiance will be areas of innovation

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
• Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
• Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029

DEODORANTS IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Slow growth for a small category
• Increasing fragmentation as the share of the smallest players sees growth
• Although warehouse clubs rises, retail e-commerce continues to dominate

PROSPECTS AND OPPORTUNITIES

• Skin care expected to be increasingly incorporated in deodorants
• Children's deodorants likely to offer growth opportunities
• Trend towards fragrance-inspired deodorants anticipated

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2019-2024
• Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
• Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
• Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
• Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029

DEPILATORIES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Women's razors and blades performs well, at the expense of hair removers/bleaches
• Leading player Schick also sees the strongest growth
• Retail e-commerce offers the widest product range

PROSPECTS AND OPPORTUNITIES

• Demand for high-quality products will continue to rise, driving value growth
• Skin care expected to be a more important element in new products
• Segmentation expected to increase in depilatories

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2019-2024
• Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
• Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
• Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
• Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029

FRAGRANCES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Premium unisex fragrances bucks the declining trend
• Parfums Christian Dior takes the lead, while players in premium unisex fragrances perform well
• Department stores maintains its distribution lead due to the desire for offline experiences

PROSPECTS AND OPPORTUNITIES

• Premium fragrances set to increase its dominance
• Challenges and opportunities for fragrances in China
• Understated fragrances and smaller sizes likely to perform well

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2019-2024
• Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
• Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
• Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
• Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029

HAIR CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Challenge from less frequent hair washing, but opportunities remain
• Procter & Gamble maintains its strong lead, despite a falling share
• Try-on features, sample sizes, and increase in repeat purchases drive sales via retail e-commerce, in addition to pricing and convenience

PROSPECTS AND OPPORTUNITIES

• Strong growth opportunities for salon professional hair care
• China's hair care evolution: Blending channels, experiences and commerce
• Eco-conscious and culturally rooted: A new era for hair care in China

CATEGORY DATA

• Table 78 Sales of Hair Care by Category: Value 2019-2024
• Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
• Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
• Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
• Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
• Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
• Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
• Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
• Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
• Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
• Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
• Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
• Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029

MEN'S GROOMING IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Value decline across many categories as consumers trade down
• Marketing helps Guangzhou Mizi Cosmetics see exceptional growth
• Retail e-commerce continues to take share from offline channels

PROSPECTS AND OPPORTUNITIES

• Men likely to remain cautious in their purchases
• Local brands likely to leverage social commerce for growth
• Innovation and technology will contribute to growth in men's grooming

CATEGORY DATA

• Table 91 Sales of Men's Grooming by Category: Value 2019-2024
• Table 92 Sales of Men's Grooming by Category: % Value Growth 2019-2024
• Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
• Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
• Table 95 NBO Company Shares of Men's Grooming: % Value 2020-2024
• Table 96 LBN Brand Shares of Men's Grooming: % Value 2021-2024
• Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
• Table 98 Forecast Sales of Men's Grooming by Category: Value 2024-2029
• Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2024-2029

ORAL CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Toothpaste sees premiumisation, which drives value growth
• Smaller brands in toothpaste perform well, and uSmile outperforms in power toothbrushes
• Dynamic growth for warehouse clubs, as Sam's Club expands in China

PROSPECTS AND OPPORTUNITIES

• Consistent slow growth for oral care as demand expands beyond toothpaste and manual toothbrushes
• Toothpaste in China shifts toward specialisation and professional care
• uSmile launches U7 Pro - a smart toothbrush offering precision and personalisation

CATEGORY DATA

• Table 100 Sales of Oral Care by Category: Value 2019-2024
• Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
• Table 102 Sales of Toothbrushes by Category: Value 2019-2024
• Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
• Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
• Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
• Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
• Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
• Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
• Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
• Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
• Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
• Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029

SKIN CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Maturity and lower consumer confidence drive value decline, but pockets of growth remain
• Proya Cosmetics takes advantage of its understanding of local consumers
• Warehouse clubs and retail e-commerce take share from most other distribution channels in skin care

PROSPECTS AND OPPORTUNITIES

• Lip care set to see the strongest growth as more people look for a good base for applying lip products
• Creating emotional bonds will be important for creating customer loyalty
• Fusion of ingredients from traditional Chinese medicine, and skin care science

CATEGORY DATA

• Table 113 Sales of Skin Care by Category: Value 2019-2024
• Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
• Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
• Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
• Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
• Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
• Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
• Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
• Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
• Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
• Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029

SUN CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Adult sun care continues to dominate, but baby and child-specific sun care leads growth as awareness rises
• Leading player L'Oreal performs well, but smaller players rise strongly from a low base
• Popularity of retail e-commerce drives a move away from some offline retailers, although others perform well

PROSPECTS AND OPPORTUNITIES

• Despite challenges, sun care is set to see solid value growth
• Consumers will seek additional benefits from sun care products
• New practical formats to shape sun care moving forward

CATEGORY DATA

• Table 124 Sales of Sun Care by Category: Value 2019-2024
• Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
• Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
• Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
• Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
• Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
• Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029