2017 Nursing focuses on young consumers

What is the new trend in the field of hair care 2017? How to deal with hair care brand young consumer market? Mintel's insights can give some inspiration to the industry. Hair washing market has always been a hot area of the brand Nuggets, every move in the field are of great concern. In order to provide an in-depth analysis of the trends in the laundering and consumer appeal of the younger generation, at the 10th China International Cosmetology Personal Care Products and Raw Materials Exhibition (PCHi) held from February 21 to February 23, a well-known research institute, The shampoo hair market insight.

    Retail sales of 40.4 billion yuan in 2016 increased by only 4.9%

    Survey data show that in 2016, retail sales of hair care market reached 40.4 billion yuan, an increase of 4.9%. Compared to 2015, the growth rate of retail sales in the shampooing and haircare market slowed down significantly. And Mintel's research found that the growth of the shampooing and haircare market mainly came from the upgrading of consumption while the younger generation was the main force driving consumption upgrading.

    In terms of changes in spending on beauty and personal care by Chinese consumers, 59% of young women (20-29 years old, the same below) and 39% of young men show an increase in the consumption of beauty and personal care products. According to the age structure of China's population, young consumers around the age of 20 account for the proportion of the population that can not be ignored.

    Therefore, the shampoo brand is trying to be closer to young consumers. In Pantene's case, Pan Ting replaced the latest spokesperson for the Asia-Pacific region in 2016 with Xu Xuan (25 years old) and Yu Li (27 years old), two members of the girlhood era, "Asia's First Women's Day Group" Young Asia Pacific brand ambassador.

    In the habit of using, young consumers tend to care for their hair at home, only 30% of young consumers to the hair salon to do regular hair care, 25% of young consumers use hair mask at least once a week.

    Differences in product appeal

    From the point of view of product use, young men pay more attention to hair cleaning, while young women value hair care in addition to cleaning. The data show that young men the most troublesome hair care problems are dandruff, greasy and itchy scalp, young women the most painful problems are greasy, hair bifurcation and hair frizz. Therefore, the audience on the subdivision category is obvious.

    As a result, many brands utilize the active carbon component to meet the deep, clean shampoo needs of men and introduce products that are resistant to environmental pollution to meet the needs of consumers. At the same time, the importance of scalp health has been widely recognized, including men, without damaging the scalp has become an important purchasing driver. In addition, increasing the hair burden is a major concern for consumers when using hair care products, and 23% of consumers are worried that the use of law enforcement products will increase the hair burden.

                   How to deal with the young consumer market?

    From a brand perspective, 46% of young people buy personal care products in a familiar brand; 44% sometimes try new brands; and 10% do not have a fixed brand. However, compared with the brand, young consumers pay more attention to efficacy and reputation.

    Mintel has found that in the Chinese market, the top five new products in the shampoo market in 2016 claimed to be plants / herbs, moisturizing / moisturizing, damaged hair, brightening / revitalizing and lasting.

    In the Korean market, the top five claims are Moisturizing / Moisturizing, Botanic / Herbal, Damaged Hair, Brightening / Rejuvenating, and Refilling.

    In Europe and the United States market, in addition to the above claims, the European and American markets for new products on the non-benzoic acid esters, non-sulfate, moral - animal protection claims also accounted for a large proportion.

    In online advertising, young consumers are more likely to accept interesting ads, 37% of consumers do not mind seeing the appropriate length of online advertising, 32% of consumers do not mind seeing interesting online video ads.

    On the channel, online channels have gradually become the main shopping channels for young consumers, 62% of young consumers