The Deodorants 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 2013-2017, allowing you to identify the sectors driving growth. Forecasts to 2022 illustrate how the market is set to change.
Product coverage: Deodorant Creams, Deodorant Pumps, Deodorant Roll-Ons, Deodorant Sprays, Deodorant Sticks, Deodorant Wipes.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Deodorants 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.
Steady Development Underpinned by Rising Product Awareness
Deodorant Sprays Is the Leading Type, With Stronger Value Growth Too
Multinational Players Dominate
Unilever China Takes the Lead
Table 1 Sales of Deodorants by Category: Value 2012-2017
Table 2 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 4 NBO Company Shares of Deodorants: % Value 2013-2017
Table 5 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 6 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 7 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 8 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022
Skin Care Constitutes the Majority of Sales While Colour Cosmetics Is Most Dynamic
Advances in New Technology Promotes Beauty and Personal Care
Multinational Players Face Growing Competition From Domestic Ones
Relaunch of New Products With Finer Ingredients Or More Functions
Strong Forecast Growth Momentum Is Expected To Be Maintained
Table 9 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 14 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Summary 1 Research Sources
A booming economy in China has led to higher disposable incomes for average consumers. As a result, consumers have become more sophisticated in terms of purchasing behaviour, which in turn has benefited spending on cosmetics and toiletries. Together with consumer education by leading players to improve product knowledge, Chinese consumers no longer consider cosmetics and toiletries as luxury products; instead, an increasing number of Chinese consumers, who care about their personal appearance, view cosmetics and toiletries products as daily necessities. Therefore, value growth for cosmetics and toiletries was particularly dynamic in 2007, due to the continued economic growth and greater awareness of the importance of personal appearance amongst Chinese consumers.
Expansion of working middle class drives sales of premium products
Thanks to the robust nature of China’s economy, the working middle-class socioeconomic group expanded rapidly during the review period. This group of consumers is more sophisticated in terms of product knowledge and brand awareness as well as more concerned about the effectiveness of cosmetics and toiletries products. With improved economic status, premium products, which are believed to offer better quality and greater efficacy, are increasingly affordable to these middle-class consumers who are also willing to pay a premium to improve their appearance. As a result, value sales of premium cosmetics and toiletries products increased greatly in 2007.
International brands benefit from further segmentation
International brands led China’s cosmetics and toiletries market, with Procter & Gamble (Guangzhou) Ltd, L'Oréal China, Unilever China Ltd, Amway (China) Co Ltd and Shiseido Liyuan Cosmetics Co Ltd the top five cosmetics and toiletries players in 2007. These companies offer brands with international reputations, supported by appropriate market positioning, such as gender and price segmentation. In 2007, international players, such as L'Oréal China, heavily promoted male-specific cosmetics and toiletries, which resulted in robust growth of men’s grooming products in that year. Meanwhile international companies such as Shiseido Liyuan Cosmetics Co Ltd performed well by offering both premium and mass products, which not only attract high-end consumers, but also low-end consumers who traditionally choose national brands with low prices.
Direct sales recover from legislative impact
In 2006, the external environment for direct sales was thrown into disarray by legislative changes designed to regulate ‘pyramid’ selling in China. The leading direct selling companies such as Amway, Avon, Nu Skin and Mary Kay were forced to focus on restructuring in order to gain the necessary licence to operate, and therefore spent less on training personnel, as well as product promotion. The situation was much clearer in 2007, as the leading players, having successfully secured licences from the authorities, were able to carry out direct selling activities in a more regulated environment. In addition, most were eager to develop their own sales force, which in turn greatly enhanced overall performance in 2007.
Dynamic growth expected
The overall cosmetics and toiletries market is expected to remain dynamic over the forecast period. Increasing levels of disposable income, greater awareness of the importance of personal appearance as well as the expansion of China’s middle class is likely to enlarge the consumer base for cosmetics and toiletries. At the same time, the growing number of middle-class consumers is likely to lead to product premiumisation, which in turn will result in the overall increase in value sales of cosmetics and toiletries.
- Arche Group Co Ltd
- C-Bons Group
- Colgate (Guangzhou) Co Ltd
- La Fang International Group
- Liuzhou Liangmianzhen Co Ltd
- L'Oréal China
- Procter & Gamble (Guangzhou) Ltd
- Shanghai Jahwa United Co Ltd
- Unilever China Ltd