Today, compared with facial skin care, most consumers think that the scalp also needs to be taken seriously, which is more obvious among young consumer groups.
As consumers' recognition of the concept of hair care continues to deepen, people's daily home washing and care steps are becoming more refined, and the product categories they use are becoming more diverse. In addition to traditional hair care products such as conditioner and hair mask, new categories such as hair essence are gradually recognized by consumers and become part of daily care.
Among the emerging hair care categories, tracks such as scalp care essence and conditioner essence are growing faster.
The first is the scalp care essence track. Whale staff data shows that in July 2023, the sales volume of Jingdong scalp care essence market will be 45,000+, a year-on-year increase of about 282%; sales will be nearly 8.5 million, a year-on-year increase of about 180%. It can be seen that the online scalp care essence market is growing rapidly, and sales and sales have increased significantly.
*The data comes from Staff Whale-Industry Trend Analysis (obtained from public channels, the data is for reference only)
In the scalp care essence market, the trend of high-end products is obvious, and the sales of mid-end and high-end products account for a relatively high proportion. It can be seen that the sales volume of products in the price range of "106 yuan-200 yuan" is nearly 14,000, with a sales volume of 2.29 million yuan and a market share of 27%; the sales volume of products in the price range of "201 yuan and above" is 13,000+, with a sales volume of 5.19 million+, accounting for more than 61% of the market.
*The data comes from Whale Staff-Price Segment Analysis (obtained from public channels, the data is for reference only)
Let’s look at the Conditioner Essence track again. According to Whale’s data, in July, the sales volume of Conditioner Essence on JD’s platform was 330,000, a year-on-year increase of about 24%; sales were nearly 30 million, a year-on-year increase of about 28%. In addition, the average market price of conditioner essence products also rose slightly.
*The data comes from Staff Whale-Industry Trend Analysis (obtained from public channels, the data is for reference only)
In the conditioner market, the three brands of Kerastase, Pantene and L'Oreal occupy the main market. In July, the sales of the Kérastase brand were nearly 7.2 million, accounting for about 24% of the market; the sales of the Pantene brand were 5.8 million+, accounting for nearly 20% of the market; the sales of L’Oreal Conditioner were 5.4 million, accounting for about 18% of the market.
*The data comes from Staff Whale-Brand Ranking Analysis (obtained from public channels, the data is for reference only)
Compared with the growth of the emerging hair care category market, the traditional hair care product market has experienced a decline.
In the hair conditioner market, Whale Staff data shows that the sales volume of hair conditioner on the Jingdong platform in July was 1.19 million, a month-on-month decrease of about 38%, and a year-on-year decrease of about 11%; sales were nearly 51 million, a month-on-month decrease of about 36%. A year-on-year decline of about 12%.
*The data comes from Staff Whale-Industry Trend Analysis (obtained from public channels, the data is for reference only)
Pantene is the dominant brand in the hair conditioner market. In July, the sales volume of Pantene hair conditioner was nearly 20 million, with a market share of about 39%. The rest of the brands accounted for less than 10%. However, compared with the emerging hair care category market, in the hair conditioner market, domestic brands led by Bee Flower occupy a place in the market. The sales of the Bee Flower brand in the month were nearly 4.3 million, second only to Pantene, with a market share of about 8%.
*The data comes from Staff Whale-Brand Ranking Analysis (obtained from public channels, the data is for reference only)
The hair mask market is also showing a downward trend. According to data from Whale Staff, the sales volume of the hair mask market on the JD platform in July was nearly 500,000, a month-on-month decrease of about 45%, and a year-on-year decrease of about 10%; sales volume was 30 million, a month-on-month decrease of about 44%. %, down about 7% year-on-year.
*The data comes from Staff Whale-Industry Trend Analysis (obtained from public channels, the data is for reference only)
From the above data analysis, we can see that compared with traditional hair care products, emerging categories are more popular and the market is growing faster. In the future, as people's hair care concepts continue to deepen, the hair care market will also usher in further development.
Whale staff data comes from public channels, the data acquisition may be incomplete, and the analysis results are for reference only.
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