After a survey by the research company Mintel, 81 % of Chinese consumers prefer to buy all-natural hair care. This is the result of the recurrent concerns about the safety of products. However, they are also many to look for the performance and the efficiency … at the expense of the high-end or of the brand.
Mintel Press Release
The high profile of product safety scandals in China continues to dent consumers’ confidence and loyalty in the hair care realm, as the market is repeatedly associated with chemical ingredients that are found to be toxic or carcinogenic. As a result, consumers are becoming more cautious when it comes to product choice. Indeed, according to the latest Mintel research, 81% of urban Chinese consumers* say they prefer to buy all-natural hair care products and 10% rate the presence of natural ingredients as their most important purchase influence.
In 2011, almost 64% of new hair care products released in China touted a ‘natural’ claim, while in the global market, products with the same claim accounted for 50% of launch activity.
Jiang Xinyi, Research Analyst at Mintel, said: “ The heightened level of awareness that has arisen from several high-profile safety scares in recent years has taken its’ toll on the rate of product development in several hair care categories, but hair colorants and styling agents were hit especially hard. The industry has responded with an increase in all-natural products. Now that China’s General Administration of Quality Supervision, Inspection and Quarantine requires the cosmetics industry to adopt a practice …
