According to iiMedia Research, China’s personal care e-commerce market reached 188.19 billion RMB in 2018, an increase of 14.5% YoY. Among them, facial care, body cleansing, and oral care accounted for 81.5%. At the 2020 Tmall Golden Makeup Awards Industry Summit, Ji Yun, general manager of Tmall Beauty Care of Alibaba Group, mentioned in his speech “Tmall Beauty Care Industry Strategy” that the home cleaning industry brought Tmall last year the most new customers. The total number of annual users in the personal care and home cleaning industries is more than 2.6 billion and 3 billion. From bath oil to dry hair cap, from retinol to fruit acid, we will see related products in categories, ingredients, functions, and other aspects, becoming more specific and diversified.
Besides, after the epidemic outbreak in 2020, personal care and home cleaning products, as important tools to self-protection, ushered in explosive demand growth. In January, personal care advertising increased by 365% YoY, and promotion and exposure rates also showed a sharp rise. ISOV data shows that 55% and 66% of consumers, respectively increased their expenditures during the epidemic in the categories of kitchen cleaning and sanitation facilities. At the same time, the consumption of laundry products also increased sharply due to people’s panic.
Based on the “Tmall Global Personal Care Home Cleaning Industry Consumption Insight Report” released on September 14, 2020 by CBNData and Tmall Global, this article provides comprehensive insights into the new consumption trends in the personal care and home cleaning industry on Tmall Global Market.
Industry Overview on Tmall Global
The Report points out that in the past three years, the personal home cleaning industry’s overall consumption on Tmall has snowballed. Moreover, the personal and home care consumption growth rate on the Tmall Global is much higher than that on the Tmall platform.
Overall, the categories of personal care and home cleaning on Tmall Global have shown a trend of segmentation and diversity. According to the report, the consumption of body milk and oral care is relatively high. Shampoo and hair dye both have a high consumption share and a relatively high consumption growth rate. They are the core categories of the home care industry. Besides, dry hair caps, men’s intimate care, bathroom kits, hair care essential oils, and aromatherapy products have grown at a much higher growth rate than other categories, becoming potential and relevant categories in the market segment.
Trends in Personal and Home Care Sub-Categories
1. Haircare Category Trends
On the other hand, more and more high-tech hair care products on the market have received consumer recognition and likes. According to statistics, the consumption of high technology hair care products on the Tmall Global platform has increased by more than 260% in the past year. For example, the dry hair cap category that can quickly absorb water with unique materials to reduce frizz and hair damage has the highest growth rate, and its consumption growth rate is far ahead.
2. Body Wash and Care Category Trends
The consumption of fragranced body care products has grown steadily. Floral fragrances such as chamomile and rose are widely loved, and the consumption of fruit fragrances such as grapefruit and peach are also increasing. Besides functional care, sensory pleasure is also significant for consumers, and unique fragrances have even become the main selling point of some care products.
At the same time, there have been some changes in bath products. In the past year, shower gels and scrubs are still the core bath products, while bath oils that combine moisturizing and cleansing have shown explosive growth.
In general, young consumers pay more attention to the experience and enjoyment of the bathing process.
3. Oral Care Category Trends
It is particularly worth noting that last year, the consumption of portable oral care products has doubled, and portable mouthwashes have increased by 200%. These jelly-shaped, strip-shaped mouthwashes are very convenient and can help people keep their mouth clean and freshen their breath anytime and anywhere.
4. Women’s Intimate Care Trends
The report shows that the consumption proportion of intimate care lotion and intimate care maintenance products in women’s health products is constantly increasing. At the same time, intimate care consumption has also shown some new trends. Besides the main demands of sterilization, deodorization, and anti-itching, the consumption of cosmetic functions such as “firming” and “fine and tender” are also growing at a high rate. In addition to traditional care solutions, consumers have more choices. For instance, the consumption of gel-type products has exploded. Interestingly, the fans of gel products are concentrated among the consumer groups over 35 years old, while young consumers prefer care solutions.
5. Laundry and Home Care Category Trends
In terms of laundry, products are also very diversified. In addition to the core products such as laundry detergent and underwear detergent with high consumption amount, dry detergent and antibacterial agents have become potential products with a high growth rate. In terms of household cleaning, consumers also tend to buy foreign brands of detergent, washing machine tank cleaner, and disinfectant on Tmall Global. People pursue a healthy and tidy life.
2. Young people born after 90s&95s are the main consumer group of personal care and home cleaning products on Tmall Global.
3. Under the trend of safety and health, consumers are more sophisticated than ever in personal care and household cleaning. They have higher requirements for the functions and ingredients of products. They prefer segmentation and specialization.
4. High technology products tend to be popular in the Chinese market, and young customers are willing to pay for more innovative added value.
5. Young consumers are pursuing quality of life and convenience. Portable products, products with a strong sense of design, and fragrance products are all on the rise.
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