Notes from China
ALTHOUGH THE CHINESE government is determined to put a damper on the overheating economy, the
beauty care industry never runs out of
steam, posting double-digit growth for the
past several years. Now, even the body care
category is beginning to enjoy strong sales
after years of relatively flat performance.
According to Datamonitor, the body
care category was valued at $513 million in
2009, representing a CAGR of 4.4% since
2004. Market volume totaled 221.8 million
units in 2009, representing a CAGR of 4.7%
since 2004. According to Euromonitor, in
2010, body care accounted for around 2.2%
of total beauty and personal care sales in
China, and its sales increased 7.7% to $369
million. Impressive, but not as spectacular a
gain as the 13.1% rise of skin care sales.
However, as China’s body care market is
witnessing segmentation with a growing
number of companies offering separate variants for specific areas such as hand,
waist/abdomen and feet, two major subcategories by product claims, general purpose
(i.e., hydrating/nourishing) and body
Ally Dai is senior editor of Happi
China. She has more than 10 years
of experience in the cosmetic and food industries.
Happi China is a leading media for the China household & personal care industry. Published by Ringier
Trade Media in strategic editorial partnership with
Happi, it helps local manufacturers update their knowledge on formulating, testing and packaging, as well
as providing market insight.
reshaping, such as firming/anticellulite, show different results.
The former increased its sales
by 6.1% to $248 million,
whereas the latter’s sales rose
11.1% to $121 million in 2010,
according to Euromonitor.
Furthermore, premium firming/anti-cel-lulite posted the highest sales growth of
30.7% to $29 million, while premium general purpose posted the lowest growth of
5.5% last year. This growth rate gap between two major subcategories is expected to widen, as the products
claiming to bring the added benefit of
weight loss appearance or reduce signs of
aging are gaining popularity among Chinese consumers, despite some skepticism
regarding their efficacy.
While an increasing number of companies are now entering this market to cash
in on robust beauty growth, the overseas
dominance in this category is apparent as
in other beauty categories. On Euromonitor’s top lists of 2010 China body care, those
familiar international names such as
Beiersdorf AG, L’Oréal and Amway are still
leading the way in both general purpose
and firming/anticellulite lists, with Nivea
from Beiersdorf securing the No. 1 position
in both subcategories.
Still, there are a few local brands managing to make their way on the lists, with
Sunrana from Zhuhai Sunrana Cosmetics
Co. Ltd. following Nivea as No. 2, and Softto
from Softto Co. Ltd. as No. 5 on Euromonitor’s top firming/anticellulite body care list.
Also, Herborist from Shanghai Jahwa
United Co. Ltd. comes in at No. 3 on its
general purpose subcategory list.
are helping to
Website: www. industrysourcing.com
As we see in other beauty categories, many
manufacturers are exploring new channels
to distribute their body care products, espe-
cially those targeting younger generations.
According to Datamonitor, consumers in
age group used
23.6% of the total
body care products
in China in 2008.
Additional Care for Mom
Among various body reshaping products
that clearly enjoy the greatest popularity