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Consumer Attitudes towards Anti-aging Products - China - May 2017

Published By :

Mintel

Published Date : May 2017

Category :

Skincare

No. of Pages : N/A

Anti-aging products are not only relevant to mature consumers now. Consumers are adopting them as parts of skincare regime at an earlier age of 25. Unlike 30-40-year-olds who pay more attention to loose skin, consumers in their 20s treat dull skin as a key sign of aging, followed by the appearance of fine lines.

Table of Content

OVERVIEW
What you need to know
Covered in this Report
Subgroup definitions (by monthly household income)
Subgroup definitions (by monthly personal income)

EXECUTIVE SUMMARY
Market and competition
The consumer
The biggest segment is ‘Result Doubters’
Figure 1: Consumer segmentation based on their attitude towards aging, January 2017
Early aging signs get the most attention
Figure 2: Signs of aging, January 2017
Basic skincare comes before using anti-aging products
Figure 3: Ways of battling against aging, by age, January 2017
About half consumers buy prestige brands most often
Figure 4: Price tier of the most often used anti-aging skincare product, January 2017
Having the desired function is the most important
Figure 5: Purchase factors, January 2017
Price is not a key obstacle
Figure 6: Reasons for not using anti-aging products, by age, January 2017
What we think

ISSUES AND INSIGHTS
Rely more on basic skincare than anti-aging products
The facts
The implications
Figure 7: Anti-aging Gin, UK, 2016
Consumers are moving away from using price as an indicator of product quality
The facts
The implications
Figure 8: Beauty Evolution APP, China
How to sell the story of anti-aging?
The facts
The implications
Figure 9: Olay Skin Advisor, 2017
Figure 10: Sculptures of before and after using Avène PhysioLift anti-aging line, Brazil, 2016
Figure 11: Eucerin’s elasticity test campaign, South Korea, 2016

MARKET AND COMPETITION – WHAT YOU NEED TO KNOW
Anti-aging has more space to tap into in Chinese market
Competition still centralised around top claims

MARKET DRIVERS
Aging population
Figure 12: Age distribution, China, 2005-15
Brands educating the importance of aging-prevention from a younger age
Figure 13: The Face Shop anti-aging communication and product, China, 2016
Desire to look younger
Figure 14: Attitudes towards aging, January 2017

CHINA VS DEVELOPED MARKETS
China lagging behind in anti-aging
Figure 15: Top functional claims in new facial skincare launches, by China, South Korea, Japan, US and UK, 2016-April 2017
China vs Japan/South Korea
Figure 16: Anti-aging related claims in new facial skincare launches, by China, Japan, South Korea, 2016-April 2017
China vs US/UK
Figure 17: Anti-aging related claims in new facial skincare launches, by China, US, UK, 2016-April 2017

TRENDS IN THE CHINA MARKET
Figure 18: Anti-aging related claims in new facial skincare launches, China, 2015-16

WHO’S INNOVATING?
Deliver as strong efficacy as medicated solutions do
Figure 19: Pola wrinkle shot facial serum, Japan, 2017
Figure 20: Lancôme dual phase night peel, UK, 2017
Figure 21: Chanel day and night intensive spot treatment, Japan, 2017
Protecting from blue light in sunlight and digital devices
Figure 22: Lancôme UV Expert CC Cover, Japan, 2016
Figure 23: Cosme Decorté Sun Shelter Multi Protection, Japan, 2017
Going back to daily skincare
Figure 24: Peter Thomas Roth anti-aging cleansing gel, US, 2017
Figure 25: Coyori serum oil jun – winter edition, Japan, 2017
Target early signs of aging
Figure 26: Nia fake awake triple-action eye gel, US, 2017
Figure 27: Annemarie Börlind pre-aging facial gel, France, 2017

THE CONSUMER – WHAT YOU NEED TO KNOW
Dull skin also means aging for younger consumers
Age 25 is a turning point of using anti-aging products
Preference skews to prestige brands slightly
Functionality is the biggest consideration
More urgency to fix lacking of guidance than high price

CONSUMER SEGMENTATION
Four types of consumers
Figure 28: Consumer segmentation based on their attitude towards aging, January 2017
Who are they?
Figure 29: Strong agreement on attitude towards aging, by consumer segmentation, January 2017
20-24-year-olds consumers show polarised attitudes towards aging
Figure 30: Consumer segmentation based on their attitude towards aging, by age, January 2017
High earners are most sceptical about efficacy
Figure 31: Proportion of Result Doubters, by monthly personal income, January 2017

SIGNS OF AGING
Fine lines and loose skin are the biggest worries
Figure 32: Signs of aging, January 2017
20s more worried about dull skin
Figure 33: Signs of aging, by age, January 2017
Moisturising is a commonly pursued functional benefit
Figure 34: Signs of aging, by monthly personal income, January 2017
Skin before hair in anti-aging
Figure 35: Signs of aging, by consumer segmentation, January 2017

WAYS OF BATTLING AGAINST AGING
Using anti-aging products is not the top-of-mind solution
Figure 36: Ways of battling against aging, January 2017
Usage of anti-aging products start from age 25
Figure 37: Ways of battling against aging, by age, January 2017
Higher probabilities of recruiting low earners by basic skincare
Figure 38: Gap in ways of battling against aging, by monthly personal income, January 2017
Result Doubters still actively look for solutions
Figure 39: Ways of battling against aging, by consumer segmentation, January 2017

PRICE TIER
Mass and prestige brands are the most popular
Figure 40: Price tier of the most often used anti-aging skincare product, January 2017
25-39-year-olds are more willing to invest in anti-aging products
Figure 41: Price tier of the most often used anti-aging skincare product, by age, January 2017
Opportunity in Realists
Figure 42: Price tier of the most often used anti-aging skincare product, by consumer segmentation, January 2017

PURCHASE FACTORS
Communicating the right function is the most important
Figure 43: Purchase factors, January 2017
Brand, ingredient and word of mouth have slightly different targets
Figure 44: Top purchase factor, by age, January 2017
High earners trust in brand while ingredient story appeals to low earners
Figure 45: Gap in purchase factor, by monthly personal income, January 2017
Competitive price can help convert Inner-young Seekers
Figure 46: Top purchase factor, by consumer segmentation, January 2017

REASONS FOR NOT USING ANTI-AGING PRODUCTS
Price is not the top barrier
Figure 47: Reasons for not using anti-aging products, January 2017
Importance of guiding choices to 25-39-year-olds
Figure 48: Reasons for not using anti-aging products, by age, January 2017
High earners are particularly unsatisfied with the product’s effect
Figure 49: Gap in reasons for not using anti-aging products, by monthly personal income, January 2017
Different barriers for different segments
Figure 50: Reasons for not using anti-aging products, by consumer segmentation, January 2017

MEET THE MINTROPOLITANS
MinTs doubt result delivery but are still making more efforts on all anti-aging measurements
Figure 51: Consumer segmentation based on their attitudes towards anti-aging, by consumer classification, January 2017
Figure 52: Ways of battling against aging, by consumer classification, January 2017
Brand is more influential than ingredient
Figure 53: Top purchase factor, by consumer classification, January 2017

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

List of Table

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