Global brands dominate growing market
The personal care category continued to enjoy significant annual growth, in part because of the steady rise in disposable income.
Wealthier and more sophisticated consumers, discerning in their choice of products, preferred personal care products that emphasized natural ingredients and did not contain chemicals that potentially damage health. These consumers also were willing to trade up, which led to the appearance of premium brands in some parts of the category. Segments of the market experiencing strong growth included baby and children’s care products and products for men.
The major global players, such as P&G, Unilever, J&J and L’Oreal dominate the market and have purchased strong local brands. Of the two personal care brands that appear in the BrandZ™ Top 100 Most Valuable Chinese Brands, Dabao, a skin care brand, is owned by J&J, while Unilever owns ZhongHua, a toothpaste brand.