Natural product trend in China

As Mintel exhibits at PCHI in China, new research from Mintel reveals the influence safety concerns are having on transitioning consumers towards natural health and beauty products. Indeed, reflecting the move towards natural products, 90% say that they are getting more concerned about the safety of skincare products and 80% always check the ingredients of skincare products before buying them.

Benjamin Punchard, Global Packaging Director at Mintel, said: “Consumers are looking to natural ingredients as they perceive these as being less harmful and higher quality, presenting an excellent opportunity for brands in this space. Furthermore, consumers are trading up to better quality products and this can be an opportunity for enhanced and functional packaging.”

Today, some 91% of female urban Chinese consumers say that it is important to have good and healthy looking skin - and some 90% say that they tend to buy products with natural ingredients. Furthermore, nearly a third (28%) of urban Chinese female consumers say that they only consider premium brands.

Mintel’s research also reveals that though increasing, the number of new product launches with ease of use claims in Asia Pacific lags behind the global trend - suggesting local opportunities exist. Indeed, ease of use claims on beauty packaging in Asia Pacific 2013 accounted for 11% in 2013 versus 14% globally. Meanwhile, time and speed claims on beauty packaging in Asia Pacific accounted for 19% in 2013 - versus 22% globally.

“Brands are responding to increasingly time poor consumers with packs that promise ease of use or a reduction in time needed to use and we can see a clear increase in beauty launches that make these claims. In beauty, Ease of Use can also help to persuade the consumer that they can achieve the look that they want without difficulty – reducing a potential barrier to purchase. While Asia Pacific is lagging behind in innovation targeted at ease of use, this suggests that opportunities still exist within Asia Pacific – but interestingly we can also see clear examples of transfer of packaging ideas from Asia to North America.” Benjamin continues.

For more information, please visit: www.mintel.com.
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