Overview of consumer trends in personal care products in China

A three-way monopoly pattern of foreign capital

In the personal care category, foreign manufacturers still dominate the market. The three major manufacturers, P&G, L 'Oreal and Unilever, have their own brands in various subcategories, and P&G occupies 16.9% of the total share. In the past year, more than 93.1% of households have purchased P&G personal care products. It is followed by L 'Oreal, with 7.2% of the market, but only 24.1% of households have bought its branded products because of its focus on skin care products (see Figure 4). As a manufacturer that directly competes with P&G in all market segments, Unilever's consumer penetration rate has reached 72.5% and its dollar share has reached 6.1%. Colgate-palmolive's business is focused on oral care products, so its products can be purchased by more than 74.1% of households, but its market share is only 3.3%.