Personal Accessories in Taiwan - New Market Study Published

Body shavers posted healthy volume growth of 7% from an already large base in 2014, bolstered by trading up by consumers and manufacturers’ efforts to promote low-priced variants. Men’s shavers continued to dominate body shavers in China with a volume share of 85% in 2014, while women’s shavers and depilators remained quite insignificant, constrained by limited consumer knowledge. Key brands such as Flyco and Povos focused on low-priced products ranging from CNY39-100 per unit, targeting consumers who previously shaved manually. To accelerate the shift by such consumers, Flyco and Povos launched TV advertising to heighten brand awareness. Furthermore, Flyco also invested heavily to show a stronger presence in modern channels such as supermarkets/hypermarkets where targeted consumers are likely to shop.

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Competitive Landscape

Philips China Co Ltd enjoyed a comfortable lead in personal care appliances in 2014, with a volume share of 21%. Philips managed to maintain its leading position in body shavers and hair care appliances, with 37% and 34% volume shares, respectively, in 2014. The company concentrated on investing in the mid and high segments of body shavers. In 2014, Philips launched the premium 9000 Series of men’s shavers, priced above CNY3,700 per unit, to further consolidate its high-end brand image. The new men’s shavers feature a V-shape blade and flexible floating heads, which better fit facial curves to offer an advanced shaving experience. Moreover, Philips also launched 999 "golden" shavers, priced at CNY16,888 per unit, globally along with heavy advertising in 2014, to celebrate its 75th anniversary, as well as raise brand awareness.

Industry Prospects

Personal care appliances is predicted a healthy volume CAGR of 13% over the forecast period, to reach 157 million units in 2019. The pursuit of beauty and health among Chinese consumers will contribute strong momentum to sustain growth of personal care appliances. Product upgrading and product penetration are predicted to increase simultaneously over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Personal Care Appliances industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Personal Care Appliances industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Personal Care Appliances in China market research report includes:

* Analysis of key supply-side and demand trends

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