Consumers in the region are looking for natural and food-based staples like apple cider vinegar and onions, which means food is familiar, natural and healthy. In fact, almost a third of Chinese consumers are interested in trying hair care products formulated with superfood ingredients.
For example, products can be formulated with energy-boosting and antioxidant-rich ingredients such as tea and coffee, and the upcycling trend can be used to go eco-friendly. Popular botanicals and popular skin care ingredients are also gaining traction with consumers, with 30% of consumers in China interested in trying hair care products formulated with probiotics.
Mintel Global New Products Database (GNPD) shows that botanical claims are driving the development of new hair care products in Asia Pacific using popular ingredients such as camellia and aloe vera. Companies can continue to use these botanicals, or they can take inspiration from popular skin care ingredients to provide soothing, moisturizing and strengthening benefits to the scalp and hair. These ingredients include Centella Asiatica, microbe-friendly probiotics/prebiotics, charcoal, amino acids, and hyaluronic acid.
