COMPETITIVE LANDSCAPE
Leading companies in personal care appliances see increasing competition
In 2025, Shanghai Flyco Electrical Appliance Co Ltd led personal care appliances with a 14% retail volume share, followed by Philips China Co Ltd with 7%, although both players saw slight share declines from the previous year. Shanghai Flyco Electrical Appliance maintained its lead due to its effective dual-brand strategy, with Flyco targeting the mid-to-premium segment and Poree focusing on the economy segment.
Demand for brands offering portable and compact personal care appliances
Portability and compact design are becoming key drivers in purchases of personal care appliances, especially fitting the needs of business trips and outdoor travel. Brands often consider this attribute when launching new products.
Opportunities emerging from market trends and innovations
Businesses can capitalise on changing consumer trends by investing in smart technology, innovative product design, and personalised aesthetics, as well as expanding their e-commerce capabilities to meet the evolving needs of consumers. Leading brands will drive growth through smart technology and innovative product designs.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Personal Care Appliances industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Personal Care Appliances in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Personal Care Appliances in China?
- Which are the leading brands in China?
- How are products distributed in China?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Personal Care Appliances in China - Category analysis
KEY DATA FINDINGS
Value grows amidst static volumes, driven by innovation and premium demand
Appliance subsidy programmes and rising incomes drive stability in a challenging year
Hair care appliances leads growth, but other categories see decline
Portability redefines personal care appliances in China
Value growth expected to be driven by quality and design
Polarisation likely between value products and premium innovation
Body shavers will appeal with smart feature integration and performance upgrades
Leading companies in personal care appliances see increasing competition
Demand for brands offering portable and compact personal care appliances
Opportunities emerging from market trends and innovations
Retail e-commerce dominates as consumers seek convenience
Multi-channel approach emerges as key retail strategy
Dreame drives innovation with advanced health features
Smart technology enhances the user experience with personalisation
Consumer Appliances in China - Industry Overview
Consumer appliances navigates headwinds with AI, functionality, and value-driven growth
Government subsidies drive sales despite economic challenges
Personal care appliances leads volume sales, with growth driven by high-speed hair dryers
Smart and AI-powered appliances revolutionise consumer appliances
Companies implement different strategies to avoid the anticipated volume decline
Personal care appliances will continue to dominate, and dishwashers set to perform well
AI's evolution from gimmick to essential utility and embodied intelligence
Consumer rationalisation and the rise of niche appliances
Midea, Haier and Gree lead with scale and innovation
Innovation and ecosystems reshape the competition in consumer appliances
Opportunities by leveraging core capabilities and adopting consumer-first strategies
Haier's "listening marketing" revolutionises research and development through co-creation
Retail e-commerce dominates with fast delivery and installation
Omnichannel strategies are emerging as key to success
Convenience and customisation drive innovative product designs
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Personal Care Appliances research and analysis database.
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