Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
- Growth is slowing down
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- Figure 1: Best- and worst-case forecast of China retail value sales of soap, bath and shower products 2010-20
- Key players
- The consumer
- People’s shower routines are well established
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- Figure 2: Shower routine, by demographics, October 2015
- Water-saving products have great potential in the North
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- Figure 3: Proportion of consumers who shower every day, by city, October 2015
- Men’s soap
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- Figure 4: shower product usage, October 2015
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- Figure 5: Use of bar soap, by demographics, October 2015
- Very few take regular baths
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- Figure 6: Barrier of taking bath, October 2015
- Foot bath opportunities
- Natural ingredients with skincare benefits appeal to female users
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- Figure 7: Product premiumisation opportunity, by gender, October 2015
- Eco-friendly and water-saving products are desired
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- Figure 8: Product premiumisation opportunity by incomes, October 2015
- What we think
Issues and Insights
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- Bar soap makers need to reinvent the category
- The facts
- The implications
- Foot bath products are the silver lining for the bath market
- The facts
- The implications
- Water-saving products will be welcomed by both consumers and the Government
- The facts
- The implications
The Market – What You Need to Know
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- The China body wash market is expecting soft sales
- Looming water crisis will affect the bath market
- Shower gel will continue to erode bar soap sales
Market Drivers
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- Environmental and safety concerns will shape product development…
- Microbead regulations may affect product development
- The water crisis will impact the bath market
- Booming online sales require packaging innovation
- People’s enthusiasm for the gym will increase demand for on-the-go body wash
Market Size and Forecast
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- Growth is slowing down…
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- Figure 9: China retail value sales of soap, bath and shower products, 2010-15
- …and it will continue to be modest over the next five years
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- Figure 10: Best- and worst-case forecast of China retail value sales of soap, bath and shower products 2010-20
Market Segmentation
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- Shower gel dominates the market…
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- Figure 11: China retail value sales of soap bath and shower products, by segment, 2015-16
- …and sales should increase by 5% during 2016-17
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- Figure 12: Best- and worst-case forecast of China retail value sales of shower gel, 2010-20
- Bar soap market will remain flat
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- Figure 13: Best- and worst-case forecast of China retail value sales of bar soap market, 2010-20
- Figure 14: Shower product usage, October 2015
- Changing hygiene habits support handwash sales
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- Figure 15: Best- and worst-case forecast of China retail value sales of liquid soap, 2010-20
- Falling popularity of baths will hit sales
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- Figure 16: Bath routine, October October 2015
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- Figure 17: Best- and worst-case forecast of China retail value sales of bar soap market, 2010-20
Key Players – What You Need to Know
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- Unilever, a busy year of acquisition
- P&G continues restructuring
- Bluemoon and Walch make a bold decision to end contracts with major supermarket giants
Market Share
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- Shanghai Jahwa benefitting from increased faith in domestic brands
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- Figure 18: China retail value sales of soap, bath and shower products market, by company, 2013-15
Who’s Innovating?
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- Shower products innovation
- Natural claims dominate global new product launches of shower products
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- Figure 19: shower products and bar soap launched between Jan 2015- Jan 2016 by claims and selected countries
- Pure Nature
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- Figure 20: Orgânica Chá Branco & Gengibre Sabonete Líquido Puro Vegetal, q4 2015
- Figure 21: Janice Skincare Goat's Milk & Argan Oil Body Wash, q4 2015
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- Figure 22: Moist Diane Chardonnay Oil in Body Soap, q1 2016
- A gap in the market for eco-friendly products
- Beauty enhancing: Ultra gentle shower oil
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- Figure 23: Sukin Derma Sukin Oil Balancing Wash, Q1 2016
- Figure 24: Uriage Eau Thermale Xémose Huile Lavante Apaisante, q1 2016
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- Figure 25: the H&M Revelation range includes Huile Douche (Shower Oil), Q4 2015
- Figure 26: Ogx Hydrate + Repair Argan Oil of Morocco Miracle In-Shower Oil, q4 2015
- Eco control: Biodegradable formulas and eco-friendly packaging
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- Figure 27: Cottage Shea Extra Nourishing Precious Shower Oil, q2 2015
- Figure 28: Annemarie Börlind Natural Beauty Body Lind Fresh Duschgel, q2 2015
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- Figure 29: Apple & Bears Grapefruit & Seaweed body wash, q1 2016
- Figure 30: Sea Mild Eco-Friendly Shower Cream, q4 2015
- Bath products innovation
- Premium bath oil
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- Figure 31: L'Occitane Aromachologie Relaxing bath oil
- Figure 32: kose Prédia Oil in Bath Essence, q1 2016
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- Figure 33: Bamford Jasmine bath oil, q1 2016
- Figure 34: RNC Huile d'Açai Bagno & Doccia Olio-Crema, q4 2015
- Shape and format reinvention
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- Figure 35: The Body Shop Glazed Apple Bath Jelly,
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- Figure 36: L'Occitane Bath Cube, q4 2015
- Figure 37: The Body Shop Prune Givrée Bath Fizzer, q4 2015
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- Figure 38: White Castle Amido di Riso Very Pure Rice Starch, q1 2016
The Consumer – What You Need to Know
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- Most urban consumers shower every day
- Water-saving body wash could have great potential in the North
- Most use shower gel instead of soap, particularly in South China
- Guys’ soap
- Baths are becoming an occasional treat
- Natural ingredients with skincare benefits appeal to female users
- For men’s health
- Eco-friendly products are the future
Shower Routine
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- Most urban residents shower every day…
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- Figure 39: Shower routine, October 2015
- …but there could be scope to encourage students to shower more frequently
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- Figure 40: Shower routine, by age, October 2015
- Young women care about personal hygiene more than young men
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- Figure 41: Shower routine, by demographics, October 2015
- Water-saving body wash could have great potential in the north
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- Figure 42: Shower every day, by city, October 2015
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- Figure 43: Muc-Off dry shower, Q2 2015
Shower Product Usage
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- The majority use shower gel instead of soap, particularly in South China
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- Figure 44: Shower product usage, October 2015
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- Figure 45: Shower product usage, by city, October 2015
- Men’s soap
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- Figure 46: Soap product usage, by demographics, October 2015
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- Figure 47: dr.squatch pine tar soap, q1 2015
- The shower gel market will continue to gain penetration
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- Figure 48: Shower routine, by Shower product usage, October 2015
Bath Routine
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- Only 31% have taken a bath in the last six months
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- Figure 49: Bath routine, October 2015
- Figure 50: Proportion of respondents who haven’t taken a bath in the last six months, by age and gender October 2015
Barriers to Taking a Bath
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- The potential growth of bath products are constrained in China
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- Figure 51: Barrier of taking bath, October 2015
- Good sleep foot bath
- Too busy to take a bath: How about a foot bath?
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- Figure 52: Proportion of people who have not taken a bath in the last six months, by city tier, October 2015
- Figure 53: Proportion of respondents who prefer to take foot baths, by city tier, October 2015
Bath Product Usage
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- Liquid bath infusions and bath oil are both popular
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- Figure 54: Bath product usage, October 2015
- Bath collection for gifting seasons
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- Figure 55: Repertoire of Bath product usage, October 2015
- Figure 56: Sephora Let It Snow collection, Q4 2015
- Premiumisation, mood to order
Product Premiumisation Opportunity
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- Natural ingredients with skincare benefits appeal to female users
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- Figure 57: Product premiumisation opportunities by gender, October 2015
- Different shapes of handmade products
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- Figure 58: Lush 93,000 Shower Jelly, Q1 2016
- For men’s health
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- Figure 59: Product premiumisation opportunity by gender, October 2015
- Eco-friendly products will become mainstream
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- Figure 60: Product premiumisation opportunity by income, October 2015
- Let’s recycle
- Water-saving initiatives
The Mintropolitan
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- Why Mintropolitans?
- Who are they?
- More eco-friendly innovations with skincare benefits
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- Figure 61: Product premiumisation opportunity by Mintropolitans and non-Mintropolitans, October 2015
Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- Abbreviations
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