The soap, bath and shower products market maintained stable growth in 2018 and Mintel forecasts the market to grow at a value CAGR (Compound Annual Growth Rate) of 2.2% over 2018-23. The rising awareness of hygiene, cultivation on male market, upgraded needs for fragrance and self-indulgence, and more standardised regulation are contributing to the market’s growth.

Unisex shower gel is the most purchased product, followed by hand liquid and soap. Male shower gel and shower mousse/foam have a much smaller consumer base compared to unisex shower gel, so brands still need to put more effort on the education of these products. Fragrance and relaxation function are emerging demands. In terms of purchase channels, while offline channels, particularly regular supermarkets/hypermarkets, are still dominating the market, online channels have shown more potential especially in reaching young consumers.

This market covers solid and liquid soap/hand liquid, bath, and shower products for men, women, and children. Market size comprises sales through all retail channels including direct to consumer.

Shower products included in this Report:

• Gels/creams

• Body washes

• Others (including Mousse)

Bath products included in this Report:

• Foam

• Liquids (including oils, gels, milks, pearls)

• Solid products (including salts, melts, tablets, powder)

It excludes facial cleansers and scrubs.

• Low earner is defined with monthly personal income as RMB4,999 or below

• Middle earner is defined with monthly personal income as RMB5,000-7,999

• High earner is defined with monthly personal income as RMB8,000 or above.