Table of Contents
Executive Summary
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- The Market
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- Figure 1: Best- and worst-case forecast of total value sales of soap, bath and shower products market, China, 2013-23
- Companies and Brands
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- Figure 2: Market share of leading companies in soap, bath and shower products market, China, 2016-17
- The Consumer
- Shower gel beats soap in usage
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- Figure 3: Purchased soap, bath and shower products in the last six months, September 2018
- More than 90% of consumers still purchase from physical stores
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- Figure 4: Purchase channels of soap, bath and shower products in the last six months, September 2018
- But online reviews have strong influence
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- Figure 5: Purchase factors for a soap, bath and shower products, September 2018
- Potentials of products helping relaxation and sleep
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- Figure 6: Functions or claims that would pay more for, September 2018
- Fresh scent, smooth feeling, and cream texture are more welcomed
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- Figure 7: Preferred product features of shower gel, September 2018
- RMB50 is the optimal price for a 500ml shower gel
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- Figure 8: Price sensitivity – optimal price of a 500ml shower gel, September 2018
- What we think
Issues and Insights
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- Involving men to the market
- The facts
- The implications
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- Figure 9: Romano male shower gel highlighting masculine fragrance, China
- Figure 10: SOLEHE shower gel product communication, China
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- Figure 11: DeOu shower gel advertising, Japan, 2018
- How to capture the premiumisation opportunity?
- The facts
- The implications
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- Figure 12: Example of shower gel that can help relax
- Figure 13: Crabtree & Evelyn Lavender & Espresso Body Wash
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- Figure 14: Dove Shower Mousse emotional connection
- Offline channels deserve attention
- The facts
- The implications
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- Figure 15: Walch Fragrance Show, China, 2017
The Market – What you need to know
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- Stable development maintained
- Healthier macro factors and wider consumer base fertilise the market
Market size and forecast
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- Slow but stable growth
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- Figure 16: Best- and worst-case forecast of total value sales of soap, bath and shower products market, China, 2013-23
Market Drivers
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- More standardised regulation
- Enhanced cultivation on men-specific products
- Rising awareness for hygiene drives liquid soap/hand liquid
- Upgraded emotional needs for bath and shower products
Market Segmentation
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- Overview of four market segments
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- Figure 17: Total value sales of soap, bath and shower products market, by segment, China, 2013-18 (est)
- Shower products
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- Figure 18: Best- and worst-case forecast of total value sales of shower products market, China, 2013-23
- Bar soap
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- Figure 19: Best- and worst-case forecast of total value sales of bar soap market, China, 2013-23
- Liquid soap/hand liquid
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- Figure 20: Best- and worst-case forecast of total value sales of liquid soap/hand liquid market, China, 2013-23
- Bath products
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- Figure 21: Best- and worst-case forecast of total value sales of bath products market, China, 2013-23
Key Players – What you need to know
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- Unilever and P&G have strong performance
- Invest in sensory feelings and team up with online platforms
Market Share
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- International brands are leading
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- Figure 22: Market share of leading companies in soap, bath and shower gel market, China, 2016-17
- High-end brands emerging
- Local brands catching up
Competitive Strategies
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- Invest in fragrance
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- Figure 23: Example of top note, middle note, and base note of bath and shower products
- Targeting relaxation moment
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- Figure 24: Rever bath bomb fizzer for different occasions
- Launch designed edition
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- Figure 25: New shower gel launch with designed edition
- Collaborate with online platform to design better products
- Further cultivation through advanced tools
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- Figure 26: Walch AR hand wash
Who’s Innovating?
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- China is leading babies and children tailored products and not lacking behind male tailored products
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- Figure 27: New soap and bath products launch, by demographic claim and country, January 2018-October 2018
- Multi-function shower gel for men
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- Figure 28: New male multi-function shower gel launch, China, 2018
- Mild shower gel for children
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- Figure 29: New shower products launch for children, China, 2017-18
- Claim centralised around moisturising/hydrating
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- Figure 30: New soap and bath products launch, by select functional claim and country, January 2018-October 2018
- Play with ingredients to enhance moisturising/hydrating
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- Figure 31: New shower products launch with ingredient detail, China, 2017-18
- Noteworthy innovations in China
- Fragrance packaging
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- Figure 32: New shower products launch with fragrance style packaging, China, 2018
- Anti-pollution
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- Figure 33: New shower gel launch with anti-pollution claim, China, 2018
- Hand sanitizer targeting children
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- Figure 34: New hand sanitizer launches targeting children, China, 2018
- Noteworthy innovations outside China
- Bio ingredients
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- Figure 35: New shower products launch with bio ingredients, UK and South Korea, 2017
- Juice trend
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- Figure 36: New juice smoothie shower products launch, South Korea and US, 2017
- Concentrated format
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- Figure 37: New concentrated shower products launch, Philippines and Sweden, 2017-18
- Bringing fun to bath time
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- Figure 38: New bath and shower products launch aiming to bring fun, UK, 2018
- Convenient products
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- Figure 39: New shower products launch in convenience package, South Korea and US, 2017
The Consumer – What you need to know
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- Male shower gel needs more effort to enhance penetration
- In-store experience worth investment
- Innovation and online buzz are important
- Providing an emotional connection should be next priority
- Fresh scent is more favoured than floral and fruit
- RMB50 is the most easily adopted price for a 500ml shower gel
Purchased Products
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- Shower gel is the leading body wash product rather than soap
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- Figure 40: Purchased soap, bath and shower products in the last six months, September 2018
- But soap has not faded out from affluent households
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- Figure 41: Purchased soap in the last six months (bought for my shelf), by select demographics, September 2018
- Men still use unisex shower gel more than male shower gel
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- Figure 42: Purchased male shower gel in the last six months, by select demographics, September 2018
- Income rather than family structure is more influential to male shower gel
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- Figure 43: Purchased male shower gel in the last six months (bought for myself), by select demographics, September 2018
- Men aged 25-29 are more interested in male shower gel
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- Figure 44: Purchased male shower gel in the last six months, by select demographics, September 2018
- Long-lasting smell is more fitting for male shower gel
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- Figure 45: CHAID analysis of men who have bought male shower gel for themselves, September 2018
- Shower mousse appeals to men while bath infusions appeal to women
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- Figure 46: Purchased shower mousse/foam and bath infusions in the last six months (bought for myself), by select demographics, September 2018
- Men in late 20s are more willing to use bodycare products
Purchase Channels
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- Offline dominates, where soaps in particular are preferred to be purchased in store
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- Figure 47: Purchase channels of soap, bath and shower products in the last six months, September 2018
- Men prefer physical stores while women tend to buy online
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- Figure 48: Purchase channels of unisex shower gel in the last six months, September 2018
- Male shower gels are bought more from online shopping websites and health and beauty chain retailers
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- Figure 49: Purchase channels of unisex shower gel and male shower gel in the last six months, September 2018
- High earners visit vertical channels more
Purchase Factor
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- Reasonable consumers
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- Figure 50: Purchase factors for a soap, bath and shower product, September 2018
- Online factors still appeal to younger consumers
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- Figure 51: Purchase factors for a soap, bath and shower product, by select demographics, September 2018
- High earners want to try new products
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- Figure 52: Purchase factors for a soap, bath and shower product, by select demographics, September 2018
- Online buzz also drives high earners to buy
Premium Product Factors
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- Sleep aid function is appealing…
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- Figure 53: Functions or claims that would pay more for, September 2018
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- Figure 54: Examples of bath products with relaxing function
- Figure 55: Lux Botanicals Detox & Purifying Perfume Soap, China, 2018
- …and can boost 22% of consumers’ interest
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- Figure 56: TURF analysis of premium product factors, September 2018
- Women look for hydration while men look for tailored products
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- Figure 57: Functions or claims that would pay more for, by select demographics, September 2018
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- Figure 58: Proactiv Deep Cleansing Wash
- 20s worry about acne while 30s and 40s seek protection from pollution
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- Figure 59: Functions or claims that would pay more for, by select demographics, September 2018
- Containing biology ingredient attracts affluent consumers
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- Figure 60: Functions or claims that would pay more for, by select demographics, September 2018
Preferred Product Features
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- Fresh scents are most wanted but have not been fully invested
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- Figure 61: Preferred product features for shower gel – fragrance, September 2018
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- Figure 62: New shower products launch, by fragrance (top 10), China, January 2017-October 2018
- Men aged 30-49 prefer fresh and herbal fragrance, while more women aged 20-29 prefer niche scents
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- Figure 63: Preferred product features for shower gel – fragrance, by select demographics, September 2018
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- Figure 64: Example of shower gel with niche fragrance, China, 2018
- Women want smooth while men want clean
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- Figure 65: Preferred product features for shower gel – perception, by select demographics, September 2018
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- Figure 66: Example of shower gel empathising on premium cleaning function, China, 2018
- Men want to see larger size than women’s preference
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- Figure 67: Preferred product features for shower gel – pack size, by select demographics, September 2018
- Cream is popular among older consumers, while foam is welcomed by younger consumers
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- Figure 68: Preferred product features for shower gel – texture, by select demographics, September 2018
- But gel dominates new launch
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- Figure 69: New shower products launch, by format (top five), January 2017-October 2018
Price Sensitivity
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- Methodology
- Optimal price at RMB50
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- Figure 70: Price sensitivity – optimal price of a 500ml shower gel, September 2018
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- Figure 71: Price sensitivity – threshold prices of a 500ml shower gel, September 2018
- Who are more willing to pay for premium price?
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- Figure 72: Price range of ‘expensive but still consider’, by select demographics, September 2018
Meet the Mintropolitans
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- Bath infusions have opportunity among Mintropolitans
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- Figure 73: Purchased soap, bath and shower products (bought for myself) in the last six months, by select demographics, September 2018
- Prudent Mintropolitans
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- Figure 74: Purchase factors for a soap, bath and shower product, by select demographics, September 2018
- Mintropolitans look for more functions
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- Figure 75: Functions or claims that would pay more for, by select demographics, September 2018
Appendix – Market Size and Forecast
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- Figure 76: Total value sales of soap, bath and shower products, China 2013-23
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Appendix – Market Segmentation
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- Figure 77: Total value sales of shower products market, China 2013-23
- Figure 78: Total value sales of bar soap market, China 2013-23
- Figure 79: Total value sales of liquid soap/hand liquid market, China 2013-23
- Figure 80: Total value sales of bath products market, China 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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