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Bath and Shower Products - China - September 2012

INTRODUCTION
Definition
Research methodology
Report structure
EXECUTIVE SUMMARY
The market
Figure 1: Soap, bath and shower market value in local currency (bn RMB), 2004-11
The forecast
Figure 2: Forecast for China’s soap, bath and shower market value in local currency, 2007-17
Market segmentation
Figure 3: Soap, bath and shower market segmentation, by value, 2004-11
Companies
Figure 4: Company market share, by value, 2009-11
Issues
Skin needs ‘positioning’ can create more usage and awareness
Safety concerns drive naturalness demand
Premiumisation can stimulate growth
Selling lifestyle ideals to benefit market development
SKIN NEEDS ‘POSITIONING’ CAN CREATE MORE USAGE AND AWARENESS
Issues at a glance
Skin needs create new product demands
China’s bath and shower history development
Current bath and shower usage in China
Figure 5: Agreement with statement: ‘I consider shower/bath products a daily essential/necessity for me’, June 2012
Figure 6: Frequency of using soap, bath and shower products, June 2012
Occasions to wash body at home
Figure 7: Occasions to wash body at home, June 2012
Consumers refer to their skin needs when purchasing soap, bath and shower products
Figure 8: Most important factors when purchasing soap, bath and shower products, June 2012
Figure 9: Expected properties when purchasing soap, bath and shower products, June 2012
Figure 10: Top 8 claims on soap, bath and shower products development in China, 2008-11
Climatic seasons and geographic differences create different skin requirements
Figure 11: Conditions skin is prone to during four seasons
Figure 12: Agreement with statement: ‘The weather influences the bath and shower products that I use’ June 2012
Figure 13: Average monthly temperature of 31 cities* in China, 2007-10
Gender and age differences create different skin needs
Gender factor
Figure 14: Frequency of using soap, bath and shower products, by gender, June 2012
Figure 15: Expected properties when purchasing soap, bath and shower products, by gender, June 2012
Figure 16: Agreement with statement: ‘Men should use male-specific shower/bath products as the formulation suits men better’, June 2012
Figure 17: Purchasers of soap, bath and shower products in the household, by gender, June 2012
Age factor
Figure 18: Frequency of using soap, bath and shower products, by age, June 2012
Figure 19: Expected properties when purchasing soap, bath and shower products, by age, June 2012
Bath and shower products can help minimise the impact of pollution
Water supply and poor air quality can cause skin irritation
Figure 20: Improved water source and improved sanitation in China, by urban and rural, 2008
Demand for medicated and anti-irritation soap, bath and shower products
Figure 21: Agreement with statement: ‘I use medicated bath, shower and soap products because it helps my skin conditions’ June 2012
Figure 22: Expected properties when purchasing soap, bath and shower products, June 2012
Different formats for different skin-need occasions
Solid and liquid SBS
Figure 23: Agreement with statement: ‘It makes no difference to me whether to use bar soap or liquid soap’ June 2012
Hand wash
Figure 24: Frequency of using liquid soap/hand wash, June 2012
Hand sanitiser
Figure 25: Attitudes toward ‘I use hand sanitisers because I’m nervous of germs and bacteria in general’ statement, June 2012
Figure 26: Frequency of using hand sanitiser, June 2012
What does it mean?
SAFETY CONCERNS DRIVE NATURALNESS DEMAND
Issues at a glance
Ingredient labeling increases product transparency
Naturalness is in demand as chemical ingredients are a concern for product safety
Figure 27: Expected natural/botanical ingredients properties when purchasing soap, bath and shower products, June 2012
Figure 28: Attitudes towards ‘I prefer to buy all-natural hair care products’ statement, February 2012
Figure 29: Bath and shower products launched with various chemical-free claims in China, 2008-11
Chinese herbs inspiration in bath and shower products
Figure 30: Expected Chinese ingredients (eg Chinese herbs) properties when purchasing soap, bath and shower products, June 2012
Figure 31: Agreement with statement ‘I prefer to buy herbal oral hygiene products’, March 2012
Food inspiration in bath and shower products
What does it mean?
PREMIUMISATION CAN STIMULATE GROWTH
Issues at a glance:
People are open to trying new products and brand loyalty is clearly lacking
Figure 32: Agreement with selected statements regarding soap, shower and bath products, June 2012
Figure 33: Repertoire of brands of bath and shower products bought, June 2012
Wage growth has created demand for premium products
Figure 34: Typical spend on each bath & shower product per purchase, June 2012
Educating consumers on the ‘bath and shower care’ concept can build brand premiumisation
Figure 35: Skincare market value vs soap, shower & bath market value in local currency, 2011
Focusing on extended bath and shower products benefits can upgrade brand status
Figure 36: Agreement with statements: ‘A long bath is my favourite pampering treat’, ‘I would prefer to have a bath rather than a shower but my house does not have a bath facility’ and ‘I plan my day while taking my morning shower’, June 2012
Figure 37: Agreement with statement: ‘I take showers instead of baths to save water’, June 2012
Middle class consumers enjoy spending on discretionary items
Figure 38: Discretionary spending, April 2012
The growing spa industry serves as a good investment platform for SBS brands
Premium or specialty stores are lacking
Figure 39: Location of purchasing soap, bath and shower products, by monthly personal income and education level, June 2012
Figure 40: Attitudes toward ‘Money is not an issue for me when it comes to buying shower/bath products’ statement, June 2012
Figure 41: Attitudes toward ‘Premium bath, shower and soap products are a waste of money’ statement, June 2012
What does it mean?
SELLING LIFESTYLE IDEAS CAN BENEFIT BATH AND SHOWER MARKET DEVELOPMENT
Issues at a glance
Increasing number of middle class consumers own bath and/or shower facilities
Figure 42: Type of primary residence, April 2012
Figure 43: Number of bedrooms in property, April 2012
Relaxation from bathing & showering – a lifestyle trend
Figure 44: Agreement with statement: ‘A long bath is my favourite pampering treat’, ‘I would prefer to have a bath rather than a shower but my house does not have a bath facility’ and ‘I take showers instead of baths to save water’, by gender, age and monthly personal income, June 2012
Figure 45: Frequency of using bath cream, gel, oil and salt products, by gender and age, June 2012
The allure of aromatherapy in both bath and shower segments
Figure 46: Aromatherapy claim on soap, bath and shower products development in China, 2008-11
Fragrances still offer potential for development
Figure 47: Importance of long-lasting fragrance when purchasing soap, bath and shower products, by gender and age, June 2012
Figure 46: Importance of aroma when purchasing soap, bath and shower products, June 2012
Figure 48: Fragrance group development in soap, bath and shower products, 2008-11
A different shopping experience with fragrances
Creativity in gifting may increase brand awareness and attract more buying
Figure 49: Agreement with statement: ‘Shower/bath products make a good gift’, June 2012
Figure 50: Agreement with statement: ‘Shower/bath products makes a good gift’, by gender and age, June 2012
Figure 51: Various holidays celebrated by the Chinese
What does it mean?
THE FUTURE OF THE MARKET
Figure 52: Forecast for China’s soap, bath and shower market value, 2007-17
Figure 53: Value sales for soap, bath & shower, 2007-17
Figure 54: Value sales of soap, bath & shower, by segment, 2007-17
Methodology
APPENDIX – USAGE OF BATH AND SHOWER PRODUCTS
Figure 55: Usage of bath and shower products, June 2012
Figure 56: Usage of bath and shower products, June 2012
Figure 57: Usage of bath and shower products, by demographics, June 2012
Figure 58: Usage of liquid soap/hand wash products, by demographics, June 2012
Figure 59: Usage of bar soap products, by demographics, June 2012
Figure 60: Usage of shower gel products, by demographics, June 2012
Figure 61: Usage of hand sanitiser products, by demographics, June 2012
Figure 62: Usage of bath cream, gel, oil and salt products, by demographics, June 2012
Figure 63: Usage of combined hair and body wash products, by demographics, June 2012
APPENDIX – WASHING OCCASIONS
Figure 64: Washing occasions at home, June 2012
Figure 65: Washing occasions at home, by demographics, June 2012
APPENDIX – ATTITUDES TOWARDS BATH AND SHOWER PRODUCTS
Figure 66: Attitudes towards bath and shower products, June 2012
Figure 67: Most popular attitudes towards bath and shower products, by demographics, June 2012
Figure 68: Next most popular attitudes towards bath and shower products, by demographics, June 2012
APPENDIX – PURCHASERS OF BATH AND SHOWER PRODUCTS IN HOUSEHOLD
Figure 69: Purchasers of bath and shower products in household, June 2012
Figure 70: Purchasers of bath and shower products in household, by demographics, June 2012
APPENDIX – BRANDS OF BATH AND SHOWER PRODUCTS BOUGHT
Figure 71: Brands of bath and shower products bought, June 2012
Figure 72: Most popular brands of bath and shower products bought, by demographics, June 2012
Figure 73: Next most popular brands of bath and shower products bought, by demographics, June 2012
Figure 74: Other brands of bath and shower products bought, by demographics, June 2012
APPENDIX – NUMBER OF BRANDS BOUGHT
Figure 75: Number of brands of bath and shower products bought, June 2012
Figure 76: Number of brands of bath and shower products bought, by demographics, June 2012
APPENDIX – BRANDS OF BATH AND SHOWER PRODUCTS BOUGHT MOST OFTEN
Figure 77: Brands of bath and shower products bought most often, June 2012
Figure 78: Most popular brands of bath and shower products bought most often, by demographics, June 2012
Figure 79: Next most popular brands of bath and shower products bought most often, by demographics, June 2012
APPENDIX – SPEND ON BATH AND SHOWER PRODUCTS
Figure 80: Spend on bath and shower products, June 2012
Figure 81: Spend on bath and shower products, June 2012
Figure 82: Most popular spend on liquid soap/hand wash products, by demographics, June 2012
Figure 83: Next most popular spend on liquid soap/hand wash products, by demographics, June 2012
Figure 84: Spend on bar soap products, by demographics, June 2012
Figure 85: Most popular spend on shower gel products, by demographics, June 2012
Figure 86: Next most popular spend on shower gel products, by demographics, June 2012
Figure 87: Most popular spend on bath cream, gel, oil and salt products, by demographics, June 2012
Figure 88: Next most popular spend on bath cream, gel, oil and salt products, by demographics, June 2012
Figure 89: Most popular spend on combined hair and body wash products, by demographics, June 2012
Figure 90: Next most popular spend on combined hair and body wash products, by demographics, June 2012
Figure 91: Most popular spend on hand sanitiser products, by demographics, June 2012
Figure 92: Next most popular spend on hand sanitiser products, by demographics, June 2012
APPENDIX – IMPORTANT FACTORS WHEN PURCHASING BATH AND SHOWER PRODUCTS
Figure 93: Important factors when purchasing bath and shower products, June 2012
Figure 94: Most popular important factors when purchasing top rank bath and shower products, by demographics, June 2012
Figure 95: Next most popular important factors when purchasing top rank bath and shower products, by demographics, June 2012
Figure 96: Most popular important factors when purchasing second rank bath and shower products, by demographics, June 2012
Figure 97: Next most popular important factors when purchasing second rank bath and shower products, by demographics, June 2012
Figure 98: Most popular important factors when purchasing third rank bath and shower products, by demographics, June 2012
Figure 99: Next most popular important factors when purchasing third rank bath and shower products, by demographics, June 2012
APPENDIX – PROPERTIES LOOKED FOR WHEN PURCHASING BATH AND SHOWER PRODUCTS
Figure 100: Properties looked for when purchasing bath and shower products, June 2012
Figure 101: Most popular properties looked for when purchasing bath and shower products, by demographics, June 2012
Figure 102: Next most popular properties looked at when purchasing bath and shower products, by demographics, June 2012
Figure 103: Other properties looked at when purchasing bath and shower products, by demographics, June 2012
APPENDIX – LOCATIONS OF PURCHASING BATH AND SHOWER PRODUCTS
Figure 104: Locations of purchasing bath and shower products, June 2012
Figure 105: Most popular locations of purchasing bath and shower products, by demographics, June 2012
Figure 106: Next most popular locations of purchasing bath and shower products, by demographics, June 2012
APPENDIX – AGREEMENT WITH BATH AND SHOWER STATEMENTS
Figure 107: Agreement with bath and shower products statements, June 2012
Figure 108: Agreement with the statements ‘I consider shower/bath products a daily essential/necessity for me’ and ‘Babies should only use baby-specific shower/bath products’, by demographics, June 2012
Figure 109: Agreement with the statements ‘I tend to buy shower/bath products when it is on promotion (price discount, free gift etc)’ and ‘I am interested in trying different or new types of bath and shower products’, by demographics, June 2012
Figure 110: Agreement with the statements ‘Advertisements of bath and shower products influence me to buy their products’ and ‘The weather influences the bath and shower products that I use’, by demographics, June 2012
Figure 111: Agreement with the statements ‘I am interested in trying out private label shower/bath products’ and ‘I find the amount of shower/bath products too many to choose’, by demographics, June 2012
Figure 112: Agreement with the statements ‘There is a big difference in quality between local and international brands of bath and shower products’ and ‘Money is not an issue for me when it comes to buying shower/bath products’, by demographics, June 2012
Figure 113: Agreement with the statements ‘It makes no difference to me whether to use bar soap or liquid soap’ and ‘I am loyal to the same shower/bath brand’, by demographics, June 2012
Figure 114: Agreement with the statement ‘Shower/bath products makes a good gift’, by demographics, June 2012
Figure 115: Most popular attitudes towards bath and shower products (any agree), June 2012
Figure 116: Next most popular attitudes towards bath and shower products (any agree), June 2012
Figure 117: Other attitudes towards bath and shower products (any agree), June 2012

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