Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Subgroup definition (by monthly personal income)
Executive Summary
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- Impact of COVID-19 on bodycare market
- Focus on the category dynamics instead of COVID-19
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- Figure 1: Short, medium and long-term impact of COVID-19 on bodycare, September 2020
- The market
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- Figure 2: Market value and forecast of bodycare, China, 2015-25
- Companies and brands
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- Figure 3: Leading manufacturers’ share in value sales of bodycare products, China, 2018-19
- The consumer
- Hand cream remained the most used products while footcare saw an increase in usage
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- Figure 4: Product usage, June 2020 vs April 2019
- Raising relevance and address good skin feel are top challenges of growing low usage products
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- Figure 5: Reasons not to use bodycare, June 2020
- Opportunities in tapping into Skinification Trend in bodycare
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- Figure 6: Desired improvements in body skin, June 2020
- A product-driven category: ingredient and format are top considerations
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- Figure 7: Important purchase factors, June 2020
- Importance of bodycare is increasing but engagement is still low compared to other beauty categories
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- Figure 8: Attitudes towards bodycare, June 2020
- An all year product with different seasonal needs to cater to
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- Figure 9: Usage habits of body lotion, June 2020
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- Figure 10: Usage habits of body lotion, June 2020
- What we think
Issues and Insights
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- Leaving good skin feel is still an important message, especially to recruit non-users
- The facts
- The implications
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- Figure 11: Advertisement of body lotion focusing on skin feel, China, 2020
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- Figure 12: Alma K. body scrub is claimed to be suitable for sensitive skin, China, 2020
- Focusing on benefits such as anti-aging that shower products find hard to deliver
- The facts
- The implications
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- Figure 13: Clarin’s anti-aging body lotion, China, 2020
- Figure 14: Becca X Chrissy Teigen Endless Summer Glow, USA, 2019
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- Figure 15: Dior body powder, China, 2020
- Localise wellbeing concept in bodycare by paying attention to footcare yangsheng
- The facts
- The implications
The Market – What you need to know
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- More innovation needed to secure the growth
- Increase usage occasions due to the COVID-19 lockdown
- Body remains the largest segment
Market Size, Segmentation and Forecast
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- Growth continues but is slightly slower
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- Figure 16: Market value forecast of bodycare, China, 2015-25 (est)
- The body segment still plays the most important role in growth
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- Figure 17: Market value of bodycare, by segment, China, 2016-20 (est)
Market Factors
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- Hygiene habits drive the need for hydration after the outbreak
- Bodycare products are no longer limited to seasonal use
- Threats from the shower category with similar benefits
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- Figure 18: Top 10 claims in shower product launches, China, 2018-20 (to September)
- Opportunities for footcare products used to enhance general well-being
Companies and Brands – What you need to know
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- Unilever maintains the top position in market share
- Launching a full range of products to satisfy all needs
- Link bodycare to general health
Market Share
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- Vaseline’s performance helped Unilever to maintain its leading position
- Sesderma closing Tmall official store
- Premium brands continue to perform well
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- Figure 19: Leading manufacturers’ share in value sales of bodycare products, China, 2018-19
- Domestic internet-based brands continue to grow
Competitive Strategies
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- Brands upgrade by borrowing concepts/trends from facial skincare
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- Figure 20: Olay body essence, China, 2020
- Traditional Chinese brand with modern design
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- Figure 21: Maxam’s recent marketing posters, China, 2019
- Full product line for different skin conditions and usage occasions
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- Figure 22: Vaseline’s full range of body lotion products, China, 2019
- Figure 23: Olay’s body lotion range, China, 2019
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- Figure 24: Maxam’s hand cream range, China, 2020
- Prestige fragrance brands offering premium bodycare products
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- Figure 25: Bodycare products of fragrance brands, China, 2020
Who’s Innovating?
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- Bodycare products saw an increase in 2019 while footcare emerges in 2020
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- Figure 26: Newly launched bodycare products by segment, China, 2018-20 (to September)
- Figure 27: Eastern medicine foot patch, China, 2020
- Claims of vitamin/mineral fortified increased in 2020
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- Figure 28: Top 10 claims in new hand/nail care product launches, China, 2018-20 (to September)
- Figure 29: Handcare products claimed vitamin/mineral Fortified, China, 2020
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- Figure 30: Top 10 claims in bodycare product launches, China, 2018-20 (to September)
- Figure 31: Bodycare products claiming vitamin/mineral fortified, China, 2020
- Figure 32: Bodycare products claiming brightening/illuminating, China, 2020
- Different innovation in claims compared to global bodycare trends
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- Figure 33: Top 10 claims in bodycare product launches, Global, 2018-20 (to September)
- Figure 34: Bodycare products claiming dermatologically tested, France and Chile, 2020
- Adding an element of taste in the body lotion
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- Figure 35: Scentlibrary White Rabbit body lotion, China, 2019
- Figure 36: Mistine milk tea body lotion, Thailand, 2019
- AI skin test for body skin too
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- Figure 37: Vaseline AI body skin test, China, 2019
- Hand cream specifically designed for men
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- Figure 38: Male hand cream, China, 2019
The Consumer –What You Need to Know
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- Hand cream remains the most used bodycare product
- Uncomfortable skin feel is the top barrier to using bodycare products
- Basic hydration is a must but pursue further skin demands
- 50% of consumers are looking for natural ingredients in bodycare
- Body skin has become more important
- Most consumers use body lotion year-round
Trends in Product Usage
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- Hand cream remains the most popular bodycare product
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- Figure 39: Product usage, June 2020 vs April 2019
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- Figure 40: Types of products used, June 2020
- Females remain the main users of bodycare
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- Figure 41: Product usage, male vs female, June 2020
- Consumers aged 25-29 are most enthusiastic towards bodycare
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- Figure 42: Product usage, by age, June 2020
Barriers to Use Bodycare
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- Skin feel matters the most
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- Figure 43: Reasons not to use bodycare, June 2020
- Younger consumers prefer convenient application for body lotion
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- Figure 44: Reasons not to use body lotion/cream/balm, by age, June 2020
Ideal Body Skin Conditions
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- Basic hydration is a must-have with similar demand as facial skincare
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- Figure 45: Desired improvements in body skin, June 2020
- Using multiple products to achieve better results
- Younger consumers are more interested in whitening
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- Figure 46: Desired improvements in body skin, by age, June 2020
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- Figure 47: Little dream garden body spray
Important Purchase Factors
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- Natural ingredients rank as the top selection factor
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- Figure 48: Important purchase factors, June 2020
- Certificates and brands matter more to affluent consumers
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- Figure 49: Important purchase factors – very important, by monthly personal income, June 2020
- Important purchase factors vary with different age group
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- Figure 50: Important purchase factors – very important, by age, June 2020
Attitudes towards Bodycare
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- More than half of consumers link body skin to overall body health
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- Figure 51: Attitudes towards bodycare, June 2020
- Females enjoy the extra benefit brought by bodycare products
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- Figure 52: Attitudes towards bodycare, June 2020
- Affluent consumers are looking for more from bodycare
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- Figure 53: Attitudes towards bodycare, by monthly personal income, June 2020
Usage Habits of Body Lotion
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- An essential product with more than just hydration needs
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- Figure 54: Usage habits of body lotion, June 2020
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- Figure 55: Usage habits of body lotion, June 2020
- Consumers of higher income are using more body lotion
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- Figure 56: Usage habits of body lotion, by monthly personal income, June 2020
Meet the Mintropolitans
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- MinTs are more likely to use more types of bodycare products
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- Figure 57: Product usage, by consumer classification, June 2020
- MinTs are looking for more in bodycare
- MinTs are more sophisticated when purchasing bodycare products
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- Figure 58: Important purchase factors, by consumer classification, June 2020
Appendix – Market Size and Forecast
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- Figure 59: Market value and forecast of total bodycare, China, 2015-25
- Figure 60: Market value and forecast of hand/nail care, China, 2015-25
- Figure 61: Market value and forecast of footcare, China, 2015-25
- Figure 62: Market value and forecast of bodycare, China, 2015-25
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Appendix –Methodology and Abbreviations
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- Methodology
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