Table of Contents
Executive Summary
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- Impact of COVID-19 on soap, bath and shower products
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- Figure 1: Short, medium and long term impact of COVID-19 on soap, bath and shower product market, November 2020
- The market
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- Figure 2: Market size and forecast of soap, bath and shower product market, China, 2015-25
- Companies and brands
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- Figure 3: Leading companies’ share of value sales of soap, bath and shower product market, China, 2018 – 2020 H1
- The consumer
- Shower gel is mostly used while hand wash experiences a quick adoption
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- Figure 4: Products used in last 6 months, October 2020
- Both hand feeling and efficacy are demanded
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- Figure 5: Concerns about using liquid hand wash, October 2020
- Shower foam/mousse leads the market trend
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- Figure 6: Correspondence analysis of format perception, October 2020
- Skincare-related benefits are key drivers
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- Figure 7: Features attracting trial of a new shower and bath product, October 2020
- Bring mindfulness and selfcare into bathing or showering time
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- Figure 8: Appealing benefits from showering and bathing, October 2020
- Hand sanitizer becomes a regular behaviour
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- Figure 9: Attitudes towards hand sanitizer, by monthly personal income, October 2020
- What we think
Issues and Insights
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- Invest in ingredient stories
- The facts
- The implications
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- Figure 10: Example of fragranced ingredients, China, 2020
- Figure 11: Example of premium ingredients used in hand wash products, China, 2020
- Connect emotional benefits with demand for holistic wellbeing
- The facts
- The implications
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- Figure 12: Example of SBS product with mental health claim, US, 2019
- More diverse innovation in body wash to leverage lifestyle changes
- The facts
- The implications
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- Figure 13: STOP THE WATER WHILE USING ME! brand
- Figure 14: NIVEA refill machine, Germany, 2020
The Market – Key Takeaways
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- Stable growth of overall SBS market after COVID-19
- Increased health awareness and product innovation fuel the market
Market Size and Forecast
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- A clear winner in BPC market in 2020
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- Figure 15: Market size and forecast of soap, bath and shower market, China, 2015-25
Market Factors
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- Increased hygiene consciousness influenced by COVID-19
- BPC brands enter hygiene category
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- Figure 16: Examples of BPC brands launching soap, bath and shower products, China, 2020
- Fragrance and skincare benefits expand to hand wash category
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- Figure 17: ARASHIYAMA fragranced hand sanitizer, China, 2020
- Technological innovation helps hygiene growth
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- Figure 18: Tmall automatic hand wash machine, China, 2020
- Low use of bathtubs hinders the bath product market growth
Market Segmentation
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- Shower gel still dominates the market, yet future growth lies in hand sanitizer market
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- Figure 19: Segment sales value of soap, bath and shower market, China 2019-2020
Companies and Brands – Key Takeaways
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- Changes in competitive landscape in early 2020
- Find new ways to connect with consumers
- Launch activity boosted in hand sanitizer
Market Share
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- 2019: top two brands gain share while the overall competitive landscape remains nearly stable
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- Figure 20: Leading companies’ share of value sales of soap, bath and shower product market, China, 2018 and 2019
- First half-year of 2020: hygiene-focused products are a success story
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- Figure 21: Leading companies’ share of value sales of soap, bath and shower product market, China, 2019 and 2020 H1
Competitive Strategies
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- Branding
- New branding method creates new scenarios to connect with consumers
- Cater to Gen Z through cross-category collaboration with milk tea brands
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- Figure 22: Dove X Heytea shower mousse, China, 2020
- Figure 23: BIGEVE X NAYUKI shower gel, China, 2020
- Product
- Innovating in premium claims to upgrade brand image
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- Figure 24: Safeguard detox small bubble shower gel, China, 2019
- Invest in traditional Chinese herbal ingredients and target seasonal occasions
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- Figure 25: Liu Shen tea plant extract shower gel, China, 2020
- Figure 26: Shanghai Soap seasonal soap lines, China, 2019
- Consumer education and experience
- Use data to prove real effects
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- Figure 27: OLAY 21-day body whitening test, China, 2020
- Traditional brand provides experiences to meet consumers’ new lifestyle
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- Figure 28: Shanghai Soap provides new cultural space, China, 2020
Launch Activity and Innovation
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- New product innovation in liquid soap boosted in 2020
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- Figure 29: New product development in soap, bath and shower category, by sub-category, China, January 2018 – October 2020
- Both anti-bacterial and vitamin/mineral fortified claims rose in 2020, while aromatherapy decreased
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- Figure 30: Top claims of new product development in soap, bath and shower category, China, January 2018 – October 2020
- Convenient hand wash for on-the-go
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- Figure 31: Examples of new hand wash launches in convenient packages, China, 2019-2020
- Catching on to the foamy trend
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- Figure 32: Examples of shower foam/mousse launches, China, 2020
- Innovative format to provide more entertainment
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- Figure 33: Examples of bath and shower product launches with innovative format, China, 2020
- Bath oil with premium ingredients
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- Figure 34: Examples of shower oil launches with premium ingredients, China, 2020
- Use alcohol to provide new experience
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- Figure 35: Examples of bath and shower product launches with alcohol element, China, 2020
- Take cleaning claims to the next level
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- Figure 36: Examples of bath and shower product launches with deep cleansing ingredients, China, 2020
The Consumer – Key Takeaways
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- Shower gel dominates the market but hand wash products possess great potential
- Hand feeling is the most important attribute for consumers when choosing liquid hand wash
- Consumers’ different recognition toward soap, shower foam/mousse and shower gel
- Consumers’ focus has gradually shifted to SBS products’ skincare functions
- Soothing tiredness, de-stressing and relaxing are top three factors that influence the purchase of bathing and shower products
- Usage frequency of hand wash has not decreased
Product Usage
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- Shower gel dominates usage, while shower tools are used by more than half of consumers
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- Figure 37: Products used in last 6 months, October 2020
- Hand wash becomes more necessary
- Although men generally lag behind women, 30-39-year-olds start to see broader product usage
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- Figure 38: Products used in last 6 months, by gender and age, October 2020
- High earners pay more attention to instant hygiene
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- Figure 39: Products used in last 6 months, by monthly personal income, October 2020
- Lower tier cities catch up
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- Figure 40: Products used in last 6 months, by city tier, October 2020
Pain Point for Hand Wash
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- Residue of greater concerned than insufficient sterilisation
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- Figure 41: Concerns about using liquid hand wash, October 2020
- Women pay more attention to hand feeling
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- Figure 42: Concerns about using liquid hand wash, by gender, October 2020
- High earners worry more about insufficient clean, while low earners more afraid of residue
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- Figure 43: Concerns about using liquid hand wash, by monthly personal income, October 2020
Perceptions of Different Formats
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- Methodology
- Soap is perceived to have the best cleaning efficacy
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- Figure 44: Correspondence analysis of format perception, October 2020
- Shower gel has less distinctive position
- Shower foam/mousse could be more trendy and exquisite
Features Attracting Trial
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- Consumers are keen to explore new products
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- Figure 45: Features attracting trial of a new shower and bath product, October 2020
- Suitable for my skin type and skin benefits can appeal to four fifths of consumers
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- Figure 46: TURF analysis of features attracting trial of a new shower and bath product, October 2020
- Women want milder and proven ingredients with more exquisite scent
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- Figure 47: Features attracting trial of a new shower and bath product, by gender, October 2020
- Use scent to connect with younger consumers
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- Figure 48: Features attracting trial of a new shower and bath product, by age, October 2020
- New product explorers care more about skincare benefits and ingredients
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- Figure 49: Features attracting trial of a new shower and bath product, by consumer segmentation, October 2020
Emotional Benefits Desired
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- Most consumers regard shower/bathing as a time for relaxation
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- Figure 50: Appealing benefits from showering and bathing, October 2020
- Relating relaxing to soothing tiredness benefits would reach 85% of consumers
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- Figure 51: TURF analysis of appealing benefits from showering and bathing, October 2020
- Energizing claims appeal more to high earners
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- Figure 52: Appealing benefits from showering and bathing, by monthly personal income, October 2020
Attitudes towards Soap, Bath, and Shower Products
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- Most consumers shower at night, while high earners slightly skew to showering in the morning
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- Figure 53: Preference for shower time, by monthly personal income, October 2020
- Hand washing becomes a habit
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- Figure 54: Attitudes towards hand sanitizer, by monthly personal income, October 2020
- The majority are still big brand followers
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- Figure 55: Preference for niche brands, by selected demographics, October 2020
- Most consumers look for more beyond cleanliness
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- Figure 56: Attitudes towards additional benefits, by city tier, October 2020
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- Figure 57: Appealing benefits from showering and bathing, by consumer segmentation, October 2020
- High earners are more open to exploring new products
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- Figure 58: Preference for new products, by age and monthly personal income, October 2020
- Tier one city consumers are more likely to share bath and shower products with family members
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- Figure 59: Preference for sharing products, by city tier, October 2020
Meet the Mintropolitans
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- MinTs have used more products, especially foaming tools, exfoliation tools and bath infusions
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- Figure 60: Products used in last 6 months, by consumer classification, October 2020
- Main difference between MinTs and Non-MinTs is their attention to smell
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- Figure 61: Concerns about using liquid hand wash, by consumers classification, October 2020
- Milder and scientific proof attract MinTs more
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- Figure 62: Gap of features attracting trial of a new shower and bath product, by consumer classification, October 2020
Appendix – Market Size and Forecast
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- Figure 63: Market value and year-on-year growth of soap, bath and shower product market, China, 2015-25
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Appendix – Market Segmentation and Forecast
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- Figure 64: Segment value and year-on-year growth of soap, bath and shower market, China 2015-25
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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