Table of Contents
Introduction
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- Products covered in this report:
- Methodology
- Limitation
- Abbreviations
- Definitions
Executive Summary
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- Future growth prospects remain solid
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- Figure 1: Best- and worst-case forecast of China retail value sales of soap, bath and shower products, 2008-18
- Leverage consumers’ repertoire behaviour
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- Figure 2: Soap, hand wash, shower and bath product usage, by gender and age, January 2014
- Figure 3: Soap, handwash, shower and bath product usage, January 2014
- Great potential in male buyers
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- Figure 4: Consumer buying frequency in the last six months, by gender, January 2014
- Opportunity of converting new buyers in bath sector
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- Figure 5: Purchasing factors towards bath products, January 2014
- Differentiated strategy to target different age groups
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- Figure 6: Usage prediction, by age, January 2014
- What we think
Issues in the Market
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- How can brands leverage consumers’ repertoire behaviour?
- How can brands attract male buyers?
- How can bath products convert new buyers?
- How can brands target different age groups?
Trend Application
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- Trend: Many Mes
- Trend: Rebirth of Cities
- Mintel Futures: Access Anything, Anywhere
Market Drivers
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- Key points
- The Emergent Middle Class
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- Figure 7: The growth of China’s middle class households, 2000-15
- Prepare for the extreme weather
- Pollution fuels hygiene concerns
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- Figure 8: Consumer attitudes: anxiety, September 2013
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- Figure 9: Examples of smog in Shanghai, December 6th 2013
- City Jade Man
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- Figure 10: A young man undergoes facial skincare treatment at a beauty fair in Wuhan, Hubei province, 2011
- Mobile marketing shapes the future of e-commerce
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- Figure 11: Ownership of consumer technology products, February 2013
- Figure 12: The rapid growth of mobile internet shoppers, June 2012 and December 2012
Who’s Innovating?
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- Key points
- Shower products lead new product launches
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- Figure 13: New product launches, by top category in the soap, bath and shower market, 2009-13
- Consumers expect product with multiple benefits
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- Figure 14: New product launches, by top claim in the soap, bath and shower market, 2009-13
- Figure 15: 2004 Dettol (left) and 2013 Dettol (right) package
- The Miraculous Traditional Chinese Medicine
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- Figure 16: Examples of traditional Chinese medicine-focused products, 2013
- Nivea In-Shower Hydrating Body Lotion – a conditioner for the body
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- Figure 17: Nivea In-Shower Hydrating Body Lotion, January 2013
- The Rise of ’Me-tail’
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- Figure 18: Share with your best friend, Dove shower gel campaign, December 2013
Market Size and Forecast
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- Key points
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- Figure 19: China retail value sales of soap, bath and shower products, 2005-13
- Future growth prospects remain solid
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- Figure 20: Best- and worst-case forecast of China retail value sales of soap, bath and shower products, 2008-18
- The soaring demand of liquid hand wash will spike the future growth
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- Figure 21: Best- and worst-case forecast of China retail value sales of liquid hand wash products, 2008-18
- Forecast methodology
Segment Performance and Market Share
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- Key points
- Bar soap struggles while liquid soap remains strong
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- Figure 22: China retail value sales of soap, bath and shower products, by segment, 2005-13
- Increasing interest in bath products
- Market concentration increases
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- Figure 23: Company retail value shares in soap, bath and shower products, 2009-13
- P&G continues to lead the mass market
Companies and Brands
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- Procter & Gamble
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- Figure 24: 2013 P&G Annual Report, 2009-13
- Unilever
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- Figure 25: 2013 Unilever annual report, 2013
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- Figure 26: Dove born beauty campaign, April 2013
- Johnson &Johnson
- Jahwa
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- Figure 27: Jahwa’s beauty and personal care portfolio
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- Figure 28: Shanghai VIVE exhibition in Shanghai’s hotspot place Tianzifang, January 2014
- Figure 29: Online campaign for Liushen floral water in 2012
The Consumer – Consumer Buying Frequency
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- Key points
- High penetration rate of buying
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- Figure 30: Consumer buying frequency in the last six months, January 2014
- Shower gel leads the market
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- Figure 31: Consumer buying frequency of shower products in the last six months, January 2014
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- Figure 32: Frequency of using soap, bath and shower products in the past six months, April 2013
- Great interest in bath products
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- Figure 33: Consumer buying behaviour of bath products in the last six months, January 2014
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- Figure 34: Frequency of using soap, bath and shower products in the past six months, April 2013
- Because he’s worth it
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- Figure 35: Consumer buying frequency in the last six months, by gender, January 2014
- Usage difference between North and South
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- Figure 36: Consumer buying frequency in the last six months, by cities, January 2014
- Most people buy a range of products
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- Figure 37: Repertoire of consumer buying frequency in the last six months, January 2014
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- Figure 38: Consumer buying frequency, by repertoire of consumer buying frequency in the last six months, January 2014
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- Figure 39: Repertoire of consumer buying frequency in the last six months, by income, January 2014
The Consumer – Consumer Buying Channels
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- Key points
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- Figure 40: Consumer buying channel in the last six months, January 2014
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- Figure 41: Channel of purchase of soap, bath and shower products in the last 12 months, April 2013
- Young females exhibit solid repertoire behaviour towards retailers
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- Figure 42: Repertoire of consumer buying channel in the last six months, by age and gender, January 2014
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- Figure 43: Repertoire of channel of purchase of soap, bath and shower products in the last 12 months, by age and gender, April 2013
- Loyal shoppers are prudent budgeters
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- Figure 44: Consumer buying channel in the last six months, by repertoire of consumer buying channel in the last six months, January 2014
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- Figure 45: Repertoire of consumer buying channel in the last six months, by income, January 2014
- Affluent people are convenience-driven
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- Figure 46: Consumer buying channel in the last six months, by income, January 2014
- Gender heterogeneity in shopping habit
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- Figure 47: Consumer buying channel in the last six months, by age and gender, January 2014
- Chengdu, a city driven by convenience
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- Figure 48: Consumer buying channel in the last six months, by cities, January 2014
The Consumer – Soap and Shower Product Purchasing Factors
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- Key points
- Mild and non-irritating is the number one sought benefit
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- Figure 49: Soap and shower product purchasing factors, January 2014
- Frequent buyers seek additional benefits
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- Figure 50: Soap and shower product purchasing factors, by consumer buying frequency in the last six months, January 2014
- Men Aesthetics
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- Figure 51: Soap and shower product purchasing factors, by gender, January 2014
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- Figure 52: Soap and shower product purchasing factors, by age and gender, January 2014
The Consumer – Bath Product Purchasing Factors
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- Key points
- Wellbeing boost
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- Figure 53: Purchasing factors towards bath products, January 2014
- Design for specific group’s health needs
The Consumer – General Usage
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- Key points
- Antibacterial is the key buying factor of hand wash
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- Figure 54: Soap, hand wash, shower and bath product usage, January 2014
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- Figure 55: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months, January 2014
- Seasonal Scent
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- Figure 56: Soap, hand wash, shower and bath product usage, by gender and age, January 2014
- Scent is crucial to convert non-buyers for bath products
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- Figure 57: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months, January 2014
- Loyalty limits for female buyers
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- Figure 58: Soap, hand wash, shower and bath product usage, by gender and age, January 2014
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- Figure 59: Repertoire of brands of soap, bath and shower products used in the past six months, by gender and age, April 2013
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- Figure 60: Agreement with the statement “Stocking up soap, bath and/or shower products when there are appealing occasional promotions”, January 2014
The Consumer – Future Opportunities for Soap, Bath and Shower Products
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- Key points
- A competition for savviness
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- Figure 61: Usage prediction, January 2014
- Buyers are increasingly shifting online
- Marketing to the Emergent Middle Class
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- Figure 62: Usage prediction, by age, January 2014
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- Figure 63: Usage prediction, by age, January 2014
- Investing in social media to appeal to the youngsters
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- Figure 64: Usage prediction, by age, January 2014
Appendix – Buying Frequency
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- Figure 65: Consumer buying frequency in the last six months, January 2014
- Figure 66: Consumer buying frequency in the last six months – Liquid hand soap, by demographics, January 2014
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- Figure 67: Consumer buying frequency in the last six months – Hand sanitiser gel, by demographics, January 2014
- Figure 68: Consumer buying frequency in the last six months – Bar soap, by demographics, January 2014
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- Figure 69: Consumer buying frequency in the last six months – Shower gel, excluding 2-in-1 hair and body wash, by demographics, January 2014
- Figure 70: Consumer buying frequency in the last six months – Combined hair and body wash, by demographics, January 2014
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- Figure 71: Consumer buying frequency in the last six months – Bath oil, by demographics, January 2014
- Figure 72: Consumer buying frequency in the last six months – Liquid bath infusions, excluding bath oils, by demographics, January 2014
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- Figure 73: Consumer buying frequency in the last six months – Solid bath infusions, by demographics, January 2014
- Figure 74: Consumer buying frequency in the last six months – Bath medicine bag, by demographics, January 2014
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- Figure 75: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Liquid hand soap, January 2014
- Figure 76: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Hand sanitiser gel, January 2014
- Figure 77: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Bar soap, January 2014
- Figure 78: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Shower gel, excluding 2-in-1 hair and body wash, January 2014
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- Figure 79: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Combined hair and body wash, January 2014
- Figure 80: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Bath oil, January 2014
- Figure 81: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Liquid bath infusions, excluding bath oils, January 2014
- Figure 82: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Solid bath infusions, January 2014
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- Figure 83: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Bath medicine bag, January 2014
- Repertoire analysis
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- Figure 84: Repertoire of consumer buying frequency in the last six months, January 2014
- Figure 85: Repertoire of consumer buying frequency in the last six months, by demographics, January 2014
- Figure 86: Consumer buying channel in the last six months, by repertoire of consumer buying frequency in the last six months, January 2014
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Appendix – Buying Channels
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- Figure 87: Consumer buying channel in the last six months, January 2014
- Figure 88: Most popular consumer buying channel in the last six months – In-store, by demographics, January 2014
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- Figure 89: Next most popular consumer buying channel in the last six months – In-store, by demographics, January 2014
- Figure 90: Consumer buying channel in the last six months – Online, by demographics, January 2014
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- Figure 91: Soap, hand wash, shower and bath product usage, by most popular consumer buying channel in the last six months – In-store, January 2014
- Figure 92: Soap, hand wash, shower and bath product usage, by next most popular consumer buying channel in the last six months – In-store, January 2014
- Figure 93: Soap, hand wash, shower and bath product usage, by consumer buying channel in the last six months – Online, January 2014
- Figure 94: Usage prediction, by most popular consumer buying channel in the last six months – In-store, January 2014
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- Figure 95: Usage prediction, by next most popular consumer buying channel in the last six months – In-store, January 2014
- Figure 96: Usage prediction, by consumer buying channel in the last six months – Online, January 2014
- Repertoire analysis
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- Figure 97: Repertoire of consumer buying channel in the last six months, January 2014
- Figure 98: Repertoire of consumer buying channel in the last six months, by demographics, January 2014
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- Figure 99: Consumer buying channel in the last six months, by repertoire of consumer buying channel in the last six months, January 2014
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Appendix – Purchasing Factors towards Shower Products
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- Figure 100: Soap and shower product purchasing factors, January 2014
- Figure 101: Most popular soap and shower product purchasing factors – Rank 1, by demographics, January 2014
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- Figure 102: Next most popular soap and shower product purchasing factors – Rank 1, by demographics, January 2014
- Figure 103: Most popular soap and shower product purchasing factors – Rank 2, by demographics, January 2014
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- Figure 104: Next most popular soap and shower product purchasing factors – Rank 2, by demographics, January 2014
- Figure 105: Most popular soap and shower product purchasing factors – Rank 3, by demographics, January 2014
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- Figure 106: Next most popular soap and shower product purchasing factors – Rank 3, by demographics, January 2014
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Appendix – Purchasing Factors towards Bath Products
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- Figure 107: Bath product purchasing factors, January 2014
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Appendix – General Usage
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- Figure 108: Soap, hand wash, shower and bath product usage, January 2014
- Figure 109: Most popular soap, hand wash, shower and bath product usage, by demographics, January 2014
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- Figure 110: Next most popular soap, hand wash, shower and bath product usage, by demographics, January 2014
- Figure 111: Other soap, hand wash, shower and bath product usage, by demographics, January 2014
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Appendix – Usage Prediction
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- Figure 112: Usage prediction, January 2014
- Figure 113: Usage prediction – Buying soap, bath and/or shower products online, by demographics, January 2014
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- Figure 114: Usage prediction – Buying soap, bath and/or shower products via mobile phones/tablets, by demographics, January 2014
- Figure 115: Usage prediction – Obtaining free samples of soap, bath and/or shower products online, by demographics, January 2014
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- Figure 116: Usage prediction – Obtaining information about soap, bath and/or shower products via social networks, by demographics, January 2014
- Figure 117: Usage prediction – Recommending/rating the soap, bath and/or shower products I’ve used on social networks, by demographics, January 2014
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- Figure 118: Usage prediction – Participating in interactive activities by scanning QR codes, by demographics, January 2014
- Figure 119: Usage prediction – Stocking up soap, bath and/or shower products when there are appealing occasional promotions, by demographics, January 2014
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- Figure 120: Usage prediction – Comparing prices via mobile phone apps before buying, by demographics, January 2014
- Figure 121: Usage prediction – Only buying the products with special promotions, by demographics, January 2014
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- Figure 122: Usage prediction – Joining Groupon activities offering soap, bath and/or shower products, by demographics, January 2014
- Figure 123: Usage prediction – Buying premium soap, bath and/or shower products, by demographics, January 2014
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- Figure 124: Usage prediction – Trying new brands/products, by demographics, January 2014
- Figure 125: Usage prediction – Buying products as a set, by demographics, January 2014
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