Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Retail sales of bodycare, by value, China, 2010-20
- Companies and brands
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- Figure 2: Top 10 companies’ market share in bodycare, by retail sales value, China, 2013 and 2014
- The consumer
- Female consumers of different ages have different requirements for their body skins
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- Figure 3: Ideal skin conditions, March 2015
- Hand cream has the greatest penetration
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- Figure 4: Usage of bodycare products over the past 12 months, March 2015
- Reasons for not using bodycare products vary across segments
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- Figure 5: Reasons for non-usage, March 2015
- Tmall is the most used online purchasing channel for bodycare products
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- Figure 6: Online purchasing channel, March 2015
- A market more driven by price than brand image
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- Figure 7: Importance of consideration factors, March 2015
- Females are changing but still not sophisticated enough
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- Figure 8: Attitudes towards the importance of bodycare, March 2015
- Key issues
- How can bodycare further develop in China?
- Threats and opportunities for international brands
- Increasing the low engagement of young female consumers
- What we think
Issues and Insights
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- How can bodycare further develop in China?
- The facts
- The implications
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- Figure 9: Examples of products with multiple benefits, Spain and Australia, 2015
- Threats and opportunities for international brands
- The facts
- The implications
- Increasing the low engagement of young female consumers
- The facts
- The implications
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- Figure 10: Hand creams from Etude House, Korea, 2013
Trend Application
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- Guiding Choice
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- Figure 11: In-store shopping guide of MUJI, Shanghai, China, 2015
- Prove It
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- Figure 12: In-store display about product ingredient, China, 2015
- FSTR HYPR
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- Figure 13: Body serum with three roller balls, Germany, 2015
Market Size and Forecast
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- Key points
- Bodycare market growth slowed down in 2014
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- Figure 14: China retail value sales of bodycare, 2010-14
- Figure 15: Total retail sales of cosmetics in China*, 2010-14
- Bodycare market is still mainly driven by price rather than brand
- The forecast – China bodycare market is expected to grow but at a slower pace
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- Figure 16: Retail sales of bodycare, by value, China, 2010-20
- Forecast methodology
- Market drivers
- Increasing awareness of taking care of body skin among over-25s
- Online shopping also contributes to the market boom
- People are becoming more image-conscious
- Growth challenges
- The market still needs continuous investments to grow consumer sophistication
- Competition from beauty-related food and beverages
- Overseas purchasing behaviour threatens domestic brand performance
- Using beauty services instead of buying products
Market Segmentation
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- Key points
- Hand and nail care products led the growth in 2014
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- Figure 17: China retail value sales of bodycare, by segment, 2013 and 2014
Market Share
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- Key points
- Johnson & Johnson still leads the market but is losing ground
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- Figure 18: Top 10 companies’ market share in bodycare, by retail sales value, China, 2013 and 2014
Who’s Innovating?
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- Key points
- Decline in new launches in 2014
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- Figure 19: New product launches in the China bodycare market, by launch type, 2011-15
- Figure 20: New product launches in the China bodycare market, by product segment, 2011-15
- Moisturising/hydrating still tops claim list
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- Figure 21: Top product claims in China bodycare new product launch, 2011-15
- Innovation trends from overseas
- Get inspirations from the food and drink market
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- Figure 22: New bodycare product launches with goji berry, US and Italy, 2015
- Refreshing products for summer
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- Figure 23: New products which are suitable for summer, South Korea and France, 2014-15
- New textures are emerging in South Korea
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- Figure 24: New products with mousse texture, South Korea and Poland, 2014-15
- Figure 25: New products with whipped-cream texture, South Korea, 2014
Companies and Brands
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- Johnson & Johnson Services, Inc.
- Beiersdorf AG
- Shanghai Pechoin Daily Chemical Co., Ltd.
- Jahwa Group
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- Figure 26: Jahwa’s brand portfolio
- Jiangsu Longliqi Bioscience Co., Ltd.
- Tianjin Yumeijing Group Co., Ltd.
- Clarins
- Dr. Scholl's
The Consumer – Ideal Skin Conditions
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- Key points
- Female consumers have various requirements on their body skins
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- Figure 27: Ideal skin conditions, March 2015
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- Figure 28: Share of bodycare product launches with different functions in total bodycare product launches in China, 2011-14
- Women of different ages focus on different things
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- Figure 29: Ideal skin conditions, by age, March 2015
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- Figure 30: Repertoire of ideal skin conditions, by age, March 2015
- Women from tier one cities are still the early adopters
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- Figure 31: Ideal skin conditions, by city tier, March 2015
The Consumer – Type of Bodycare Products Used
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- Key points
- Hand cream has the greatest penetration
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- Figure 32: Usage of bodycare products over the past 12 months, March 2015
- Trends in tier one cities
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- Figure 33: Usage of selected bodycare products over the past 12 months among consumers in tier one cities, 2013 and 2015
- High earners look for more specialist products
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- Figure 34: Usage of bodycare products over the past 12 months, by monthly personal income, March 2015
- Body whitening products to target women in their early twenties
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- Figure 35: Expectation of skin condition and actual product usage related to whitening, by age, March 2015
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- Figure 36: Examples of whitening bodycare products with multiple benefits, Thailand and Korea, 2015
The Consumer – Reasons for Non-usage
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- Key points
- Reasons for not using bodycare products vary across segments
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- Figure 37: Reasons for non-usage, March 2015
- Increase the awareness of bodycare products
- Build confidence and highlight the changes for female consumers
- Give consumers more purchasing guides
- Make bodycare products more convenient to use
- Provide good value for money
- Beauty services could be a threat for bodycare products
The Consumer – Online Purchase Channel
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- Key points
- The percentage of online shoppers has dramatically increased
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- Figure 38: Purchase channels in the past 12 months, July 2013 and March 2015
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- Figure 39: Online purchase behaviour, by age, July 2013 and March 2015
- Tmall is the most used online purchasing channel
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- Figure 40: Online purchasing channel, March 2015
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- Figure 41: Cross-channel analysis for online retailers, March 2015
- Overseas online shopping websites and beauty retailers attract proportionally more high-income women
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- Figure 42: Usage of online retailers for purchasing bodycare products, by monthly personal income, March 2015
- Age and marital status also have an impact on online purchasing channels
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- Figure 43: Online purchasing channel, by age and marital status, March 2015
The Consumer – Important Consideration Factors
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- Key points
- A market more driven by price than brand image
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- Figure 44: Importance of consideration factors, March 2015
- Expectation goes up amongst over-25s
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- Figure 45: Importance of selected consideration factors, by age, March 2015
The Consumer – Attitudes towards Bodycare
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- Key points
- Just over half of women think body skin is as important as facial skin
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- Figure 46: Attitudes towards the importance of bodycare, March 2015
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- Figure 47: Attitudes towards the importance of bodycare, by usage behaviour, March 2015
- Female consumers don’t have a strong preference for single- or multifunctional products
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- Figure 48: Attitudes towards single versus multi-product usage, March 2015
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- Figure 49: Attitudes towards single versus multi-product usage, by monthly personal income, March 2015
- Interestingly, higher earners think better of Chinese brands
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- Figure 50: Attitudes towards Chinese versus international brands, by age and income, March 2015
- Possible approaches to increase bodycare sales value
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- Figure 51: Bodycare purchase behaviour, March 2015
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- Figure 52: Importance of consideration factors, % of any important, by females who have purchased bodycare products in the last 12 months and those who agree “I usually stock up on bodycare products”, March 2015
- Brands have chances to encourage more bodycare purchases
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- Figure 53: Bodycare online purchase behaviour, March 2015
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- Figure 54: Attitudes towards trying before purchasing, by type of products they used, March 2015
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- Figure 55: Concern over fake products when buying online, by online retailer shopped at, March 2015
Meet the Mintropolitans
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- Key points
- Why Mintropolitans?
- Who are they?
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- Figure 56: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
- Figure 57: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
- MinT want firming, illuminating and smooth body skin
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- Figure 58: Ideal skin conditions, by MinT and non-MinT, March 2015
- MinT are especially advanced in using more specialised products
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- Figure 59: Type of bodycare product used, by MinT and non-MinT, March 2015
- MinT are more likely to use professional beauty services
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- Figure 60: Women who don’t use certain bodycare products because they use professional beauty services instead, by MinT and non-MinT, March 2015
- MinT are found to shop online more from beauty retailers’ websites rather than Taobao
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- Figure 61: Online purchasing channel, by MinT and non-MinT, March 2015
- More brand-driven, but naturalness, format and certification are still top considerations
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- Figure 62: Importance of consideration factors, means, by MinT and non-MinT, March 2015
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