Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of market value of bodycare, China, 2014-14
- Companies and brands
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- Figure 2: Leading manufacturers’ share in value sales of bodycare products, China, 2017-18
- The consumer
- Moisturising is the most sought after improvement on body skin
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- Figure 3: Improvements on the skin of body, April 2019
- Category users stick with the basics
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- Figure 4: Bodycare, handcare and footcare products used in the last six months, April 2019
- Highlighting ‘benefit + ingredient’ is the winning strategy
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- Figure 5: Purchase factors of body lotion and hand cream, April 2019
- Floral fragrance is still by far the most popular
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- Figure 6: Fragrance preference for body lotion, April 2019
- Anti-aging claims garner most interest
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- Figure 7: Interests in body lotion claims, April 2019
- Format innovations have wide appeal
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- Figure 8: Interests in body lotion formats, April 2019
- What we think
Issues and Insights
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- Follow facial skincare trends to boost the market
- The facts
- The implications
- Hand care needs additional benefits
- The facts
- The implications
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- Figure 9: Examples of hand cream with anti-aging claims, Singapore and Spain, 2018
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- Figure 10: Example of Innisfree Jeju Life perfumed hand cream, China, 2018
- Will the total wellbeing trend tackle the fall of footcare?
- The facts
- The implications
The Market – What You Need to Know
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- Push needed for further growth
- Body segment takes the lead
- Cross-category competition intensifies
Market Size and Forecast
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- Growth continues, but is likely to slow down in the long term
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- Figure 11: Market value of bodycare, China, 2015-19 (est)
- Figure 12: Best- and worst-case forecast of market value of bodycare, China, 2014-14
Market Factors
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- Women have strong willingness to invest in beauty
- NPD has been successfully engaging consumers
- Shower products continue to bring challenges to the bodycare segment
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- Figure 13: Example of ON: THE BODY exfoliating shower gel, China
- Figure 14: Example of REVER shower oil and consumer reviews, China
- It remains a challenge to activate other sub-categories than body lotion and hand cream
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- Figure 15: Examples of multi-step bodycare products, China
Market Segmentation
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- The body segment continues to lead market growth
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- Figure 16: Market value of bodycare, by segment, China, 2015-19 (est)
Key Players – What You Need to Know
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- Unilever sees gains, as well as premium brands
- Product innovations are critical to draw attention
- ‘Brightening/illuminating’ grows in both bodycare and handcare
Market Share
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- Unilever achieved market leadership
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- Figure 17: Leading manufacturers’ share in value sales of bodycare products, China, 2017-18
- Figure 18: Examples of Vaseline Healthy White body lotion, China
- Figure 19: Example of Dove DermaSpa Youthful Vitality hand and body cream, China
- Premium brands perform well
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- Figure 20: Examples of Sesderma body milk, China
Competitive Strategies
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- Borrow ingredient trends from facial skincare for more benefits
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- Figure 21: Examples of bodycare products highlighting ingredients, China
- Figure 22: Example of Olay Body Cellscience B3+Retinol body lotion, China, 2019
- Explore innovative formats and textures to drive usage
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- Figure 23: Examples of body lotion spray, China
- Figure 24: Example of Olay In-Shower Body Lotion, China
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- Figure 25: Examples of bodycare products in lightweight texture, China
- Shower gel brands are actively tapping into bodycare categories
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- Figure 26: Examples of shower gel and body lotion bundles, China
Who’s Innovating?
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- Bodycare takes the lead in new product launches…
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- Figure 27: New bodycare, hand/nail care and footcare product launches, by segment, China, 2015-18
- …but the segment is seeing a decline in genuine innovation
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- Figure 28: New bodycare product launches, by launch type, China, 2016-18
- ‘Moisturising/hydrating’ remains top claim, ‘for sensitive skin’ and ‘brightening/illuminating’ see a rise
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- Figure 29: Top claims in new bodycare launches, China, 2016-18
- ‘Brightening/illuminating’ claim continues to grow in hand/nail care
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- Figure 30: Top claims in new hand/nail care launches, China, 2016-18
- Innovative products that are worth noting
- Tapping into the Slow Beauty trend with de-stressing, happiness-inducing and sleep-aiding claims
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- Figure 31: Examples of bodycare products with de-stressing, happiness-inducing, sleep-aiding benefits, UK and Poland, 2018
- Products for specific body areas are niche with growth potential
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- Figure 32: Examples of bodycare products for specific body areas, UK, France, Spain and Japan, 2018
- Cooling innovations target summer period
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- Figure 33: Examples of bodycare products with cooling-down effect, Germany and Romania, 2018
- Mix and match customisable scent
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- Figure 34: NIVEA Soft Mix Me Moisturising Cream, Global, 2018
The Consumer – What You Need to Know
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- Moisturising is still the top priority
- Hand cream and body lotion are considered essential
- Benefit is the primary purchase factor
- Floral fragrance remains popular
- Anti-aging claims spark interests
- Format innovations are welcomed by category users
Ideal Skin Conditions
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- Moisturising remains the most important
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- Figure 35: Improvements on the skin of body, April 2019
- Women have more needs for body skin improvement
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- Figure 36: Improvements on body skin, by gender, April 2019
- 20-29 year olds women prioritise whitening and smoothing
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- Figure 37: Improvements on body skin, by age, female, April 2019
Product Usage
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- Only body lotion and hand cream are widely used
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- Figure 38: Bodycare, handcare and footcare products used in the last six months, April 2019
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- Figure 39: Number of bodycare, handcare and footcare products used in the last six months, April 2019
- Women are more invested than men in bodycare
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- Figure 40: Bodycare, handcare and footcare products used in the last six months, by gender, April 2019
- Mature women are more likely to use body treatment oil, while the young use body scrub
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- Figure 41: Bodycare products used in the last six months, by age, female, April 2019
Purchase Factors
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- Benefits play the most important role in the category
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- Figure 42: Purchase factors of body lotion and hand cream, April 2019
- Fragrance is more important in hand cream, especially to young consumers
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- Figure 43: Purchase factors of hand cream, by age, April 2019
- Women pay more attention to fragrance and format, while brand and price are more important to men
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- Figure 44: Purchase factors of body lotion and hand cream, by gender, April 2019
Fragrance Preference
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- Floral fragrance is still the most wanted for body lotion
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- Figure 45: Fragrance preference for body lotion, April 2019
- Men have a preference for green and woody scents
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- Figure 46: Fragrance preference for body lotion, by gender, April 2019
- Citrus and fruity fragrances are gaining popularity among young women
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- Figure 47: Fragrance preference for body lotion, by age, female, April 2019
Interests in Claims
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- Anti-aging benefits are prioritised
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- Figure 48: Interests in body lotion claims, April 2019
- Men are more interested in relaxing, stress-relief and sleep-aiding benefit
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- Figure 49: Interests in body lotion claims, by gender, April 2019
- Most benefits have prime audience among women aged 25-39
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- Figure 50: Interests in body lotion claims, by age, female, April 2019
Interests in Formats
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- Format innovations are of wide interests
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- Figure 51: Interests in body lotion formats, April 2019
Meet the Mintropolitans
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- Mintropolitans focus on the essential products
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- Figure 52: Gap between Mintropolitans and Non-Mintropolitans (as benchmark) in terms of product usage, April 2019
- Mintropolitans are more functional driven when choosing body lotion
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- Figure 53: Purchase factors of body lotion, by consumer classification, April 2019
- Mintropolitans show greater interests in a variety of body lotion claims
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- Figure 54: Gap between Mintropolitans and Non-Mintropolitans (as benchmark) in terms of interests in body lotion claims, April 2019
Appendix – Market Size and Forecast
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- Figure 55: Market value of bodycare, China, 2014-24 (fore)
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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