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 soap, bath and shower products, China, 2014-2024
- Companies and brands
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- Figure 2: Leading manufacturers’ share in soap, bath and shower products, China, 2017-18
- The consumer
- Shower gel is a hygiene staple but soap maintains high penetration level
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- Figure 3: Soap, bath and shower products used in the last six months, September 2019
- Mainstream adopted price of shower gel is RMB31-50
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- Figure 4: Spending on soap, bath and shower products, September 2019
- Benefits play the most important role in this category
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- Figure 5: Purchase factors of soap, bath and shower products, September 2019
- Consumers buy in to ingredients but further cultivation is needed
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- Figure 6: Attitudes towards ingredients of bath/shower products, September 2019
- Consumers are open to added benefits with cleaning and moisturising being must-haves
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- Figure 7: Benefits of soap, bath and shower products used in the last six months, September 2019
- Floral fragrance still has the most appeal
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- Figure 8: Preferred fragrance for soap, bath and shower products, September 2019
- What we think
Issues and Insights
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- Can bar soap regain its competitive edge?
- The facts
- The implications
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- Figure 9: New bar soap launches with anti-mite benefits, China, 2019
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- Figure 10: Example of Safeguard Natural Detox Soap, China, 2019
- Figure 11: Lush Whoosh Shower Jelly, China, 2019
- What’s the next step for fragranced shower products?
- The facts
- The implications
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- Figure 12: Example of xy shower gel, China, 2019
- How will the popularity of auto foaming hand washer impact the liquid soap category?
- The facts
- The implications
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- Figure 13: Example of Lifebuoy auto foaming hand washer, China, 2019
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- Figure 14: Xiaomi Mijia x Dove Men auto foaming facial cleanser, China, 2019
The Market – What You Need to Know
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- Slow and steady growth maintained
- Opportunity exists in lower tier cities and premiumisation
Market Size and Forecast
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- Slow, yet steady growth is expected to continue
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- Figure 15: Market value of soap, bath and shower products, China, 2015-19 (est)
- Figure 16: Best- and worst-case forecast of market value of soap, bath and shower products, China, 2014-2024
Market Drivers
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- Lower tier cities will contribute to growth in the next few years
- Increasingly health-conscious consumers seek natural products
- Skincare benefits will elevate this category
Market Segmentation
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- Growth is mainly driven by shower gel and liquid soap…
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- Figure 17: Market value of soap, bath and shower products, by segment, China, 2017-19 (est)
- Figure 18: Best- and worst-case forecast of market value of shower gel, China, 2014-24
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- Figure 19: Best- and worst-case forecast of market value of liquid soap/hand liquid, China, 2014-24
- Figure 20: Best- and worst-case forecast of market value of bath products, China, 2014-24
- …which compensates the continued struggles of bar soap
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- Figure 21: Best- and worst-case forecast of market value of bar soap, China, 2014-24
Key Players – What You Need to Know
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- Small brands are eating into P&G and Unilever’s market share
- Fragrance is a focus of NPD; foam-type products are trending
Market Share
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- P&G remains the leader, especially for soap products
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- Figure 22: Leading manufacturers’ share in soap, bath and shower products, China, 2017-18
- Figure 23: New launches of Olay B3+ shower gel, China, 2019
- Unilever catches up with Lux’s strong performance in shower segment
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- Figure 24: Example of Love Beauty and Planet shower gel, China, 2019
- Most major brands managed to maintain share
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- Figure 25: Example of Liu Shen’s moisturising shower gel, China, 2018
- Figure 26: Example of NIVEA x Zhu Yilong shower mousse gift set, China, 2018
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- Figure 27: Example of Dettol x Paw Patrol foam hand wash, China, 2019
- Small brands are gaining share through online channels
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- Figure 28: Examples of soap, bath and shower products from emerging brands, China, 2018-19
Competitive Strategies
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- The shower segment revolves around fragrance
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- Figure 29: Example of Lux Botanicals soap and shower gel, China, 2018
- Leading brands continue to invest on male-specific products
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- Figure 30: Example of Clear Men shower gel, China, 2019
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- Figure 31: Example of George Caroll’s male shampoo, shower gel and laundry detergent set, China, 2019
- Innovative crossover products gain traction
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- Figure 32: Example of Lux and Little Touch crossover products, China, 2019
- Online brands stay innovative to create visually-appealing products
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- Figure 33: Example of ttouchme shower gel, China, 2019
- Figure 34: Example of Triptych of Lune shower gel, China, 2019
- Adding a splash of fun to bathing
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- Figure 35: Example of Rever Day Dream bath bomb and consumer posts on RED, China, 2019
Who’s Innovating?
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- Shower gel experiences more active new product development
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- Figure 36: New product development in soap, bath and shower category, by sub-category, China, 2016-19
- Overall true innovation settles at a low level in recent two years
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- Figure 37: New product development in soap, bath and shower category, by launch type, China, 2016-19
- Foam-type products are trending
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- Figure 38: New product development in soap, bath and shower category, by format and texture, China, 2016-19
- Figure 39: New shower mousse launches, China, 2018 and 2019
- A broad variety of skincare claims see growth
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- Figure 40: Top claims in soap, bath and shower category, China, 2016-19
- Innovation highlights
- Sleep-aiding and other well-being benefits
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- Figure 41: Examples of bath and shower products with sleep-aiding benefits, UK, 2019
- Figure 42: Oilogic Essential Oil Care Stuffy Nose & Cough Vapor Bath, US, 2018
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- Figure 43: 2 Note Vinegar Tonic Soak, US, 2018
- Trending skincare ingredients
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- Figure 44: Examples of shower products with skincare ingredients, South Korea and US, 2018 and 2019
- Touch-activated fragrance encapsulation technology
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- Figure 45: Example of Fiama Scents body wash, India, 2019
- Figure 46: Example of Liby Sylvia laundry detergent, China, 2019
- Specially-designed for tween/teen boys
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- Figure 47: Example of Prep U products, US, 2019
The Consumer – What You Need to Know
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- Shower gel as the first option
- Most consumers spend RMB31-50 on a shower gel
- Benefits is the primary purchase factor in this category
- Almost nine in ten consumers are willing to pay more for ingredients
- Moisturising is nearly as important as cleaning
- Floral fragrance is by far the most popular
Product Usage
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- Usage of shower gel is mainstream, but the penetration of soap is also high
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- Figure 48: Soap, bath and shower products used in the last six months, September 2019
- Soap users are more likely to use liquid hand wash
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- Figure 49: Soap, bath and shower products used in the last six months, by usage of soap, September 2019
- Men are heavier users of soap, both young and older men
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- Figure 50: Soap, bath and shower products used in the last six months, by gender, September 2019
- Figure 51: Usage of soap in the last six months, by gender and age, September 2019
- Women favour shower mousse, especially young women
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- Figure 52: Usage of shower mousse in the last six months, by gender and age, September 2019
- Liquid hand wash is widely used regardless of income level; but shower mousse is still a premium option
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- Figure 53: Soap, bath and shower products used in the last six months, by monthly personal income, September 2019
- Lower tier cities lag behind in liquid soap and bath segments
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- Figure 54: Soap, bath and shower products used in the last six months, by city tier, September 2019
Price Range
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- Mainstream price of shower/bath products at RMB 31-50
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- Figure 55: Spending on soap, bath and shower products, September 2019
Purchase Factors
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- Everything is second to benefits
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- Figure 56: Purchase factors of soap, bath and shower products, September 2019
- 30-39 year olds value ingredients over brand; fragrance is a priority for younger consumers
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- Figure 57: Purchase factors of soap, bath and shower products, by age, September 2019
- Brand and price are more important to men
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- Figure 58: Purchase factors of soap, bath and shower products, by gender, September 2019
Importance of Ingredients
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- Most consumers care about ingredients, but are also critical
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- Figure 59: Attitudes towards ingredients of bath/shower products, September 2019
- Consumers in their 30s are core audience of ingredient story
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- Figure 60: Attitudes towards ingredients of bath/shower products – agree, by age, September 2019
- Income level impacts attitudes towards ingredients
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- Figure 61: Attitudes towards ingredients of bath/shower products – agree, by monthly personal income, September 2019
Product Benefits
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- Cleaning is essential, but consumers are seeking added benefits as well
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- Figure 62: Benefits of soap, bath and shower products used in the last six months, September 2019
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- Figure 63: Examples of anti-acne shower gel from Little Touch and Safeguard, China, 2019
- Figure 64: Benefits of soap, bath and shower products used in the last six months – TURF analysis, September 2019
- Women are interested in skincare benefits
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- Figure 65: Benefits of soap, bath and shower products used in the last six months, by gender, September 2019
- Priorities shift with age
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- Figure 66: Benefits of soap, bath and shower products used in the last six months, by generation, September 2019
Fragrance Preference
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- Consumers seek classic fragrances…
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- Figure 67: Preferred fragrance for soap, bath and shower products, September 2019
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- Figure 68: Preferred fragrance for soap, bath and shower products - TURF Analysis – September 2019
- …but a gap with product offerings exist
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- Figure 69: Top fragrances of new launches in soap, bath and shower category, China, 2018-19
- Figure 70: New soap, bath and shower product launches with green fragrance, China, 2019
- Citrus fragrance is popular among young consumers, both men and women
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- Figure 71: Preferred fragrance for soap, bath and shower products, by generation, September 2019
- Figure 72: Preferred fragrance for soap, bath and shower products – citrus, by age and gender, September 2019
Meet the Mintropolitans
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- Half of Mintropolitans have tried shower mousse
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- Figure 73: Soap, bath and shower products used in the last six months, by consumer classification, September 2019
- Mintropolitans pay more attention to benefits and ingredients
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- Figure 74: Purchase factors of soap, bath and shower products, by consumer classification, September 2019
- Mintropolitans are willing to try a variety of added benefits
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- Figure 75: Benefits of soap, bath and shower products used in the last six months, by consumer classification, September 2019
Appendix – Market Size and Forecast
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- Figure 76: Market value of soap, bath and shower products, China, 2014-24 (fore)
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Appendix – Market Segmentation
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- Figure 77: Market value of shower gel, China, 2014-24 (fore)
- Figure 78: Market value of bar soap, China, 2014-24 (fore)
- Figure 79: Market value of liquid soap/hand liquid, China, 2014-24 (fore)
- Figure 80: Market value of bath products, China, 2014-24 (fore)
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan Chart Forecast
- Further Analysis – TURF
- Abbreviations
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