Author: Mintel Group Ltd.
Last saved by: HTTP server

Bodycare - China - September 2020

OVERVIEW
What you need to know
Covered in this Report
Subgroup definition (by monthly personal income)
EXECUTIVE SUMMARY
Impact of COVID-19 on bodycare market
Focus on the category dynamics instead of COVID-19
Figure 1: Short, medium and long-term impact of COVID-19 on bodycare, September 2020
The market
Figure 2: Market value and forecast of bodycare, China, 2015-25
Companies and brands
Figure 3: Leading manufacturers’ share in value sales of bodycare products, China, 2018-19
The consumer
Hand cream remained the most used products while footcare saw an increase in usage
Figure 4: Product usage, June 2020 vs April 2019
Raising relevance and address good skin feel are top challenges of growing low usage products
Figure 5: Reasons not to use bodycare, June 2020
Opportunities in tapping into Skinification Trend in bodycare
Figure 6: Desired improvements in body skin, June 2020
A product-driven category: ingredient and format are top considerations
Figure 7: Important purchase factors, June 2020
Importance of bodycare is increasing but engagement is still low compared to other beauty categories
Figure 8: Attitudes towards bodycare, June 2020
An all year product with different seasonal needs to cater to
Figure 9: Usage habits of body lotion, June 2020
Figure 10: Usage habits of body lotion, June 2020
What we think
ISSUES AND INSIGHTS
Leaving good skin feel is still an important message, especially to recruit non-users
The facts
The implications
Figure 11: Advertisement of body lotion focusing on skin feel, China, 2020
Figure 12: Alma K. body scrub is claimed to be suitable for sensitive skin, China, 2020
Focusing on benefits such as anti-aging that shower products find hard to deliver
The facts
The implications
Figure 13: Clarin’s anti-aging body lotion, China, 2020
Figure 14: Becca X Chrissy Teigen Endless Summer Glow, USA, 2019
Figure 15: Dior body powder, China, 2020
Localise wellbeing concept in bodycare by paying attention to footcare yangsheng
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
More innovation needed to secure the growth
Increase usage occasions due to the COVID-19 lockdown
Body remains the largest segment
MARKET SIZE, SEGMENTATION AND FORECAST
Growth continues but is slightly slower
Figure 16: Market value forecast of bodycare, China, 2015-25 (est)
The body segment still plays the most important role in growth 
Figure 17: Market value of bodycare, by segment, China, 2016-20 (est)
MARKET FACTORS
Hygiene habits drive the need for hydration after the outbreak
Bodycare products are no longer limited to seasonal use
Threats from the shower category with similar benefits 
Figure 18: Top 10 claims in shower product launches, China, 2018-20 (to September)
Opportunities for footcare products used to enhance general well-being
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Unilever maintains the top position in market share
Launching a full range of products to satisfy all needs
Link bodycare to general health
MARKET SHARE
Vaseline’s performance helped Unilever to maintain its leading position
Sesderma closing Tmall official store
Premium brands continue to perform well
Figure 19: Leading manufacturers’ share in value sales of bodycare products, China, 2018-19
Domestic internet-based brands continue to grow
COMPETITIVE STRATEGIES
Brands upgrade by borrowing concepts/trends from facial skincare
Figure 20: Olay body essence, China, 2020
Traditional Chinese brand with modern design
Figure 21: Maxam’s recent marketing posters, China, 2019
Full product line for different skin conditions and usage occasions
Figure 22: Vaseline’s full range of body lotion products, China, 2019
Figure 23: Olay’s body lotion range, China, 2019
Figure 24: Maxam’s hand cream range, China, 2020
Prestige fragrance brands offering premium bodycare products
Figure 25: Bodycare products of fragrance brands, China, 2020
WHO’S INNOVATING?
Bodycare products saw an increase in 2019 while footcare emerges in 2020
Figure 26: Newly launched bodycare products by segment, China, 2018-20 (to September)
Figure 27: Eastern medicine foot patch, China, 2020
Claims of vitamin/mineral fortified increased in 2020
Figure 28: Top 10 claims in new hand/nail care product launches, China, 2018-20 (to September)
Figure 29: Handcare products claimed vitamin/mineral Fortified, China, 2020
Figure 30: Top 10 claims in bodycare product launches, China, 2018-20 (to September)
Figure 31: Bodycare products claiming vitamin/mineral fortified, China, 2020
Figure 32: Bodycare products claiming brightening/illuminating, China, 2020
Different innovation in claims compared to global bodycare trends
Figure 33: Top 10 claims in bodycare product launches, Global, 2018-20 (to September)
Figure 34: Bodycare products claiming dermatologically tested, France and Chile, 2020
Adding an element of taste in the body lotion
Figure 35: Scentlibrary White Rabbit body lotion, China, 2019
Figure 36: Mistine milk tea body lotion, Thailand, 2019
AI skin test for body skin too
Figure 37: Vaseline AI body skin test, China, 2019
Hand cream specifically designed for men
Figure 38: Male hand cream, China, 2019
THE CONSUMER –WHAT YOU NEED TO KNOW
Hand cream remains the most used bodycare product
Uncomfortable skin feel is the top barrier to using bodycare products
Basic hydration is a must but pursue further skin demands
50% of consumers are looking for natural ingredients in bodycare 
Body skin has become more important 
Most consumers use body lotion year-round 
TRENDS IN PRODUCT USAGE
Hand cream remains the most popular bodycare product
Figure 39: Product usage, June 2020 vs April 2019
Figure 40: Types of products used, June 2020
Females remain the main users of bodycare
Figure 41: Product usage, male vs female, June 2020
Consumers aged 25-29 are most enthusiastic towards bodycare
Figure 42: Product usage, by age, June 2020
BARRIERS TO USE BODYCARE
Skin feel matters the most
Figure 43: Reasons not to use bodycare, June 2020
Younger consumers prefer convenient application for body lotion
Figure 44: Reasons not to use body lotion/cream/balm, by age, June 2020
IDEAL BODY SKIN CONDITIONS
Basic hydration is a must-have with similar demand as facial skincare
Figure 45: Desired improvements in body skin, June 2020
Using multiple products to achieve better results
Younger consumers are more interested in whitening
Figure 46: Desired improvements in body skin, by age, June 2020
Figure 47: Little dream garden body spray
IMPORTANT PURCHASE FACTORS
Natural ingredients rank as the top selection factor
Figure 48: Important purchase factors, June 2020
Certificates and brands matter more to affluent consumers
Figure 49: Important purchase factors – very important, by monthly personal income, June 2020
Important purchase factors vary with different age group
Figure 50: Important purchase factors – very important, by age, June 2020
ATTITUDES TOWARDS BODYCARE
More than half of consumers link body skin to overall body health 
Figure 51: Attitudes towards bodycare, June 2020
Females enjoy the extra benefit brought by bodycare products
Figure 52: Attitudes towards bodycare, June 2020
Affluent consumers are looking for more from bodycare
Figure 53: Attitudes towards bodycare, by monthly personal income, June 2020
USAGE HABITS OF BODY LOTION
An essential product with more than just hydration needs
Figure 54: Usage habits of body lotion, June 2020
Figure 55: Usage habits of body lotion, June 2020
Consumers of higher income are using more body lotion
Figure 56: Usage habits of body lotion, by monthly personal income, June 2020
MEET THE MINTROPOLITANS
MinTs are more likely to use more types of bodycare products
Figure 57: Product usage, by consumer classification, June 2020
MinTs are looking for more in bodycare
MinTs are more sophisticated when purchasing bodycare products
Figure 58: Important purchase factors, by consumer classification, June 2020
APPENDIX – MARKET SIZE AND FORECAST
Figure 59: Market value and forecast of total bodycare, China, 2015-25
Figure 60: Market value and forecast of hand/nail care, China, 2015-25
Figure 61: Market value and forecast of footcare, China, 2015-25
Figure 62: Market value and forecast of bodycare, China, 2015-25
APPENDIX –METHODOLOGY AND ABBREVIATIONS
Methodology

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.