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Soap, Bath and Shower - China - February 2016

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Growth is slowing down
Figure 1: Best- and worst-case forecast of China retail value sales of soap, bath and shower products 2010-20
Key players
The consumer
People’s shower routines are well established
Figure 2: Shower routine, by demographics, October 2015
Water-saving products have great potential in the North
Figure 3: Proportion of consumers who shower every day, by city, October 2015
Men’s soap
Figure 4: shower product usage, October 2015
Figure 5: Use of bar soap, by demographics, October 2015
Very few take regular baths
Figure 6: Barrier of taking bath, October 2015
Foot bath opportunities
Natural ingredients with skincare benefits appeal to female users
Figure 7: Product premiumisation opportunity, by gender, October 2015
Eco-friendly and water-saving products are desired
Figure 8: Product premiumisation opportunity by incomes, October 2015
What we think
ISSUES AND INSIGHTS
Bar soap makers need to reinvent the category
The facts
The implications
Foot bath products are the silver lining for the bath market
The facts
The implications
Water-saving products will be welcomed by both consumers and the Government
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
The China body wash market is expecting soft sales
Looming water crisis will affect the bath market
Shower gel will continue to erode bar soap sales
MARKET DRIVERS
Environmental and safety concerns will shape product development…
Microbead regulations may affect product development
The water crisis will impact the bath market
Booming online sales require packaging innovation
People’s enthusiasm for the gym will increase demand for on-the-go body wash
MARKET SIZE AND FORECAST
Growth is slowing down…
Figure 9: China retail value sales of soap, bath and shower products, 2010-15
…and it will continue to be modest over the next five years
Figure 10: Best- and worst-case forecast of China retail value sales of soap, bath and shower products 2010-20
MARKET SEGMENTATION
Shower gel dominates the market…
Figure 11: China retail value sales of soap bath and shower products, by segment, 2015-16
…and sales should increase by 5% during 2016-17
Figure 12: Best- and worst-case forecast of China retail value sales of shower gel, 2010-20
Bar soap market will remain flat
Figure 13: Best- and worst-case forecast of China retail value sales of bar soap market, 2010-20
Figure 14: Shower product usage, October 2015
Changing hygiene habits support handwash sales
Figure 15: Best- and worst-case forecast of China retail value sales of liquid soap, 2010-20
Falling popularity of baths will hit sales
Figure 16: Bath routine, October October 2015
Figure 17: Best- and worst-case forecast of China retail value sales of bar soap market, 2010-20
KEY PLAYERS – WHAT YOU NEED TO KNOW
Unilever, a busy year of acquisition
P&G continues restructuring
Bluemoon and Walch make a bold decision to end contracts with major supermarket giants
MARKET SHARE
Shanghai Jahwa benefitting from increased faith in domestic brands
Figure 18: China retail value sales of soap, bath and shower products market, by company, 2013-15
WHO’S INNOVATING?
Shower products innovation
Natural claims dominate global new product launches of shower products
Figure 19: shower products and bar soap launched between Jan 2015- Jan 2016 by claims and selected countries
Pure Nature
Figure 20: Orgânica Chá Branco & Gengibre Sabonete Líquido Puro Vegetal, q4 2015
Figure 21: Janice Skincare Goat's Milk & Argan Oil Body Wash, q4 2015
Figure 22: Moist Diane Chardonnay Oil in Body Soap, q1 2016
A gap in the market for eco-friendly products
Beauty enhancing: Ultra gentle shower oil
Figure 23: Sukin Derma Sukin Oil Balancing Wash, Q1 2016
Figure 24: Uriage Eau Thermale Xémose Huile Lavante Apaisante, q1 2016
Figure 25: the H&M Revelation range includes Huile Douche (Shower Oil), Q4 2015
Figure 26: Ogx Hydrate + Repair Argan Oil of Morocco Miracle In-Shower Oil, q4 2015
Eco control: Biodegradable formulas and eco-friendly packaging
Figure 27: Cottage Shea Extra Nourishing Precious Shower Oil, q2 2015
Figure 28: Annemarie Börlind Natural Beauty Body Lind Fresh Duschgel, q2 2015
Figure 29: Apple & Bears Grapefruit & Seaweed body wash, q1 2016
Figure 30: Sea Mild Eco-Friendly Shower Cream, q4 2015
Bath products innovation
Premium bath oil
Figure 31: L'Occitane Aromachologie Relaxing bath oil
Figure 32: kose Prédia Oil in Bath Essence, q1 2016
Figure 33: Bamford Jasmine bath oil, q1 2016
Figure 34: RNC Huile d'Açai Bagno & Doccia Olio-Crema, q4 2015
Shape and format reinvention
Figure 35: The Body Shop Glazed Apple Bath Jelly,
Figure 36: L'Occitane Bath Cube, q4 2015
Figure 37: The Body Shop Prune Givrée Bath Fizzer, q4 2015
Figure 38: White Castle Amido di Riso Very Pure Rice Starch, q1 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Most urban consumers shower every day
Water-saving body wash could have great potential in the North
Most use shower gel instead of soap, particularly in South China
Guys’ soap
Baths are becoming an occasional treat
Natural ingredients with skincare benefits appeal to female users
For men’s health
Eco-friendly products are the future
SHOWER ROUTINE
Most urban residents shower every day…
Figure 39: Shower routine, October 2015
…but there could be scope to encourage students to shower more frequently
Figure 40: Shower routine, by age, October 2015
Young women care about personal hygiene more than young men
Figure 41: Shower routine, by demographics, October 2015
Water-saving body wash could have great potential in the north
Figure 42: Shower every day, by city, October 2015
Figure 43: Muc-Off dry shower, Q2 2015
SHOWER PRODUCT USAGE
The majority use shower gel instead of soap, particularly in South China
Figure 44: Shower product usage, October 2015
Figure 45: Shower product usage, by city, October 2015
Men’s soap
Figure 46: Soap product usage, by demographics, October 2015
Figure 47: dr.squatch pine tar soap, q1 2015
The shower gel market will continue to gain penetration
Figure 48: Shower routine, by Shower product usage, October 2015
BATH ROUTINE
Only 31% have taken a bath in the last six months
Figure 49: Bath routine, October 2015
Figure 50: Proportion of respondents who haven’t taken a bath in the last six months, by age and gender October 2015
BARRIERS TO TAKING A BATH
The potential growth of bath products are constrained in China
Figure 51: Barrier of taking bath, October 2015
Good sleep foot bath
Too busy to take a bath: How about a foot bath?
Figure 52: Proportion of people who have not taken a bath in the last six months, by city tier, October 2015
Figure 53: Proportion of respondents who prefer to take foot baths, by city tier, October 2015
BATH PRODUCT USAGE
Liquid bath infusions and bath oil are both popular
Figure 54: Bath product usage, October 2015
Bath collection for gifting seasons
Figure 55: Repertoire of Bath product usage, October 2015
Figure 56: Sephora Let It Snow collection, Q4 2015
Premiumisation, mood to order
PRODUCT PREMIUMISATION OPPORTUNITY
Natural ingredients with skincare benefits appeal to female users
Figure 57: Product premiumisation opportunities by gender, October 2015
Different shapes of handmade products
Figure 58: Lush 93,000 Shower Jelly, Q1 2016
For men’s health
Figure 59: Product premiumisation opportunity by gender, October 2015
Eco-friendly products will become mainstream
Figure 60: Product premiumisation opportunity by income, October 2015
Let’s recycle
Water-saving initiatives
THE MINTROPOLITAN
Why Mintropolitans?
Who are they?
More eco-friendly innovations with skincare benefits
Figure 61: Product premiumisation opportunity by Mintropolitans and non-Mintropolitans, October 2015
APPENDIX – METHODOLOGY AND DEFINITIONS
Methodology
Fan chart forecast
Abbreviations

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