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The Soap, Bath and Shower Market - China - September 2012

‘Naturalness’ continues to be a key trend in China, with the SBS products market being no exception to this, and there are still many opportunities for growth in this area. Naturalness is perceived as being safer, healthier and more premium, and the Chinese government’s involvement in legislation and regulation has helped to strengthen the safety credentials of SBS products and indirectly has increased the demand for naturalness in SBS products.

Continued growth in income has meant that consumers are increasingly willing and able to trade up to buying higher value and better quality products. That said, premiumisation is somewhat lacking in the SBS market in China, and represents an opportunity for growth. In order to build on the ‘bath and shower care’ concept, brands will need to focus on extending bath and shower product benefits, collaborate with bath spas in China and invest in premium or specialty stores in order to strengthen their brand and premium credentials.

Consumers are increasingly attaching emotions to their bath or shower sessions, with many treating baths and showers as a pampering and relaxing indulgence; aspects such as aromatherapy, fragrance and gifting that connect with these extended lifestyle ideals, are therefore worth exploring in order to connect better with consumers’ lifestyle needs.”

– Eileen Ngieng – Senior Research Analyst


Some questions answered in the 'Soap Bath and Shower Market - China' report include: 

  • What are the kind of skin conditions associated with Chinese consumers and how can a skin needs positioning help to increase soap, bath and shower usage and awareness?
  • What is the Chinese government’s involvement in the regulation of soap, bath and shower products and how are manufacturers meeting increasing demand for naturalness?
  • What kind of premiumisation strategies can be used to stimulate growth in the developing China soap, bath and shower market?
  • What kind of lifestyle ideals do brands need to associate with in order further develop the market?

Soap, bath and shower (SBS) products cover solid and liquid soap, bath and shower products for men, women, unisex and children. This includes baby, family, deodorant, intimate, medicated soaps, bacterial/sanitisers, syndet (synthetic detergents/surfactants) soap bars and balls, syndet soap liquids and gels. In addition, this includes foams, oils, gels, milks, pearls, salts, melts, tablets and powders that are added to bath water, and also includes gels, creams, body wash, scrubs, shampoos and mousses. The scope of this report excludes facial cleansers, scrubs and talcum powder.

  • Shower: (gels/creams, body washes, mousse)
  • Soap bars: bar/ball, baby, family, deodorant, intimate, medicated, bacterial/sanitisers, syndet
  • Bath: foam, liquids – oils, gels, milks, pearls, solids – salts, melts, fizzy tablets, powder
  • Liquid/gel: baby, family, deodorant, intimate, medicated, bacterial/sanitisers but excluding body soap

 

Users’ definition

  • Heavy users: Including those who use ‘More than once a day’ and ‘Once a day’
  • Medium users: Including those who use ‘3-5 times a week’ and ‘Once or twice a week’
  • Light users: Including those who use ‘2-3 times a month’, ‘Once a month’ and ‘Less often’

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Research methodology
          • Report structure
          • Executive Summary

            • The market
              • Figure 1: Soap, bath and shower market value in local currency (bn RMB), 2004-11
            • The forecast
              • Figure 2: Forecast for China’s soap, bath and shower market value in local currency, 2007-17
            • Market segmentation
              • Figure 3: Soap, bath and shower market segmentation, by value, 2004-11
            • Companies
              • Figure 4: Company market share, by value, 2009-11
            • Issues
              • Skin needs ‘positioning’ can create more usage and awareness
                • Safety concerns drive naturalness demand
                  • Premiumisation can stimulate growth
                    • Selling lifestyle ideals to benefit market development
                    • Skin Needs ‘Positioning’ Can Create More Usage and Awareness

                      • Issues at a glance
                        • Skin needs create new product demands
                          • China’s bath and shower history development
                            • Current bath and shower usage in China
                              • Figure 5: Agreement with statement: ‘I consider shower/bath products a daily essential/necessity for me’, June 2012
                              • Figure 6: Frequency of using soap, bath and shower products, June 2012
                            • Occasions to wash body at home
                              • Figure 7: Occasions to wash body at home, June 2012
                            • Consumers refer to their skin needs when purchasing soap, bath and shower products
                              • Figure 8: Most important factors when purchasing soap, bath and shower products, June 2012
                              • Figure 9: Expected properties when purchasing soap, bath and shower products, June 2012
                              • Figure 10: Top 8 claims on soap, bath and shower products development in China, 2008-11
                            • Climatic seasons and geographic differences create different skin requirements
                              • Figure 11: Conditions skin is prone to during four seasons
                              • Figure 12: Agreement with statement: ‘The weather influences the bath and shower products that I use’ June 2012
                              • Figure 13: Average monthly temperature of 31 cities* in China, 2007-10
                            • Gender and age differences create different skin needs
                              • Gender factor
                                • Figure 14: Frequency of using soap, bath and shower products, by gender, June 2012
                                • Figure 15: Expected properties when purchasing soap, bath and shower products, by gender, June 2012
                                • Figure 16: Agreement with statement: ‘Men should use male-specific shower/bath products as the formulation suits men better’, June 2012
                                • Figure 17: Purchasers of soap, bath and shower products in the household, by gender, June 2012
                              • Age factor
                                • Figure 18: Frequency of using soap, bath and shower products, by age, June 2012
                                • Figure 19: Expected properties when purchasing soap, bath and shower products, by age, June 2012
                              • Bath and shower products can help minimise the impact of pollution
                                • Water supply and poor air quality can cause skin irritation
                                  • Figure 20: Improved water source and improved sanitation in China, by urban and rural, 2008
                                • Demand for medicated and anti-irritation soap, bath and shower products
                                  • Figure 21: Agreement with statement: ‘I use medicated bath, shower and soap products because it helps my skin conditions’ June 2012
                                  • Figure 22: Expected properties when purchasing soap, bath and shower products, June 2012
                                • Different formats for different skin-need occasions
                                  • Solid and liquid SBS
                                    • Figure 23: Agreement with statement: ‘It makes no difference to me whether to use bar soap or liquid soap’ June 2012
                                  • Hand wash
                                    • Figure 24: Frequency of using liquid soap/hand wash, June 2012
                                  • Hand sanitiser
                                    • Figure 25: Attitudes toward ‘I use hand sanitisers because I’m nervous of germs and bacteria in general’ statement, June 2012
                                    • Figure 26: Frequency of using hand sanitiser, June 2012
                                  • What does it mean?
                                  • Safety Concerns Drive Naturalness Demand

                                    • Issues at a glance
                                      • Ingredient labeling increases product transparency
                                        • Naturalness is in demand as chemical ingredients are a concern for product safety
                                          • Figure 27: Expected natural/botanical ingredients properties when purchasing soap, bath and shower products, June 2012
                                          • Figure 28: Attitudes towards ‘I prefer to buy all-natural hair care products’ statement, February 2012
                                          • Figure 29: Bath and shower products launched with various chemical-free claims in China, 2008-11
                                        • Chinese herbs inspiration in bath and shower products
                                          • Figure 30: Expected Chinese ingredients (eg Chinese herbs) properties when purchasing soap, bath and shower products, June 2012
                                          • Figure 31: Agreement with statement ‘I prefer to buy herbal oral hygiene products’, March 2012
                                        • Food inspiration in bath and shower products
                                          • What does it mean?
                                          • Premiumisation Can Stimulate Growth

                                            • Issues at a glance:
                                              • People are open to trying new products and brand loyalty is clearly lacking
                                                • Figure 32: Agreement with selected statements regarding soap, shower and bath products, June 2012
                                                • Figure 33: Repertoire of brands of bath and shower products bought, June 2012
                                              • Wage growth has created demand for premium products
                                                • Figure 34: Typical spend on each bath & shower product per purchase, June 2012
                                              • Educating consumers on the ‘bath and shower care’ concept can build brand premiumisation
                                                • Figure 35: Skincare market value vs soap, shower & bath market value in local currency, 2011
                                              • Focusing on extended bath and shower products benefits can upgrade brand status
                                                • Figure 36: Agreement with statements: ‘A long bath is my favourite pampering treat’, ‘I would prefer to have a bath rather than a shower but my house does not have a bath facility’ and ‘I plan my day while taking my morning shower’, June 2012
                                                • Figure 37: Agreement with statement: ‘I take showers instead of baths to save water’, June 2012
                                              • Middle class consumers enjoy spending on discretionary items
                                                • Figure 38: Discretionary spending, April 2012
                                              • The growing spa industry serves as a good investment platform for SBS brands
                                                • Premium or specialty stores are lacking
                                                  • Figure 39: Location of purchasing soap, bath and shower products, by monthly personal income and education level, June 2012
                                                  • Figure 40: Attitudes toward ‘Money is not an issue for me when it comes to buying shower/bath products’ statement, June 2012
                                                  • Figure 41: Attitudes toward ‘Premium bath, shower and soap products are a waste of money’ statement, June 2012
                                                • What does it mean?
                                                • Selling Lifestyle Ideas Can Benefit Bath and Shower Market Development

                                                  • Issues at a glance
                                                    • Increasing number of middle class consumers own bath and/or shower facilities
                                                      • Figure 42: Type of primary residence, April 2012
                                                      • Figure 43: Number of bedrooms in property, April 2012
                                                    • Relaxation from bathing & showering – a lifestyle trend
                                                      • Figure 44: Agreement with statement: ‘A long bath is my favourite pampering treat’, ‘I would prefer to have a bath rather than a shower but my house does not have a bath facility’ and ‘I take showers instead of baths to save water’, by gender, age and monthly personal income, June 2012
                                                      • Figure 45: Frequency of using bath cream, gel, oil and salt products, by gender and age, June 2012
                                                    • The allure of aromatherapy in both bath and shower segments
                                                      • Figure 46: Aromatherapy claim on soap, bath and shower products development in China, 2008-11
                                                    • Fragrances still offer potential for development
                                                      • Figure 47: Importance of long-lasting fragrance when purchasing soap, bath and shower products, by gender and age, June 2012
                                                      • Figure 46: Importance of aroma when purchasing soap, bath and shower products, June 2012
                                                      • Figure 48: Fragrance group development in soap, bath and shower products, 2008-11
                                                    • A different shopping experience with fragrances
                                                      • Creativity in gifting may increase brand awareness and attract more buying
                                                        • Figure 49: Agreement with statement: ‘Shower/bath products make a good gift’, June 2012
                                                        • Figure 50: Agreement with statement: ‘Shower/bath products makes a good gift’, by gender and age, June 2012
                                                        • Figure 51: Various holidays celebrated by the Chinese
                                                      • What does it mean?
                                                      • The Future of the Market

                                                          • Figure 52: Forecast for China’s soap, bath and shower market value, 2007-17
                                                          • Figure 53: Value sales for soap, bath & shower, 2007-17
                                                          • Figure 54: Value sales of soap, bath & shower, by segment, 2007-17
                                                        • Methodology
                                                        • Appendix – Usage of Bath and Shower Products

                                                            • Figure 55: Usage of bath and shower products, June 2012
                                                            • Figure 56: Usage of bath and shower products, June 2012
                                                            • Figure 57: Usage of bath and shower products, by demographics, June 2012
                                                            • Figure 58: Usage of liquid soap/hand wash products, by demographics, June 2012
                                                            • Figure 59: Usage of bar soap products, by demographics, June 2012
                                                            • Figure 60: Usage of shower gel products, by demographics, June 2012
                                                            • Figure 61: Usage of hand sanitiser products, by demographics, June 2012
                                                            • Figure 62: Usage of bath cream, gel, oil and salt products, by demographics, June 2012
                                                            • Figure 63: Usage of combined hair and body wash products, by demographics, June 2012
                                                        • Appendix – Washing Occasions

                                                            • Figure 64: Washing occasions at home, June 2012
                                                            • Figure 65: Washing occasions at home, by demographics, June 2012
                                                        • Appendix – Attitudes Towards Bath and Shower Products

                                                            • Figure 66: Attitudes towards bath and shower products, June 2012
                                                            • Figure 67: Most popular attitudes towards bath and shower products, by demographics, June 2012
                                                            • Figure 68: Next most popular attitudes towards bath and shower products, by demographics, June 2012
                                                        • Appendix – Purchasers of Bath and Shower Products in Household

                                                            • Figure 69: Purchasers of bath and shower products in household, June 2012
                                                            • Figure 70: Purchasers of bath and shower products in household, by demographics, June 2012
                                                        • Appendix – Brands of Bath and Shower Products Bought

                                                            • Figure 71: Brands of bath and shower products bought, June 2012
                                                            • Figure 72: Most popular brands of bath and shower products bought, by demographics, June 2012
                                                            • Figure 73: Next most popular brands of bath and shower products bought, by demographics, June 2012
                                                            • Figure 74: Other brands of bath and shower products bought, by demographics, June 2012
                                                        • Appendix – Number of Brands Bought

                                                            • Figure 75: Number of brands of bath and shower products bought, June 2012
                                                            • Figure 76: Number of brands of bath and shower products bought, by demographics, June 2012
                                                        • Appendix – Brands of Bath and Shower Products Bought Most Often

                                                            • Figure 77: Brands of bath and shower products bought most often, June 2012
                                                            • Figure 78: Most popular brands of bath and shower products bought most often, by demographics, June 2012
                                                            • Figure 79: Next most popular brands of bath and shower products bought most often, by demographics, June 2012
                                                        • Appendix – Spend on Bath and Shower Products

                                                            • Figure 80: Spend on bath and shower products, June 2012
                                                            • Figure 81: Spend on bath and shower products, June 2012
                                                            • Figure 82: Most popular spend on liquid soap/hand wash products, by demographics, June 2012
                                                            • Figure 83: Next most popular spend on liquid soap/hand wash products, by demographics, June 2012
                                                            • Figure 84: Spend on bar soap products, by demographics, June 2012
                                                            • Figure 85: Most popular spend on shower gel products, by demographics, June 2012
                                                            • Figure 86: Next most popular spend on shower gel products, by demographics, June 2012
                                                            • Figure 87: Most popular spend on bath cream, gel, oil and salt products, by demographics, June 2012
                                                            • Figure 88: Next most popular spend on bath cream, gel, oil and salt products, by demographics, June 2012
                                                            • Figure 89: Most popular spend on combined hair and body wash products, by demographics, June 2012
                                                            • Figure 90: Next most popular spend on combined hair and body wash products, by demographics, June 2012
                                                            • Figure 91: Most popular spend on hand sanitiser products, by demographics, June 2012
                                                            • Figure 92: Next most popular spend on hand sanitiser products, by demographics, June 2012
                                                        • Appendix – Important Factors When Purchasing Bath and Shower Products

                                                            • Figure 93: Important factors when purchasing bath and shower products, June 2012
                                                            • Figure 94: Most popular important factors when purchasing top rank bath and shower products, by demographics, June 2012
                                                            • Figure 95: Next most popular important factors when purchasing top rank bath and shower products, by demographics, June 2012
                                                            • Figure 96: Most popular important factors when purchasing second rank bath and shower products, by demographics, June 2012
                                                            • Figure 97: Next most popular important factors when purchasing second rank bath and shower products, by demographics, June 2012
                                                            • Figure 98: Most popular important factors when purchasing third rank bath and shower products, by demographics, June 2012
                                                            • Figure 99: Next most popular important factors when purchasing third rank bath and shower products, by demographics, June 2012
                                                        • Appendix – Properties Looked for When Purchasing Bath and Shower Products

                                                            • Figure 100: Properties looked for when purchasing bath and shower products, June 2012
                                                            • Figure 101: Most popular properties looked for when purchasing bath and shower products, by demographics, June 2012
                                                            • Figure 102: Next most popular properties looked at when purchasing bath and shower products, by demographics, June 2012
                                                            • Figure 103: Other properties looked at when purchasing bath and shower products, by demographics, June 2012
                                                        • Appendix – Locations of Purchasing Bath and Shower Products

                                                            • Figure 104: Locations of purchasing bath and shower products, June 2012
                                                            • Figure 105: Most popular locations of purchasing bath and shower products, by demographics, June 2012
                                                            • Figure 106: Next most popular locations of purchasing bath and shower products, by demographics, June 2012
                                                        • Appendix – Agreement with Bath and Shower Statements

                                                            • Figure 107: Agreement with bath and shower products statements, June 2012
                                                            • Figure 108: Agreement with the statements ‘I consider shower/bath products a daily essential/necessity for me’ and ‘Babies should only use baby-specific shower/bath products’, by demographics, June 2012
                                                            • Figure 109: Agreement with the statements ‘I tend to buy shower/bath products when it is on promotion (price discount, free gift etc)’ and ‘I am interested in trying different or new types of bath and shower products’, by demographics, June 2012
                                                            • Figure 110: Agreement with the statements ‘Advertisements of bath and shower products influence me to buy their products’ and ‘The weather influences the bath and shower products that I use’, by demographics, June 2012
                                                            • Figure 111: Agreement with the statements ‘I am interested in trying out private label shower/bath products’ and ‘I find the amount of shower/bath products too many to choose’, by demographics, June 2012
                                                            • Figure 112: Agreement with the statements ‘There is a big difference in quality between local and international brands of bath and shower products’ and ‘Money is not an issue for me when it comes to buying shower/bath products’, by demographics, June 2012
                                                            • Figure 113: Agreement with the statements ‘It makes no difference to me whether to use bar soap or liquid soap’ and ‘I am loyal to the same shower/bath brand’, by demographics, June 2012
                                                            • Figure 114: Agreement with the statement ‘Shower/bath products makes a good gift’, by demographics, June 2012
                                                            • Figure 115: Most popular attitudes towards bath and shower products (any agree), June 2012
                                                            • Figure 116: Next most popular attitudes towards bath and shower products (any agree), June 2012
                                                            • Figure 117: Other attitudes towards bath and shower products (any agree), June 2012

                                                        The Soap, Bath and Shower Market - China - September 2012

                                                        US $3,990.00 (Excl.Tax)