Soap, Bath and Shower - China - February 2016
“The stress of modern living and concerns over pollution mean that consumers in China are craving natural products. Companies offering premium natural products should appeal to women, who are still the key consumer group in this market. As well as natural ingredients, products that can offer additional skincare benefits can help convince people to trade up.
Premium ingredients come at a cost. But for companies who are concerned about the bottom line when investing in eco-friendly or added-value products, the good news is that one in three consumers is prepared to be charged a premium for the sake of saving the environment.”
– Wenwen Chen, Senior beauty and personal care analyst
This report looks at the following areas:
- Bar soap makers need to reinvent the category
- Foot bath products are the silver lining for the bath market
- Water-saving products will be welcomed by both consumers and the Government
China’s cooling economy has made shoppers more prudent when it comes to everyday spending. The body wash market was directly affected by consumers’ tightening grocery budgets and demonstrated slower growth.
Looking ahead, growth will remain slow, and is likely to be driven by consumers trading up, rather than an increase in volume sales. Products with more natural ingredients and skincare benefits have sales potential, and will be the best way of convincing shoppers to trade up to premium products.
Shower products included in this report:
- Shower gel
- Soap (including liquid hand wash)
- Bath products included in this report:
- Liquid bath infusions (eg bath gel, bath foam)
- Bath oil (eg lavender oil)
- Flower/plants (eg rose petals)
- Solid bath infusions (eg bath salts, bath bombs)
- Bath medicine bag made from Chinese traditional medicine
- Edible ingredients (eg milk, vinegar, red wine)
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