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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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Table of contents

  1. 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

                                                                                                  Companies Covered

                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                  Soap, Bath and Shower - China - February 2016

                                                                                                  £3,273.18 (Excl.Tax)