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Soap, Bath and Shower Products - China - April 2014

“Retailers need to ensure there is enough in-store marketing to recruit new shoppers day in, day out. Cross-category brand extensions and creating limited edition ranges can leverage consumers’ ’infidelity‘ behaviour and capitalise on shoppers’ desire for newness and excitement.”

– Wenwen Chen, Research Analyst

Some questions answered in this report include:

  • How can brands leverage consumers’ repertoire behaviour?
  • How can brands attract male buyers?
  • How can bath products convert new buyers?
  • How can brands target different age groups?
Following a continual solid sales performance, the soap, bath and shower products (SBS) market continued its strong growth to reach RMB21,713 million in 2013. Technological advancements such as mobile shopping, tablet computers and internet penetration have boosted the popularity of online retailing while product innovation based on Traditional Chinese Medicine saw its success.
 
That said, the growth rate of the SBS market has marked its third consecutive yearly slowdown since 2011. This is mainly because of a statured usage penetration in urban household. In addition, consumers have increasingly relied on price promotion, which has also contributed to growth slowdown in value terms. Overall speaking, consumers, especially female consumers, have exhibited solid repertoire behaviour towards selecting products, brands as well as retailers. This has posed a serious challenge to brands as well as retailers. Brands and shops need to ensure there is enough in-store marketing to attract shoppers each time. It is crucial to recruit new shoppers day in, day out and to keep increasing the number of shoppers.
 
The growing sophistication in consumer usage regimes including using products with different seasonal needs and purposes opens new opportunities for brands to grow. In addition, the male grooming market is another great opportunity for brands to explore, especially for bath products.

 

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Table of contents

  1. Introduction

      • Products covered in this report:
        • Methodology
          • Limitation
            • Abbreviations
              • Definitions
              • Executive Summary

                  • Future growth prospects remain solid
                    • Figure 1: Best- and worst-case forecast of China retail value sales of soap, bath and shower products, 2008-18
                  • Leverage consumers’ repertoire behaviour
                    • Figure 2: Soap, hand wash, shower and bath product usage, by gender and age, January 2014
                    • Figure 3: Soap, handwash, shower and bath product usage, January 2014
                  • Great potential in male buyers
                    • Figure 4: Consumer buying frequency in the last six months, by gender, January 2014
                  • Opportunity of converting new buyers in bath sector
                    • Figure 5: Purchasing factors towards bath products, January 2014
                  • Differentiated strategy to target different age groups
                    • Figure 6: Usage prediction, by age, January 2014
                  • What we think
                  • Issues in the Market

                      • How can brands leverage consumers’ repertoire behaviour?
                        • How can brands attract male buyers?
                          • How can bath products convert new buyers?
                            • How can brands target different age groups?
                            • Trend Application

                                • Trend: Many Mes
                                  • Trend: Rebirth of Cities
                                    • Mintel Futures: Access Anything, Anywhere
                                    • Market Drivers

                                      • Key points
                                        • The Emergent Middle Class
                                          • Figure 7: The growth of China’s middle class households, 2000-15
                                        • Prepare for the extreme weather
                                          • Pollution fuels hygiene concerns
                                            • Figure 8: Consumer attitudes: anxiety, September 2013
                                            • Figure 9: Examples of smog in Shanghai, December 6th 2013
                                          • City Jade Man
                                              • Figure 10: A young man undergoes facial skincare treatment at a beauty fair in Wuhan, Hubei province, 2011
                                            • Mobile marketing shapes the future of e-commerce
                                              • Figure 11: Ownership of consumer technology products, February 2013
                                              • Figure 12: The rapid growth of mobile internet shoppers, June 2012 and December 2012
                                          • Who’s Innovating?

                                            • Key points
                                              • Shower products lead new product launches
                                                • Figure 13: New product launches, by top category in the soap, bath and shower market, 2009-13
                                              • Consumers expect product with multiple benefits
                                                • Figure 14: New product launches, by top claim in the soap, bath and shower market, 2009-13
                                                • Figure 15: 2004 Dettol (left) and 2013 Dettol (right) package
                                              • The Miraculous Traditional Chinese Medicine
                                                • Figure 16: Examples of traditional Chinese medicine-focused products, 2013
                                              • Nivea In-Shower Hydrating Body Lotion – a conditioner for the body
                                                • Figure 17: Nivea In-Shower Hydrating Body Lotion, January 2013
                                              • The Rise of ’Me-tail’
                                                • Figure 18: Share with your best friend, Dove shower gel campaign, December 2013
                                            • Market Size and Forecast

                                              • Key points
                                                • Figure 19: China retail value sales of soap, bath and shower products, 2005-13
                                              • Future growth prospects remain solid
                                                • Figure 20: Best- and worst-case forecast of China retail value sales of soap, bath and shower products, 2008-18
                                              • The soaring demand of liquid hand wash will spike the future growth
                                                • Figure 21: Best- and worst-case forecast of China retail value sales of liquid hand wash products, 2008-18
                                              • Forecast methodology
                                              • Segment Performance and Market Share

                                                • Key points
                                                  • Bar soap struggles while liquid soap remains strong
                                                    • Figure 22: China retail value sales of soap, bath and shower products, by segment, 2005-13
                                                  • Increasing interest in bath products
                                                    • Market concentration increases
                                                      • Figure 23: Company retail value shares in soap, bath and shower products, 2009-13
                                                    • P&G continues to lead the mass market
                                                    • Companies and Brands

                                                      • Procter & Gamble
                                                        • Figure 24: 2013 P&G Annual Report, 2009-13
                                                      • Unilever
                                                          • Figure 25: 2013 Unilever annual report, 2013
                                                          • Figure 26: Dove born beauty campaign, April 2013
                                                        • Johnson &Johnson
                                                          • Jahwa
                                                              • Figure 27: Jahwa’s beauty and personal care portfolio
                                                              • Figure 28: Shanghai VIVE exhibition in Shanghai’s hotspot place Tianzifang, January 2014
                                                              • Figure 29: Online campaign for Liushen floral water in 2012
                                                          • The Consumer – Consumer Buying Frequency

                                                            • Key points
                                                              • High penetration rate of buying
                                                                • Figure 30: Consumer buying frequency in the last six months, January 2014
                                                              • Shower gel leads the market
                                                                • Figure 31: Consumer buying frequency of shower products in the last six months, January 2014
                                                                • Figure 32: Frequency of using soap, bath and shower products in the past six months, April 2013
                                                              • Great interest in bath products
                                                                • Figure 33: Consumer buying behaviour of bath products in the last six months, January 2014
                                                                • Figure 34: Frequency of using soap, bath and shower products in the past six months, April 2013
                                                              • Because he’s worth it
                                                                • Figure 35: Consumer buying frequency in the last six months, by gender, January 2014
                                                              • Usage difference between North and South
                                                                • Figure 36: Consumer buying frequency in the last six months, by cities, January 2014
                                                              • Most people buy a range of products
                                                                • Figure 37: Repertoire of consumer buying frequency in the last six months, January 2014
                                                                • Figure 38: Consumer buying frequency, by repertoire of consumer buying frequency in the last six months, January 2014
                                                                • Figure 39: Repertoire of consumer buying frequency in the last six months, by income, January 2014
                                                            • The Consumer – Consumer Buying Channels

                                                              • Key points
                                                                  • Figure 40: Consumer buying channel in the last six months, January 2014
                                                                  • Figure 41: Channel of purchase of soap, bath and shower products in the last 12 months, April 2013
                                                                • Young females exhibit solid repertoire behaviour towards retailers
                                                                  • Figure 42: Repertoire of consumer buying channel in the last six months, by age and gender, January 2014
                                                                  • Figure 43: Repertoire of channel of purchase of soap, bath and shower products in the last 12 months, by age and gender, April 2013
                                                                • Loyal shoppers are prudent budgeters
                                                                  • Figure 44: Consumer buying channel in the last six months, by repertoire of consumer buying channel in the last six months, January 2014
                                                                  • Figure 45: Repertoire of consumer buying channel in the last six months, by income, January 2014
                                                                • Affluent people are convenience-driven
                                                                  • Figure 46: Consumer buying channel in the last six months, by income, January 2014
                                                                • Gender heterogeneity in shopping habit
                                                                  • Figure 47: Consumer buying channel in the last six months, by age and gender, January 2014
                                                                • Chengdu, a city driven by convenience
                                                                  • Figure 48: Consumer buying channel in the last six months, by cities, January 2014
                                                              • The Consumer – Soap and Shower Product Purchasing Factors

                                                                • Key points
                                                                  • Mild and non-irritating is the number one sought benefit
                                                                    • Figure 49: Soap and shower product purchasing factors, January 2014
                                                                  • Frequent buyers seek additional benefits
                                                                    • Figure 50: Soap and shower product purchasing factors, by consumer buying frequency in the last six months, January 2014
                                                                  • Men Aesthetics
                                                                    • Figure 51: Soap and shower product purchasing factors, by gender, January 2014
                                                                    • Figure 52: Soap and shower product purchasing factors, by age and gender, January 2014
                                                                • The Consumer – Bath Product Purchasing Factors

                                                                  • Key points
                                                                    • Wellbeing boost
                                                                      • Figure 53: Purchasing factors towards bath products, January 2014
                                                                    • Design for specific group’s health needs
                                                                    • The Consumer – General Usage

                                                                      • Key points
                                                                        • Antibacterial is the key buying factor of hand wash
                                                                          • Figure 54: Soap, hand wash, shower and bath product usage, January 2014
                                                                          • Figure 55: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months, January 2014
                                                                        • Seasonal Scent
                                                                            • Figure 56: Soap, hand wash, shower and bath product usage, by gender and age, January 2014
                                                                          • Scent is crucial to convert non-buyers for bath products
                                                                            • Figure 57: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months, January 2014
                                                                          • Loyalty limits for female buyers
                                                                            • Figure 58: Soap, hand wash, shower and bath product usage, by gender and age, January 2014
                                                                            • Figure 59: Repertoire of brands of soap, bath and shower products used in the past six months, by gender and age, April 2013
                                                                            • Figure 60: Agreement with the statement “Stocking up soap, bath and/or shower products when there are appealing occasional promotions”, January 2014
                                                                        • The Consumer – Future Opportunities for Soap, Bath and Shower Products

                                                                          • Key points
                                                                            • A competition for savviness
                                                                              • Figure 61: Usage prediction, January 2014
                                                                            • Buyers are increasingly shifting online
                                                                              • Marketing to the Emergent Middle Class
                                                                                • Figure 62: Usage prediction, by age, January 2014
                                                                                • Figure 63: Usage prediction, by age, January 2014
                                                                              • Investing in social media to appeal to the youngsters
                                                                                • Figure 64: Usage prediction, by age, January 2014
                                                                            • Appendix – Buying Frequency

                                                                                • Figure 65: Consumer buying frequency in the last six months, January 2014
                                                                                • Figure 66: Consumer buying frequency in the last six months – Liquid hand soap, by demographics, January 2014
                                                                                • Figure 67: Consumer buying frequency in the last six months – Hand sanitiser gel, by demographics, January 2014
                                                                                • Figure 68: Consumer buying frequency in the last six months – Bar soap, by demographics, January 2014
                                                                                • Figure 69: Consumer buying frequency in the last six months – Shower gel, excluding 2-in-1 hair and body wash, by demographics, January 2014
                                                                                • Figure 70: Consumer buying frequency in the last six months – Combined hair and body wash, by demographics, January 2014
                                                                                • Figure 71: Consumer buying frequency in the last six months – Bath oil, by demographics, January 2014
                                                                                • Figure 72: Consumer buying frequency in the last six months – Liquid bath infusions, excluding bath oils, by demographics, January 2014
                                                                                • Figure 73: Consumer buying frequency in the last six months – Solid bath infusions, by demographics, January 2014
                                                                                • Figure 74: Consumer buying frequency in the last six months – Bath medicine bag, by demographics, January 2014
                                                                                • Figure 75: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Liquid hand soap, January 2014
                                                                                • Figure 76: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Hand sanitiser gel, January 2014
                                                                                • Figure 77: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Bar soap, January 2014
                                                                                • Figure 78: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Shower gel, excluding 2-in-1 hair and body wash, January 2014
                                                                                • Figure 79: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Combined hair and body wash, January 2014
                                                                                • Figure 80: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Bath oil, January 2014
                                                                                • Figure 81: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Liquid bath infusions, excluding bath oils, January 2014
                                                                                • Figure 82: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Solid bath infusions, January 2014
                                                                                • Figure 83: Soap, hand wash, shower and bath product usage, by consumer buying frequency in the last six months – Bath medicine bag, January 2014
                                                                              • Repertoire analysis
                                                                                • Figure 84: Repertoire of consumer buying frequency in the last six months, January 2014
                                                                                • Figure 85: Repertoire of consumer buying frequency in the last six months, by demographics, January 2014
                                                                                • Figure 86: Consumer buying channel in the last six months, by repertoire of consumer buying frequency in the last six months, January 2014
                                                                            • Appendix – Buying Channels

                                                                                • Figure 87: Consumer buying channel in the last six months, January 2014
                                                                                • Figure 88: Most popular consumer buying channel in the last six months – In-store, by demographics, January 2014
                                                                                • Figure 89: Next most popular consumer buying channel in the last six months – In-store, by demographics, January 2014
                                                                                • Figure 90: Consumer buying channel in the last six months – Online, by demographics, January 2014
                                                                                • Figure 91: Soap, hand wash, shower and bath product usage, by most popular consumer buying channel in the last six months – In-store, January 2014
                                                                                • Figure 92: Soap, hand wash, shower and bath product usage, by next most popular consumer buying channel in the last six months – In-store, January 2014
                                                                                • Figure 93: Soap, hand wash, shower and bath product usage, by consumer buying channel in the last six months – Online, January 2014
                                                                                • Figure 94: Usage prediction, by most popular consumer buying channel in the last six months – In-store, January 2014
                                                                                • Figure 95: Usage prediction, by next most popular consumer buying channel in the last six months – In-store, January 2014
                                                                                • Figure 96: Usage prediction, by consumer buying channel in the last six months – Online, January 2014
                                                                              • Repertoire analysis
                                                                                • Figure 97: Repertoire of consumer buying channel in the last six months, January 2014
                                                                                • Figure 98: Repertoire of consumer buying channel in the last six months, by demographics, January 2014
                                                                                • Figure 99: Consumer buying channel in the last six months, by repertoire of consumer buying channel in the last six months, January 2014
                                                                            • Appendix – Purchasing Factors towards Shower Products

                                                                                • Figure 100: Soap and shower product purchasing factors, January 2014
                                                                                • Figure 101: Most popular soap and shower product purchasing factors – Rank 1, by demographics, January 2014
                                                                                • Figure 102: Next most popular soap and shower product purchasing factors – Rank 1, by demographics, January 2014
                                                                                • Figure 103: Most popular soap and shower product purchasing factors – Rank 2, by demographics, January 2014
                                                                                • Figure 104: Next most popular soap and shower product purchasing factors – Rank 2, by demographics, January 2014
                                                                                • Figure 105: Most popular soap and shower product purchasing factors – Rank 3, by demographics, January 2014
                                                                                • Figure 106: Next most popular soap and shower product purchasing factors – Rank 3, by demographics, January 2014
                                                                            • Appendix – Purchasing Factors towards Bath Products

                                                                                • Figure 107: Bath product purchasing factors, January 2014
                                                                            • Appendix – General Usage

                                                                                • Figure 108: Soap, hand wash, shower and bath product usage, January 2014
                                                                                • Figure 109: Most popular soap, hand wash, shower and bath product usage, by demographics, January 2014
                                                                                • Figure 110: Next most popular soap, hand wash, shower and bath product usage, by demographics, January 2014
                                                                                • Figure 111: Other soap, hand wash, shower and bath product usage, by demographics, January 2014
                                                                            • Appendix – Usage Prediction

                                                                                • Figure 112: Usage prediction, January 2014
                                                                                • Figure 113: Usage prediction – Buying soap, bath and/or shower products online, by demographics, January 2014
                                                                                • Figure 114: Usage prediction – Buying soap, bath and/or shower products via mobile phones/tablets, by demographics, January 2014
                                                                                • Figure 115: Usage prediction – Obtaining free samples of soap, bath and/or shower products online, by demographics, January 2014
                                                                                • Figure 116: Usage prediction – Obtaining information about soap, bath and/or shower products via social networks, by demographics, January 2014
                                                                                • Figure 117: Usage prediction – Recommending/rating the soap, bath and/or shower products I’ve used on social networks, by demographics, January 2014
                                                                                • Figure 118: Usage prediction – Participating in interactive activities by scanning QR codes, by demographics, January 2014
                                                                                • Figure 119: Usage prediction – Stocking up soap, bath and/or shower products when there are appealing occasional promotions, by demographics, January 2014
                                                                                • Figure 120: Usage prediction – Comparing prices via mobile phone apps before buying, by demographics, January 2014
                                                                                • Figure 121: Usage prediction – Only buying the products with special promotions, by demographics, January 2014
                                                                                • Figure 122: Usage prediction – Joining Groupon activities offering soap, bath and/or shower products, by demographics, January 2014
                                                                                • Figure 123: Usage prediction – Buying premium soap, bath and/or shower products, by demographics, January 2014
                                                                                • Figure 124: Usage prediction – Trying new brands/products, by demographics, January 2014
                                                                                • Figure 125: Usage prediction – Buying products as a set, by demographics, January 2014

                                                                            Companies Covered

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                                                                            Soap, Bath and Shower Products - China - April 2014

                                                                            US $3,990.00 (Excl.Tax)