Soap, Bath and Shower Products - China - June 2013
“China’s soap, bath and shower (SBS) product market grew at a compound annual growth rate (CAGR) of 11.6% from 2007-12. The market growth is driven by the shower and liquid/gel soap categories as consumers increasingly shift from the basic soap bar to the more convenient format of liquid soap/shower gel. The growing sophistication in consumer usage regimes including applying products that complement each other and using products with different fragrances for different times of the day opens new opportunities for brands to meet the demand of increasingly sophisticated users."
-Tan Heng Hong, Senior Research Analyst
In this report we answer the key questions:
- What do consumers look for in SBS products and what are the key trends in product launches?
- How are brands making consumer engagement activities relevant to modern lifestyles?
- Where do consumers shop for SBS products? What drives consumers to the emerging channels and how can companies maximise the potential of these new channels?
- What are the opportunities that have emerged from demographic changes in China?
China’s soap, bath and shower (SBS) product market value reached RMB20.1 billion, growing at a compound annual growth rate (CAGR) of 11.6% from 2007-12. The market growth is driven by the shower and liquid/gel soap categories as consumers increasingly shift from the basic soap bar to the more convenient format of liquid soap/shower gel.
The growing sophistication in consumer usage regimes including applying products that complement each other and using products with different fragrances for different times of the day opens new opportunities for brands to meet the demand of increasingly sophisticated users.
Online is becoming an important sales channel for SBS products, currently third behind supermarkets and hypermarkets. The growth in online penetration and the rise in the popularity of online shopping are fuelling e-commerce growth. Women, consumers with mid-to-high income and to some extent the 20-39-year-olds are the key drivers of SBS purchases online.
With two fifths (42%) of the population already online and 75% of the online population on mobile, the digitalisation of consumer culture has provided a strong foundation for brands to increasingly engage consumers on the internet. The ageing of the population is also creating opportunities for products based on age and gender segmentations including for children, men and mature consumers.
Take a look inside a sample report
Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.Download now
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.