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China Bodycare Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Bodycare market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Hand care needs additional benefits
  • Follow facial skincare trends to boost the market
  • Will the total wellbeing trend tackle the fall of footcare?

Covered in this report

The bodycare market covers hand, foot and general bodycare products. General bodycare comprises exfoliates/scrubs; moisturisers/hydrators; and slimming/anti-cellulite/firming products. Hand and nail comprises hand moisturisers and antiaging products; and nail nourishers and cuticle creams. Footcare comprises creams/balms/wipes.

Market value is based on sales through all retail channels including direct to consumer. It includes mass-market and prestige lines but excludes the professional sector, including beauty salons.

The market excludes depilatories and bleaches, talcum powder, nail polish/varnish/colour cosmetics, foot deodorants/talc/insoles, medicated, products specifically for babies, suncare (even if they have moisturisers), and massage/calming oils.

Expert analysis from a specialist in the field

Written by Alice Li, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Bodycare is less likely to be considered as essential when compared to other beauty and personal care categories, therefore this market relies on product innovations to draw consumer attention and drive trial and usage. Incorporating added benefits, ingredients or formats that are typically seen in facial skincare into bodycare can help brands boost engagement and sales Alice Li
Senior BPC Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Best- and worst-case forecast of market value of bodycare, China, 2014-14
          • Companies and brands
            • Figure 2: Leading manufacturers’ share in value sales of bodycare products, China, 2017-18
          • The consumer
            • Moisturising is the most sought after improvement on body skin
              • Figure 3: Improvements on the skin of body, April 2019
            • Category users stick with the basics
              • Figure 4: Bodycare, handcare and footcare products used in the last six months, April 2019
            • Highlighting ‘benefit + ingredient’ is the winning strategy
              • Figure 5: Purchase factors of body lotion and hand cream, April 2019
            • Floral fragrance is still by far the most popular
              • Figure 6: Fragrance preference for body lotion, April 2019
            • Anti-aging claims garner most interest
              • Figure 7: Interests in body lotion claims, April 2019
            • Format innovations have wide appeal
              • Figure 8: Interests in body lotion formats, April 2019
            • What we think
            • Issues and Insights

              • Follow facial skincare trends to boost the market
                • The facts
                  • The implications
                    • Hand care needs additional benefits
                      • The facts
                        • The implications
                          • Figure 9: Examples of hand cream with anti-aging claims, Singapore and Spain, 2018
                          • Figure 10: Example of Innisfree Jeju Life perfumed hand cream, China, 2018
                        • Will the total wellbeing trend tackle the fall of footcare?
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Push needed for further growth
                                • Body segment takes the lead
                                  • Cross-category competition intensifies
                                  • Market Size and Forecast

                                    • Growth continues, but is likely to slow down in the long term
                                      • Figure 11: Market value of bodycare, China, 2015-19 (est)
                                      • Figure 12: Best- and worst-case forecast of market value of bodycare, China, 2014-14
                                  • Market Factors

                                    • Women have strong willingness to invest in beauty
                                      • NPD has been successfully engaging consumers
                                        • Shower products continue to bring challenges to the bodycare segment
                                          • Figure 13: Example of ON: THE BODY exfoliating shower gel, China
                                          • Figure 14: Example of REVER shower oil and consumer reviews, China
                                        • It remains a challenge to activate other sub-categories than body lotion and hand cream
                                          • Figure 15: Examples of multi-step bodycare products, China
                                      • Market Segmentation

                                        • The body segment continues to lead market growth
                                          • Figure 16: Market value of bodycare, by segment, China, 2015-19 (est)
                                      • Key Players – What You Need to Know

                                        • Unilever sees gains, as well as premium brands
                                          • Product innovations are critical to draw attention
                                            • ‘Brightening/illuminating’ grows in both bodycare and handcare
                                            • Market Share

                                              • Unilever achieved market leadership
                                                • Figure 17: Leading manufacturers’ share in value sales of bodycare products, China, 2017-18
                                                • Figure 18: Examples of Vaseline Healthy White body lotion, China
                                                • Figure 19: Example of Dove DermaSpa Youthful Vitality hand and body cream, China
                                              • Premium brands perform well
                                                • Figure 20: Examples of Sesderma body milk, China
                                            • Competitive Strategies

                                              • Borrow ingredient trends from facial skincare for more benefits
                                                • Figure 21: Examples of bodycare products highlighting ingredients, China
                                                • Figure 22: Example of Olay Body Cellscience B3+Retinol body lotion, China, 2019
                                              • Explore innovative formats and textures to drive usage
                                                • Figure 23: Examples of body lotion spray, China
                                                • Figure 24: Example of Olay In-Shower Body Lotion, China
                                                • Figure 25: Examples of bodycare products in lightweight texture, China
                                              • Shower gel brands are actively tapping into bodycare categories
                                                • Figure 26: Examples of shower gel and body lotion bundles, China
                                            • Who’s Innovating?

                                              • Bodycare takes the lead in new product launches…
                                                • Figure 27: New bodycare, hand/nail care and footcare product launches, by segment, China, 2015-18
                                              • …but the segment is seeing a decline in genuine innovation
                                                • Figure 28: New bodycare product launches, by launch type, China, 2016-18
                                              • ‘Moisturising/hydrating’ remains top claim, ‘for sensitive skin’ and ‘brightening/illuminating’ see a rise
                                                • Figure 29: Top claims in new bodycare launches, China, 2016-18
                                              • ‘Brightening/illuminating’ claim continues to grow in hand/nail care
                                                • Figure 30: Top claims in new hand/nail care launches, China, 2016-18
                                              • Innovative products that are worth noting
                                                • Tapping into the Slow Beauty trend with de-stressing, happiness-inducing and sleep-aiding claims
                                                  • Figure 31: Examples of bodycare products with de-stressing, happiness-inducing, sleep-aiding benefits, UK and Poland, 2018
                                                • Products for specific body areas are niche with growth potential
                                                  • Figure 32: Examples of bodycare products for specific body areas, UK, France, Spain and Japan, 2018
                                                • Cooling innovations target summer period
                                                  • Figure 33: Examples of bodycare products with cooling-down effect, Germany and Romania, 2018
                                                • Mix and match customisable scent
                                                  • Figure 34: NIVEA Soft Mix Me Moisturising Cream, Global, 2018
                                              • The Consumer – What You Need to Know

                                                • Moisturising is still the top priority
                                                  • Hand cream and body lotion are considered essential
                                                    • Benefit is the primary purchase factor
                                                      • Floral fragrance remains popular
                                                        • Anti-aging claims spark interests
                                                          • Format innovations are welcomed by category users
                                                          • Ideal Skin Conditions

                                                            • Moisturising remains the most important
                                                              • Figure 35: Improvements on the skin of body, April 2019
                                                            • Women have more needs for body skin improvement
                                                              • Figure 36: Improvements on body skin, by gender, April 2019
                                                            • 20-29 year olds women prioritise whitening and smoothing
                                                              • Figure 37: Improvements on body skin, by age, female, April 2019
                                                          • Product Usage

                                                            • Only body lotion and hand cream are widely used
                                                              • Figure 38: Bodycare, handcare and footcare products used in the last six months, April 2019
                                                              • Figure 39: Number of bodycare, handcare and footcare products used in the last six months, April 2019
                                                            • Women are more invested than men in bodycare
                                                              • Figure 40: Bodycare, handcare and footcare products used in the last six months, by gender, April 2019
                                                            • Mature women are more likely to use body treatment oil, while the young use body scrub
                                                              • Figure 41: Bodycare products used in the last six months, by age, female, April 2019
                                                          • Purchase Factors

                                                            • Benefits play the most important role in the category
                                                              • Figure 42: Purchase factors of body lotion and hand cream, April 2019
                                                            • Fragrance is more important in hand cream, especially to young consumers
                                                              • Figure 43: Purchase factors of hand cream, by age, April 2019
                                                            • Women pay more attention to fragrance and format, while brand and price are more important to men
                                                              • Figure 44: Purchase factors of body lotion and hand cream, by gender, April 2019
                                                          • Fragrance Preference

                                                            • Floral fragrance is still the most wanted for body lotion
                                                              • Figure 45: Fragrance preference for body lotion, April 2019
                                                            • Men have a preference for green and woody scents
                                                              • Figure 46: Fragrance preference for body lotion, by gender, April 2019
                                                            • Citrus and fruity fragrances are gaining popularity among young women
                                                              • Figure 47: Fragrance preference for body lotion, by age, female, April 2019
                                                          • Interests in Claims

                                                            • Anti-aging benefits are prioritised
                                                              • Figure 48: Interests in body lotion claims, April 2019
                                                            • Men are more interested in relaxing, stress-relief and sleep-aiding benefit
                                                              • Figure 49: Interests in body lotion claims, by gender, April 2019
                                                            • Most benefits have prime audience among women aged 25-39
                                                              • Figure 50: Interests in body lotion claims, by age, female, April 2019
                                                          • Interests in Formats

                                                            • Format innovations are of wide interests
                                                              • Figure 51: Interests in body lotion formats, April 2019
                                                          • Meet the Mintropolitans

                                                            • Mintropolitans focus on the essential products
                                                              • Figure 52: Gap between Mintropolitans and Non-Mintropolitans (as benchmark) in terms of product usage, April 2019
                                                            • Mintropolitans are more functional driven when choosing body lotion
                                                              • Figure 53: Purchase factors of body lotion, by consumer classification, April 2019
                                                            • Mintropolitans show greater interests in a variety of body lotion claims
                                                              • Figure 54: Gap between Mintropolitans and Non-Mintropolitans (as benchmark) in terms of interests in body lotion claims, April 2019
                                                          • Appendix – Market Size and Forecast

                                                              • Figure 55: Market value of bodycare, China, 2014-24 (fore)
                                                          • Appendix – Methodology and Abbreviations

                                                            • Methodology
                                                              • Fan chart forecast
                                                                • Abbreviations