2023
0
China Bathroom and Bathroom Accessories Market Report 2023
2023-03-17T03:06:29+00:00
OX1155775
3695
161561
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Report
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“Renovation needs will likely become the main driving force for bathroom products purchase. Beyond functional products, consumers are pursuing a more enjoyable bathroom experience. Bathroom product brands can expand the…

China Bathroom and Bathroom Accessories Market Report 2023

£ 3,695 (Excl.Tax)

Description

“Renovation needs will likely become the main driving force for bathroom products purchase. Beyond functional products, consumers are pursuing a more enjoyable bathroom experience. Bathroom product brands can expand the role of the bathroom to a home space where all family members (pets included) can relax and enjoy. Moreover, delivering more considerate, meticulous and end-to-end services (eg for bathroom renovations) would be a decisive factor in driving product sales and wining consumers’ loyalty.”

– Binyan Yao, Research Analyst

Key issues covered in this Report

  • Current ownership of bathroom products and future purchase interest.
  • Information channels where consumers obtain inspiration for bathroom design and products.
  • Key consideration factors when purchasing bathroom products.
  • Complementary services by bathroom product brands consumers would be interested in.
  • Consumers’ critical expectations towards toilets.
  • Consumers’ preferences towards different bathroom product brands.

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Covered in this Report
  2. Executive Summary

    • The market
    • Real estate market sees slowdown but renovation will likely drive demand
    • Disposable income growth slows down, yet long-term financial confidence remains stable
    • Ageing population, housing and bathroom status indicate diverse demands
    • Companies and brands
    • Foreign brands leading in the high-end market
    • Domestic brands are quickly catching up
    • Endeavouring at an ethical brand image
    • Connecting to the history and the future of bathrooms
    • Conveying attention to diversity
    • Smart bathroom is on the rise
    • In-depth cleaning is one upgrade direction
    • Segmented products are gaining attention
    • The consumer
    • Growth will be from replacement demand and emerging products
      • Figure 1: Ownership and purchase interest in bathroom products, 2022
    • Spotlight inspiration searching in DTC channels
      • Figure 2: Information channels of bathroom products, 2022
    • Product features over brand and price
      • Figure 3: Purchase factors of bathroom products, 2022
    • Consumers expect more considerate and meticulous services
      • Figure 4: Complementary services from bathroom product brands considered to be important, 2022
    • Cleanness comes first for toilet expectations, comfort and intelligence follow
      • Figure 5: Expectations for toilets, 2022
      • Figure 6: TURF analysis on consumers’ expectations for toilets, 2022
    • Kohler and JOMOO show strong brand popularity and customer loyalty
      • Figure 7: Bathroom product brands consumers have bought and are intending to buy in the future, 2022
      • Figure 8: Retention rate of current owners of bathroom product brands, 2022
    • What we think
  3. Issues and Insights

    • Enjoyable bathroom experience for all family members, pets included
    • The facts
    • The implications
      • Figure 9: Kohler’s new shower system, 2022
    • Win consumers over by considerate and meticulous services
    • The facts
    • The implications
      • Figure 10: American Standard provides end-to-end bathroom renovation service, 2022
  4. Market Overview

    • Bathroom products see growth potential
  5. Market Factors

    • Real estate market sees slowdown and bathroom renovation drives growth
      • Figure 11: Sales area of commercial residential housing, 2017-22
    • Growth of disposable income slows down, yet long-term financial confidence remains stable
      • Figure 12: National per capita disposable income in China, 2017-22
      • Figure 13: Confidence in improving future financial situation, 2019-23
    • Bathroom renovation in rural areas sees potential
    • Ageing society brings changes in needs
      • Figure 14: Population aged 60 and above and the share of the total population, China, 2017-22
    • Housing and bathroom ownership status indicates diverse demands
      • Figure 15: Housing and bathroom ownership status, by tenure, 2022
      • Figure 16: Housing and bathroom ownership status, by age, 2022
  6. Key Player Performance

    • Foreign brands leading in the high-end market
    • Domestic brands are quickly catching up
  7. Marketing Activities

    • Endeavouring at an ethical brand image
      • Figure 17: Kohler’s 11th forest, 2022
      • Figure 18: JOMOO launched a charity activity of installing safety handrails for the elderly and the disabled, 2023
    • Connecting to the history and the future of bathrooms
      • Figure 19: Arrow sharing the bathroom evolution in China, 2022
      • Figure 20: American Standard exploring future bathroom with ChatGPT, 2023
    • Conveying attention to diversity
      • Figure 21: Bathroom renovation cases in “Dream Home”, 2023
      • Figure 22: American Standard encouraging a more refined rented house life, 2022
  8. New Product Trends

    • Smart bathroom is on the rise
      • Figure 23: Viomi’s smart toilet that can track users’ health, 2022
      • Figure 24: Arrow introduced smart bathroom solution, 2022
    • In-depth cleaning is one upgrade direction
      • Figure 25: JOMOO’s towel warmer with sterilising function, 2023
      • Figure 26: TOTO’s intelligent cleaning system, 2022
    • Segmented products are gaining attention
      • Figure 27: Kohler’s product solution specifically for beauty scenarios, 2022
      • Figure 28: Hansgrohe’s specially designed showers for children and pets, 2021
      • Figure 29: JOMOO’s Andu series specially designed for the elderly, 2023
  9. Ownership and Purchase Interest

    • Growth will be from replacement demand and emerging products
      • Figure 30: Repertoire analysis of bathroom product ownership, 2022
      • Figure 31: Ownership and purchase interest in bathroom products, 2022
      • Figure 32: Market potential of bathroom products, by category, 2022
    • Pet owners and families with kids more inclined to upgrade showers
      • Figure 33: Consumers who have but plan to change showers, by living situation and by pet ownership, 2022
    • Pay particular attention to purchase interest in smart toilets
      • Figure 34: Consumers who do not have but plan to buy smart toilets, by living situation and by city tier, 2022
      • Figure 35: Ownership and purchase interest in smart toilets, respondents who have toilets but plan to change vs all respondents, 2022
  10. Source of Inspiration for Bathroom Design

    • Spotlight inspiration searching in DTC channels
      • Figure 36: Information channels of bathroom products, 2022
      • Figure 37: TOTO’s digital showroom to provide bathroom design inspirations, 2022
    • Short video and social media platforms are apt for targeted marketing
      • Figure 38: Selected information channels of bathroom products, by city tier, 2022
  11. Purchase Factors

    • Product features over brand and price
      • Figure 39: Purchase factors of bathroom products, 2022
    • Smart bathroom products appealing to senior female consumers
      • Figure 40: Purchase factors of bathroom products – Smart, by gender and age, 2022
    • Young consumers more sensitive to materials and prices, while seniors focus on brands
      • Figure 41: Selected purchase factors of bathroom products, by age, 2022
  12. Complementary Services

    • Consumers expect more considerate and meticulous services
      • Figure 42: Complementary services from bathroom product brands considered to be important, 2022
      • Figure 43: TURF analysis on consumers’ expectations for complementary services, 2022
      • Figure 44: TOTO’s upgraded aftersales services, 2022
    • Offer premium service solutions for multi-bathroom owners
      • Figure 45: Complementary services from bathroom product brands considered to be important, by bathroom status, 2022
    • Highlight door-to-door installation for specific groups
      • Figure 46: Complementary services from bathroom product brands considered to be important – door-to-door installation, by family structure and city tier, 2022
  13. Expectations for Toilets

    • Cleanness comes first, comfort and intelligence follow
      • Figure 47: Expectations for toilets, 2022
      • Figure 48: TURF analysis on consumers’ expectations for toilets, 2022
    • Expectations differ from replacement needs to new purchases
      • Figure 49: Expectations for toilets, respondents who have smart toilets but plan to change vs respondents who do not have smart toilets but plan to buy, 2022
  14. Brand Preferences

    • Kohler and JOMOO show strong brand popularity and customer loyalty
      • Figure 50: Bathroom product brands consumers have bought and are intending to buy in the future, 2022
      • Figure 51: Retention rate of current owners of bathroom product brands, 2022
    • Domestic brands more appealing to senior consumers, foreign brands to younger consumers
      • Figure 52: Bathroom product brands ownership, by age, 2022
      • Figure 53: Bathroom product brands consumers intending to buy in the future, by age, 2022
  15. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviation

About the report

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.

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