The bodycare market is shifting from penetration-driven growth to a focus on value. The category is entering a new cycle where rationalised spending and user sophistication are developing in parallel.
Cynthia Zhang, Client Success Manager, China
Market Definitions
This Report covers the following products categories (for both women and men):
- general bodycare, including tone-up cream
- hand and nailcare
- neck care
- footcare
The Report does not cover:
- products specifically for babies or children
- breast or intimate care products
- products primarily for slimming, exfoliating, hair removal, sun protection or tanning
- talcum powder, nail polish/manicure products, foot deodorants/foot powders/deodorising insoles, massage oils or calming essential oils
Collapse All
-
Executive summary
- Definitions
- What you need to know
- China bodycare market forecast
- Market factors
- Companies and brands
- Consumer trends
- Keys to success
- Future opportunities and innovation strategies
-
The market
- Market size and forecast
- Bodycare market begins steady growth in 2025
- Graph 1: best- and worst-case forecast for bodycare retail value sales, 2020-30
- Bodycare shows stable progress as handcare rebounds, footcare strides ahead and neck care has yet to recover
- Graph 2: retail value sales, by segment, 2019-2025 (est)
- Graph 3: retail value growth, by segment, 2019-25 (est)
- Market factors
- Cosmetics market enters new cycle of slow-but-steady growth
- Graph 4: year-on-year growth of total retail sales of cosmetics, 2015-25
- As high-penetration essentials, bodycare products maintain strong reach with untapped premiumisation potential
- Graph 5: bodycare product usage, 2023-25
- Graph 6: willingness to trade up in bodycare products, 2025
- Basic functions hold firm amid growing demand for advanced functions like anti-ageing and repair
- Graph 7: functional claims of bodycare products on Tmall*, September 2023-August 2025
- Bodycare to benefit from healing economy by driving premiumisation through differentiated products
- Graph 8: use of BPC products to relax or relieve stress, by market, 2024
- Marketplace ecommerce is main purchase channel; content-driven ecommerce reshapes consumer decision-making
- Graph 9: purchase channels for bodycare products, 2025
- Channel restructuring, shifts in consumer purchase decisions shortening brands’ path to growth
- Competitive landscape
- Bodycare brands on Tmall
- Top bodycare brands on Douyin
-
The consumer
- Category penetration stable with slight decline; premium products, innovative textures set to drive future growth
- Graph 10: use of bodycare products, 2024 vs 2025
- Sophistication coexists with rationalised spending; emerging premium subcategories hold untapped potential
- Most consumers have established bodycare routines involving at least two categories
- Graph 11: China： combined usage of different bodycare products, 2025
- By age group: 30-39s have the most comprehensive routines, yet the mature skin segment remains untapped
- Graph 12: China： usage across different categories，by age, 2025年
- Graph 13: combined use of different bodycare products, by age, 2025 vs 2024
- The ‘facialisation’ trend gains momentum; oils, serums lead in specialised care; neck creams emerge as a growth area
- Graph 14: usage of bodycare sub-categories, by age group, 2025å¹´
- Graph 15: changes in usage of bodycare sub-categories, by age group, 2024 vs 2025
- Consumers level up their pursuit of novelty as bodycare moves beyond basic safety needs
- Graph 16: factors for trying new products, 2025
- Functional value, sensory experience are key drivers of consumer willingness to trade up
- Graph 17: China：factors for trying new products, by willingness to pay a premium，2025年
- Focus on texture innovation and convenience: body sprays deliver effective skincare with a sensory upgrade
- Elevate the bodycare experience with new textures
- Turn awareness into action to drive growth; reboot usage with low-resistance formats, strong emotional appeal
- Occasional and premium usage coexist: skin problems and fixed habits shape scenarios, with plenty of room to boost frequency
- Graph 18: bodycare routines and usage scenarios, 2025
- Generation gap: sophisticated users, low-frequency behaviours most prominent among 30-39s
- Graph 19: China：bodycare product usage scenarios – TGI index, by age group, 2025年
- From passive habit to active choice: drive growth with low-resistance products, strong emotional connections
- Lightweight texture × soothing fragrance for a bedtime bodycare ritual
- Break category boundaries: transform bedtime care from occasional treat into regular habit
- Mintel Spark: body spray designed for going out, outfit change occasions
- Moments of relaxation with added skincare
- Tactile aesthetics, olfactory memory lead sensory innovation in bodycare
- Advanced functional upgrades and consumer diversity set to drive category growth
- Bodycare undergoes a functional upgrade, moving beyond hydration towards skin beauty management
- Graph 20: interest in bodycare product functions, 2025
- Basic hero products, premium segments set to drive future growth
- Functional needs and decision paths: differentiated opportunities and segmentation in bodycare
- Graph 21: attitudes to bodycare products, basic vs additional benefits, 2025
- Graph 22: purchasing behaviours in bodycare, careful vs random selection, 2025
- Premium customers coexist with mass market, so brands need to adopt differentiated strategies
- Profiles of the four main consumer groups in the bodycare market
- Active vs passive, regular vs occasional: various bodycare scenarios across consumer groups
- Graph 23: bodycare product usage scenarios – TGI index, by four core user segments，2025
- Clear segmentation in bodycare trial motivations makes targeted strategies essential for growth
- Graph 24: bodycare product trial drivers (TGI index among the four core segments)，2025
- Purchase channel preferences vary between quality seekers, price-sensitive shoppers, convenience buyers and trend followers
- Graph 25: bodycare purchase channels, by four core consumer segments, 2025
- Communication strategies, product opportunities for the four key consumer groups
- Attract trend followers by offering in-store trials and purchase opportunities for the latest online trends
- Mintel Spark: body spray for casual basic users
-
New product trends
- Hand care product innovation is active in the Chinese market
- Graph 26: share of new products in segmented bodycare markets, 2024-25
- New bodycare and handcare product activity has grown steadily in China over the last three years
- Graph 27: trends in share of new product launches, by sub-category, 2020-25
- In new bodycare products, claims related to aromatherapy, firming and antioxidant benefits have shown significant growth
- Graph 28: bodycare launches, by leading claims, 2020-25
- Dual effect of fragrance and firming
- Bodycare evolves from traditional textures to varied sensory experiences
- Graph 29: bodycare launches, by leading formats and textures, 2020-25
- Textures become more varied, move towards lighter formats
-
Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Methodology: TURF analysis
- Abbreviations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
