This report looks at the following areas:
- Overview of the body, hand, neck, and footcare market in China
- Analysis of the competitive landscape and leading players
- Marketing activities and new product trends
- Body skin types and issues
- Usage of bodycare products and methods
- Consumers’ bodycare goals
- Pain points when using bodycare products
Enhanced efficacy and advanced ingredients are driving product innovation, while aligning with broader lifestyle and cultural themes is unlocking new opportunities in the bodycare market.
Lucy Yang, Senior Analyst, BPC Client Advisory, China Insights
Market Definitions
This Report covers products in the following categories for women and men:
- general bodycare, including tone-up cream
- hand/nailcare
- neck care
- footcare
It excludes:
- products specifically for babies or children
- breast or intimate care products
- products primarily for slimming/scrubbing/depilation/suncare/tanning
- talcum powder, nail polish/varnish/cosmetics/colour, foot deodorants/talc/insoles, massage/calming oils
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Market growth continues to decelerate
- Graph 1: bodycare* market value and growth, 2019-24 (est)
- Bodycare sees steady growth, emerging brands drive gains in neck care, while footcare stumbles
- Graph 2: retail value sales, by segment, 2019-2024 (est)
- Graph 3: value growth, by segment, 2019-24 (est)
- Market factors: bodycare spending is polarised, benefits and ingredients drive innovation, and regulations are tightening at home and abroad
- Market factors: wellness and outdoor trends unlock new occasions and opportunities for bodycare
- Companies and brands
- Market share: international brands remain dominant but are losing ground to domestic competitors
- Marketing campaign trends: reinterpret Oriental elements; reach advanced users with holistic self-care routines and spa positioning
- New bodycare products focus on advanced benefits and diverse textures
- Graph 4: bodycare launches, by leading claims, 2020-24
- Graph 5: bodycare launches, by leading formats and textures, 2020-24
- Examples of products with advanced benefits: firming products incorporating skincare-grade collagen and peptides
- Examples of products with innovative textures: body essences boasting a lightweight feel, communicated through language and data
- The consumer
- Sensitive skin is on the rise
- Sensitive skin is on the rise, with a clearer divide between dry and oily types
- Graph 6: body skin type, by oily/neutral/dry skin, 2023 vs 2024
- Graph 7: body skin type, by skin sensitivity, 2023 vs 2024
- Usage of basic categories remains steady, while advanced categories see a slight decline
- Graph 8: bodycare product usage, 2023 vs 2024
- Nearly 80% of consumers apply bodycare products all over the body, but advanced care scenarios remain underdeveloped
- Graph 9: usage of select bodycare methods, by gender, 2024
- Graph 10: bodycare steps and frequency, 2024
- Some consumers are using products with a wider range of benefits and textures, while others are simplifying their bodycare routines
- Graph 11: changes in bodycare habits, 2024
- Expanding from basic skincare to a holistic experience of pleasure and functionality
- Graph 12: bodycare goals, 2024
- Stickiness and poor absorption remain the top pain points, highlighting the need for innovation in product formulations
- Graph 13: pain points when using bodycare products, 2022 vs 2024
- Issues and insights
- What we think
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The market
- Market size and forecast
- Market growth continues to decelerate
- Graph 14: bodycare* market value and growth, 2019-24 (est)
- Bodycare sees steady growth, emerging brands drive gains in neck care, while footcare stumbles
- Graph 15: retail value sales, by segment, 2019-2024 (est)
- Graph 16: value growth, by segment, 2019-24 (est)
- Market factors
- Cautious spending may continue to influence purchasing decisions
- Graph 17: consumer confidence in their finances in the coming three months, 2022-24
- Graph 18: changes in financial situation, 2022-24
- Bodycare spending is polarised between trading up and down
- Graph 19: changes in bodycare (a) spending, 2022 vs 2024
- Functional and ingredient upgrades drive product innovation
- Cosmetic regulations are tightening at home and abroad, with the EU taking the lead in restricting popular bodycare ingredients
- Growing wellness awareness among young people and urbanites presents opportunities for advanced at-home spa experiences
- The popularity of outdoor sports unlocks new usage occasions and segment-specific needs for bodycare products
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Companies and brands
- Market share
- Market share: international brands remain dominant but are losing ground to domestic competitors
- International brands face growth challenges, while domestic brands gain share by catering to local needs and offering superior value
- Marketing activities
- Reinterpret Oriental ingredients and fragrance stories
- Combine bath and bodycare into personalised solutions for different skin types
- Partner with premium hotels to establish a spa positioning
- New product trends
- China has a lower share of bodycare innovation than other markets, while handcare NPD is more active
- Graph 20: share of launches, by segment, 2024
- In China, NPD has been shifting back to bodycare since 2022
- Graph 21: share of launches, by segment, 2020-24
- Bodycare innovations focus on absorption, convenience and advanced benefits
- Graph 22: bodycare launches, by leading claims, 2020-24
- Firming products are incorporating skincare-grade collagen and peptides
- Diverse textures are appearing in bodycare NPD, with rapid growth in lightweight, high-performance essences
- Graph 23: bodycare launches, by leading formats and textures, 2020-24
- Body essences feature innovative textures, communicating their lightweight feel through language and data
- Handcare launches focus on long-lasting moisture and anti-ageing benefits
- Graph 24: handcare launches, by leading claims, 2020-24
- Antioxidant claims promise brighter, smoother hands
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The consumer
- Body skin types and issues
- Sensitive skin is on the rise, with a clearer divide between dry and oily types
- Graph 25: body skin type, by skin sensitivity, 2023 vs 2024
- Graph 26: body skin type, by oily/neutral/dry skin, 2023 vs 2024
- Targeted solutions for different skin types remain central to NPD
- Graph 27: body skin issues, by body skin type, 2023**
- Usage habits
- Usage of basic categories remains steady, while advanced categories see a slight decline
- Graph 28: bodycare product usage, 2023 vs 2024
- Nearly 80% of consumers apply bodycare products all over the body, but advanced care scenarios remain underdeveloped
- Graph 29: bodycare steps and frequency, 2024
- Graph 30: usage of select bodycare methods, by gender, 2024
- Women aged 18-39 with mid-to-high incomes are core users; niche practices are more popular in Tier 1 cities
- Graph 31: segmentation of female users of niche bodycare methods using TGI* indicators, by demographics, 2024
- Graph 32: segmentation of female users of mainstream bodycare methods using TGI* indicators, by demographics, 2024
- Advanced care method users demonstrate greater demand across all bodycare subcategories…
- Graph 33: bodycare product usage (NET), by bodycare methods, 2024
- … and higher usage of advanced bodycare products
- Graph 34: advanced* bodycare product usage (NET), by bodycare methods, 2024
- Some consumers are using products with a wider range of benefits and textures, while others are simplifying their bodycare routines
- Graph 35: changes in bodycare habits, 2024
- Core users continue to demand diverse benefits and textures, while budget-conscious consumers are streamlining their routines
- Graph 36: segmentation of upgraded or downgraded bodycare behaviours using TGI* indicators, by demographics, 2024
- Bodycare goals
- Expanding from basic skincare to a holistic experience of pleasure and functionality
- Graph 37: bodycare goals, 2024
- Enhancing skin condition is foundational, while emotional benefits add value
- Beyond taking care of their skin, women value the fragrance experience while men seek an emotional lift
- Graph 38: bodycare goals, by gender and age, 2024
- Consumers with different skin types and levels of sensitivity show minimal differences in skincare needs
- Graph 39: bodycare goals, by body skin sensitivity, 2024
- Graph 40: bodycare goals, by body skin type, 2024
- Advanced bodycare practices have a stronger sense of ritual and emotional connection
- Graph 41: segmentation of bodycare goals using TGI* indicators, by bodycare methods, 2024
- Body lotions and creams are recognised for their moisturising effects, while oils and serums are seen as vehicles for advanced benefits
- Graph 42: benefits associated with different bodycare products, 2024
- Fresh scents dominate in summer, while warm and rich fragrances rise in popularity during winter
- Graph 43: preferred fragrance types for bodycare and bath & shower products, by season, 2024
- Pain points when using bodycare products
- Stickiness and poor absorption remain the top pain points, highlighting the need for innovation in product formulations
- Graph 44: pain points when using bodycare products, 2022 vs 2024
- Pain points vary slightly between different skin types
- Graph 45: pain points when using bodycare products, by body skin type, 2024
- Graph 46: pain points when using bodycare products, by body skin sensitivity, 2024
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Issues and insights
- Streamlined yet sophisticated: higher demands for convenience and efficacy
- Brands are getting creative with all-in-one products
- Multi-ingredient ‘skinified’ products are a growing trend
- Embrace the yangsheng trend: combine experiences to meet advanced users’ wellness pursuits and emotional needs
- Interest in yangsheng-inspired bodycare continues to surge, with meridian massage as the most recognised approach
- Graph 47: mentions of ‘yangsheng bodycare’ on social media, 2022-24
- Embody yangsheng through Oriental ingredients and traditional care practices
- Atmosphere and setting are key focuses for home spa consumers
- Build emotional connections through comprehensive self-care routines
- Capture opportunities in outdoor sports, body cosmetic procedures and pet care
- Address the unique challenges to skin in outdoor and sports settings
- Offer innovative solutions for muscle and joint discomfort
- Draw comparisons with cosmetic procedures to appeal to high-spending beauty consumers
- Unlock product innovation and marketing opportunities for post-procedure repairing products
- Capture opportunities to strengthen skin pre-procedure and enhance results post-procedure
- Cross over into the pet market: focus on indulgent care for people and pets
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APPENDIX – MARKET SIZE AND FORECAST, RESEARCH METHODOLOGY AND ABBREVIATIONS
- Market size and forecast
- Methodology
- Abbreviations
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