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The market
- Market size and forecast
- Soap, bath and shower products market to grow by 3.7% in 2025 and maintain slow growth
- Graph 1: forecast of retail sales in the soap, bath and shower products market (best- and worst-case scenarios), 2020-30
- Market segments
- Shower category growing; soap and handwash/hand gel maintaining slight growth
- Graph 2: value sales of soap, bath and shower products, by sub-category, 2021-25
- Graph 3: growth of the soap, bath and shower products market, by sub-category, 2021-25
- Market factors
- Consumer spending on personal care products is stabilising
- Graph 4: trends in spending on personal care products, 2025
- Bath/shower products enjoy solid user base; shower gel strengthens its lead while soap still has a loyal base
- Graph 5: usage of bath/shower products, 2024-25
- Handwashing frequency remains stable with hygiene habits continuing; handwash is now a standard item in households
- Graph 6: frequency of use of handwash, 2024
- Graph 7: usage of handwash products, 2024-25
- Showering is a moment for relaxation; brands can look to combine functional and emotional value
- Over half of consumers seek multiple functions; the market will focus on functional upgrades and differentiating on value
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Appendix – market size and forecast, research methodology
- Market size and forecast
- 500-749ml is the most popular size
- Graph 8: common product sizes, 2025
- Methodology
- Methodology: TURF analysis
This Market Dynamics report features market data extracted from Mintel’s China Soap, Bath and Shower Products Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the China soap, bath and shower market. The full report is available to purchase here.
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