2021
0
China Soap, Bath and Shower Products Market Report 2021
2021-12-04T03:08:07+00:00
OX1049139
3695
146020
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Report
en_GB
“Bath and shower is no longer just a functional category focused on personal hygiene. Today’s consumers are doing various activities, from skincare to entertainment, in their bathroom and taking showers…

China Soap, Bath and Shower Products Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Bath and shower is no longer just a functional category focused on personal hygiene. Today’s consumers are doing various activities, from skincare to entertainment, in their bathroom and taking showers and baths to relax and indulge themselves. Therefore, shower and bath products need to provide more emotional value to help consumers enjoy their routines, by leveraging fragrance and texture to enhance mood, attractive appearance to deliver a sense of ritual and creating a more lifestyle-oriented brand image.”
– Jane Chai, Research Analyst

Key issues covered in this report

  • Market overview and competitive landscape of soap, bath and shower market
  • Most important features of instant hand sanitisers
  • Reasons for using shower oil
  • Consumers’ usage habits of soap, bath and shower products
  • Changes in consumers’ bath and shower routines

Table of Contents

  1. Overview

      • Key issues covered in this report
        • Definitions
        • Executive Summary

            • The market
              • Figure 1: Best-and worst-case forecast of total value sales of soap, bath and shower market, China, 2016-26
            • Companies and brands
              • Figure 2: Leading companies’ share of value sales of soap, bath and shower product market, China, 2019 and 2020
            • The consumer
              • Usage of soap, bath and shower products remains stable
                • Figure 3: Soap, bath and shower products used in the last six months, 2020 vs 2021
              • Sterilisation efficacy and skin feel are important for instant hand sanitiser
                • Figure 4: Most important features of instant hand sanitiser, 2021
              • Shower oil attracts consumers with good moisturising/hydrating effect
                • Figure 5: Reasons for using shower oil, 2021
              • Consumers need individual products for bath and shower
                • Figure 6: Usage behaviour of soap, bath and shower products, 2021
              • Consumers’ bath and shower routines are enriched with various habits
                • Figure 7: Bath and shower routines, by gender, 2021
              • Consumers are actively changing their bath and shower routines
                • Figure 8: Changes in bath and shower routines, 2021
              • What we think
              • Issues and Insights

                • Exploring more usage occasions for instant hand sanitiser
                  • Figure 9: Musan Peach Blossom Luxury Hand Sanitiser, UK, 2021
                  • Figure 10: New instant hand sanitiser launches targeting kids/children, Korea and South Africa, 2021
                • Bringing all-round sensory enjoyment into the bathroom
                  • Figure 11: Examples of RockingZoo and TriptychofLune’s product communication, China, 2020-21
                  • Figure 12: Example of chillmore’s packaging design, China, 2021
              • Market Size and Forecast

                • Category growth back to normal as consumers’ routines stabilise
                  • Figure 13: Sales value and growth rate of soap, bath and shower market, China, 2017-21
                  • Figure 14: Best-and worst-case forecast of total value sales of soap, bath and shower market, China, 2016-26
              • Market Segmentation

                • Shower products drive the market, liquid soap falls back slightly
                  • Figure 15: Segment share of soap, bath and shower market by value sales, China, 2020 and 2021
              • Market Drivers

                • Pursuit of better bath and shower experience
                  • Demands for personalised bath and shower products
                    • Tools and devices could influence category more
                      • Figure 16: Sharing posts about tools to boost shower experience on Xiaohongshu, China, 2021
                  • Market Share

                    • Competitive landscape changed with pandemic situation
                      • Figure 17: Leading companies’ share of value sales of soap, bath and shower product market, China, 2019 and 2020
                    • P&G defended its leading position
                      • Figure 18: Safeguard’s new product launches, China, 2021
                    • Hand hygiene manufacturers fell back slightly
                      • Figure 19: Dettol’s new product launches, China, 2021
                    • New entrants showed momentum
                      • Figure 20: chillmore’s promotion posts, China, 2020-21
                      • Figure 21: to summer’s promotion posts, China, 2021
                  • Marketing Activities

                    • Mixing music into bath and shower occasions
                      • Figure 22: Promotion activities integrating musical elements, China, 2021
                    • Cooperating with authorities to promote health habits
                      • Figure 23: Promotion activities cooperating with health authorities, China, 2021
                    • Leveraging user generate content to enhance brand influence
                      • Figure 24: Interactive activities to promote soap, bath and shower products, China, 2021
                  • New Product Trends

                    • The focus on liquid soap has faded
                      • Figure 25: New product development in soap, bath and shower category, by sub-category, China, 2019-21 (to September)
                    • Antibacterial claims recede
                      • Figure 26: Top claims of new product development in soap, bath and shower category, China, 2019-21 (to September)
                    • Adding fun to personal hygiene
                      • Figure 27: New product launches with fun elements, US and Japan, 2020-21
                    • Catering to emotional needs in the bathroom
                      • Figure 28: New product launches catering to emotional needs, China and France, 2021
                    • Riding eco trends in various ways
                      • Figure 29: New product launches riding eco trends, 2021
                  • Product Usage

                    • Stable usage of soap, bath and shower products
                      • Figure 30: Soap, bath and shower products used in the last six months, 2020 vs 2021
                    • Women try more categories; while men simplify their routines
                      • Figure 31: Soap, bath and shower products used in the last six months, Female, 2020 vs 2021
                      • Figure 32: Soap, bath and shower products used in the last six months, Male, 2020 vs 2021
                  • Most Important Features of Instant Hand Sanitiser

                    • Both sterilisation function and skin feel are important
                      • Figure 33: Most important features of instant hand sanitiser, 2021
                    • Linking with beauty rather than household cleaning
                      • Women care more about skin feel; men pay particular attention to smell
                        • Figure 34: Most important features of instant hand sanitiser, by gender, 2021
                      • Focuses shift with different age groups
                        • Figure 35: Most important features of instant hand sanitiser, by age, 2021
                      • Affluent consumers need effective deodorisation
                        • Figure 36: Most important features of instant hand sanitiser, by monthly personal income, 2021
                    • Reasons for Using Shower Oil

                      • Shower oil has built competitive advantage in moisturising/hydrating
                        • Figure 37: Reasons for using shower oil, 2021
                      • Skin health and shower experience are important reasons
                        • Women value better shower experience; men require cleaning efficacy
                          • Figure 38: Reasons for using shower oil, by gender, 2021
                        • Affluent consumers have deeper knowledge of shower oil
                          • Figure 39: Reasons for using shower oil, by monthly personal income, 2021
                      • Usage Behaviour of Soap, Bath and Shower Products

                        • Handwashing is a standardised daily routine
                          • Figure 40: Usage behaviour of soap, bath and shower products, 2021
                        • Shower/bath is a more personalised personal care routine
                          • Specialised soaps for children also show potential
                            • Affluent and tier 1 families use more individual bath/shower products
                              • Figure 41: Usage behaviour of shower products, by monthly household income and city tier, 2021
                          • Bath and Shower Routines

                            • Shower and bath are diverse daily occasions
                              • Figure 42: Number of activities during bath and shower, 2021
                            • Men prefer massage to relax; women use various products
                              • Figure 43: Bath and shower routines, by gender, 2021
                            • Young consumers bring music to their bathrooms
                              • Figure 44: Bath and shower routines, by age, 2021
                          • Changes in Bath and Shower Routines

                            • Innovative benefits drive trials
                              • Figure 45: Changes in bath and shower routines, 2021
                            • Auxiliary tools can provide added value
                              • Figure 46: Shower cotton from Is or Isn’t, China, 2021
                            • More consumers are switching to local brands
                              • Women seek new experiences from products; while men devote more time to the bathroom
                                • Figure 47: Changes in bath and shower routines, by gender, 2021
                            • Appendix – Market Size and Forecast

                                • Figure 48: Market value of soap, bath and shower products, China, 2016-26
                            • Appendix –Methodology and Abbreviations

                              • Consumer research methodology
                                • Fan chart forecast
                                  • Abbreviations

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