2022
0
China Soap, Bath and Shower Products Market Report 2022
2022-12-22T03:01:58+00:00
OX1100651
3695
158858
[{"name":"Soap, Bath and Shower Products","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/toiletries\/soap-bath-shower"}]
Report
en_GB
“Taking a shower is no longer just about cleanness. Consumers are now looking for extra benefits from the SBS category, such as advanced skincare solutions to improve skin conditions and…

China Soap, Bath and Shower Products Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Taking a shower is no longer just about cleanness. Consumers are now looking for extra benefits from the SBS category, such as advanced skincare solutions to improve skin conditions and enjoyable fragrances to enhance the shower experience emotionally. Innovative texture and format with better sensory experience and proved efficacy are likely to catch consumers’ attention in the future.”
– Amy Jin, Senior Analyst

Key issues covered in this Report

  • Usage of different shower, bath and soap products
  • Changes in shower and bath routine
  • Perception of premium features consumers are willing to pay more for
  • Innovations in the shower, bath and soap market
  • Overview of market value and market share by top players
  • Attitudes towards shower, bath and soap

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 SBS market, China, 2017-27 (est)
            • Companies and brands
              • Figure 2: Leading manufacturers’ share in value sales of SBS market, China, 2020 and 2021
            • The consumer
              • The usage of shower mousse/foam has seen a rise
                • Figure 3: SBS products used in the last six months, 2021 vs 2022
              • Consumers are more interested in looking for products with innovative formats and textures than last year
                • Figure 4: Changes in bath and shower routine and usage, 2021 vs 2022
              • Floral scent is the most mainstream choice, much more popular than fruity and citrus scents
                • Figure 5: Desired scent in shower products, 2022
              • Functional-driven consumers are smart with value
                • Figure 6: Features willing to pay more for, 2022
              • Sensory experience has been paid most attention to
                • Figure 7: Shower product features that deliver a better experience, 2022
              • Nearly 40% of female consumers recognise the skincare function of shower products beyond cleanness
                • Figure 8: Objective of taking a shower, total and by gender, 2022
                • Figure 9: Seasonal impact on changing shower products, total and by gender, 2022
              • What we think
              • Issues and Insights

                • Satisfying the needs of consumers with dry skin conditions
                  • Figure 10: Vaseline body wash, China, 2022
                  • Figure 11: Demiki’s shower oil, China, 2022
                • Cater to new generations’ body wash habits and desires
                  • Figure 12: Neutrogena body clear body wash, US, 2022
                  • Figure 13: Rever shower gel, China, 2022
              • Market Size and Forecast

                • Stable growth in the next five years
                  • Figure 14: Best- and worst-case forecast of total value sales of SBS market, China, 2017-27 (est)
              • Market Segmentation

                • Liquid/gel hand soap sees decelerating growth rate
                  • Figure 15: Segment share of SBS market, China, 2020-22 (est)
              • Market Factors

                • Hand wash goes premium with unique fragrances and ingredients
                  • Figure 16: Premium hand wash by To Summer/Byredo/Rituals
                • Shower oil with advanced skincare effects enters the spotlight
                  • Figure 17: Shower oil products of Bioderma/Nivea/L’Occitane
                • Extreme hot weather hits summer 2022
                  • Increased tub ownership and portable tubs
                    • Figure 18: Examples of portable tubs on Taobao, China, 2022
                • Market Share

                  • P&G and Unilever are leading the growth
                    • Figure 19: Leading manufacturers’ share in value sales of SBS market, China, 2020 and 2021
                  • Olay continue to shine with its star ingredient nicotinamide
                    • Figure 20: Olay whitening bodycare and shower gel set, China, 2021
                  • Lux and Dove expanding product range
                    • Figure 21: Dove’s foaming body wash, China, 2021
                    • Figure 22: Lux’s shower oil products, China, 2021
                • Marketing Activities

                  • Emerging brands debut with a focus on fragrance
                    • Figure 23: Body wash scent variants from Chillmore, China, 2022
                    • Figure 24: Scent choices of shower gel from Scent library
                  • Selling shower products with additional shower tools
                    • Figure 25: Rever foot bath set, China, 2022
                    • Figure 26: IS shower products with shower tools, China, 2022
                • New Product Trends

                  • Innovations in liquid and bar soap continue to drop
                    • Figure 27: New product development in soap, bath and shower category, by sub-category, China, 2020-22 (Jan-Oct)
                  • Anti-bacterial claims drop, while niche claims see a rise
                    • Figure 28: Selected claims of new product development in soap, bath and shower category, China, 2020-22 (Jan-Oct)
                    • Figure 29: New SBS product launches with vitamin/mineral fortified claims, China, 2022
                    • Figure 30: New SBS product launches with aromatherapy claims, China, 2022
                  • Traditional liquid sulphur soap sees innovations
                    • Figure 31: Shanghai soap liquid sulphur soap, China, 2022
                  • Bath products with whitening effects
                    • Figure 32: Bathclin’s bath lotion and salt, Japan, 2022
                • Product Usage

                  • Foaming and bath products enjoy increase in usage
                    • Figure 33: SBS products used in the last six months, 2021 vs 2022
                  • Younger consumers tend to use more sulphur soap
                    • Figure 34: Selected SBS products used in the last six months, male, by age, 2022
                  • Female consumers aged 40-49 are more likely to appreciate oil
                    • Figure 35: Selected SBS products used in the last six months, female, by age, 2022
                  • Consumers with dry skin conditions prefer to use shower oil
                    • Figure 36: Selected SBS products used in the last six months, by skin type, 2022
                • Changes in Bath and Shower Routines

                  • Innovative texture and format are more welcomed than in 2021
                    • Figure 37: Changes in bath and shower routine and usage, 2021 vs 2022
                  • Fragrance claims are especially attractive to females than males
                    • Figure 38: Changes in bath and shower routine and usage by gender, 2022
                  • Younger consumers are more actively engaged in this category but vote for high value-for-money domestic brands
                    • Figure 39: Changes in bath and shower routine and usage, by age, 2022
                • Desired Scent Type

                  • Floral scent is the most prevalent choice
                    • Figure 40: Desired scent in shower products, 2022
                  • Oriental and green scents are preferred by men, while women desire floral, fruity and citrus scents more
                    • Figure 41: Desired scent in shower products, by gender, 2022
                  • Younger generation prefers fruity and niche woody scents
                    • Figure 42: Desired scent in shower products, by age, 2022
                • Factors Willing to Pay More for

                  • Advanced functional features are worth premiumising
                    • Figure 43: Features willing to pay more for, 2022
                  • Females pay more attention to scents and innovative formats/textures
                    • Figure 44: Selected features willing to pay more for, by gender, 2022
                  • Younger consumers are eager to seek skin issue solutions
                    • Figure 45: Selected features willing to pay more for, by age, 2022
                  • High earners show high demands on packaging, besides other features
                    • Figure 46: Selected features willing to pay more for, by monthly personal income, 2022
                • Features of Better Shower Experience

                  • Sensory feelings are important
                    • Figure 47: Shower product features that deliver a better experience, 2022
                  • Females are more active in seeking a better shower experience
                    • Figure 48: Shower product features that deliver a better experience, by gender, 2022
                  • Younger females enjoy the scent, while mature females are more practical
                    • Figure 49: Shower product features that deliver a better experience, female, by age, 2022
                  • Consumers with dry skin conditions have more requests
                    • Figure 50: Shower product features that deliver a better experience, by skin type, 2022
                • Attitudes towards Shower and Bath

                  • Women appreciate the skincare effects while cleaning the body is the primary task for men
                    • Figure 51: Objective of taking a shower, total and by gender, 2022
                  • Consumers aged 25-39 are more likely to enjoy showers than other age groups
                    • Figure 52: Time spent on a shower, total and by gender, 2022
                  • Bathing experiences are preferred
                    • Figure 53: Desire on bathing, 2022
                  • Seasonal choices matter more to female consumers
                    • Figure 54: Seasonal impact on changing shower products, total and by gender, 2022
                  • Younger generations prefer to take a shower in the morning instead of the evening
                    • Figure 55: Preferred time for taking a shower in a day, total and by age, 2022
                  • Efficacy wins over experience
                    • Figure 56: Preference between proved efficacy and usage experience, 2022
                • Beauty Personas

                  • Who are they?
                    • Beauty Mavens are looking for products with multiple benefits
                      • Figure 57: Selected features willing to pay more for, by beauty persona, 2022
                    • Enthusiastic Experimenters are more interested in packaging
                      • Figure 58: Selected shower product features that deliver a better experience, by beauty persona, 2022
                  • Appendix – Market Size and Forecast

                      • Figure 59: Total value sales of SBS market, China, 2017-27
                  • Appendix – Methodology and Abbreviations

                    • Methodology
                      • Abbreviations

                      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.

                      Market

                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                      Consumer

                      Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                      Brand/Company

                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                      Data

                      Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                      *databooks not available with UK B2B Industry reports.

                      Below is a sample report, understand what you are buying.

                      Click to show report
                      2024 Sample Consumer Cover

                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                      Trusted by companies. Big and small.

                      Want to speak to us directly?

                      Contact us with your enquiry and our expert global team can help.

                      Get in touch