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Description

Description

“Unisex shower gel still dominates the market and men are at the early stage to use male-specialised shower products. Further competition lies in fragrance and value-added functions such as sensory experience. Offline channels, especially beauty vertical channels should be invested in.”
– Vicky Zhou, Research Analyst

This report looks at the following areas:

  • Involving men to the market
  • How to capture the premiumisation opportunity?
  • Offline channels deserve attention

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
          • Subgroup Definitions (by Monthly Personal Income):
          • Executive Summary

              • The Market
                • Figure 1: Best- and worst-case forecast of total value sales of soap, bath and shower products market, China, 2013-23
              • Companies and Brands
                • Figure 2: Market share of leading companies in soap, bath and shower products market, China, 2016-17
              • The Consumer
                • Shower gel beats soap in usage
                  • Figure 3: Purchased soap, bath and shower products in the last six months, September 2018
                • More than 90% of consumers still purchase from physical stores
                  • Figure 4: Purchase channels of soap, bath and shower products in the last six months, September 2018
                • But online reviews have strong influence
                  • Figure 5: Purchase factors for a soap, bath and shower products, September 2018
                • Potentials of products helping relaxation and sleep
                  • Figure 6: Functions or claims that would pay more for, September 2018
                • Fresh scent, smooth feeling, and cream texture are more welcomed
                  • Figure 7: Preferred product features of shower gel, September 2018
                • RMB50 is the optimal price for a 500ml shower gel
                  • Figure 8: Price sensitivity – optimal price of a 500ml shower gel, September 2018
                • What we think
                • Issues and Insights

                  • Involving men to the market
                    • The facts
                      • The implications
                        • Figure 9: Romano male shower gel highlighting masculine fragrance, China
                        • Figure 10: SOLEHE shower gel product communication, China
                        • Figure 11: DeOu shower gel advertising, Japan, 2018
                      • How to capture the premiumisation opportunity?
                        • The facts
                          • The implications
                            • Figure 12: Example of shower gel that can help relax
                            • Figure 13: Crabtree & Evelyn Lavender & Espresso Body Wash
                            • Figure 14: Dove Shower Mousse emotional connection
                          • Offline channels deserve attention
                            • The facts
                              • The implications
                                • Figure 15: Walch Fragrance Show, China, 2017
                            • The Market – What you need to know

                              • Stable development maintained
                                • Healthier macro factors and wider consumer base fertilise the market
                                • Market size and forecast

                                  • Slow but stable growth
                                    • Figure 16: Best- and worst-case forecast of total value sales of soap, bath and shower products market, China, 2013-23
                                • Market Drivers

                                  • More standardised regulation
                                    • Enhanced cultivation on men-specific products
                                      • Rising awareness for hygiene drives liquid soap/hand liquid
                                        • Upgraded emotional needs for bath and shower products
                                        • Market Segmentation

                                          • Overview of four market segments
                                            • Figure 17: Total value sales of soap, bath and shower products market, by segment, China, 2013-18 (est)
                                          • Shower products
                                            • Figure 18: Best- and worst-case forecast of total value sales of shower products market, China, 2013-23
                                          • Bar soap
                                            • Figure 19: Best- and worst-case forecast of total value sales of bar soap market, China, 2013-23
                                          • Liquid soap/hand liquid
                                            • Figure 20: Best- and worst-case forecast of total value sales of liquid soap/hand liquid market, China, 2013-23
                                          • Bath products
                                            • Figure 21: Best- and worst-case forecast of total value sales of bath products market, China, 2013-23
                                        • Key Players – What you need to know

                                          • Unilever and P&G have strong performance
                                            • Invest in sensory feelings and team up with online platforms
                                            • Market Share

                                              • International brands are leading
                                                • Figure 22: Market share of leading companies in soap, bath and shower gel market, China, 2016-17
                                              • High-end brands emerging
                                                • Local brands catching up
                                                • Competitive Strategies

                                                  • Invest in fragrance
                                                    • Figure 23: Example of top note, middle note, and base note of bath and shower products
                                                  • Targeting relaxation moment
                                                    • Figure 24: Rever bath bomb fizzer for different occasions
                                                  • Launch designed edition
                                                    • Figure 25: New shower gel launch with designed edition
                                                  • Collaborate with online platform to design better products
                                                    • Further cultivation through advanced tools
                                                      • Figure 26: Walch AR hand wash
                                                  • Who’s Innovating?

                                                    • China is leading babies and children tailored products and not lacking behind male tailored products
                                                      • Figure 27: New soap and bath products launch, by demographic claim and country, January 2018-October 2018
                                                    • Multi-function shower gel for men
                                                      • Figure 28: New male multi-function shower gel launch, China, 2018
                                                    • Mild shower gel for children
                                                      • Figure 29: New shower products launch for children, China, 2017-18
                                                    • Claim centralised around moisturising/hydrating
                                                      • Figure 30: New soap and bath products launch, by select functional claim and country, January 2018-October 2018
                                                    • Play with ingredients to enhance moisturising/hydrating
                                                      • Figure 31: New shower products launch with ingredient detail, China, 2017-18
                                                    • Noteworthy innovations in China
                                                      • Fragrance packaging
                                                        • Figure 32: New shower products launch with fragrance style packaging, China, 2018
                                                      • Anti-pollution
                                                        • Figure 33: New shower gel launch with anti-pollution claim, China, 2018
                                                      • Hand sanitizer targeting children
                                                        • Figure 34: New hand sanitizer launches targeting children, China, 2018
                                                      • Noteworthy innovations outside China
                                                        • Bio ingredients
                                                          • Figure 35: New shower products launch with bio ingredients, UK and South Korea, 2017
                                                        • Juice trend
                                                          • Figure 36: New juice smoothie shower products launch, South Korea and US, 2017
                                                        • Concentrated format
                                                          • Figure 37: New concentrated shower products launch, Philippines and Sweden, 2017-18
                                                        • Bringing fun to bath time
                                                          • Figure 38: New bath and shower products launch aiming to bring fun, UK, 2018
                                                        • Convenient products
                                                          • Figure 39: New shower products launch in convenience package, South Korea and US, 2017
                                                      • The Consumer – What you need to know

                                                        • Male shower gel needs more effort to enhance penetration
                                                          • In-store experience worth investment
                                                            • Innovation and online buzz are important
                                                              • Providing an emotional connection should be next priority
                                                                • Fresh scent is more favoured than floral and fruit
                                                                  • RMB50 is the most easily adopted price for a 500ml shower gel
                                                                  • Purchased Products

                                                                    • Shower gel is the leading body wash product rather than soap
                                                                      • Figure 40: Purchased soap, bath and shower products in the last six months, September 2018
                                                                    • But soap has not faded out from affluent households
                                                                      • Figure 41: Purchased soap in the last six months (bought for my shelf), by select demographics, September 2018
                                                                    • Men still use unisex shower gel more than male shower gel
                                                                      • Figure 42: Purchased male shower gel in the last six months, by select demographics, September 2018
                                                                    • Income rather than family structure is more influential to male shower gel
                                                                      • Figure 43: Purchased male shower gel in the last six months (bought for myself), by select demographics, September 2018
                                                                    • Men aged 25-29 are more interested in male shower gel
                                                                      • Figure 44: Purchased male shower gel in the last six months, by select demographics, September 2018
                                                                    • Long-lasting smell is more fitting for male shower gel
                                                                      • Figure 45: CHAID analysis of men who have bought male shower gel for themselves, September 2018
                                                                    • Shower mousse appeals to men while bath infusions appeal to women
                                                                      • Figure 46: Purchased shower mousse/foam and bath infusions in the last six months (bought for myself), by select demographics, September 2018
                                                                    • Men in late 20s are more willing to use bodycare products
                                                                    • Purchase Channels

                                                                      • Offline dominates, where soaps in particular are preferred to be purchased in store
                                                                        • Figure 47: Purchase channels of soap, bath and shower products in the last six months, September 2018
                                                                      • Men prefer physical stores while women tend to buy online
                                                                        • Figure 48: Purchase channels of unisex shower gel in the last six months, September 2018
                                                                      • Male shower gels are bought more from online shopping websites and health and beauty chain retailers
                                                                        • Figure 49: Purchase channels of unisex shower gel and male shower gel in the last six months, September 2018
                                                                      • High earners visit vertical channels more
                                                                      • Purchase Factor

                                                                        • Reasonable consumers
                                                                          • Figure 50: Purchase factors for a soap, bath and shower product, September 2018
                                                                        • Online factors still appeal to younger consumers
                                                                          • Figure 51: Purchase factors for a soap, bath and shower product, by select demographics, September 2018
                                                                        • High earners want to try new products
                                                                          • Figure 52: Purchase factors for a soap, bath and shower product, by select demographics, September 2018
                                                                        • Online buzz also drives high earners to buy
                                                                        • Premium Product Factors

                                                                          • Sleep aid function is appealing…
                                                                            • Figure 53: Functions or claims that would pay more for, September 2018
                                                                            • Figure 54: Examples of bath products with relaxing function
                                                                            • Figure 55: Lux Botanicals Detox & Purifying Perfume Soap, China, 2018
                                                                          • …and can boost 22% of consumers’ interest
                                                                            • Figure 56: TURF analysis of premium product factors, September 2018
                                                                          • Women look for hydration while men look for tailored products
                                                                            • Figure 57: Functions or claims that would pay more for, by select demographics, September 2018
                                                                            • Figure 58: Proactiv Deep Cleansing Wash
                                                                          • 20s worry about acne while 30s and 40s seek protection from pollution
                                                                            • Figure 59: Functions or claims that would pay more for, by select demographics, September 2018
                                                                          • Containing biology ingredient attracts affluent consumers
                                                                            • Figure 60: Functions or claims that would pay more for, by select demographics, September 2018
                                                                        • Preferred Product Features

                                                                          • Fresh scents are most wanted but have not been fully invested
                                                                            • Figure 61: Preferred product features for shower gel – fragrance, September 2018
                                                                            • Figure 62: New shower products launch, by fragrance (top 10), China, January 2017-October 2018
                                                                          • Men aged 30-49 prefer fresh and herbal fragrance, while more women aged 20-29 prefer niche scents
                                                                            • Figure 63: Preferred product features for shower gel – fragrance, by select demographics, September 2018
                                                                            • Figure 64: Example of shower gel with niche fragrance, China, 2018
                                                                          • Women want smooth while men want clean
                                                                            • Figure 65: Preferred product features for shower gel – perception, by select demographics, September 2018
                                                                            • Figure 66: Example of shower gel empathising on premium cleaning function, China, 2018
                                                                          • Men want to see larger size than women’s preference
                                                                            • Figure 67: Preferred product features for shower gel – pack size, by select demographics, September 2018
                                                                          • Cream is popular among older consumers, while foam is welcomed by younger consumers
                                                                            • Figure 68: Preferred product features for shower gel – texture, by select demographics, September 2018
                                                                          • But gel dominates new launch
                                                                            • Figure 69: New shower products launch, by format (top five), January 2017-October 2018
                                                                        • Price Sensitivity

                                                                          • Methodology
                                                                            • Optimal price at RMB50
                                                                              • Figure 70: Price sensitivity – optimal price of a 500ml shower gel, September 2018
                                                                              • Figure 71: Price sensitivity – threshold prices of a 500ml shower gel, September 2018
                                                                            • Who are more willing to pay for premium price?
                                                                              • Figure 72: Price range of ‘expensive but still consider’, by select demographics, September 2018
                                                                          • Meet the Mintropolitans

                                                                            • Bath infusions have opportunity among Mintropolitans
                                                                              • Figure 73: Purchased soap, bath and shower products (bought for myself) in the last six months, by select demographics, September 2018
                                                                            • Prudent Mintropolitans
                                                                              • Figure 74: Purchase factors for a soap, bath and shower product, by select demographics, September 2018
                                                                            • Mintropolitans look for more functions
                                                                              • Figure 75: Functions or claims that would pay more for, by select demographics, September 2018
                                                                          • Appendix – Market Size and Forecast

                                                                              • Figure 76: Total value sales of soap, bath and shower products, China 2013-23
                                                                          • Appendix – Market Segmentation

                                                                              • Figure 77: Total value sales of shower products market, China 2013-23
                                                                              • Figure 78: Total value sales of bar soap market, China 2013-23
                                                                              • Figure 79: Total value sales of liquid soap/hand liquid market, China 2013-23
                                                                              • Figure 80: Total value sales of bath products market, China 2013-23
                                                                          • Appendix – Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Fan chart forecast
                                                                                • Abbreviations

                                                                                About the report

                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                • The Consumer

                                                                                  What They Want. Why They Want It.

                                                                                • The Competitors

                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                • The Market

                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                • The Innovations

                                                                                  New Ideas. New Products. New Potential.

                                                                                • The Opportunities

                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                • The Trends

                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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