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Description

Description

“Showers and baths play an increasingly important role in modern consumers’ daily routines. The purpose of taking a shower or bath is moving beyond just cleaning, and is becoming part of their skincare regimen with inclusion of skincare benefits in shower/bath products, and as a means of relaxation and total well-being, riding with the aromatherapy trend.”

- Alice Li, Senior Research Analyst

This report will look at the following areas:

  • Can bar soap regain its competitive edge?
  • What’s the next step for fragranced shower products?
  • How will the popularity of auto foaming hand washer impact the liquid soap category?

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Best- and worst-case forecast of market value of soap, bath and shower products, China, 2014-2024
          • Companies and brands
            • Figure 2: Leading manufacturers’ share in soap, bath and shower products, China, 2017-18
          • The consumer
            • Shower gel is a hygiene staple but soap maintains high penetration level
              • Figure 3: Soap, bath and shower products used in the last six months, September 2019
            • Mainstream adopted price of shower gel is RMB31-50
              • Figure 4: Spending on soap, bath and shower products, September 2019
            • Benefits play the most important role in this category
              • Figure 5: Purchase factors of soap, bath and shower products, September 2019
            • Consumers buy in to ingredients but further cultivation is needed
              • Figure 6: Attitudes towards ingredients of bath/shower products, September 2019
            • Consumers are open to added benefits with cleaning and moisturising being must-haves
              • Figure 7: Benefits of soap, bath and shower products used in the last six months, September 2019
            • Floral fragrance still has the most appeal
              • Figure 8: Preferred fragrance for soap, bath and shower products, September 2019
            • What we think
            • Issues and Insights

              • Can bar soap regain its competitive edge?
                • The facts
                  • The implications
                    • Figure 9: New bar soap launches with anti-mite benefits, China, 2019
                    • Figure 10: Example of Safeguard Natural Detox Soap, China, 2019
                    • Figure 11: Lush Whoosh Shower Jelly, China, 2019
                  • What’s the next step for fragranced shower products?
                    • The facts
                      • The implications
                        • Figure 12: Example of xy shower gel, China, 2019
                      • How will the popularity of auto foaming hand washer impact the liquid soap category?
                        • The facts
                          • The implications
                            • Figure 13: Example of Lifebuoy auto foaming hand washer, China, 2019
                            • Figure 14: Xiaomi Mijia x Dove Men auto foaming facial cleanser, China, 2019
                        • The Market – What You Need to Know

                          • Slow and steady growth maintained
                            • Opportunity exists in lower tier cities and premiumisation
                            • Market Size and Forecast

                              • Slow, yet steady growth is expected to continue
                                • Figure 15: Market value of soap, bath and shower products, China, 2015-19 (est)
                                • Figure 16: Best- and worst-case forecast of market value of soap, bath and shower products, China, 2014-2024
                            • Market Drivers

                              • Lower tier cities will contribute to growth in the next few years
                                • Increasingly health-conscious consumers seek natural products
                                  • Skincare benefits will elevate this category
                                  • Market Segmentation

                                    • Growth is mainly driven by shower gel and liquid soap…
                                      • Figure 17: Market value of soap, bath and shower products, by segment, China, 2017-19 (est)
                                      • Figure 18: Best- and worst-case forecast of market value of shower gel, China, 2014-24
                                      • Figure 19: Best- and worst-case forecast of market value of liquid soap/hand liquid, China, 2014-24
                                      • Figure 20: Best- and worst-case forecast of market value of bath products, China, 2014-24
                                    • …which compensates the continued struggles of bar soap
                                      • Figure 21: Best- and worst-case forecast of market value of bar soap, China, 2014-24
                                  • Key Players – What You Need to Know

                                    • Small brands are eating into P&G and Unilever’s market share
                                      • Fragrance is a focus of NPD; foam-type products are trending
                                      • Market Share

                                        • P&G remains the leader, especially for soap products
                                          • Figure 22: Leading manufacturers’ share in soap, bath and shower products, China, 2017-18
                                          • Figure 23: New launches of Olay B3+ shower gel, China, 2019
                                        • Unilever catches up with Lux’s strong performance in shower segment
                                          • Figure 24: Example of Love Beauty and Planet shower gel, China, 2019
                                        • Most major brands managed to maintain share
                                          • Figure 25: Example of Liu Shen’s moisturising shower gel, China, 2018
                                          • Figure 26: Example of NIVEA x Zhu Yilong shower mousse gift set, China, 2018
                                          • Figure 27: Example of Dettol x Paw Patrol foam hand wash, China, 2019
                                        • Small brands are gaining share through online channels
                                          • Figure 28: Examples of soap, bath and shower products from emerging brands, China, 2018-19
                                      • Competitive Strategies

                                        • The shower segment revolves around fragrance
                                          • Figure 29: Example of Lux Botanicals soap and shower gel, China, 2018
                                        • Leading brands continue to invest on male-specific products
                                          • Figure 30: Example of Clear Men shower gel, China, 2019
                                          • Figure 31: Example of George Caroll’s male shampoo, shower gel and laundry detergent set, China, 2019
                                        • Innovative crossover products gain traction
                                          • Figure 32: Example of Lux and Little Touch crossover products, China, 2019
                                        • Online brands stay innovative to create visually-appealing products
                                          • Figure 33: Example of ttouchme shower gel, China, 2019
                                          • Figure 34: Example of Triptych of Lune shower gel, China, 2019
                                        • Adding a splash of fun to bathing
                                          • Figure 35: Example of Rever Day Dream bath bomb and consumer posts on RED, China, 2019
                                      • Who’s Innovating?

                                        • Shower gel experiences more active new product development
                                          • Figure 36: New product development in soap, bath and shower category, by sub-category, China, 2016-19
                                        • Overall true innovation settles at a low level in recent two years
                                          • Figure 37: New product development in soap, bath and shower category, by launch type, China, 2016-19
                                        • Foam-type products are trending
                                          • Figure 38: New product development in soap, bath and shower category, by format and texture, China, 2016-19
                                          • Figure 39: New shower mousse launches, China, 2018 and 2019
                                        • A broad variety of skincare claims see growth
                                          • Figure 40: Top claims in soap, bath and shower category, China, 2016-19
                                        • Innovation highlights
                                          • Sleep-aiding and other well-being benefits
                                            • Figure 41: Examples of bath and shower products with sleep-aiding benefits, UK, 2019
                                            • Figure 42: Oilogic Essential Oil Care Stuffy Nose & Cough Vapor Bath, US, 2018
                                            • Figure 43: 2 Note Vinegar Tonic Soak, US, 2018
                                          • Trending skincare ingredients
                                            • Figure 44: Examples of shower products with skincare ingredients, South Korea and US, 2018 and 2019
                                          • Touch-activated fragrance encapsulation technology
                                            • Figure 45: Example of Fiama Scents body wash, India, 2019
                                            • Figure 46: Example of Liby Sylvia laundry detergent, China, 2019
                                          • Specially-designed for tween/teen boys
                                            • Figure 47: Example of Prep U products, US, 2019
                                        • The Consumer – What You Need to Know

                                          • Shower gel as the first option
                                            • Most consumers spend RMB31-50 on a shower gel
                                              • Benefits is the primary purchase factor in this category
                                                • Almost nine in ten consumers are willing to pay more for ingredients
                                                  • Moisturising is nearly as important as cleaning
                                                    • Floral fragrance is by far the most popular
                                                    • Product Usage

                                                      • Usage of shower gel is mainstream, but the penetration of soap is also high
                                                        • Figure 48: Soap, bath and shower products used in the last six months, September 2019
                                                      • Soap users are more likely to use liquid hand wash
                                                        • Figure 49: Soap, bath and shower products used in the last six months, by usage of soap, September 2019
                                                      • Men are heavier users of soap, both young and older men
                                                        • Figure 50: Soap, bath and shower products used in the last six months, by gender, September 2019
                                                        • Figure 51: Usage of soap in the last six months, by gender and age, September 2019
                                                      • Women favour shower mousse, especially young women
                                                        • Figure 52: Usage of shower mousse in the last six months, by gender and age, September 2019
                                                      • Liquid hand wash is widely used regardless of income level; but shower mousse is still a premium option
                                                        • Figure 53: Soap, bath and shower products used in the last six months, by monthly personal income, September 2019
                                                      • Lower tier cities lag behind in liquid soap and bath segments
                                                        • Figure 54: Soap, bath and shower products used in the last six months, by city tier, September 2019
                                                    • Price Range

                                                      • Mainstream price of shower/bath products at RMB 31-50
                                                        • Figure 55: Spending on soap, bath and shower products, September 2019
                                                    • Purchase Factors

                                                      • Everything is second to benefits
                                                        • Figure 56: Purchase factors of soap, bath and shower products, September 2019
                                                      • 30-39 year olds value ingredients over brand; fragrance is a priority for younger consumers
                                                        • Figure 57: Purchase factors of soap, bath and shower products, by age, September 2019
                                                      • Brand and price are more important to men
                                                        • Figure 58: Purchase factors of soap, bath and shower products, by gender, September 2019
                                                    • Importance of Ingredients

                                                      • Most consumers care about ingredients, but are also critical
                                                        • Figure 59: Attitudes towards ingredients of bath/shower products, September 2019
                                                      • Consumers in their 30s are core audience of ingredient story
                                                        • Figure 60: Attitudes towards ingredients of bath/shower products – agree, by age, September 2019
                                                      • Income level impacts attitudes towards ingredients
                                                        • Figure 61: Attitudes towards ingredients of bath/shower products – agree, by monthly personal income, September 2019
                                                    • Product Benefits

                                                      • Cleaning is essential, but consumers are seeking added benefits as well
                                                        • Figure 62: Benefits of soap, bath and shower products used in the last six months, September 2019
                                                        • Figure 63: Examples of anti-acne shower gel from Little Touch and Safeguard, China, 2019
                                                        • Figure 64: Benefits of soap, bath and shower products used in the last six months – TURF analysis, September 2019
                                                      • Women are interested in skincare benefits
                                                        • Figure 65: Benefits of soap, bath and shower products used in the last six months, by gender, September 2019
                                                      • Priorities shift with age
                                                        • Figure 66: Benefits of soap, bath and shower products used in the last six months, by generation, September 2019
                                                    • Fragrance Preference

                                                      • Consumers seek classic fragrances…
                                                        • Figure 67: Preferred fragrance for soap, bath and shower products, September 2019
                                                        • Figure 68: Preferred fragrance for soap, bath and shower products - TURF Analysis – September 2019
                                                      • …but a gap with product offerings exist
                                                        • Figure 69: Top fragrances of new launches in soap, bath and shower category, China, 2018-19
                                                        • Figure 70: New soap, bath and shower product launches with green fragrance, China, 2019
                                                      • Citrus fragrance is popular among young consumers, both men and women
                                                        • Figure 71: Preferred fragrance for soap, bath and shower products, by generation, September 2019
                                                        • Figure 72: Preferred fragrance for soap, bath and shower products – citrus, by age and gender, September 2019
                                                    • Meet the Mintropolitans

                                                      • Half of Mintropolitans have tried shower mousse
                                                        • Figure 73: Soap, bath and shower products used in the last six months, by consumer classification, September 2019
                                                      • Mintropolitans pay more attention to benefits and ingredients
                                                        • Figure 74: Purchase factors of soap, bath and shower products, by consumer classification, September 2019
                                                      • Mintropolitans are willing to try a variety of added benefits
                                                        • Figure 75: Benefits of soap, bath and shower products used in the last six months, by consumer classification, September 2019
                                                    • Appendix – Market Size and Forecast

                                                        • Figure 76: Market value of soap, bath and shower products, China, 2014-24 (fore)
                                                    • Appendix – Market Segmentation

                                                        • Figure 77: Market value of shower gel, China, 2014-24 (fore)
                                                        • Figure 78: Market value of bar soap, China, 2014-24 (fore)
                                                        • Figure 79: Market value of liquid soap/hand liquid, China, 2014-24 (fore)
                                                        • Figure 80: Market value of bath products, China, 2014-24 (fore)
                                                    • Appendix – Methodology and Abbreviations

                                                      • Methodology
                                                        • Fan Chart Forecast
                                                          • Further Analysis – TURF
                                                            • Abbreviations

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