Retail e-commerce saw significant development in bath and shower in recent years, due to the pandemic and ensuing lockdowns, but is set to return to more stable, normal rates of growth in the future, along with the lifting of lockdowns. Hyperlocal delivery has played a crucial role in the steady growth of e-commerce, by providing swift and convenient delivery options to consumers.
With the lifting of lockdowns in late 2022, bath and shower is expected to experience rebounds in retail volume and current value sales in 2023 and beyond. Recovery will primarily be due to the upsurge in consumer confidence, enhanced offline foot traffic, and seamless logistics.
As consumers become more conscious of the ingredients in skin care products, the trend towards analysing ingredients before purchasing is expected to continue in bath and shower. One example of this trend is the Mei Li Xiu Xing app, which allows users to search for ingredients and learn about their benefits and potential harm to the skin.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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