After a strong year in 2020, bath and shower posted a flat current value performance in 2021, primarily due to the double-digit decline of liquid soap. However, this is expected to be short-term only, resulting from a combination of factors.
Scent has increasingly been an attractive claim to win over Chinese consumers, especially the sophisticated younger cohort, who are not satisfied with traditional types of scents. With sales of fragrances also soaring in China in 2021, delicacy of scent is observed as a major direction for new product development and a strong value proposition for brands to differentiate and premiumise, especially in body wash/shower gel, which is a direct manifestation of the overarching self-pampering trend.
Procter & Gamble and Unilever continued to hold the two leading positions respectively in bath and shower in China in 2021, and also managed to improve their value shares. With portfolios of well-known brand names, including Safeguard, Lux, Olay and Dove, growth was driven by new product developments that kept up with current consumer trends, consumer-centric data insights generated to empower e-commerce tactics, and agile marketing efforts.
Over the forecast period, bath and shower is expected to see a low single-digit current value CAGR, with percentage and absolute growth primarily driven by liquid soap and body wash/shower gel. Whilst new COVID-19 cases remained relatively low on a national level in 2021, the new variant of the virus emerging in early 2022 is likely to drive growth, along with the already established habit of frequent hand-washing, which is expected to stay in the longer term, due to the rooted fear of spreading diseases.
Although body wash/shower gel has already seen wide adoption in China, opportunities still exist in terms of providing value-added features, which will drive premiumisation in the longer term, with skinification and experiential bathing being two major themes. Chinese consumers have become increasingly knowledgeable about functional ingredients thanks to manufacturer education on skin care ingredients, e.
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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.
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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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