Executive Summary

Jun 2019
PROSPECTS
Bath and shower continues to experience slow yet steady growth

The steady growth of the bath and shower category is mainly being driven by liquid soap and body gels, which are compensating for the ongoing struggles of bar soap. The premiumisation trend, combined with the inclusion of beauty and therapeutic benefits, has also fuelled the sales boom in liquid soap products.

Natural and organic bath and shower products confined to health-conscious consumers

China is witnessing steady growth in interest in bath and shower products containing botanically-derived ingredients. Nowadays, Chinese consumers are seeking a more holistic, healthier lifestyle, and feeling increasingly concerned about the safety of formulations and ingredients.

Product innovation focuses on new ingredients and fragrance

In addition to using natural ingredients, some players are starting to add probiotic or fermented ingredients in their bath and shower products. Competition and new product innovation is now mainly focused on fragrance and value-added functions, such as sensory experience.

COMPETITIVE LANDSCAPE
Multinational players hold major share in a competitive market

China’s bath and shower category is highly competitive, although multinational players with a strong heritage continue to account for a large share of sales. Procter & Gamble (Guangzhou) Ltd remains the leader with its strong brand, Safeguard.

Increasing fragmentation

The bath and shower category is becoming increasingly fragmented. The combined share of players that individually account for less than 0.

Niche brands increase their presence through online channels

Niche brands are investing heavily in building a presence in online channels, opening flagship stores on Tmall and JD.com and offering promotions to consumers.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Bath and Shower in China

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bath and Shower in China?
  • What are the major brands in China?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Bath and Shower in China - Category analysis

HEADLINES

PROSPECTS

Bath and shower continues to experience slow yet steady growth
Natural and organic bath and shower products confined to health-conscious consumers
Product innovation focuses on new ingredients and fragrance

COMPETITIVE LANDSCAPE

Multinational players hold major share in a competitive market
Increasing fragmentation
Niche brands increase their presence through online channels

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 7 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in China - Industry Overview

EXECUTIVE SUMMARY

Positive performance supported by a range of factors
New hi-tech retailing enhances emphasis on experience
Competition intensifying in beauty and personal care
Technology breakthroughs contribute to improved efficacy of upgraded products
Significant growth is anticipated over the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Related Reports