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.
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.
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.
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.
The bath and shower category is becoming increasingly fragmented. The combined share of players that individually account for less than 0.
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.
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This industry report originates from Passport, our Beauty and Personal Care market research database.