China’s soap, bath and shower (SBS) product market
grew at a compound annual growth rate (CAGR) of 11.6% from 2007-12. The market
growth is driven by the shower and liquid/gel soap categories as consumers
increasingly shift from the basic soap bar to the more convenient format of
liquid soap/shower gel. The growing sophistication in consumer usage regimes
including applying products that complement each other and using products with
different fragrances for different times of the day opens new opportunities for
brands to meet the demand of increasingly sophisticated users.
To
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TABLE OF CONTENT
Introduction
Definition
Abbreviations
Report structure
Consumer research
Executive Summary
The market
Figure 1: Soap, bath and shower
sales, by value, 2007-12
Figure 2: The market for cosmetics
and toiletries in China, by value growth and share, 2007-12
The forecast
Figure 3: China soap, bath and
shower sales, by value, 2007-17
Companies
Figure 4: Company market share of
soap, bath and shower products, by value, 2009-12
Market segmentation
Figure 5: Value sales of soap, bath
and shower, by category, 2007-12
Issues
Different usages and preferences
offer growth potential
Figure 6: Properties looked for when
buying shower/bath products and liquid/bar soap and hand gel products, April
2013
Consumer engagement helps drive
sales
Figure 7: Opinion on soap, bath and
shower products, by gender, April 2013
Sales channel increasingly shifting
online
Figure 8: Channel of purchase of
soap, bath and shower products in the last 12 months, April 2013
Growing segmentation of market by
age and gender
Figure 9: Agreement with the opinion
“I buy different soap, bath and shower products for different family members
according to their needs (eg kids, female and male)”, by gender and age, April
2013
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