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.

1. Soap, Bath and Shower Products - China - June 2013
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.
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
Soap, Bath and Shower Products - China - June 2013

2. Age, April 2013
what We Think
different Usages And Preferences Offer Growth Potential
key Points
consumer Data Reveal Distinct Usage Patterns
figure 10: Frequency Of Using Soap, Bath And Shower Products In The Past Six Months, April 2013
shower Strengthening Grip Over Sbs Market
figure 11: Value Sales Of Soap, Bath And Shower, By Category, 2007-12
figure 12: New Soap, Bath And Shower Products Launched In China, By Subcategory, 2009-12
consumers Demand Products With Functional And Safety Properties
figure 13: Properties Looked For When Buying Shower/bath Products And Liquid/bar Soap And Hand Gel
Products, April 2013
moisturising/hydrating Rising In Importance
figure 14: New Product Launches In The Soap, Bath And Shower Market In China, By Top Ten Claims,
2010-12
figure 15: Proportion Looking For Moisturising Properties When Buying Shower/bath Products And
Liquid/bar Soap And Hand Gel Products, By Gender, Age And Income, April 2013
whitening Appeals More To Younger Women
figure 16: Proportion Looking For Skin-whitening Properties When Buying Shower/bath Products And
Liquid/bar Soap And Hand Gel Products, By Gender, Age And Income, April 2013
figure 17: New Product Launches In The Shower Gel And Bath Additives Subcategory In China With
Whitening Claims, By Top Ten Claims, 2010-12
sophisticated Usage Regime Offers Opportunities For Growth
figure 18: Opinions On Soap, Bath And Shower Products, By Income, Gender And Age, April 2013
what It Means
consumer Engagement Helps Drive Category
key Points
functionality, Reputable Brand Key Factors Considered When Buying
figure 19: Important Factors Considered When Buying Soap, Bath And Shower Products, April 2013
figure 20: Well-known Brand As An Important Factor Considered When Buying Soap, Bath And Shower
Products, By Gender, Age And Income, April 2013
demand For Reputable Brands Contributes To Sector Consolidation
figure 21: Company Market Share Of Soap, Bath And Shower Products, By Value, 2009-12
figure 22: International Brand As An Important Factor Considered When Buying Soap, Bath And Shower
Products, By Monthly Personal Income, April 2013
potential For Sampling To Connect With Potential Customers
figure 23: Agreement With The Statement “i Like To Try Samples Of Soap, Bath And Shower
Products Before I Make The Purchase Decision”, By Gender And Age, April 2013
figure 24: Dove Brand Of Soap, Bath And Shower Products Used In The Past 6 Months, By Gender, Age
Soap, Bath and Shower Products - China - June 2013

3. And Income, April 2013
opportunities To Use Product Review To Improve Purchase Intent
figure 25: Agreement With The Statement “i Tend To Read Soap, Bath And Shower Product Reviews
Before Buying”, By Gender, Age And Income, April 2013
figure 26: Internet Usage, By Type Of Activity, December 2011 And December 2012
mobile Apps Can Serve As Marketing Tool To Target Internet-savvy Users
figure 27: Internet Penetration And Number Of Internet And Mobile Internet Users In China, 2008-12
figure 28: Agreement With The Statement “i Like To Use Smartphone Apps To Access The Latest
Information On Soap, Bath And Shower Products”, By Gender, Age And Income, April 2013
figure 29: Top Three Important Factors Considered When Buying Soap, Bath And Shower Products, April
2013
what It Means
sales Channel Increasingly Shifting Online
key Points
supermarkets And Hypermarkets Dominate Sbs Sales
figure 30: Supermarket And Hypermarket Channels Of Purchase Of Soap, Bath And Shower Products In The
Last 12 Months, By Gender, April 2013
figure 31: Supermarket And Hypermarket Channels Of Purchase Of Soap, Bath And Shower Products In The
Last 12 Months, By Age And Income, April 2013
figure 32: Products Bought At Grocery Shopping In The Past 6 Months, April 2012
shoppers Employ A Repertoire Of Channels For Sbs Purchase
figure 33: Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months, By Repertoire
Of Channel Of Purchase, April 2013
growing Importance Of Online Sales
figure 34: Online Population, Online Penetration And Online Shopping Population, 2006-12
figure 35: Top Three Channels Of Purchase Of Soap, Bath And Shower Products, June 2012 And April 2013
women, Mid- To High-income Demographics Key To E-commerce Growth
figure 36: Online Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months, By
Gender, Age And Income, April 2013
perceived Value Of Online Shopping Driving E-commerce Shift
figure 37: Top Three Consumer Online Shopping Habits, February 2013
figure 38: Agreement With The Statement “i Stock Up On My Favourite Brands When They Are On
Offer”, By Gender And Income, April 2013
figure 39: Store Check On Online/offline Prices Of Six Soap, Bath And Shower Products*, May 2013
preference For Variety Opens Opportunities For Niche Brands Online
figure 40: Agreement With The Statement “i Prefer To Shop Online Since There Is More Variety Of
Products Available”, By Gender, Income And Tier City, April 2013
fake Products Remain Stumbling Block
figure 41: Most Important Factors Considered When Selecting A Beauty Retailer, December 2012
what It Means
Soap, Bath and Shower Products - China - June 2013

4. growing Segmentation Of Market By Age And Gender
key Points
purchases Are Increasingly Gender- And Age-specific
figure 42: 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
one-child Policy Spurs Growth Of Baby- And Children-specific Products
figure 43: Proportion Of New Soap, Bath And Shower Launches, By Age Claim, 2009-12
figure 44: Prince Frog International Holdings Revenue And Breakdown, By Category, 2010-12
figure 45: New Babies, Toddlers And Children’s Soap, Bath And Shower Products, By Top Ten
Claims, 2009-12
demographic Shift Increases The Importance Of The 40-49 Age Group
figure 46: Population Of China, Breakdown By Age, 2000 And 2010
figure 47: Important Factors Considered When Buying Soap, Bath And Shower Products, By Age, April 2013
figure 48: Properties Looked For When Buying Soap, Bath And Shower Products, By Age, April 2013
figure 49: Brands Of Soap, Bath And Shower Products Used Most Often In The Past 6 Months, By Age,
April 2013
share Of Men’s Toiletries In Sbs Category Low But Room For Growth
figure 50: Share Of Men’s Toiletries In The Overall Toiletries Market, By Top Five Segments,
2007-12
figure 51: Proportion Of New Facial Skincare, Haircare And Soap, Bath And Shower Launches, With Male
Gender Claim, 2009-12
lynx Promoting Male-specific Products With Sex Appeal Twist
men’s Toiletries Appeal More To 30-39-year-old Male Consumers
figure 52: Popular Attitudes Towards Men’s Toiletries (any Agree), By Age, July 2012
figure 53: Age/gender Structure Of Chinese Population, 2011
what It Means
the Future Of The Market
the Forecast
figure 54: China Soap, Bath And Shower Sales, By Value, 2007-17
figure 55: China Soap, Bath And Shower Sales, By Value, 2007-17
methodology
appendix – Market Size, Segmentation And Share
figure 56: China Soap, Bath And Shower Sales, By Value, 2007-17
figure 57: China Sales Of Soap, Bath And Shower, By Value, Best Case/worst Case, 2007-17
figure 58: The Market For Cosmetics And Toiletries In China, By Value Growth And Share, 2007-12
figure 59: Value Sales Of Soap, Bath And Shower, By Category, 2007-12
figure 60: Company Market Share Of Soap, Bath And Shower Products, By Value, 2009-12
Soap, Bath and Shower Products - China - June 2013

5. appendix – Frequency Of Using Soap, Bath And Shower Products
figure 61: Frequency Of Using Soap, Bath And Shower Products, April 2013
figure 62: Frequency Of Using Soap, Bath And Shower Products, April 2013
figure 63: Frequency Of Using Liquid Hand Soap, By Demographics, April 2013
figure 64: Frequency Of Using Liquid Hand Soap, By Demographics, April 2013 (continued)
figure 65: Frequency Of Using Bar Soap, By Demographics, April 2013
figure 66: Frequency Of Using Bar Soap, By Demographics, April 2013 (continued)
figure 67: Frequency Of Using Shower Gel, By Demographics, April 2013
figure 68: Frequency Of Using Shower Gel, By Demographics, April 2013 (continued)
figure 69: Frequency Of Using Bath Foam, By Demographics, April 2013
figure 70: Frequency Of Using Bath Foam, By Demographics, April 2013 (continued)
figure 71: Frequency Of Using Bath Oil, By Demographics, April 2013
figure 72: Frequency Of Using Bath Oil, By Demographics, April 2013 (continued)
figure 73: Frequency Of Using Bath Salt, By Demographics, April 2013
figure 74: Frequency Of Using Bath Salt, By Demographics, April 2013 (continued)
figure 75: Frequency Of Using Combined Hair And Body Wash Products, By Demographics, April 2013
figure 76: Frequency Of Using Combined Hair And Body Wash Products, By Demographics, April 2013
(continued)
figure 77: Frequency Of Using Hand Gel, By Demographics, April 2013
figure 78: Frequency Of Using Hand Gel, By Demographics, April 2013 (continued)
appendix – Brands Of Soap, Bath And Shower Products Used In The Past Six Months
figure 79: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, April 2013
figure 80: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Demographics, April
2013
figure 81: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Demographics, April
2013 (continued)
figure 82: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Liquid Hand Soap, April 2013
figure 83: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Liquid Hand Soap, April 2013 (continued)
figure 84: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Bar Soap, April 2013
figure 85: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Bar Soap, April 2013 (continued)
figure 86: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Shower Gel, April 2013
figure 87: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Shower Gel, April 2013 (continued)
figure 88: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Bath Foam, April 2013
figure 89: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Soap, Bath and Shower Products - China - June 2013

6. Frequency Of Using Bath Foam, April 2013 (continued)
figure 90: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Bath Oil, April 2013
figure 91: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Bath Oil, April 2013 (continued)
figure 92: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Bath Salt, April 2013
figure 93: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Bath Salt, April 2013 (continued)
figure 94: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Combined Hair And Body Wash Products, April 2013
figure 95: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Combined Hair And Body Wash Products, April 2013 (continued)
figure 96: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Hand Gel, April 2013
figure 97: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Most Popular
Frequency Of Using Hand Gel, April 2013 (continued)
appendix – Repertoire Analysis
figure 98: Repertoire Of Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, April 2013
figure 99: Repertoire Of Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By
Demographics, April 2013
figure 100: Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, By Repertoire Of
Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, April 2013
appendix – Brands Of Soap, Bath And Shower Products Used Most Often In The Past Six Months
figure 101: Brands Of Soap, Bath And Shower Products Used Most Often In The Past 6 Months, April 2013
figure 102: Brands Of Soap, Bath And Shower Products Used Most Often In The Past 6 Months, By
Demographics, April 2013
figure 103: Brands Of Soap, Bath And Shower Products Used Most Often In The Past 6 Months, By
Demographics, April 2013 (continued)
appendix – Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months
figure 104: Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months, April 2013
figure 105: Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months, By
Demographics, April 2013
figure 106: Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months, By
Demographics, April 2013 (continued)
figure 107: Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months, By Most
Popular Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, April 2013
Soap, Bath and Shower Products - China - June 2013

7. figure 108: Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months, By Most
Popular Brands Of Soap, Bath And Shower Products Used In The Past 6 Months, April 2013 (continued)
appendix – Repertoire Analysis
figure 109: Repertoire Of Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months,
April 2013
figure 110: Repertoire Of Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months,
By Demographics, April 2013
figure 111: Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months, By Repertoire
Of Channel Of Purchase Of Soap, Bath And Shower Products In The Last 12 Months, April 2013
appendix – Important Factors Considered When Buying Soap, Bath And Shower Products
figure 112: Important Factors Considered When Buying Soap, Bath And Shower Products, April 2013
figure 113: Top Ranked Important Factors Considered When Buying Soap, Bath And Shower Products, By
Demographics, April 2013
figure 114: Second Ranked Important Factors Considered When Buying Soap, Bath And Shower Products,
By Demographics, April 2013
figure 115: Second Ranked Important Factors Considered When Buying Soap, Bath And Shower Products,
By Demographics, April 2013 (continued)
figure 116: Third Ranked Important Factors Considered When Buying Soap, Bath And Shower Products, By
Demographics, April 2013
figure 117: Third Ranked Important Factors Considered When Buying Soap, Bath And Shower Products, By
Demographics, April 2013 (continued)
appendix – Properties Looked For When Buying Shower/bath Products
figure 118: Properties Looked For When Buying Shower/bath Products, April 2013
figure 119: Properties Looked For When Buying Shower/bath Products, By Demographics, April 2013
(continued)
figure 120: Next Most Popular Properties Looked For When Buying Shower/bath Products, By
Demographics, April 2013
appendix – Properties Looked For When Buying Liquid/bar Soap And Hand Sanitiser Products
figure 121: Properties Looked For When Buying Liquid/bar Soap And Hand Sanitiser Products, April 2013
figure 122: Most Popular Properties Looked For When Buying Liquid/bar Soap And Hand Sanitiser Products,
By Demographics, April 2013
figure 123: Popular Properties Looked For When Buying Liquid/bar Soap And Hand Sanitiser Products, By
Demographics, April 2013 (continued)
Soap, Bath and Shower Products - China - June 2013

8. appendix – Opinions On Soap, Bath And Shower Products
figure 124: Opinions On Soap, Bath And Shower Products, April 2013
figure 125: Opinions On Soap, Bath And Shower Products, By Demographics, April 2013
figure 126: Popular Opinions On Soap, Bath And Shower Products, By Demographics, April 2013
(continued)
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Soap, Bath and Shower Products - China - June 2013