Bodycare - China - June 2017

Bodycare - China - June 2017

Jun 2017 Mintel CosmeticN/A Price :
$ 3990

Bodycare in China has long been all about moisturising and lack of innovation. But consumers are asking for more than pure moisturising, as they demonstrate various demands for body skin improvements and particularly high earners have opted for advanced products like body treatment oil rather than basic body moisturisers. Given the unfamiliarity with the specialised products, brands need to prove the benefits and educate consumers to add more types of products into their body skincare routine.

Table of Content

OVERVIEW
What you need to know
Covered in this Report
Sub-group definitions
Household income

EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of total value sales of bodycare market, China, 2012-22
Figure 2: Value and share of bodycare market, by segment, China, 2016 and 2017 (est)
Companies and brands
Figure 3: Market share of leading companies in bodycare market, China, 2015 and 2016
The consumer
Bodycare as a relatively high prioritised category to invest in
Figure 4: Changes in spending over the last six months, by category, January 2017
Consumers want fewer wrinkles and fine lines this year
Figure 5: Ideal skin conditions, 2017 vs 2015
Various measurements to manage body skin
Figure 6: Methods of skin management in the last six months, January 2017
Moisturiser-based usage
Figure 7: Bodycare products used in the last six months, January 2017
Natural is an ingredient story
Figure 8: Features of a natural bodycare product, January 2017
Lotions and with pumps seen as most appealing product features
Figure 9: Appealing product features, January 2017
What we think

ISSUES AND INSIGHTS
Explore other benefits besides moisturising
The facts
The implications
Figure 10: Jergens Wet Skin Moisturiser, US, 2015
Figure 11: Examples of moisturisers with anti-aging/anti-wrinkles claims, India and South Africa, 2017
Figure 12: Ahava Firming Body Cream, France, 2016
Leverage ingredients to express natural theme
The facts
The implications
Figure 13: Ingredient information from L’Occitane, China, 2017
Figure 14: Yes To product collections, US, 2017
Figure 15: Examples of products using biodegradable cellulose, US, 2016
Expand seasonal offerings
The facts
The implications
Figure 16: Examples of seasonal bodycare products, China and Japan, 2016
Figure 17: Example of bodycare product with summer scent, UK, 2016

THE MARKET – WHAT YOU NEED TO KNOW
Slowing but sustained growth
Bodycare and handcare lead the growth
Premiumisation driving the growth but challenges ahead

MARKET SIZE AND FORECAST
Growth is slowing down…
Figure 18: Market value of bodycare, China, 2013-17 (est)
…and the trend continues in the next five years
Figure 19: Best- and worst-case forecast of total value sales of bodycare market, China, 2012-22

MARKET FACTORS
More evident premiumisation trend
Figure 20: New bodycare product launches, by price positioning, China, 2015-May 2017
Lack innovation and investment in niche sub-categories
Cross-category competition from shower products

MARKET SEGMENTATION
Figure 21: Value and share of bodycare market, by segment, China, 2016 and 2017 (est)
General bodycare reigns
Hand and nail care leading the growth
Footcare still lacks attention

KEY PLAYERS – WHAT YOU NEED TO KNOW
Domestic players perform stronger
Different ways to justify premiumisation
Botanical/herbal ingredients expanding their presence in bodycare

MARKET SHARE
Domestic players are catching up
Figure 22: Market share of leading companies in bodycare market, China, 2015 and 2016
Specialised bodycare brands have potential

COMPETITIVE STRATEGIES
Enrich product range by offering premium variants
Figure 23: Examples of Maxam hand cream, China, 2015-16
Figure 24: Examples of Pechoin hand cream, China, 2015
Cultivate professional brand image
Figure 25: Examples of Vaseline’s campaigns, China, 2016

WHO’S INNOVATING?
Hand and nail care seeing more genuine product innovations
Figure 26: New bodycare product launches, by segment, China, 2014-16
Botanical/herbal ingredients increasingly popular
Figure 27: Top product claims in bodycare launches, China, 2015 and 2016
Innovative new products
Spa in a box
Figure 28: Examples of VOESH’s Pedi in a box, US, 2017
Claim for phone addicts
Figure 29: Example of Opera’s essence capsule in hand cream, China, 2017
Body make-up
Figure 30: Example of body make-up products, US, 2016

THE CONSUMER – WHAT YOU NEED TO KNOW
Relatively high in consumers’ spending priorities
Varying demands for skin improvements
Daily diet control is the top option for body skin management
Moisturisers have the highest penetration
Natural is all about ingredients
Lotion and with pumps are consumers’ favourites

PREVIOUS SPENDING PER CATEGORY
An unwavering category
Figure 31: Changes in spending over the last six months, by category, January 2017
High earners from lower-tier cities and at younger age are spending more
Figure 32: Spending more on body skincare over the last six months, by city tier and monthly personal income, January 2017
Figure 33: Spending more on body skincare over the last six months, by age and monthly personal income, January 2017

IDEAL SKIN CONDITIONS
Moisturising widens the gap with smoothing and whitening
Figure 34: Ideal skin conditions, 2017 vs 2015
Increasing demands for fewer wrinkles and fine lines
Figure 35: Percentage of consumers who want to have fewer wrinkles and fine lines, by age, 2017 vs 2015
Whitening is no longer the top priority for consumers aged 20-24
Figure 36: Changes on ideal skin conditions, age 20-24, 2017 vs 2015

METHODS OF BODY SKIN MANAGEMENT
Exercising and diet control may pose challenges
Figure 37: Methods of skin management in the last six months, January 2017
Salon/spa concepts appeal to high earners
Figure 38: Methods of skin management in the last six months, by monthly personal income, January 2017
Bodycare products cannot yet fulfil sensitive skin
Figure 39: Methods of skin management, by ideal skin conditions, January 2017

PRODUCT USAGE
Basic moisturisers have the highest penetration
Figure 40: Bodycare products used in the last six months, January 2017
High earners go beyond basics
Figure 41: Bodycare products used in the last six months, by monthly personal income, January 2017
Are different moisturisers cannibalising each other’s market?
Figure 42: Bodycare products used in the last six months, by used products, January 2017
Demands for skin conditions don’t significantly drive consumers to use specialised products

IDEAL NATURAL BODYCARE PRODUCT
Perceptions of ‘natural’ centralised on ingredient
Figure 43: Features of a natural bodycare product, January 2017
‘Natural’ is hard to represent safety
20-24s exhibit different understanding
Figure 44: Features of a natural bodycare product, by age, January 2017

APPEALING PRODUCT FEATURES
Lotion preferred over cream
Figure 45: Appealing product texture features, by age, January 2017
Pumps is the most popular packaging
Figure 46: Appealing product packaging features, by age, January 2017
High earners embrace different product features
Figure 47: Appealing product features, by monthly personal income, January 2017

MEET THE MINTROPOLITANS
MinTs are generous on beauty spending
Figure 48: Percentage of spending more on these categories, by consumer classification, January 2017
Bouncier skin is the top priority for MinTs
Figure 49: Ideal skin conditions, by consumer classification, January 2017
Beauty supplements and beauty services are more important options for MinTs
Figure 50: Methods of skin management in the last six months, by consumer classification, January 2017

APPENDIX – MARKET SIZE AND FORECAST
Figure 51: Total value sales of bodycare market, China, 2012-22
APPENDIX – MARKET SEGMENTATION
Figure 52: Total value sales of general bodycare segment, China, 2012-22
Figure 53: Total value sales of hand & nail care segment, China, 2012-22
Figure 54: Total value sales of footcare segment, China, 2012-22

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast

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