Industry Information: Three New Consumer Trends in the Body Wash and Care Market

With the enhancement of the overall national awareness of hygiene, the consumption demand of Chinese consumers for personal care products has gradually increased. The market segment of personal care products has been continuously developed, from a period of steady growth to a period of product refinement and high-end is no longer limited to cleaning and moisturizing, and consumers' demand for body wash and care products has quietly changed.

According to the data released by the Beauty Industry Research Institute, the article will analyze the growth of the body wash and care market from both the supply and demand sides and the consumer side, analyze the key categories from the brand pattern, hot concept, opportunity price belt and other dimensions, insight into consumer trends, to help enterprises grasp the industry dynamics and explore the road to brand growth.

01

Body wash and care market overview

In 2023, the supply side and demand side of the body wash and care market have a significant downward trend. From the perspective of the overall market, MAT2023 body wash and care product records fell below 30,000, a year-on-year decrease of 4.1%, Taobao system body wash and care market sales of 20.757 billion yuan, sales of 138 million pieces, respectively down 3.1% and 6.4%; Both the supply and demand side of the body wash and care market are declining.

    As a hot category in the body wash and care market, the market share of MAT2023 Taobao system body lotion and shower gel has narrowed slightly. Different from the performance of the market side, the proportion of body milk and shower gel in the record side has further expanded.

    In addition, Taobao system body massage category sales accounted for 3.1%, but the number of recorded products accounted for more than 30%, mainly the main position of body massage is not Taobao system platform, it is speculated that most of the products directly supplied to beauty salons.

    Among the hot-selling categories of bath products, the shower gel market tends to be dispersed, CR5 is only 39%. As an emerging category, bath bubble and bath oil market is in the early stage of development, MAT2023 layout brand number is 201 and 132, the market players are small, the competition is relatively small, the concentration CR5 more than 80%, the main international brands occupy the first mover advantage.

02

Analysis of key categories of body wash and care

    From the perspective of the category distribution of the body wash and care market, shower gel & bath oil, body lotion & body care oil are the two key categories of the track.

    As a just-needed product for body cleaning, the market share of MAT2023 shower gel was 4.147 billion yuan, a decrease of 4.5% year-on-year. The replacement category of shower gel bath oil sales increased, the proportion of sales increased by 5.5%. Consumers began to tend to try alternative products bath oil, thus driving bath oil sales growth. In terms of monthly sales trend, bath oil is more significantly affected by large fluctuations.

    In terms of brand distribution, the top 10 brands of MAT2023 shower gel and bath oil sales are different, and consumers have different brand preferences for different categories; International brands dominate, whether it is shower gel or bath oil, TOP4 brands are international big names.

03

Future trend of body wash and care market

    Brands want to quickly enter the market, a necessary prerequisite is to be able to accurately grasp the future direction of the market, in order to correctly make effective strategies to meet the needs of consumers.

01 Bath products

    From the perspective of efficacy trend, consumers have more expectations for bath products, multi-functional bath products such as mite control, oil control, and whitening are growing rapidly, and the growth rate of fragrant body bath oil and oil-control bath bubble is bright.

    Efficacy advanced makeup remover level cleaning, consumers have demands for bath products that remove body sunscreen and body makeup cream. Bath oil uses the principle of ‘oil dissolves oil’ to meet consumers' demands for removing body sunscreen and body whitening cream. On social media, bath oil has become a representative product for removing sun protection from the body.

02 Body Care

    From the perspective of the composition trend of body care, the facial care ingredient bifida yeast has been involved in body care, and plant oil ingredients occupy nearly half of the seats on the list of high-increase ingredients. The sales of whitening ingredients 377 and arbutin performed well in the list of high-growth ingredients. Multi-effect integration, lazy bathing skin care, local key care and so on are also the trend characteristics of body wash and care products at this stage.

Sum up

    In combination with consumers' demands for fragrance retention, whitening and solving skin problems of washing and care products, and consumers' low satisfaction with existing products in whitening and solving skin problems, body whitening, skin health and washing and care are the three major opportunities for washing and care products, and the market space of washing and care products in the future will be more in the segmentation effect.