Women's Body, Hand and Footcare - China

Sep, 2013   |   Mintel Group   |   Format : PDF

The Chinese body, hand and footcare market is the largest in the world due to population size, although it displays significant untapped potential for growth. With income levels rising across the country, the subsequent emergence of the Chinese middle class is likely to be a driving factor for increasing product visibility and usage.

In this report we answer the key questions:

What is the current state of the womens body, hand and footcare market, and how is the market expected to develop in the near future? What are the key market drivers and restraints?
What influences consumer behaviour and attitudes towards womens body, hand and footcare, and what are the key factors affecting their product choice?
What areas offer future potential for product development?

INTRODUCTION
Definition
Methodology
Abbreviations

EXECUTIVE SUMMARY
THE MARKET
Figure 1: Chinese skincare value sales, by face and body*, 2008-12
Figure 2: Best- and worst-case forecast for China value sales of body, hand and footcare*, 2008-18
Figure 3: Chinese body, hand and footcare* market segmentation, by value, 2008-12
COMPANIES AND BRANDS
Figure 4: Leading companies shares of retail value sales of body, hand and footcare* in China, 2010-12

THE CONSUMER
Frequency of using womens body, hand and footcare
Figure 5: Frequency of using different types of womens body, hand and footcare (%), July 2013
Retail channels
Most important factors considered when choosing womens body, hand and footcare
Figure 6: Leading factors considered important when choosing womens body, hand and footcare, July 2013
Most important product attributes when buying womens body, hand and footcare
Figure 7: Top eight most important product attributes/claims when purchasing womens body, hand and footcare, July 2013
Demand for quality and value over price
Figure 8: Demand for quality and value over price attitudes towards womens' body, hand and footcare, July 2013
Brand loyalty and decision influencers
Figure 9: Brand loyalty and decision influencers attitudes towards womens' body, hand and footcare, July 2013
Womens body, hand and footcare market needs diversification
Figure 10: Needs diversification attitudes towards womens' body, hand and footcare, July 2013
Key issues
Overcoming the barriers of low usage of womens body, hand and footcare products
Targeting skin needs will drive womens body, hand and footcare usage
Premiumisation can boost womens body, hand and footcare usage
THE MARKET
Key points
Economic growth helps boosts the market
Figure 11: Value sales of body, hand and footcare*, 2008-18
Climatic and geographical issues offer potential for further growth
Market forecast
Figure 12: Best- and worst-case forecast for China value sales of body, hand and footcare*, 2008-18

MARKET SEGMENTATION
Key points
Bodycare segment displays highest market value
Figure 13: Chinese body, hand and footcare* market segmentation, by value, 2008-12
Inter-competition from bodycare results in lower usage of handcare and footcare products
COMPANIES AND BRANDS
Key points
Johnson & Johnson take a growing lead in the market
Figure 14: Leading companies shares of retail value sales of body, hand and footcare* in China, 2010-12
Johnson & Johnson Services, Inc.
Beiersdorf AG
Figure 15: A Nivea advertisement from the 1930s
Shanghai Pehchaolin Daily Chemical Co., Ltd.
Jahwa Group
Coty, Inc.

THE CONSUMER USE OF BODY, HAND AND FOOTCARE
Key points
Types and frequency of using womens body, hand and footcare
Figure 16: Types of women's body, hand and footcare products used in the last 12 months, July 2013
Use is common across all income bands
Almost half use foot creams or balms
Figure 17: Use of key bodycare products, by age, income and education level, July 2013
How can more women be convinced to use specialist foot products?
Still huge scope to increase sales by encouraging more frequent product use
Figure 18: Frequency of using different types of womens body, hand and footcare, July 2013

THE CONSUMER RETAIL CHANNELS
Key points
Half of all users have bought products online
Figure 19: Womens body, hand and footcare purchasing, by channel, July 2013
Online shopping widens product accessibility
Joining forces with Taobao can help brands educate consumers
Specialty stores and premiumisation
Figure 20: Key distribution outlets, by age, income, city tier and education, July 2013

THE CONSUMER CHOICE FACTORS
Key points
Most important factors considered when buying womens body, hand and footcare
Figure 21: Factors considered important when choosing womens body, hand and footcare, July 2013
Older and more affluent women concentrate on functional benefits
Figure 22: Key factors considered when buying bodycare products (top ranked only), by age, income and city tier, July 2013
Most important product attributes when buying womens body, hand and footcare
Figure 23: Top eight most important product attributes/claims when purchasing womens body, hand and footcare, July 2013
Combatting dry skin on body and hands is a top priority for women
Figure 24: Most important product attributes/claims, by age, July 2013
Users of footcare display higher affinity for exfoliating products

THE CONSUMER ATTITUDES TOWARDS WOMENS BODY, HAND AND FOOTCARE
Key points
Demand for premium products
Figure 25: Attitudes towards womens body, hand and footcare, July 2013
but little sign that people see local products as inferior to imports
Brand loyalty and decision influencers
Needs diversification

KEY ISSUE OVERCOMING THE BARRIERS OF LOW USAGE OF WOMENS BODY, HAND AND FOOTCARE PRODUCTS
Key points
Consumer usage and habits in China reveal both barriers and opportunities for womens body, hand and footcare consumption
Figure 26: Frequency of using different types of womens body, hand and footcare, July 2013
New opportunities for on-the-go formats
Bathing rituals impact usage of bodycare products
Figure 27: Occasions to wash body at home, June 2012
Winter places different demands on bodycare products
Competition from facial skincare and bath and shower categories
Bodycare sales struggle to compete with Chinas strong face-saving culture
Figure 28: Chinese skincare value sales, by face and body*, 2008-12
Figure 29: Skincare NPD in China, by subcategory, 2010-12
Moisturising bath and shower products are cannibalising sales
Figure 30: The market for cosmetics and toiletries in China, by value growth and share, 2007-12
Emotional engagement can increase womens body, hand and footcare usage
Figure 31: Attitudes towards womens body, hand & footcare products with regards to the improvement of ones appearance, July 2013
What does it mean?

KEY ISSUE TARGETING SKIN NEEDS WILL DRIVE WOMENS BODY, HAND AND FOOTCARE USAGE
Key points
Product functionality drives purchasing of womens body, hand and footcare products
Figure 32: Factors considered important when choosing womens body, hand and footcare, July 2013
Figure 33: Top five most important product attributes/claims when purchasing womens body, hand and footcare, July 2013
Figure 34: New product launches in Chinese body, hand & footcare, % by top eight claims, 2009-12
Climatic seasons and geographical differences create different skin requirements
Figure 35: Seasonal skin conditions
Figure 36: Chinas annual average temperature
Problematic skin demands yet to be met
Water supply and sanitation issues in China are major causes of skin irritation
Air pollution in China also contributes to problematic skin
Figure 37: Top ten Chinese cities with worst air pollution based on PM10* index, 2011
Demand for healing/soothing, anti-irritation and antibacterial womens body, hand and footcare products
Figure 38: Importance of anti-irritation, healing/soothing and antibacterial product attributes/claims when purchasing womens body, hand and footcare, July 2013
Figure 39: Examples of new bodycare product launches from the USA to address eczema, 2012-13
Figure 40: Example of an anti-acne bodycare product from China, 2009
What does it mean?

KEY ISSUE PREMIUMISATION CAN BOOST WOMENS BODY, HAND AND FOOTCARE USAGE
Key points
Chinas GDP growth and increasing personal income result in higher expenditure on womens body, hand and footcare products
The emerging middle class also contribute to the blooming womens body, hand and footcare market
Figure 41: Chinese bodycare launches, % by price point, 2010-12
Brand disloyalty encourages product experimentation
Figure 42: Attitudes towards womens body, hand & footcare products with regards to brand loyalty and decision influencers, July 2013
Educating consumers on bodycare is essential for building brand premiumisation
Figure 43: Chinese skincare market value in local currency, by category, 2012
Growing beauty service industries represent an investment platform opportunity for brands
Gift sets and fragrance partnerships offer growth potential
Figure 44: Examples of seasonal and limited edition handcare products, Germany, 2012
Premium or specialty stores are lacking
Figure 45: Location of purchasing womens body, hand & footcare products, by monthly personal income and education level, July 2013
Figure 46: Attitudes towards womens body, hand & footcare products with regards to tendency to purchase when on promotion, July 2013
What does it mean?

APPENDIX TYPES OF WOMEN'S BODY, HAND AND FOOTCARE PRODUCTS USED IN THE LAST 12 MONTHS
Figure 47: Types of women's body, hand and footcare products used in the last 12 months, July 2013
Figure 48: Types of women's body products used in the last 12 months, by demographics, July 2013
Figure 49: Types of women's handcare products used in the last 12 months, by demographics, July 2013
Figure 50: Types of women's footcare products used in the last 12 months, by demographics, July 2013
Figure 51: Types of other women's body, hand and footcare products used in the last 12 months, by demographics, July 2013

APPENDIX FREQUENCY OF USING DIFFERENT TYPES OF WOMENS BODY, HAND AND FOOTCARE PRODUCTS
Figure 52: Frequency of using different types of women's body, hand and footcare products, July 2013
Figure 53: Frequency of using different types of women's body, hand and footcare products, July 2013 (continued)
Figure 54: Frequency of using different types of women's body moisturiser, by demographics, July 2013
Figure 55: Frequency of using different types of women's body moisturiser, by demographics, July 2013 (continued)
Figure 56: Frequency of using different types of women's body scrub, by demographics, July 2013
Figure 57: Frequency of using different types of women's body scrub, by demographics, July 2013 (continued)
Figure 58: Frequency of using different types of women's body essence oil, by demographics, July 2013
Figure 59: Frequency of using different types of women's body essence oil, by demographics, July 2013 (continued)
Figure 60: Frequency of using different types of women's hand cream/balm, by demographics, July 2013
Figure 61: Frequency of using different types of women's hand cream/balm, by demographics, July 2013 (continued)
Figure 62: Frequency of using different types of women's hand essence oil, by demographics, July 2013
Figure 63: Frequency of using different types of women's hand essence oil, by demographics, July 2013 (continued)
Figure 64: Frequency of using different types of women's hand mask, by demographics, July 2013
Figure 65: Frequency of using different types of women's hand mask, by demographics, July 2013 (continued)
Figure 66: Frequency of using different types of women's hand nail nourishers, by demographics, July 2013
Figure 67: Frequency of using different types of women's hand nail nourishers, by demographics, July 2013 (continued)
Figure 68: Frequency of using different types of women's foot cream/balm, by demographics, July 2013
Figure 69: Frequency of using different types of women's foot cream/balm, by demographics, July 2013 (continued)
Figure 70: Frequency of using different types of women's foot essence oil, by demographics, July 2013
Figure 71: Frequency of using different types of women's foot essence oil, by demographics, July 2013 (continued)
Figure 72: Frequency of using different types of women's foot scrub, by demographics, July 2013
Figure 73: Frequency of using different types of women's foot scrub, by demographics, July 2013 (continued)
Figure 74: Frequency of using different types of women's body, hand and footcare products, by most important product attributes/claims Bodycare, July 2013
Figure 75: Frequency of using different types of women's body, hand and footcare products, by next most important product attributes/claims Bodycare, July 2013
Figure 76: Frequency of using different types of women's body, hand and footcare products, by least important product attributes/claims Bodycare, July 2013
Figure 77: Frequency of using different types of women's body, hand and footcare products, by most important product attributes/claims Handcare, July 2013
Figure 78: Frequency of using different types of women's body, hand and footcare products, by next most important product attributes/claims Handcare, July 2013
Figure 79: Frequency of using different types of women's body, hand and footcare products, by least important product attributes/claims Handcare, July 2013
Figure 80: Frequency of using different types of women's body, hand and footcare products, by most important product attributes/claims Footcare, July 2013
Figure 81: Frequency of using different types of women's body, hand and footcare products, by next most important product attributes/claims Footcare, July 2013
Figure 82: Frequency of using different types of women's body, hand and footcare products, by least important product attributes/claims Footcare, July 2013
Figure 83: Frequency of using different types of women's body, hand and footcare products, by attitudes towards women's body, hand and footcare Premiumisation, July 2013
Figure 84: Frequency of using different types of women's body, hand and footcare products, by attitudes towards women's body, hand and footcare Brand loyalty and decision influencer, July 2013
Figure 85: Frequency of using different types of women's body, hand and footcare products, by attitudes towards women's body, hand and footcare Needs diversification, July 2013

APPENDIX PLACES OF PURCHASING WOMENS BODY, HAND AND FOOTCARE PRODUCTS
Figure 86: Places of purchasing women's body, hand and footcare products, July 2013
Figure 87: Most popular places of purchasing women's body, hand and footcare products, by demographics, July 2013
Figure 88: Next most popular places of purchasing women's body, hand and footcare products, by demographics, July 2013
Figure 89: Other places of purchasing women's body, hand and footcare products, by demographics, July 2013
Figure 90: Frequency of using different types of women's body, hand and footcare products, by most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 91: Frequency of using different types of women's body, hand and footcare products, by next most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 92: Frequency of using different types of women's body, hand and footcare products, by other places of purchasing women's body, hand and footcare products, July 2013
Figure 93: Attitudes towards women's body, hand and footcare, by most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 94: Attitudes towards women's body, hand and footcare, by next most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 95: Attitudes towards women's body, hand and footcare, by other places of purchasing women's body, hand and footcare products, July 2013

APPENDIX MOST IMPORTANT FACTORS CONSIDERED WHEN BUYING
Figure 96: Most important factors considered when buying, July 2013
Figure 97: Most important top ranked factors considered when buying, by demographics, July 2013
Figure 98: Next most important top ranked factors considered when buying, by demographics, July 2013
Figure 99: Other important top ranked factors considered when buying, by demographics, July 2013
Figure 100: Most important second ranked factors considered when buying, by demographics, July 2013
Figure 101: Next most important second ranked factors considered when buying, by demographics, July 2013
Figure 102: Other important second ranked factors considered when buying, by demographics, July 2013
Figure 103: Most important third ranked factors considered when buying, by demographics, July 2013
Figure 104: Next most important third ranked factors considered when buying, by demographics, July 2013
Figure 105: Other important third ranked factors considered when buying, by demographics, July 2013
Figure 106: Most important factors considered when buying, by frequency of using different types of women's body moisturiser, July 2013
Figure 107: Most important factors considered when buying, by frequency of using different types of women's body scrub, July 2013
Figure 108: Most important factors considered when buying, by frequency of using different types of women's body essence oil, July 2013
Figure 109: Next most important factors considered when buying, by frequency of using different types of women's body essence oil, July 2013
Figure 110: Most important factors considered when buying, by frequency of using different types of women's hand cream/balm, July 2013
Figure 111: Most important factors considered when buying, by frequency of using different types of women's hand essence oil, July 2013
Figure 112: Next most important factors considered when buying, by frequency of using different types of women's hand essence oil, July 2013
Figure 113: Most important factors considered when buying, by frequency of using different types of women's hand mask, July 2013
Figure 114: Most important factors considered when buying, by frequency of using different types of women's hand nail nourishers, July 2013
Figure 115: Most important factors considered when buying, by frequency of using different types of women's foot cream/balm, July 2013
Figure 116: Next most important factors considered when buying, by frequency of using different types of women's foot cream/balm, July 2013
Figure 117: Most important factors considered when buying, by frequency of using different types of women's foot essence oil, July 2013
Figure 118: Most important factors considered when buying, by frequency of using different types of women's foot scrub, July 2013
Figure 119: Most important factors considered when buying, by most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 120: Most important factors considered when buying, by next most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 121: Most important factors considered when buying, by other places of purchasing women's body, hand and footcare products, July 2013
Figure 122: Most important factors considered when buying, by attitudes towards women's body, hand and footcare Premiumisation, July 2013
Figure 123: Most important factors considered when buying, by attitudes towards women's body, hand and footcare Brand loyalty and decision influencer, July 2013
Figure 124: Most important factors considered when buying, by attitudes towards women's body, hand and footcare Needs diversification, July 2013
Figure 125: Most important factors considered when buying, by most important product attributes/claims Bodycare, July 2013
Figure 126: Most important factors considered when buying, by next most important product attributes/claims Bodycare, July 2013
Figure 127: Most important factors considered when buying, by other important product attributes/claims Bodycare, July 2013
Figure 128: Most important factors considered when buying, by most important product attributes/claims Handcare, July 2013
Figure 129: Most important factors considered when buying, by next most important product attributes/claims Handcare, July 2013
Figure 130: Most important factors considered when buying, by other important product attributes/claims Handcare, July 2013
Figure 131: Most important factors considered when buying, by most important product attributes/claims Footcare, July 2013
Figure 132: Most important factors considered when buying, by next most important product attributes/claims Footcare, July 2013
Figure 133: Most important factors considered when buying, by other important product attributes/claims Footcare, July 2013

APPENDIX MOST IMPORTANT PRODUCT ATTRIBUTES/CLAIMS
Figure 134: Most important product attributes/claims, July 2013
Figure 135: Most important product attributes/claims, by demographics, July 2013
Figure 136: Most important product attributes/claims Bodycare, by demographics, July 2013
Figure 137: Next most important product attributes/claims Bodycare, by demographics, July 2013
Figure 138: Other important product attributes/claims Bodycare, by demographics, July 2013
Figure 139: Most important product attributes/claims Handcare, by demographics, July 2013
Figure 140: Next most important product attributes/claims Handcare, by demographics, July 2013
Figure 141: Other important product attributes/claims Handcare, by demographics, July 2013
Figure 142: Most important product attributes/claims Footcare, by demographics, July 2013
Figure 143: Next most important product attributes/claims Footcare, by demographics, July 2013
Figure 144: Other important product attributes/claims Footcare, by demographics, July 2013
Figure 145: Most important product attributes/claims, by frequency of using different types of women's body moisturiser, July 2013
Figure 146: Most important product attributes/claims, by frequency of using different types of women's body scrub, July 2013
Figure 147: Most important product attributes/claims, by frequency of using different types of women's body essence oil, July 2013
Figure 148: Most important product attributes/claims, by frequency of using different types of women's body essence oil, July 2013
Figure 149: Most important product attributes/claims, by frequency of using different types of women's hand cream/balm, July 2013
Figure 150: Most important product attributes/claims, by frequency of using different types of women's hand essence oil, July 2013
Figure 151: Most important product attributes/claims, by frequency of using different types of women's hand essence oil, July 2013
Figure 152: Most important product attributes/claims, by frequency of using different types of women's hand mask, July 2013
Figure 153: Most important product attributes/claims, by frequency of using different types of women's hand nail nourishers, July 2013
Figure 154: Most important product attributes/claims, by frequency of using different types of women's foot cream/balm, July 2013
Figure 155: Next most important product attributes/claims, by frequency of using different types of women's foot cream/balm, July 2013
Figure 156: Most important product attributes/claims, by frequency of using different types of women's foot essence oil, July 2013
Figure 157: Most important product attributes/claims, by frequency of using different types of women's foot scrub, July 2013
Figure 158: Most important product attributes/claims, by frequency of using different types of women's body moisturiser, July 2013
Figure 159: Most important product attributes/claims, by frequency of using different types of women's body scrub, July 2013
Figure 160: Most important product attributes/claims, by frequency of using different types of women's body essence oil, July 2013
Figure 161: Next most important product attributes/claims, by frequency of using different types of women's body essence oil, July 2013
Figure 162: Most important product attributes/claims, by frequency of using different types of women's hand cream/balm, July 2013
Figure 163: Most important product attributes/claims, by frequency of using different types of women's hand essence oil, July 2013
Figure 164: Next most important product attributes/claims, by frequency of using different types of women's hand essence oil, July 2013
Figure 165: Most important product attributes/claims, by frequency of using different types of women's hand mask, July 2013
Figure 166: Most important product attributes/claims, by frequency of using different types of women's hand nail nourishers, July 2013
Figure 167: Most important product attributes/claims, by frequency of using different types of women's foot cream/balm, July 2013
Figure 168: Next most important product attributes/claims, by frequency of using different types of women's foot cream/balm, July 2013
Figure 169: Most important product attributes/claims, by frequency of using different types of women's foot essence oil, July 2013
Figure 170: Most important product attributes/claims, by frequency of using different types of women's foot scrub, July 2013
Figure 171: Most important product attributes/claims, by frequency of using different types of women's body moisturiser, July 2013
Figure 172: Most important product attributes/claims, by frequency of using different types of women's body scrub, July 2013
Figure 173: Most important product attributes/claims, by frequency of using different types of women's body essence oil, July 2013
Figure 174: Next most important product attributes/claims, by frequency of using different types of women's body essence oil, July 2013
Figure 175: Most important product attributes/claims, by frequency of using different types of women's hand cream/balm, July 2013
Figure 176: Most important product attributes/claims, by frequency of using different types of women's hand essence oil, July 2013
Figure 177: Next most important product attributes/claims, by frequency of using different types of women's hand essence oil, July 2013
Figure 178: Most important product attributes/claims, by frequency of using different types of women's hand mask, July 2013
Figure 179: Most important product attributes/claims, by frequency of using different types of women's hand nail nourishers, July 2013
Figure 180: Most important product attributes/claims, by frequency of using different types of women's foot cream/balm, July 2013
Figure 181: Next most important product attributes/claims, by frequency of using different types of women's foot cream/balm, July 2013
Figure 182: Most important product attributes/claims, by frequency of using different types of women's foot essence oil, July 2013
Figure 183: Most important product attributes/claims, by frequency of using different types of women's foot scrub, July 2013
Figure 184: Most important product attributes/claims, by most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 185: Most important product attributes/claims, by next most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 186: Most important product attributes/claims, by other places of purchasing women's body, hand and footcare products, July 2013
Figure 187: Most important product attributes/claims, by most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 188: Most important product attributes/claims, by next most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 189: Most important product attributes/claims, by other places of purchasing women's body, hand and footcare products, July 2013
Figure 190: Most important product attributes/claims, by most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 191: Most important product attributes/claims, by next most popular places of purchasing women's body, hand and footcare products, July 2013
Figure 192: Most important product attributes/claims, by other places of purchasing women's body, hand and footcare products, July 2013
Figure 193: Most important product attributes/claims, by attitudes towards women's body, hand and footcare Premiumisation, July 2013
Figure 194: Most important product attributes/claims, by attitudes towards women's bodycare Brand loyalty and decision influencer, July 2013
Figure 195: Most important product attributes/claims, by attitudes towards women's bodycare Needs diversification, July 2013
Figure 196: Most important product attributes/claims, by attitudes towards women's handcare Premiumisation, July 2013
Figure 197: Most important product attributes/claims, by attitudes towards women's handcare Brand loyalty and decision influencer, July 2013
Figure 198: Most important product attributes/claims, by attitudes towards women's handcare Needs diversification, July 2013
Figure 199: Most important product attributes/claims, by attitudes towards women's footcare Premiumisation, July 2013
Figure 200: Most important product attributes/claims, by attitudes towards women's footcare Brand loyalty and decision influencer, July 2013
Figure 201: Most important product attributes/claims, by attitudes towards women's footcare Needs diversification, July 2013

APPENDIX ATTITUDES TOWARDS WOMEN'S BODY, HAND AND FOOTCARE
Figure 202: Attitudes towards women's body, hand and footcare, July 2013
Figure 203: Attitudes towards women's body, hand and footcare Premiumisation, by demographics, July 2013
Figure 204: Attitudes towards women's body, hand and footcare Brand loyalty and decision influencer, by demographics, July 2013
Figure 205: Attitudes towards women's body, hand and footcare Needs diversification, by demographics, July 2013

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