Competitive Landscape
Procter &?Gamble Defends Its Lead Even as Digital Challengers Accelerate Share Gains
Bath and shower in China in 2025 remained moderately concentrated, with the top player, Procter & Gamble (Guangzhou) Ltd, holding a 22% share by retail value, while the next largest, Unilever China Ltd, accounted for 12%. However, the competitive landscape became less concentrated over the 2020 to 2025 period, as Procter & Gamble’s share declined from 24% in 2020 to 22% in 2025, and Unilever saw only a marginal decline.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in China?
- Which are the leading brands in China?
- How are products distributed in China?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in China - Category analysis
Key Data Insights
Kuyura Elevates Daily Cleansing with Spa-Inspired Wellness Rituals
Kuyura Elevates Daily Cleansing with Spa-Inspired Wellness Rituals
Little Dream Garden Merges Botanicals and Science to Boost Demand
Intimate Washes Gain Traction as Brands Prioritise Education and Microbiome Care
Body Wash/Shower Gel Will Continue to Dominate Due to Product Innovation
Body Wash/Shower Gel with Actives and Emotional Benefits Set to Outpace Basic Cleansers
Douyin’S Content-First Strategy Sets the Pace for Agile Brands
Procter &?Gamble Defends Its Lead Even as Digital Challengers Accelerate Share Gains
Douyin’S Content Commerce Drives Sales Gains for Retail E-Commerce
Beauty and Personal Care in China - Industry Overview
A Return to Growth, with Both Premium and Mass Sales Rising
Key Data Insights
A Return to Growth, with Both Premium and Mass Sales Rising
Fan Beauty Diary’S Mask-First Strategy Unlocks Mass Appeal
Mao Geping’S Accessible Fragrances Bridge Inclusivity and Luxury
Lifestyle-Driven Beauty and Consumer Rituals Reshape the Chinese Market
Domestic Brands to Invest in Research and Development to Secure Long-Term Advantage
Gen Z Expected to Drive Emotional Engagement as Loyalty Shifts to Lifestyle Affinity
Local Brands Anticipated to Expand into Southeast Asia to Counter Domestic Saturation
L'oréal Leverages Innovation and Portfolio Breadth to Consolidate Its Lead
Douyin Accelerates Livestream Shopping as Social Commerce Eclipses Legacy Formats and Offline Sales
Harmay and Hotmaxx Drive Offline Innovation as Brand Livestreams Disrupt Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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