Body Cleansing Market Holds at CN¥ 52.3B as Shower Gel Grows

Executive Summary#

China's body cleansing market reached CN¥ 52.3 billion and held almost flat year-on-year, while the wider beauty sector came under pressure^[1], and the shower gel segment grew 7.68% to CN¥ 6.89 billion. We believe the steady demand for personal hygiene products gives the category a resilience that discretionary spending on beauty lacks. This analysis examines the structure of the market across 42 tertiary categories on two leading Chinese marketplaces and explains why body cleansing has held up better than the wider personal care market^[2]. It also identifies new sources of growth, including scalp care (+35.3% YoY) and premium shower gel formats.

Body Cleansing Holds Steady While the Beauty Market Comes Under Pressure#

China's body cleansing market on two leading Chinese marketplaces exceeded CN¥ 52.3 billion in the rolling year from May 2022 to April 2023 (MAT2023) and was almost flat year-on-year (YoY). That compares favourably with the wider beauty and skincare market, where sales came under pressure over the same period. We believe the difference reflects the defensive character of body cleansing as a category driven by necessity. Discretionary spending on beauty was held back by weaker consumer sentiment, while demand for personal care products used for hygiene held up far better.

Monthly Sales Show a Stable Seasonal Pattern#

The body cleansing market follows a consistent seasonal pattern, with a pronounced peak each November driven by the Double 11 shopping festival. Monthly sales ranged from approximately CN¥ 2.3 billion to CN¥ 9.0 billion, and the November promotional peak was roughly double a typical month.

Shower Gel Is the Category's Source of Growth#

The shower gel segment grew steadily from CN¥ 6.05 billion to CN¥ 6.89 billion over three rolling years, a two-year Compound Annual Growth Rate (CAGR) of approximately 6.7%. The overall body cleansing market was almost flat, which makes shower gel the most dynamic segment in the category. The shower gel market has developed quickly in recent years and has gradually replaced traditional bar soap as the main bathing product in Chinese households.

Shower gel segment grows while overall body cleansing market stalls

*Source: Moojing Market Intelligence*

Shower Gel Grows Through Most of the Year#

The shower gel segment follows the same seasonal pattern, with a November peak above CN¥ 1.0 billion, and it recorded positive YoY growth in most months of the MAT2023 period. Growth rates from May to October 2022 ranged from +5.4% to +19.0%, which we believe shows that consumer demand grew steadily outside the promotional peaks as well as during them.

Scalp Care and Sub-Category Trends#

The body cleansing market includes a range of sub-categories with different growth paths. Scalp care was the fastest-growing sub-category, at +35.3% YoY with CN¥ 852 million in sales, despite its comparatively small scale. Hair care is the largest, with CN¥ 29.5 billion in sales and moderate growth of 5.23% YoY.

Scalp care grows fastest while hair care is the largest sub-category by sales

*Source: Moojing Market Intelligence*

Key Takeaways#

• China's body cleansing market reached CN¥ 52.3 billion and held almost flat, while the wider beauty sector came under pressure
• Shower gel grew to CN¥ 6.89 billion (+7.68% YoY) and has become the category's main driver of growth
• Scalp care grew 35.3% YoY to CN¥ 852 million, the fastest growth of any sub-category in body cleansing
• Market concentration fell in nearly all sub-categories as new entrants won niche segments
• The shower gel segment achieved a two-year CAGR of approximately +6.7%, driven by premiumisation and by ingredients moving across from skincare

About the Data#

This analysis draws on Moojing Market Intelligence data covering Q2 2023 (MAT2023: May 2022-April 2023). Moojing analyses brand and category performance across major Chinese e-commerce platforms. E-commerce data in this article covers two leading Chinese marketplaces across 42 tertiary categories within beauty care, body care, essential oils, hair care, and toiletries. For full methodology and additional insights, see the complete Body Cleansing Market whitepaper.