Premium Shower Gel Formats Drive CN¥ 100-150 Segment

Newer data: Skinification Drives Body Care Ingredient Revolution in China

Executive Summary#

The CN¥ 100-150 price segment of shower gel grew approximately 40% YoY on a leading Chinese marketplace^[1], driven by stockpiling formats and premium positioning, while foam-textured shower gels account for 56.1% of consumer texture mentions in reviews. Average Selling Prices (ASP) rose 20-30% over three years, from approximately CN¥ 56-62 to CN¥ 60-80, which we believe reflects real premiumization^[2]. This analysis examines price segment dynamics, changing product textures and new format innovations, and how segmenting consumers by gender, age and usage occasion creates opportunities for differentiated product development.

The CN¥ 100-150 Segment Surges as Mid-Premium Takes Off#

Shower gel sales are concentrated in the mid-price segment, with the CN¥ 50-100 range serving as the mainstream price band. The most notable growth, however, came in the CN¥ 100-150 range, which rose from CN¥ 959 million to CN¥ 1.34 billion, growth of approximately 40% YoY. This growth reflects the popularity of value-size stockpiling formats, commonly 500-900ml in multi-bottle combinations, as well as the popularity of specialty products in this price band such as Neutrogena's salicylic acid shower gel.

CN¥ 100-150 segment grows fastest at approximately +40% YoY

*Source: Moojing Market Intelligence*

ASP Trends Point to Premiumization#

Average prices rose from approximately CN¥ 56-62 in the 2020 period to CN¥ 60-80 in 2022-2023, with promotional peaks during Double 11 reaching CN¥ 80.11 in November 2022 compared with CN¥ 66.84 in November 2020. We believe this ASP increase of 20-30% over three years reflects premiumization in the category, since consumers show a willingness to pay for upgraded formulations, premium fragrances and products with specific efficacy.

Shower gel average price trends upward, reflecting premiumization

*Source: Moojing Market Intelligence*

Foam Texture Dominates Consumer Preference#

Foam-textured body washes account for 56.1% of consumer texture mentions, because a foam pump head removes the need to lather the product by hand. Consumers consistently praise the ease of use, a clean rinse without residue and the absence of a "fake slippery" feel. Gel-textured products rank second at 26.4%, and consumers note that they need a bath ball or have to lather them by hand but appreciate how deeply they cleanse.

Foam texture dominates consumer mentions at over 56% share

*Source: Moojing Market Intelligence*

New Formats Expand Beyond Traditional Shower Gel#

Beyond conventional shower gel and bar soap, bathing products have seen a wave of innovation, and new product formats have attracted growing groups of consumers, with their share of consumption steadily climbing. Gel-format shower gels and liquid soap grew fastest, with MAT2023 sales reaching CN¥ 410 million and CN¥ 150 million respectively.

The main format innovations in the category include:

• Shower gel (gel format): A refreshing texture that lathers easily and suits summer use, a format in which Safeguard is active.
• Liquid soap: A thicker texture with a stronger cleansing effect, preservative-free and gentler on skin, where Shanghai Medicinal Soap positions its products on sulfur-based mite removal.
• Press foam/mousse: Rich foam with lower-irritation amino acid formulations for sensitive skin, a format in which Safeguard is also active.
• Bath oil: Forms a protective moisture film for dry skin, and L'Occitane sells its bath oil at premium prices.
• Scrub shower gel: Contains exfoliating particles that smooth the skin, a format that new entrants such as Nuffnang have entered.

Word-of-Mouth Drives Purchase Decisions#

Personal use (31.2%) and friend recommendations (28.8%) are the main purchase contexts for shower gel, followed by colleagues (17.3%) and parents (9.4%), which shows the importance of word-of-mouth marketing in shower gel purchasing decisions. Consumer recommendations mainly concern value for money, a pleasant fragrance and specific efficacy benefits.

Personal use and friend recommendations drive shower gel purchases

*Source: Moojing Market Intelligence*

Key Takeaways#

• The CN¥ 100-150 price segment grew approximately 40% YoY, the fastest of any price tier, driven by stockpiling formats and premium ingredient positioning
• Shower gel ASP rose 20-30% over three years, which we believe reflects premiumization in the category
• Foam texture accounts for 56.1% of consumer texture mentions, driven by pump-head convenience and a clean rinse
• New formats including gel, liquid soap, mousse and bath oil have attracted growing groups of consumers, expanding the category beyond traditional shower gel
• Personal use and friend recommendations account for 60% of purchase contexts, which makes word-of-mouth an important channel for discovery

About the Data#

This analysis draws on Moojing Market Intelligence data covering Q2 2023 (MAT2023: May 2022-April 2023). Sales figures come from a leading Chinese marketplace, and consumer sentiment draws on public posts on major Chinese social platforms and on e-commerce reviews. For full methodology and additional insights, see the complete Body Cleansing Market whitepaper.