尼尔森IQ：2025年美妆个护行业趋势报告

Industry Growth - The global beauty and personal care industry continues to show strong sales growth, with North America growing by 10%, Europe by 11%, and Latin America by 19%, leading to an overall global growth of 12%. Over the next decade, consumer demand for beauty is expected to drive a $300 billion increase, with a compound annual growth rate (CAGR) of 4.8% [1][4]. Consumer Behavior Changes - Consumer budgets are showing a bifurcation into "refined frugality" and "true luxury," indicating that while there is a trend towards spending less, consumers still prioritize high-end products. The demand for high-end products remains significant, and consumers are also purchasing larger packaging [1][5]. - There is a notable shift in usage scenarios, with increased demand for products related to parties and commuting. The largest share is attributed to party-related products, while commuting needs are growing the fastest [1][5]. Product Development Trends - Health and functionality are becoming key factors for consumers in the Asia-Pacific region when selecting beauty and personal care products. Chinese consumers particularly value moisturizing, anti-aging, and whitening effects, with a strong demand for multifunctional products. Men's skincare is also evolving towards more specialized formulations [2][4]. - The cosmetics store remains a crucial offline channel, while online social e-commerce platforms are seeing significant growth in skincare product sales. Brands need to leverage channel characteristics to meet consumer demands effectively [2][5]. Industry Development Direction - In the new normal, Chinese consumers are pursuing a quality lifestyle that offers value. The beauty and personal care industry should capitalize on channel opportunities, such as emphasizing cosmetics stores and social e-commerce platforms. It is essential to cater to diverse consumer value demands, balancing high-end and cost-effective products, while focusing on product quality and health functionality to adapt to market changes and achieve sustainable growth [2][4].