Chan Ye Xin Xi Wang·2025-08-09 02:22Industry Overview - The steam eye mask industry is experiencing significant growth due to increasing eye fatigue caused by prolonged use of electronic devices. The market size in China is projected to reach 1.22 billion yuan in 2024, representing an 18.4% year-on-year increase [1][12]. - The rise in consumer interest in personal care products, especially post-pandemic, has made steam eye masks a popular choice for alleviating eye fatigue and dryness, as well as aiding sleep [1][12]. Product Types and Materials - Steam eye masks can be categorized into powder type and sheet type based on their heating methods. The powder type uses iron powder, which may lead to uneven heating, while the sheet type provides more uniform heat and is generally safer for users [4]. - Common materials used in steam eye masks include non-woven fabric, cotton, and bamboo charcoal fiber. Non-woven fabric is preferred for its softness, breathability, and hygiene, while bamboo charcoal fiber offers excellent moisture absorption and antibacterial properties [4][8]. Industry Supply Chain - The upstream of the steam eye mask industry includes raw materials such as fabrics, rubber, silicone, non-woven fabric, heating elements, and essential oils. The quality and cost of these materials directly impact product quality and pricing [6]. - The midstream focuses on product development, production, quality control, and packaging, while the downstream encompasses sales channels including online platforms and physical retail stores [6]. Market Distribution - The market for steam eye masks is primarily concentrated in first-tier cities, which account for 45% of the market share. Second-tier and third-tier cities follow with 30% and 25% respectively. The demand in lower-tier cities is expected to grow as income levels rise [14]. Competitive Landscape - The steam eye mask market is dominated by several large companies, including Yunnan Baiyao, Renhe, and Kang En Bei, which leverage strong brand influence and extensive sales channels. Emerging brands are also gaining traction through differentiated strategies [15][19]. Sales Channels - Online sales channels, particularly e-commerce platforms like Tmall and JD.com, have become the primary sales avenues for steam eye masks due to their convenience and extensive product information. The e-commerce sector in China is projected to reach 46.41 trillion yuan in 2024, reflecting a 3.90% year-on-year increase [10]. Industry Trends - Technological innovation is a key driver for the steam eye mask industry, with advancements in heating technology expected to enhance product safety and comfort [21]. - There is a growing emphasis on the use of eco-friendly materials in product development, aligning with increasing consumer awareness of environmental issues [23]. - Market demand is anticipated to diversify and segment further, with companies expected to introduce specialized products catering to different consumer groups, such as children and the elderly [24].