颖通集团：2028年中国香水市场规模预计突破339亿元

Core Insights - The report indicates that the fragrance sector is the only category in China's offline beauty market expected to achieve positive growth in 2024, while skincare and makeup categories are projected to decline [1] - The global fragrance market is anticipated to maintain a moderate growth rate of 4%-6% over the next four years, whereas China's fragrance market is expected to grow at a compound annual growth rate (CAGR) of 8%, reaching a market size of over 33.9 billion yuan by 2028 [1] - The competitive landscape of China's fragrance market is currently dominated by international brands, with significant differences across various platforms; for instance, Taobao and JD platforms exhibit a "monopoly of international brands," while Douyin shows a strong presence of affordable domestic brands in its top sales [1] Consumer Trends - The report highlights a shift in consumer behavior, with an increasing diversity in fragrance usage scenarios and preferences, leading to the emergence of a personalized fragrance experience [2] - Two key consumer segments are identified as potential growth drivers: male consumers, whose fragrance consumption share has increased from 37.1% in 2023 to 40.1% in 2024, and Generation Z consumers, particularly in lower-tier cities, who represent significant growth potential despite still developing brand awareness and usage habits [2]