2025头皮护理行业消费趋势报告

Core Insights - The scalp care market is experiencing rapid growth, with market size projected to increase from 17.6 billion yuan in 2023 to 21 billion yuan in 2024, reflecting a growth rate of 19.6% [40] - Social media engagement related to scalp care has surged, with a year-on-year increase of 158% in related content [41] - Key consumer demands include anti-hair loss, oil control, and itch relief, with a strong preference for safe and natural ingredients [9][24] Consumer Insights - Young consumers (ages 18-24) represent 52.4% of the market, with over 60% of the population actively concerned about scalp health [12][13] - The main scalp issues faced by consumers are hair loss (65.6%), dandruff (52.3%), and oily scalp (45.9%) [18] - When purchasing scalp care products, consumers prioritize efficacy (73.3%), ingredients (66.8%), and user experience (42.8%) [20][21] Market Trends - Three major trends are emerging: the deepening of the "one skin" concept for scalp and face, the rise of niche products targeting specific demographics, and an increased focus on emotional value in product offerings [2][9] - Brands like Kérastase and FGF are leading the market, while domestic brand Kelin has gained traction with its unique ingredient offerings [2][9] - Social media platforms like Xiaohongshu and Douyin are key marketing channels, with Xiaohongshu focusing on tutorials and product reviews, while Douyin emphasizes immersive content [2][9] Product Preferences - Consumers show a strong preference for ingredients such as amino acids and minoxidil, with nearly 90% expressing interest in natural plant extracts like Artemisia and Platycladus [26][30] - The most sought-after product benefits include anti-hair loss, itch relief, and gentle, nourishing properties [24][25] - The primary usage scenarios for scalp care products are daily routines (74.1%) and work settings (67.6%), with a focus on oil control and refreshing experiences [33]