2025年洗护品类趋势与创新洞察报告-久谦中台

Core Insights - The report reveals a significant transformation in the Chinese personal care market, shifting from "basic cleaning" to "health management" and "emotional value" [1][7] - Consumers are increasingly seeking products with precise efficacy, safety, and emotional resonance, leading to a market shift from "broad audience" to "refined, scenario-based, and segmented" [1] Market Landscape - The personal care market is characterized by "saturation in basic categories" and "high growth in niche categories" with a compound annual growth rate (CAGR) of 11% over the past three years, primarily driven by volume [2] - Body care and oral care have seen growth rates of 14.2% and 12.2%, respectively, surpassing hair care's 8.1%, becoming new growth engines [2] - Men's grooming sales have declined by an average of 6.8% annually, indicating potential issues with product innovation or competition from unisex products [2] Shampoo Trends - The perception of shampoo has evolved from "hair cleaning" to "scalp health management," with consumers increasingly rational in their ingredient choices [3] - Key ingredients like selenium sulfide and salicylic acid are experiencing rapid growth, while hyaluronic acid is declining due to its short retention time in rinse-off products [3] - Emotional concerns about scalp health have shifted from anxiety to fear of damage, prompting brands to focus on self-pleasure rather than attracting others [3] Body Wash Evolution - Body wash is transitioning from a "cleaning tool" to roles such as "exercise recovery assistant" and "emotional healer" [4] - Consumers now expect body wash to function as a skincare product, with significant demand for benefits like whitening and acne treatment [4] - The value of fragrance has evolved from merely being pleasant to evoking feelings of happiness and nostalgia, with "pseudo-body fragrance" becoming a new marketing trend [4] Hair Oil Market Dynamics - The hair oil market is showing trends of "professionalization" and "premiumization," with consumers focusing on ingredients and technology similar to skincare products [5] - High-end ingredients like truffles and ginseng are emerging, driving short-term differentiation [5] - The emotional value of products has shifted from "atmospheric" to "high-end" and "self-healing," with attractive packaging contributing to consumer happiness [5] Future Outlook - The competition in the personal care market is shifting from "selling points" to "meaning," with consumers desiring brands to act as "heroes" and "caregivers" [6] - Brands will need to leverage advanced language models and social media data to better understand consumer motivations and predict future growth opportunities [6] Consumer Insights - The report highlights a comprehensive upgrade in consumer perception from "basic cleaning" to "health management" and "emotional value," with a strong emphasis on safety and gentleness [10] - Consumers are increasingly interested in emotional aspects, seeking "safety" and "problem-solving" from brands, while also desiring sensory pleasure and personal expression [10]