2024防晒霜消费趋势报告

Investment Rating - The report does not explicitly provide an investment rating for the sunscreen industry Core Insights - The sunscreen industry is evolving towards consumer segmentation and scenario specialization, with consumers seeking products that not only provide UV protection but also enhance skincare and makeup application [2][4] - The demand for sunscreen products has shown significant seasonal trends, peaking from March to May, with a notable increase in social media discussions and interactions related to sunscreen [8][10] - Key demographics for sunscreen usage include mothers and infants, daily users, and outdoor enthusiasts, each with distinct preferences and needs [27][31] Industry Status Insights - The social media buzz around sunscreen has increased, with over 2.73 million related posts and a 154% year-on-year growth in content volume [8][10] - The primary platforms for sunscreen discussions are Douyin and Xiaohongshu, with Douyin accounting for 73.58% of interactions [12][11] - The focus on product efficacy, such as waterproof and anti-oxidation properties, remains crucial, with consumers increasingly interested in multifunctional products [17][18] Consumer Trend Insights - The daily sunscreen user demographic is predominantly women aged 18-34, who prioritize safety and skincare benefits alongside sun protection [41][50] - The mother and infant sunscreen segment emphasizes safety and gentle formulations, with a preference for brands that specialize in baby skincare [38][35] - Outdoor sunscreen users also belong to the 18-34 age group, focusing on high protection against sun damage and skin irritation [54][63] Marketing Trend Insights - Influencer marketing, particularly through KOLs on platforms like Douyin and Xiaohongshu, is a key strategy for promoting sunscreen products, with content focusing on real-life usage and product testing [72][76] - The marketing approach includes scenario-based content, such as daily routines and outdoor activities, to resonate with target consumers [21][76] - The report highlights the effectiveness of narrative-driven content and health education in engaging consumers and driving product awareness [72][76]