洗护市场趋势洞察 —身体护理篇

Industry Market Overview - The personal care market in China has shown strong recovery in the past two years, with the body care segment accounting for 17% of the overall personal care market size, indicating a solid and growing market [9] - The body care market has seen a steady increase in consumer spending, with data from 2018 to 2023 showing a positive trend in both market size and growth rate [10] Brand Competition - Established brands dominate the body care market, with a 45% year-on-year increase in new product launches, while emerging brands, especially domestic ones, are rapidly expanding on platforms like Tmall [17][20] - The competition between mature and emerging brands is evident, with emerging brands showing significant growth in market size and consumer penetration [18][21] Consumer Demographics - The primary consumer base for body care products consists of urban young women aged 25-34 with high purchasing power, primarily located in first and second-tier cities [23] - Consumer preferences vary, with a focus on full-body care and specific products like shower oils and hand creams, with brand preferences ranging from international names like Clarins and L'Occitane to domestic brands like Unique Irene [23] Social Media Performance - The body care industry has seen a 102% year-on-year increase in social media mentions, with a peak in September and October 2024, and a total interaction volume of 880 million from January to October 2024 [36][38] - The industry's social media presence is evenly split between body cleaning and care products, with cleaning products gaining a slight edge in 2024 [40][41] Product Trends - Body care products are diversifying, with a focus on moisturizing, repairing, and whitening effects, and a significant increase in demand for fragrant body care products [82][83] - The market is seeing a rise in the popularity of oil-based products for body care, with a 140% year-on-year increase in mentions for products like Freiol's Even Skin Tone Body Oil [104][105] Emerging Trends - The body care industry is witnessing a trend towards whitening and anti-aging ingredients, with a 34% share of discussions around whitening ingredients like niacinamide and vitamin C [104][121] - Localized care needs, such as for chest and back acne, are becoming more prominent, with a 167% increase in related discussions, highlighting the demand for effective and gentle products [124][126] - Fragrance trends are evolving, with woody and oriental scents showing rapid growth, indicating a shift in consumer preferences towards more complex and sophisticated aromas [141][143]