Al+标签看清“真需求”：解码洗护市场需求洼地与新增量赛道

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - Consumer confidence is slowly recovering but remains below 90, indicating weak purchasing power [3] - The overall market for personal care products is experiencing steady growth, with a 13% increase year-on-year [22] - New products account for 26% of total sales in the personal care market, highlighting the importance of innovation for brand growth [6] - The online success rate for new products is only 2%, indicating significant challenges in the e-commerce space [7] - The report emphasizes the need to link e-commerce and content data to uncover true consumer demands and identify new product opportunities [10] Market Analysis - The personal care market is not yet monopolized, with domestic brands seeking breakthroughs in niche segments [16] - Market concentration has decreased, with the top 10 brands holding 21% market share as of August 2025, down from 23% in August 2024 [17] - The online ecosystem is thriving, with increases in store numbers, brand counts, and product listings [19] Segment Performance - The body care segment has seen a significant growth of 20%, while hair care and shampoo categories have grown by 17% and 9% respectively [23] - The top-performing shampoo benefits include anti-hair loss and volumizing properties, with the latter showing a 38.9% year-on-year growth [26] - The report identifies "anti-hair loss" as a high-potential market opportunity, with significant consumer engagement and interaction [30][51] Consumer Demand Insights - The report outlines three core consumer personas for the anti-hair loss segment: grooming men, outdoor enthusiasts, and ingredient-sensitive individuals [48] - Each persona has distinct needs, such as oil control and scalp care for grooming men, and gentle nourishment for ingredient-sensitive consumers [60] - The report suggests that future products should focus on combining multiple benefits, such as "root protection + scalp care" [36] New Product Strategy - The SDI three-step method is proposed to identify true consumer demands and drive new product success [63] - The report emphasizes the importance of precise product design tailored to high-potential market segments [41] - It highlights the necessity of using e-commerce data to capture high-growth attributes and validate consumer needs [64]