魔镜洞察：2023-2024头皮护理市场趋势与消费者认知分析

Market Trends - The scalp care market showed significant sales fluctuations and seasonal demand from April 2023 to March 2024, with notable peaks in June and November 2023 [2][10] - Sales in June 2023 increased by 121.78% month-on-month, while November 2023 saw a 227.59% month-on-month sales surge [10] - The average price of scalp care products fluctuated, and the number of products and stores varied, reflecting differing market expectations [2][10] - The market is expected to enter a mature phase in the second half of 2023, with potential for secondary growth in specific segments [6] Consumer Perception - Consumers highly value the scent of scalp care products, with 69.26% positive feedback on "odor/scent" [14] - Repurchase intention is strong, with 25% positive feedback and only 1.67% negative feedback [14] - Consumers are satisfied with oil control and cleansing effects, with 51.23% and 24.81% positive feedback respectively, though lower than scent satisfaction [14] - Hydration and moisturizing effects received less satisfaction, with only 17.95% positive feedback [14] Top Performing Brands - Kerastase remains the market leader in sales and volume, despite a 12.87% decline in volume and 24.23% decline in sales [17] - Re-show showed remarkable growth, with a 731.66% increase in volume and 682.62% increase in sales [17] - Kangwang and Hanlun Meiyu experienced explosive growth, with Kangwang's sales increasing by 3633.96% and Hanlun Meiyu's sales surging by 60645.81% [17] Industry Growth Drivers - The scalp care market is driven by a growing consumer base, with over 250 million people in China experiencing hair loss, particularly among those aged 20-40 [6] - Increasing consumer anxiety about hair loss and a preference for effective, safe, and natural products are key drivers [7] - The market is shifting from basic cleansing to refined scalp care, with younger generations leading this trend [5][6]