个护市场新宠：液体香皂何以逆势增长？

Core Viewpoint - The liquid soap category is emerging as a significant growth segment in the personal care market, driven by consumer demand for convenience, health, and quality, amidst a generally declining market for traditional personal cleaning products [1][2]. Market Dynamics - Liquid soap occupies a unique position between traditional solid soap and shower gel, offering convenience through pump or squeeze bottle designs, and combining cleaning power with gentleness [2]. - The overall personal cleaning market in China is experiencing a downward trend, with liquid soap sales growing by 55% year-on-year, making it the fastest-growing subcategory in personal care [2]. Growth Opportunities - Two strategic opportunities are identified for liquid soap: 1. Replacement of traditional soap by consumers, creating a space for market share growth 2. Expansion into new consumer segments seeking multifunctional products [5]. - The penetration rate of liquid soap is increasing, with a 45% year-on-year growth in households purchasing liquid soap in 2024 [5]. Health and Consumer Trends - Health is a top priority for Chinese consumers, with 62% actively seeking to improve their health, leading to a shift from implicit anxiety to explicit investment in health products [6]. - Liquid soap, often made with amino acid surfactants or plant extracts, aligns with health-conscious consumer preferences, particularly for sensitive skin [6]. - The average price of liquid soap is 0.058 yuan per gram, reflecting an 18% premium over traditional soap, indicating consumer willingness to pay for quality and health benefits [6]. Environmental Considerations - The push for low-carbon packaging and recyclable designs aligns with both EU regulations and China's dual carbon goals, enhancing the appeal of liquid soap among environmentally conscious consumers [6]. Channel Dynamics - The market is shifting towards a "dual-driven, structural reshaping" model, with online channels becoming the primary purchasing method for liquid soap, showing a 47% year-on-year growth in online sales [7]. - Interest e-commerce platforms like Douyin lead in consumer preference, while offline small-format retail channels are also experiencing significant growth, with a 122% increase in liquid soap sales [8]. Consumer Segmentation - High-income households are becoming the core consumer group for liquid soap, contributing over 40% of market share, with young families and older households showing strong purchasing tendencies [9]. - Young families prioritize health benefits, while older consumers appreciate the convenience of pump designs [9]. Competitive Landscape - The competitive landscape is evolving with three key trends: 1. Technological breakthroughs, such as the use of encapsulation technology for effective antibacterial properties [10]. 2. Scenario-based product offerings, providing multifunctional uses [10]. 3. Value symbolism through cultural collaborations and customization for high-net-worth individuals [10]. - Despite the growth, 70% of products still focus on basic antibacterial functions, highlighting the need for differentiation through innovation and emotional resonance [10]. Future Outlook - Traditional soap will continue to dominate in price-sensitive markets, but the trend towards premium, functional, and eco-friendly liquid soap is irreversible [11]. - The application boundaries for liquid soap are expected to expand beyond traditional uses, driving further market penetration and growth [11].