2025年个护清洁趋势报告：新周期下的品类重构与机会

Core Insights - The personal care and cleaning market has undergone significant changes from 2022 to 2025, shifting from a broad growth model to a more segmented and precise approach driven by specific scenarios, efficacy, and emotional value [5][19]. Market Overview - The overall personal care market maintains an 11.2% CAGR, but growth is not uniform across categories [5]. - New growth engines include "body care" (CAGR +17.2%) and "oral care" (CAGR +12.2%), with "intimate care" showing an impressive growth rate of 68.6% [5]. - Traditional "hair care" is experiencing slower growth at 8.1%, with a 1.8% decline in average price, indicating a price war in the saturated market [5]. - "Men's care" has seen a negative growth of 8.4%, suggesting a shift in male consumer preferences towards more neutral and specialized products [6]. Consumer Behavior - Consumers are less willing to pay a premium for basic cleaning functions, with sales growth (9.8%) outpacing average price growth (1.3%) [7]. - Only products with upgraded efficacy or emotional attributes can support a robust pricing structure [7]. Key Categories and Trends - Shampoo: Evolving from a "cleanser" to a "scalp conditioner," focusing on specific pain points like "sensitive scalp" and "fine hair" [11]. - Body Wash: Growth is slow (3.6%), but consumers are demanding skincare standards, leading to increased interest in ingredients like "acids" for skin issues [14]. - Hair Oil: Outpacing the hair care market with a growth rate of 15.5%, shifting from "repair" to "styling" [16]. Brand and Retail Strategies - Brands should pivot from ineffective competition in basic cleaning to focus on "scalp health" and "emotional value" [20]. - Retailers need to adjust product selection by reducing traditional large bottles and increasing the display of specialized products [20]. - Emphasizing ingredient education in stores can lower consumer decision-making barriers and enhance cross-selling opportunities [20]. Supply Chain Recommendations - Innovation in raw materials should focus on "skincare-grade scalp ingredients" and "gentle high-activity acid technologies" [21]. - Development of non-greasy lightweight oil substitutes and new polymers to address consumer pain points [21]. Conclusion - The personal care market in 2025 will prioritize precision over simple scale expansion, with brands and retailers needing to adapt quickly to the shift towards refined, efficacy-driven, and emotionally resonant consumer demands [23].