今天分享的是：2025头皮护理行业消费趋势报告 报告共计：30页 2025年头皮护理行业消费趋势报告总结 随着国民健康意识提升，头皮护理市场高速增长，2023-2024年市场规模从176亿元增至210亿元，社媒热度同比激增158%，防脱、控油、舒缓瘙痒成核心需 求，成分安全与天然植萃偏好显著，行业细分趋势与差异化竞争格局渐显。 消费者层面，年轻群体是核心驱动力，18-24岁消费者占比52.4%，超6成国民自发关注头皮健康，8成会专门养护。头皮问题集中在脱发（65.6%）、头屑 （52.3%）、油头（45.9%），选购时优先关注功效（73.3%）、成分（66.8%）与使用体验（42.8%）。防脱固发、减轻瘙痒是明星卖点，氨基酸、米诺地尔 为热门成分，近9成消费者期待青蒿、侧柏叶等天然植物成分。使用场景以日常（74.1%）和工作（67.6%）为主，控油止痒、清爽蓬松的体验最受关注，同 时80.5%消费者希望护理过程缓解疲劳，追求情绪价值。 市场发展呈现三大趋势：一是"头脸一张皮"概念深化，头皮抗衰社媒种草作品量增长105%，华熙生物、Off&Relax等品牌纷纷布局；二是细分人群需求凸 显，青少年头皮护理相关作品 ...

Market Overview - The online hair care market reached over 55 billion, with sales exceeding 900 million units from April 2024 to March 2025. JD.com led with a 65% growth, achieving over 11 billion in sales, while Douyin's GMV surpassed 17.5 billion, growing by 42%. In contrast, Taobao and Tmall experienced a 10% decline in sales due to traffic limitations in traditional e-commerce [1][20][31]. Brand Competition Landscape - The competitive landscape saw significant changes, with brands like He Xi, Dan Dong, and Kashi performing exceptionally well. He Xi and Dan Dong ranked first and second on Douyin, with sales growth exceeding 600%. Kashi maintained its high-end market position with new products, while traditional brands like L'Oreal and Pantene focused on technological upgrades to retain market share [2][21][42]. Product Innovation Directions - Consumer demand for hair care has shifted from basic cleaning to precise efficacy, with notable growth in anti-hair loss products, which saw a 73% increase in social media mentions. The popularity of scalp care surged by 198%, and the demand for soothing products increased by 288%. Fragrance and texture enhancements are becoming key selling points, with brands like Kashi and L'Occitane leveraging scent to add value [3][4][5][6]. Marketing and User Insights - Marketing strategies are evolving, focusing on cross-industry collaborations and experiential marketing. Social media platforms like Xiaohongshu and Douyin are central to product promotion, with KOLs driving significant engagement. Brands are also emphasizing long-term care and scientific backing to enhance credibility [7][8]. Future Trends - The hair care market is transitioning to a "3.0 era," characterized by the integration of skincare-level ingredients and personalized care solutions. Concepts like cellular repair and scalp anti-aging are gaining traction, with products like Gu Dan Tang's restoration cream achieving over 500 million in sales [9][10]. The fusion of fragrance and efficacy is also emerging as a dual-value proposition in the market [10]. Summary - The 2025 online hair care market is defined by channel transformation driving growth, efficacy segmentation leading innovation, and content marketing activating demand. Brands need to focus on consumer pain points and leverage social media ecosystems to build differentiated brand perceptions while utilizing technology and scenario innovation to capture market opportunities [11].