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 ...

Core Insights - The core message emphasizes that the digital transformation of the company focuses solely on serving consumers through innovative technologies and AI applications [1]. Group 1: Digital Transformation and AI Applications - The company has developed an "AI Makeup Mirror" solution to address the lack of physical experience in online shopping, allowing consumers to upload photos for virtual try-ons of lipstick colors, closely mimicking in-store experiences [3]. - Digitalization not only enhances consumer service but also helps the company reduce costs and improve product development by leveraging a vast consumer database to shift from traditional market-following strategies to focusing on local consumer needs [4]. - The company aims to provide the best cosmetics for Eastern consumers, exemplified by the introduction of a "Scalp Essence" product line based on consumer interest in scalp health [4]. Group 2: Supply Chain and Operational Efficiency - The company has upgraded its supply chain through a national intelligent distribution and order scheduling system, ensuring delivery within 36 hours of order placement [4]. - AI algorithms are utilized to optimize packaging by accurately matching delivery boxes to product dimensions, resulting in a reduction of nearly 2,000 tons of cardboard in 2024, which has been recognized as a national ESG classic case [4]. - AI applications have significantly improved operational efficiency, with AI customer service increasing service efficiency by 50%, and AI-generated short videos being used for brand content production [4]. Group 3: AI as a Support Tool - The company emphasizes that AI does not replace human roles but serves as an assistant to enhance efficiency in various functions, such as formulation and procurement [5]. - The ultimate goal of the company's digital initiatives is to ensure that consumers can easily access products and emotional value [5].

Core Viewpoint - The hair care market is experiencing significant growth, with online transaction value reaching 340.37 billion yuan in the first half of 2025, marking a year-on-year increase of 20.67% [4][5]. Market Performance - The hair care segment outperformed other beauty categories, driven by a 131.5% surge in men's hair care and steady performances from international brands like Kérastase, L'Oréal, and Pantene [2][4]. - The overall beauty market saw a total online transaction value of 3,060.39 billion yuan, with hair care being one of the fastest-growing segments [5]. Segment Breakdown - The hair care subcategories showed robust growth: - Hair cleansing: 179.72 billion yuan, up 21.56% - Hair care: 74.00 billion yuan, up 19.59% - Hair dyeing and perming: 57.44 billion yuan, up 17.20% - Hair styling: 20.76 billion yuan, up 16.64% - Men's hair care: 5.12 billion yuan, up 131.50% [7]. Brand Landscape - The market share of the top five brands (CR5) decreased from 19% in 2024 to 16%, indicating increased competition from emerging domestic brands and private labels [8]. - New domestic brands like Off&Relax and others are gaining traction, with several entering the top 20 rankings [11]. Consumer Trends - There is a shift towards efficacy-driven products, with consumers seeking solutions for specific scalp issues and multi-functional products [14][19]. - The introduction of "face-care level" ingredients in hair care products is becoming a trend, enhancing the overall consumer experience [19][21]. Innovation and New Products - Over 25 brands launched new products in the first half of 2025, with a focus on scalp care and multi-functional benefits [13]. - Brands are emphasizing rapid effectiveness, with products claiming visible results in as little as one to three minutes [17]. Future Outlook - The competition in the hair care market is expected to intensify, particularly in the areas of anti-hair loss and scalp care, with a focus on patented technologies and quick results [26][29]. - The potential for growth in differentiated segments like scalp oils is significant, as brands explore new opportunities [23][26].