Core Insights - The scalp care market is experiencing rapid growth, with market size projected to increase from 17.6 billion yuan in 2023 to 21 billion yuan in 2024, reflecting a growth rate of 19.6% [40] - Social media engagement related to scalp care has surged, with a year-on-year increase of 158% in related content [41] - Key consumer demands include anti-hair loss, oil control, and itch relief, with a strong preference for safe and natural ingredients [9][24] Consumer Insights - Young consumers (ages 18-24) represent 52.4% of the market, with over 60% of the population actively concerned about scalp health [12][13] - The main scalp issues faced by consumers are hair loss (65.6%), dandruff (52.3%), and oily scalp (45.9%) [18] - When purchasing scalp care products, consumers prioritize efficacy (73.3%), ingredients (66.8%), and user experience (42.8%) [20][21] Market Trends - Three major trends are emerging: the deepening of the "one skin" concept for scalp and face, the rise of niche products targeting specific demographics, and an increased focus on emotional value in product offerings [2][9] - Brands like Kérastase and FGF are leading the market, while domestic brand Kelin has gained traction with its unique ingredient offerings [2][9] - Social media platforms like Xiaohongshu and Douyin are key marketing channels, with Xiaohongshu focusing on tutorials and product reviews, while Douyin emphasizes immersive content [2][9] Product Preferences - Consumers show a strong preference for ingredients such as amino acids and minoxidil, with nearly 90% expressing interest in natural plant extracts like Artemisia and Platycladus [26][30] - The most sought-after product benefits include anti-hair loss, itch relief, and gentle, nourishing properties [24][25] - The primary usage scenarios for scalp care products are daily routines (74.1%) and work settings (67.6%), with a focus on oil control and refreshing experiences [33]

Group 1 - The personal care market is experiencing a recovery and refined growth trend, with online sales on major e-commerce platforms increasing by 22.8% year-on-year, and body care leading with a 56% market share compared to hair care's 44% [1][14][18] - The average price in the industry is declining due to the rise of high-cost performance domestic brands, the influx of new brands, and frequent e-commerce promotions [1][14] - The core consumer group is women aged 21-35, accounting for over 85% of the market, with a notable increase in the under-30 demographic by 3.6%, indicating a growing awareness of personal care among younger generations [1][13] Group 2 - In the body care segment, the market size exceeds 651 billion yuan, growing by 27.0%, while hair care approaches 519 billion yuan with a growth of 17.9% [1][18][19] - Interest e-commerce platforms are gaining market share from traditional e-commerce due to their cost-effectiveness and traffic advantages [1][18] - Social media discussions highlight a significant interest in body and hair care, with rising attention on localized care products such as intimate and neck care, and fragrance products becoming a focal point due to emotional needs [1][12] Group 3 - In hair care, fragrance has become a crucial decision factor, with sales of fragrance products increasing by 38.5%, and specific scents like fig and lime seeing growth rates exceeding 300% [2][30] - Natural ingredients, particularly traditional Chinese herbal components, are favored, with sales of shampoo bars relying on these ingredients increasing by 87.2% [2][35] - The trend of "oil-based hair care" is emerging, with sales of scalp oils growing by 66.8%, and packaging is shifting towards eco-friendliness and functionality [2][25] Group 4 - The market is evolving towards refinement, efficacy, and scenario-based development, with natural ingredients, emotional value, and segmented demands becoming key competitive factors for brands [3][18] - The demand for basic needs such as moisturizing and hydration is complemented by significant growth in specific needs like hair growth (driven by younger consumers facing hair loss) and back acne treatment [1][13]