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 ...

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]