2025年个人洗护与家清行业呈现复苏增长与需求升级并行的态势，细分赛道亮点突出，消费群体与市场格局呈现显著变化。 个人洗护线上市场强势复苏，MAT2025主流电商平台销售额同比增长22.8%，行业均价受国货崛起与电商促销影响有所下降。身体护理和头发护理为核心细 分领域，分别占据56%和44%的市场份额，其中身体护理以27.0%的同比增速领先。消费群体以21-35岁女性为主，占比超85%，一线及新一线人群占比达7 成，30岁以下人群关注度持续提升。消费者需求向精细化延伸，除基础护理外，颈部、足部、指甲等局部护理品类关注度攀升，增发、去后背痘等功效需求 增长显著。 身体护理市场呈现多重升级趋势。功效层面，面部护理成分向身体护理延伸，烟酰胺、玻色因等成分广泛应用，美白、紧致抗皱等功效性产品成为竞争焦 点。香味成为首要关注因素，占评价声量超50%，留香类产品销售额同比增长61.8%，木质香、东方香等香调快速崛起。场景方面，产品从居家使用向送 礼、差旅、约会等多元化场景延伸，母亲节、情人节等节点的高端礼盒销售额同比增长51.4%，溢价空间明显。 今天分享的是：2025个人洗护&家清行业趋势洞察-魔镜洞察 报告共计：30 ...

Market Overview - The online market size for body cleansing and care reached 15.3 billion yuan in the first half of 2025, representing a year-on-year growth of 14%, and is expected to exceed 17 billion yuan in the first half of 2026 [6][7][8] - Body cleansing sales grew by 7% year-on-year, while body care sales increased by 19% in terms of revenue, with a 21% rise in volume [8][9] - The sales focus is shifting towards content e-commerce, with body cleansing sales on a specific content platform increasing from 32% to 41%, a year-on-year growth of 36% [10][11] Category Analysis - In the body cleansing category, shower gel accounts for nearly 70% of the market, with shower oil showing significant growth at 67% year-on-year [18][21] - The demand for nourishing and soothing products peaks in the autumn and winter seasons, indicating seasonal sales trends [14] - In body care, body lotion/cream exceeded 4 billion yuan in sales, growing by 22%, while hair removal cream and neck care saw growth rates of 36% and 34%, respectively [21][22] Brand and Pricing Dynamics - The brand landscape is characterized by a dominance of mass-market brands, with domestic brands in body cleansing increasing their market share from 49% to 76% and in body care from 52% to 65% [12][13] - There is a noticeable price differentiation, with high-price segments gaining traction in shelf e-commerce, while low-price segments are rapidly growing in content e-commerce [25][27] E-commerce Platform Trends - The report highlights a significant shift in sales channels, with content e-commerce gaining a larger share of the market, particularly in the body cleansing segment [10][11] - The average price of shower oil has decreased, indicating a competitive pricing strategy in the market [27][28] Data Quality Challenges - The industry faces challenges related to data cleaning due to inconsistent platform categories and SKU mixing, necessitating the establishment of a dedicated data cleaning library to enhance data quality for product innovation and strategy formulation [21]

Investment Rating - The report indicates a positive investment outlook for the body care industry, highlighting a recovery phase with a projected sales growth of 7% year-on-year on the Tmall platform in 2024 [7][21]. Core Insights - The Chinese body care market is experiencing a rebound starting in 2023, driven by increased consumer demand for high-quality and cost-effective domestic products [5][7]. - The market is characterized by a shift towards functional and experience-oriented products, with a notable rise in demand for body oils and soaps due to health and environmental concerns [12][19]. - Domestic brands are gaining market share, leveraging supply chain advantages and refined pricing strategies to stimulate consumer demand [21][16]. Industry Analysis - The body care market in China is recovering, with a significant increase in the number of buyers and purchase frequency, while overall prices are declining due to the rise of cost-effective domestic products [7][21]. - The market is projected to grow steadily, with core categories such as body lotion and hand cream forming the backbone of industry growth, while body oils and high-end products show strong market potential [21][16]. - The competitive landscape is evolving, with domestic brands outperforming foreign brands in growth rates, particularly in specialized efficacy and scenario innovation [16][21]. Consumption Trends - There is a notable increase in demand for specialized functions such as anti-aging and soothing, with basic moisturizing needs remaining stable [23][26]. - The price distribution of body care products shows a concentration under 100 yuan, while high-end products (above 150 yuan) are seeing increased demand [26][23]. - The trend towards gifting body care products is growing, particularly during holidays, with hand creams being a popular choice [38][59]. Consumer Insights - The primary consumer demographic for body care products consists of women aged 25-34, with younger consumers (18-24) showing a strong preference for body lotions and shower gels [42][63]. - Consumers prioritize scent and efficacy in their purchasing decisions, with a significant focus on the emotional value provided by fragrances [46][44]. - The interest in body care products is heightened during festive occasions, with consumers increasingly choosing these products as gifts [38][59]. Future Outlook - The body care market is expected to continue its recovery, with domestic brands capitalizing on functional ingredients and innovative scenarios [67]. - Product upgrades will focus on specialized functions for problem skin, with an emphasis on developing customized solutions for various skin concerns [68]. - Sustainability and digital experiences are anticipated to play a crucial role in shaping future consumer preferences and market strategies [68].