Views: 0 Author: Site Editor Publish Time: 2025-11-27 Origin: Site
Shift in Growth Focus: While the overall personal care market achieved an 11.2% compound annual growth rate (CAGR), growth was uneven.
New Engines: Body care (CAGR +17.2%) and oral care (CAGR +12.2%) emerged as core growth drivers. In particular, intimate care saw an extraordinary 68.6% surge.
Established Norm: Hair care, the largest segment by market share, only grew by 8.1% with a 1.8% drop in average unit price (AUP), indicating a fierce price war in a mature, stagnant market.
Warning Zone: Men's care declined by 8.4% year-on-year, signaling that traditional "male economy" logic is weakening, with male demand increasingly met by gender-neutral, professional products.
Consumers Reject Premiums for Basic Cleansing: Volume growth (9.8%) significantly outpaced AUP growth (1.3%). Consumers are not reluctant to spend but refuse to pay a premium for homogeneous cleansing functions. Only segmented categories with enhanced efficacy or emotional appeal can sustain a robust pricing system.
Shampoo: From "Cleanser" to "Scalp Conditioner"
Despite falling AUP for traditional shampoos, new growth focuses on addressing specific pain points.
Pain Point Shift: Consumer focus has moved from dandruff and oil control to fine/limp hair (attention +0.5%) and sensitive scalp (attention +1.6%).
Visual Aesthetics: Young consumers seek visible results like voluminous roots and fuller-looking hair.
Scalp Microbiome: With the widespread recognition that "the scalp is skin too," consumers are seeking shampoo products with skincare-grade ingredients (e.g., peptides, pro-xylane) to address scalp aging and sensitivity.
Body Wash: Facialization of Body Care
While overall growth for body wash remains slow (3.6%), segmented tracks are seeing dynamic changes. Consumers now hold body wash to facial skincare standards.
Ingredient-Conscious Consumers: Mentions of acids/AHAs have surged by 7.5%. Consumers use body wash to tackle back acne and keratosis pilaris, a trend known as "powerful skincare for the body."
Emotional Healing: Mentions of mood/ritual have increased by 2.5%. In a fast-paced world, bathing serves as a key stress-relief ritual. Fragranced body washes that deliver emotional value (e.g., sleep aid, forest bathing) command higher brand premiums.
Hair Oil: From "Repair" to "Styling Essential"
Hair oil has outperformed the broader hair care segment with a 15.5% growth rate, undergoing a fundamental shift in positioning.
Texture Revolution: Consumers have zero tolerance for greasiness or residue. In 2025, lightweight/watery texture (+1.1% attention) has become a core growth driver. Future blockbusters must be water-like and rapidly absorbent.
Scenario Expansion: Hair oil is no longer just a post-wash treatment but a pre-outing styling product. Portable/capsule designs facilitate gym use and travel while adding social appeal.
Product Strategy Overhaul: Exit futile competition in basic cleansing. Transition shampoo toward scalp health and voluminous aesthetics; incorporate facial skincare ingredients (e.g., salicylic acid, retinol) into body wash; prioritize lightweight textures and portable packaging for hair oil.
Value Proposition Upgrade: Shift marketing focus from "thorough cleansing" to "problem-solving" and "emotional delivery." Examples include scenario-based marketing for post-workout refreshment or professional endorsements for sensitive scalp products.
Target Niche Segments: Explore high-growth, low-penetration blue oceans like intimate care and neck care.
Merchandising Adjustment: Reduce shelf space for large-family-sized traditional hair/body care products and expand displays for scalp care, high-efficacy body wash, and portable hair oil.
Scenario-Based Merchandising: Break category boundaries and group products by scenario. Examples include a "late-night recovery zone" (scalp serum, sleep-inducing body wash) or a "date-ready emergency zone" (capsule hair oil, oral spray).
Ingredient Education: Use in-store ingredient education (e.g., "Why exfoliate your body with acids?") to lower consumer decision barriers and boost cross-selling rates.
Ingredient Innovation: Focus R&D on skincare-grade scalp ingredients (e.g., anti-aging ingredients suitable for the scalp environment) and gentle, high-potency acid encapsulation technologies.
Formulation Breakthroughs: Develop non-greasy alternatives to heavy oils and new polymers that lift hair roots, addressing greasiness and limpness at the source.
