艾媒咨询 | 2025年中国洗发水行业发展状况与消费行为调查数据

在功效需求细化及高端化趋势凸显等多重因素的共同驱动下，中国洗发水市场正朝着专业化、精细化的方向持续升级。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国洗发水行业发展状况与消费行为调查数据》显示，2025年中国洗发水市场规模为691.07亿元，预测2029年达到817.80亿元。此外，2025年中国美容美发行业市场规模达到4459亿元。随着国民生活水平的提高以及对生活品质的不断追求，美容美发市场的消费需求旺盛，上下游产业和新兴业态将迎来快速发展机遇。该增长尤其带动了洗发、护发等细分领域向高端化、专业化升级，具备科技含量与个性化解决方案的洗发水品牌将更具竞争力。
　　中国消费者在购买洗发水时，最关注的三个因素分别是功效（48.10%）、适用发质（45.22%）和原料成分（41.43%）。与此同时，在消费者对洗发水功效的偏好中，去屑止痒（35.56%）位列第一，其次是深层清洁（31.76%）和滋养润发（31.30%）。这表明消费者选择日趋理性与精细化，基础清洁需求已转向对头皮健康及特定发质问题的针对性解决方案的追求。这进一步驱动市场向专业化、细分化方向发展，具有明确功效定位和成分透明的产品将赢得更多青睐。
　　艾媒咨询分析师认为，中国洗发水市场未来将呈现三大发展趋势。一是“头皮健康”理念将主导产品研发，推动防脱固发、舒缓修护等赛道高速增长；二是具备科学背书与透明成分的“科技护发”产品更受青睐，品牌研发实力成为核心竞争力；三是渠道与营销进一步向专业化内容（如成分科普、头皮检测）及个性化服务转型。整体市场将在消费升级与严格监管下，朝向更高附加值的专业化、品质化方向演进。
　　Driven by multiple factors such as the refinement and high-endization of functional demands, the Chinese shampoo market is continuously upgrading towards specialization and refinement. According to the latest "2025 China Shampoo Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the scale of the Chinese shampoo market is expected to reach 69.107 billion yuan in 2025 and 81.780 billion yuan in 2029. Additionally, the scale of the Chinese beauty and hairdressing industry is projected to reach 445.9 billion yuan in 2025. With the improvement of living standards and the continuous pursuit of quality of life, the demand for beauty and hairdressing services is strong, and the upstream and downstream industries and emerging business forms will face rapid development opportunities. This growth particularly drives the upgrading of the shampoo and hair care segments towards high-endization and specialization. Shampoo brands with technological content and personalized solutions will be more competitive.
　　When Chinese consumers purchase shampoo, the three most concerned factors are efficacy (48.10%), hair type suitability (45.22%), and ingredient composition (41.43%). Meanwhile, among consumers' preferences for shampoo efficacy, dandruff control and itch relief (35.56%) ranks first, followed by deep cleansing (31.76%) and nourishing and moisturizing (31.30%). This indicates that consumers' choices are becoming increasingly rational and refined, with the basic cleaning demand shifting towards targeted solutions for scalp health and specific hair type issues. This further drives the market towards specialization and segmentation, and products with clear efficacy positioning and transparent ingredients will gain more favor.
　　Analysts from iiMedia Research believe that the Chinese shampoo market will present three major development trends in the future. First, the concept of "scalp health" will dominate product research and development, driving the rapid growth of anti-hair loss and hair strengthening, as well as soothing and repairing segments. Second, "scientific hair care" products with scientific backing and transparent ingredients will be more favored, and brand R&D capabilities will become the core competitiveness. Third, channels and marketing will further transform towards professional content (such as ingredient science popularization and scalp testing) and personalized services. The overall market will evolve towards higher value-added specialization and quality under the influence of consumption upgrading and strict regulation.

罗普斯金：2021年第三季度报告

艾媒舆情|特斯拉车主 “车顶维权”事件舆情监测报告

2021年4月19日，上海车展特斯拉展台，一名女子身穿印着“刹车失灵”四个红色大字的白T恤，爬上特斯拉展车车顶高呼“特斯拉刹车失灵”，后被警方带走。经过媒体传播、舆论发酵，网络上对此事的关注度激增。21日，中纪委、国家市场监管总局等官方机构回应该事件，再次掀起了网络上的讨论热潮。

艾媒报告 |2019中国家电市场运行监测及典型细分领域研究报告

本报告研究涉及企业/品牌/案例：海尔、西门子、美的、容声、三星、松下、美菱、海信、TCL、博世，格力、大金、奥克斯、志高、科龙、小米，苏宁易购，天猫，国美，京东，创维，华日，小天鹅，万家乐，康佳，方太，九阳，樱花

利好政策、消费升级与市场需求驱动下，中国家电行业快速发展。2017年，中国家电零售商品购进额达3554.6亿元，成交额达304.0亿元。2017年亿元以上的家电市场个数减少至32个。目前，在家电选购中，50.0%的人考虑个人喜好，46.0%更注重品牌知名度。艾媒金榜(iiMedia Ranking)数据显示，在空调品牌中，格力的排名最高，金榜指数达87.0；在冰箱品牌中，排名第一的为海尔冰箱，金榜指数为84.9；在电视品牌中，传统品牌TCL排名最高，金榜指数为70.5。艾媒咨询分析师认为，未来家电发展将更注重场景智能和用户体验。

Driven by favorable policies, consumption upgrade and market demand, China’s home appliance market is developing at a high speed. China’s retail purchase amount of home appliance reached 35,546 billion yuan in 2017, and the turnover were 3,040 billion yuan. Besides, the amount of home appliance market that are more than 10 billion yuan fell into 32 in 2017. Currently, 50.0% of the customers prefer to personal interest and 46.0% pay more attention to the brand popularity when purchasing the home appliance. iiMedia Ranking shows that Gree ranked the first in the brand of air conditioner, with the grade of 87.0.In terms of the brand of refrigerator, Haier was the championship, with the grade of 84.9. As for television, TCL, the traditional brand got 70.5 and won the first. iiMedia Research believes that the future development of home appliance will concentrate more on scene intelligence and user experience.

艾媒报告 |2018-2019 中国空调行业研究与商业投资决策分析报告

中国是生产空调的主要大国，其空调产量占全球空调产量八成以上。中国空调行业高销量和高库存并存，2018冷年中国空调整体销售规模8153万台，库存预计约4800万台。持续变暖的全球气候推动中国空调市场不断增长。高端柜机、中央空调和智能空调受到消费者的欢迎。

China is the major producer of air conditioners in the world.China accounts for more than 80 percent of global air conditioning production.High sales and high inventory coexist in China's air conditioning industry.In 2018 the total sales volume of air conditioners in China is 81.53 million.China's air conditioning inventory is estimated to be about 48 million units in 2018.China's air conditioning market is growing as the global climate continues to warm.High-end cabinet machines,central air conditioners and intelligent air conditioners are welcomed by consumers.

华录百纳：2021年第三季度报告

艾媒报告|2019年中国快消品行业研究与发展报告

报告涉及的相关企业或品牌：万洲国际、高鑫零售、中国粮油、伊利、贵州茅台、怡亚通、永辉超市、蒙牛、康师傅控股、五粮液、统一企业、上海家化、中顺洁柔、珀莱雅、立白、纳爱斯、联合利华、宝洁、上海家化、拉芳、蓝月亮

2018年中国个人护理品市场规模继续增长，已达到2619.0亿元。国产品牌（如上海家化）营收增速亮眼，部分国际品牌（如联合利华）收入呈现负增长。中国的家庭护理产品中，织物护理产品占63.3%。市场集中度相对较高，TOP10企业拥有超过六成的市场份额，其中立白、纳爱斯集团以较大的优势占据第一、二位。2018中国烟酒产品零售额增速变缓，2018年1-11月，中国烟酒产品销售额为3502.3亿元。在酒类产品中，中高端白酒、进口啤酒和进口葡萄酒销售额上涨，分别同比增长22.0%，15.0%和5.0%。中国休闲食品规模不断扩大，预计2020年接近三万亿元。在销售渠道方面，电商渠道的销售占比不断提高，2018年休闲食品的线上市场规模同比增长23.4%。2018年中国饮料行业持续低迷，饮料产量同比下降13.1%。但低糖无糖、发酵饮料、膳食纤维等健康概念饮品备受消费者欢迎。随着居民消费水平的提高，中国消费者对高端快消品购买意愿的增加，未来中国快消品行业规模将继续稳步上升。

In 2018, China's personal care market continues to grow, reaching 261.90 billion yuan. Domestic brands (such as Shanghai Jiahua) saw impressive revenue growth, while some international brands (such as Unilever) saw negative revenue growth. Fabric care products accounted for 63.3% of all home care products in China. The market concentration is relatively high, and the TOP10 enterprises have more than 60% of the market share, among which Libai and Nass group occupy the first and second place with relatively large advantages. Chinese retail sales of tobacco and alcohol products have slowed down in 2018. From January to November of 2018, China's sales of tobacco and alcohol products reached 350.23 billion yuan. Among alcoholic products, sales of medium and high-end liquor, imported beer and imported wine increased by 22.0%, 15.0% and 5.0%, respectively, year-on-year. Chinese snack food market is expected to reach 3 trillion yuan by 2020. In terms of sales channels, e-commerce accounts for an increasing proportion of sales. In 2018, the online market size of leisure food increased by 23.4% year-on-year. Chinese beverage industry continued to suffer in 2018, with beverage output down 13.1 percent year-on-year. However, low-sugar sugar-free, fermented drinks, dietary fiber and other health concept drinks are popular among consumers. With the improvement of residents' consumption level and the increase of Chinese consumers' willingness to purchase high-end FMCG, the scale of China's FMCG industry will continue to rise steadily in the future.

烟台睿创微纳技术股份有限公司2021年第三季度报告

德方纳米：2021年第三季度报告

华纳药厂2021年第三季度报告