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1、Information Classification:General从世界，到中国美妆个护行业趋势郑冶 Jack ZhengNIQ中国首席增长官 2024 Nielsen Consumer LLC.All Rights Reserved.OECD Consumer price indices:Frequency of observation:Quarterly.Measure:Consumer price index,National,Growth rate,over 1 year.Unit of measure:Percent per annum2随着销售额的不断增加，美业在全球范围内的热度

2、也不断攀升随着销售额的不断增加，美业在全球范围内的热度也不断攀升Beauty has been a global success story as values have continued to grow区域性销售额增长率区域性销售额增长率 Regional Beauty value growth%North America+10%Latin America+19%Europe+11%Africa Middle East+29%Asia Pacific+12%Global12%OECD Consumer price indicesQ2 2022 9.7Q2 2024 5.8OECD Cons

3、umer price indicesQ2 2022 9.7Q2 2024 5.8Global12%2024 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.282831205758555214141428Packaged FoodBeveragesHousehold ProductsBeautyCheaper BrandsMaintain Current SpendingBetter Quality Brands3Question:Attitude on spend b

4、y category Source:NIQ BASES survey February 2024与其他快速消费品类别相比，消费者更不愿意减少在美容方面的支出Compared to other FMCG categories,consumers are more reluctant to reduce spending on beauty消费者希望保持在“追求美丽”上的花销消费者希望保持在“追求美丽”上的花销Consumers want to maintain beauty spendingAttitude on spends by each category-APAC 2024 Nielsen

5、 Consumer LLC.All Rights Reserved.4Nominal USD20242034$562B$897BConsumer Income EffectNet New ConsumersInflation and Exchange Rates全球消费者对于美业的需求将会在接下里全球消费者对于美业的需求将会在接下里1010年带来年带来$300$3000 0亿的规模亿的规模增长增长Global Consumer Demand for Beauty will continue to grow by$300Bn in the next 10 yearsNominal USDCons

6、umer Income Effect消费者收入影响消费者收入影响Net New Consumers净新客净新客Inflation and Exchange Rates通胀和汇率通胀和汇率CAGR4.8%Share of Total Spending0.9%2024 Nielsen Consumer LLC.All Rights Reserved.AVAILABILITY*场场AFFORDABILITY*人人ATTRACTIVENESS*货货5 2024 Nielsen Consumer LLC.All Rights Reserved.AVAILABILITY*场场AFFORDABILITY*人

7、人ATTRACTIVENESS*货货6 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.护肤品整体全域增长Total SkincareChina Omni10.0 11.2 0.4 7.6 62.9 7.9+4.2%爽肤水 Toner+4.0%Value%GRin MAT 2404 vs.YASkincare Sub-cate|Value%GR vs YAMAT TY膏霜 Skin Moisturizer+9.5%洁面 Facial Cleanser+2.2%

8、个护Personal Wash-4.8%面膜Facial Mask-12.3%唇膏Lip Balm+10.1%护肤品大类全域持续增长，主要来自于润肤膏霜类产品的贡献Skincare grew positively in MAT thanks to Skin Moist.as the key driver in Omni landscapeFacial 面部Cont.22.4%|+14.0%Body 身体Cont.15.1%|+19.0%Source:RMS Omni(Offline and Ecom data)ending 2404(*)Skincare includes Facial Cle

9、anser,Facial Mask,Lip Balm,Personal Wash,Skin Moist,Toner.Lip Balm only tracked in Offline(*)Online:JD,Tmall,Douyin,Kuaishou,/Offline:Hyper,Super,Mini,Cosmetics,Grocery,CVS,General stores 2024 Nielsen Consumer LLC.All Rights Reserved.-7.8-9.8-17.2-7.5-4.9-4.7-10.07.36.2-11.4-1.624.120.010.4线下线上 线上市场

10、为护肤品类产品的主战场，并持续贡献增长Online dominated and developed in most of Skin sub-cates322719165452151425222018687381844648858675788082MAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYOFFLINEONLINE+4.2+2.2-12.3-4.8+14.0+19.0+4.0Total Omni MAT TY vs YA护肤整体Skin Care洁面Facial Cleanser面膜Facial

11、 Mask个护Personal Wash膏霜Skin Moist爽肤水TonerOMNI by Channels Val%GR|MAT 2404 vs YA销售额渠道重要性|2MATsSource:RMS Omni(Offline and Ecom data)ending 240(*)Skincare includes Facial Cleanser,Facial Mask,Lip Balm,Personal Wash,Skin Moist,Toner.Lip Balm only tracked in Offline(*)Online:JD,Tmall,Douyin,Kuaishou,/Off

12、line:Hyper,Super,Mini,Cosmetics,Grocery,CVS,General stores xx护肤整体洁面面膜个护膏霜身体护理爽肤水8 2024 Nielsen Consumer LLC.All Rights Reserved.-13.0-10.6-22.021.9-14.2-12.1-2.9-16.6-2.8-4.5-17.921.2-2.9-0.40.6-7.3-10.9-14.2-16.20.9-9.4-7.7-12.7-17.9-9.1-16.1-53.11.5-8.1-11.115.7-21.9-7.3-9.0-16.69.6-6.6-4.1-2.4-8.

13、8大卖场大超市小超市食杂店化妆品店化妆品店是线下市场中最重要的渠道之一一Cosmetics is the most important channel3388551917673366875512128830311112541212131310102826131320203229191921201716222217177610225581824950717111114040727358585657MAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TY大卖场大超

14、市小超市便利店食杂店化妆品店-7.8-9.8-17.2+10.1-7.5-4.9-4.7-10.0Total Offline MAT TY vs YAOffline by Channels Val%GR|MAT TY vs YA渠道权重|2MATsOMNIOFFLINEONLINE护肤整体Skin Care洁面Facial Cleanser面膜Facial Mask唇膏Lip Balm个护Personal Wash膏霜Facial Moist身体护理Body Moist爽肤水TonerSource:RMS Offline data ending 2404(*)Skincare includes

15、 Facial Cleanser,Facial Mask,Lip Balm,Personal Wash,Skin Moist,Toner.Lip Balm only tracked in Offline(*)Online:JD,Tmall,Douyin,Kuaishou,/Offline:Hyper,Super,Mini,Cosmetics,Grocery,CVS,General stores 护肤整体洁面面膜唇膏 个护面霜身体乳爽肤水9 2024 Nielsen Consumer LLC.All Rights Reserved.1AVAILABILITY*场场AFFORDABILITY*人人

16、ATTRACTIVENESS*货货10 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.110510152025100元以下101元-300元301元-500元501元-800元801元-1500元1501-2500元2501-4000元4001元及以上2024年2月至7月2024年8月至2025年1月消费者每半年用于购买美妆产品的花费，过去半年消费者每半年用于购买美妆产品的花费，过去半年vs.未来半年未来半年消费者预算发生了怎样的变化？消费者预算发生了怎样的

17、变化？两级分化两级分化“精致穷”和“真千金”“精致穷”和“真千金”数据源:NielsenIQ,2024美妆趋势研究-NSI定量问卷中国大陆，1,236份；社媒数据-2022年1月至2024年6月合计2,097,408,340条帖子%环比变化%-26.7%-11.3%4.6%-1.5%-5.8%11.5%14.3%2024 Nielsen Consumer LLC.All Rights Reserved.消费降级并不意味着一味低价，消费者对高端产品的核心诉求从未改变Trade down does not mean low price;it is necessary to meet the cor

18、e demand for premium50%高端价位段份额 Y2021:61%面膜(片装)润肤霜63%高端价位段份额 Y2021:65%Mass brand booming across Social Ecom护肤类产品在社交电商平台增速（对比2023年）+98.5+165.146%消费者购买了具有医疗美容或药妆等专业特色的护肤品Consumers have bought skin care products with professional characteristics such as medical beauty or cosmeceuticalsVoolga敷尔佳TOP1 mass

19、tige sheet mask brand+13.298%Skin Care products with non-masstige price are lotion&creamChando男士喜马拉雅冰川保湿露70ML+1.4Proya水漾芯肌倍润型透润乳120ML+78.562%消费者每次购买护肤品时都会购买更大包装的产品Consumers buy more of bigger pack size per purchase trip for Skin Care Source:NIQ Personal Care 2024 Consumer Insight Survey,NIQ Offline

20、RMS data FY23Professional ingredients could still charge moreBasic lines kept stable within mass brands12 2024 Nielsen Consumer LLC.All Rights Reserved.出游睡前熬夜约会健身日常派对通勤2024 H120232022+13.3%vs YA+2.8%vs YA+12.7%vs YA-19.5%vs YA13出游睡前熬夜约会健身日常派对通勤出游睡前熬夜约会健身日常派对通勤占比最大：派对，派对，31.3%增长最快：通勤，通勤，19.1%占比最大：出游，

21、出游，29.8%增长最快：派对，派对，13.6%占比最大：出游，出游，28.8%不是，现在出门也太卷了吧，谁家去音乐音乐节节大晚上的妆容还这么好啊，今天教大家一个出门精致持久不精致持久不脱妆脱妆的妆效，集美们把手动起来早上起不来，又要挤地铁挤地铁的姐妹看过来，教你一个简单单快速出门快速出门的妆容数据源:NielsenIQ,2024美妆趋势研究-NSI定量问卷中国大陆，1,236份；社媒数据-2022年1月至2024年6月合计2,097,408,340条帖子使用场景的变化从占比情况看，上半年派对、通勤等场景需求显著增加,而出游、睡前和熬夜后修护等暂离TOP3榜单13 2024 Nielsen C

22、onsumer LLC.All Rights Reserved.AVAILABILITY*场场AFFORDABILITY*人人ATTRACTIVENESS*货货14 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.15健康和功能性已成为亚太地区消费者选择美容和个人护理产品的关键Healthy and Functional becomes essential for APAC consumers when choosing Beauty&PC productsS

23、ource:BASES consumer survey Feb 2024 抗老 Anti-aging 特供产品 Customised for my skin type 功效 Efficacy 功能性成分（如维生素 C、视黄醇、AHA/BHA、透明质酸等）保湿 Hydrating 不含刺激性化学物质，防腐剂等 功效 Efficacy 品牌信赖 From a trusted brand 保湿 Hydrating 润肤 Moisturizing 皮肤健康 Skin healthBeauty&CosmeticPersonal Care最受亚太地区消费者青睐的产品类型Top favored produc

24、ts benefit for APAC consumers 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.16Source:NIQ Personal Care 2024 Consumer Insight Survey保湿,抗衰老,及美白淡斑是中国消费者最看重的功效中国消费者追求多重功效China consumers seek for multiple benefits,implying their high demand on Skincare functi

25、onsHydrating保湿55%Whitening/Blemish Spots美白淡斑48%Anti-aging抗衰老48%Acne Oil-control控油祛痘35%Repair/Anti-allergy修复抗敏33%while Acne Oil-Control and Repairing are more selective for groups with more special skincare routine:Q:Which product benefits/ingredients you will focus on when buying skincare brands?202

26、4 Nielsen Consumer LLC.All Rights Reserved.Source:NIQ Personal Care 2024 Consumer Insight Survey,NIQ Offline RMS data MAT2404通过更加专业化的产品迎合消费者需求Professionalizingconsumer needQ:Which product benefits/ingredients you will focus on when buying skincare brands?(by Female/Male groups)抗衰类产品持续蓬勃发展Anti-Aging

27、trend keeps blooming31.7 33.7 MAT 2304MAT 2404+2.0 pts13.7 14.7 MAT 2304MAT 2404OLAY塑颜紧致系列MS%:0.6+/-MS%:+0.02MEIFUBAO玉珍弹力保湿MS%:0.4+/-MS%:+0.1PECHOIN活力焕能系列MS%:1.5+/-MS%:+0.3PECHOIN帧颜抗皱系列MS%:0.8+/-MS%:+0.4+1.0 pts线下|Anti-ages val%shr 抗老(男女通用)In Unisex Facial Moist线上|Anti-ages val%shr抗老(男士)In Men Facia

28、l MoistAnti-aging 抗老胶原蛋白23%虾青素13%玻色因10%Whitening 美白烟酰胺19%维他命C12%Repairing 修护积雪草11%神经酰胺11%抗衰老41%淡斑37%祛痘33%Deeper:Female users search for more-than-one pharmaceutical ingredients while choosing the benefit of Skin care products.Broader:Male users expand their need&concern about Skin problems and becom

29、e more diversified in product choice.17 2024 Nielsen Consumer LLC.All Rights Reserved.“广谱防晒更周全”“成分更养肤”“质地更清爽”男士护肤品创新同样进入更加专业化配方领域Male Skin Moist innovations take a deeper look into professional benefitsPharmaceutical ingredientsNatural ingredientsHigh functional Suncare欧莱雅男士防晒小银砖Source:Desk Research

30、18 2024 Nielsen Consumer LLC.All Rights Reserved.74.84.310.310.6面霜身体乳防晒其他旅游业和户外活动蓬勃发展，为防晒霜市场注入了活力Tourism and outdoor hobbies are booming,energizing Sunscreen marketData source:NielsenIQOfflineSkin Moist by Segment MS%|Nat Offline MAT 2404国内旅旅游增长（对比2023年）93.3%旅游户外消费品增长（对比2023年）7.3%户外活动+0.7 ptsGR+1.5%

31、.vs YA(*)Facial moist/Body moist/Others:exclude Suncare products19 2024 Nielsen Consumer LLC.All Rights Reserved.AVAILABILITY*把握渠道先机AFFORDABILITY*迎合价值诉求ATTRACTIVENESS*稳抓消费品质新常态下中国消费者追求的核心是：有价值感的品质生活Consumers are not merely pursuing low prices,but are primarily seeking a return to high-quality,value-driven lifestyles20 2024 Nielsen Consumer LLC.All Rights Reserved.21扫码获取更多报告Information Classification:General谢谢聆听！