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1、2 JULY 2025|REPORT洗护发产品洗护发产品-中国中国-2025年年消费降级压力下，品牌需重点关注头皮整体健康和发质进阶修护。Tina He,Senior Analyst,China Insights1Prepared for 2025 Mintel Group Ltd.All Rights Reserved.Confidential to Mintel.刚需属性抵御消费降级，功效创新驱动未来增长2024年洗护发市场预计增长3.5%。受益于刚需属性及功效创新，洗护发品类在经济低迷背景下仍保持韧性。未来5年，市场CAGR预计2.4%，2029年规模或达798亿元。护肤品成分下放、微生

2、态研究落地及美妆集团加码，推动行业向“护肤化”方向发展，满足消费者对于头皮头发整体健康的追求。销售额（十亿元人民币）中国：洗护发产品市场零售额预测（最好和最差情形），2019-2029年54.954.954.957.557.557.560.460.460.463.263.263.266.366.366.368.668.668.670.970.970.973.173.173.175.475.475.477.677.677.679.879.879.868.668.668.671.171.171.173.673.673.676.176.176.178.778.778.781.381.381.368.

3、668.668.670.770.770.772.772.772.774.674.674.676.576.576.578.378.378.368.668.668.671.271.271.273.873.873.876.676.676.679.379.379.382.182.182.168.668.668.670.670.670.672.472.472.474.274.274.275.975.975.977.577.577.568.668.668.671.471.471.474.374.374.377.377.377.380.480.480.483.583.583.568.668.668.670.

4、470.470.472727273.573.573.574.974.974.976.176.176.168.668.668.671.571.571.574.574.574.577.677.677.680.980.980.984.284.284.268.668.668.670.370.370.371.871.871.873.173.173.174.374.374.375.475.475.4英敏特预测50%70%90%95%201920202021202220232024(est)2025(for)2026(for)2027(for)2028(for)2029(for)50556065707580

5、85来源来源:英敏特https:/ for 2025 Mintel Group Ltd.All Rights Reserved.Confidential to Mintel.市场细分2024年洗发水市场增速平稳，头发/头皮护理创新活跃但受消费降级制约，护发素品类创新不足、受众偏老龄化。十亿元人民币中国：洗护发产品市场的零售额（按细分市场区分），2020-24年42.542.542.544.344.344.345.845.845.847.947.947.949.749.749.715151516.116.116.117.217.217.218.418.418.418.918.918.9洗发水护发

6、素和头发/头皮护理20202021202220232024（预估）020406080%中国：洗护发产品市场的零售额增长率（按细分市场区分），2020-24年3.93.93.94.14.14.13.53.53.54.54.54.53.73.73.77.47.47.47.67.67.67 7 76.56.56.53.23.23.2洗发水护发素和头发/头皮护理2%3%4%5%6%7%8%20202021202220232024（预估）来源来源:英敏特https:/ for 2025 Mintel Group Ltd.All Rights Reserved.Confidential to Mintel