2025年美妆个护行业趋势报告-尼尔森IQ会员免费优质

KCBESHONCARE从世界到中国美妆个护行业趋势郑冶JackZhengNIQNIQ中国首席增长官

GCBEE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Beautyhasbeen aglobal successstory as values havecontinued togrou区域性销售额增长率Regional Beautyvalue growth %OECDConstindicesQ220229.7Q220245.811%Torth AmericaAsia Pacific-12%Latin America+19%AfricaMiddleEast-29%Global12%NIQ

GCBEB消费者希望保持在"追求美丽"上的花销Consumers wantto maintain beauty spending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 spendingAtitudeonspendsby eachcategorv-APACPackagedFood285714Beverages285814315514Beauty205228NIQ

GCBEB全球消费者对于美业的需求将会在接下里10年带来CAGR4.8%$3000亿的规模增长Global Consumer Demand for Beauty will continue to grow by $300Bn in the next10 yearsShareofTotalSpending0.9%$897BConsumerIncomeEffectS562B消费者收入影响NetNewConsumers净新客Inflationand ExchangeRates通胀和汇率20242034NominalUSDNIQ

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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NLSkincare grew positively in MAT thanks to Skin Moist as the key driver in OmnilandscapeSkincareSub-catelValue%GRveYA爽肤水Toner洁面FacialCleanser护肤品整体+2.2%+4.0%NI全域增长TotalSkincare10.0FacialMaskChinaOmni-12.3%11.2膏箱Skin0.4MoisturLipBalmN+42%7.6+10.1%Value%GRinMAT2404vs.YAFacial面部Cont:个护PersonalWashBody身体62.94.8%NIQNICont.15.1%|+19.0%NIQ

线上市场为护肤品类产品的主战场，并持续贡献增长销售额渠道重要性|2MATsOnline dominated and developed in most of Skin sub-cates,OMNbyChannelsVal%GRIMAT2404vsYAMATTY18线下线上护肤整体Skin CanMATYA202万MATT24.120.0面膜7.310.462Facial MaskMATYA-7.8-7.5-10.0495217.2WashMATYA54膏雷16MATTY-11.4Skin MoistMATYA19TotalOmniMATTYvsYA爽肤水4.2-12.3+14.0Toner2护肤整体洁面面膜个护膏霜身体护理爽肤水OFFLINEONLINESuurre.RMSOmpy/(OMNIO

OMNIOFFLINEONLINE化妆品店是线下市场中最重要的渠道之一Cosmetics is the mos imporant channel渠道权重12MATs护肤整体大卖场大超市小超市食杂店化妆品店skinCareAAAATFacial Masl21.9唇膏-22.0LipBalm17.9-16.1-16.2-21.9MATMATTY-53.1al Moist身体护理-16.6heMATTYVSYA7.817.210.14.7-10.07.5爽肤站护肤整体洁面面膜唇膏个护面霜身体乳爽肤水大卖场大超市小超市便利店食杂店NIQ

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消费者预算发生了怎样的变化?消费者每半年用于购买美妆产品的花费，过去半年vs.未来半年环比变化务两级分化2024年2月至7月2024年8月至2025年1月“精致空”和"直千金"

GCBEB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Tradedown does not mean low price; itis necessary to meetthe core demand forpremiumD62%面膜(片装）润肤霜63%50%高端价位段份额Y2021:高端价位段份额Y2021:61%65%Voolga消费者购买了具有医疗美药妆等专业特色的护敷尔佳boughtMassbandboomingacossSscilEecomTOP1mittiand+13.298%护肤米产品在社衣由商平台增谏CHANDO+98.5PROYABasic-lineskeptstable wthnmassbrands拍莱雅+165.1Proya水漾芯肌倍润湿露70ML透润乳120N-78.5NIO

CBEB使用场景的变化从占比情况看，上半年派对、通勤等场景需求显着增加，而出游、睡前和熬夜后修护等暂离TOP3榜单2024H1不脱妆挤地铁20232022派对通靴亮眼鞋班代约会"快速快速出门的饮款占比最大:派对,31.3%占比最大:出游，29.8%占比最大:出游，28.8%增长最快:通勤,19.1%增长最快:派对,13.6%NIQ

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