In recent years, the personal care products industry has shown a booming trend, with the market scale expanding and consumer demand continuing to grow, becoming one of the most watched focuses in the field of fast-moving consumer goods. With the improvement of people's living standards and the pursuit of health and beauty, the demand for personal care products has become increasingly diversified and refined, which has promoted the rapid upgrading and transformation of the industry.
Market size and growth trend
In 2023, the market size of China's personal care products industry reached 268.5 billion yuan, a year-on-year increase of 3.51%. Although the personal care category market faced challenges in 2024, the overall performance remained resilient, with sales of 8.559 billion yuan and sales of 128 million pieces. Although it declined year-on-year, it rebounded in the second half of the year, and sales and sales in winter were significantly higher than other seasons due to the increase in consumer demand for body care products. It is expected that the market size will exceed 280 billion yuan by 2024, and is expected to reach a higher level in 2029, showing strong growth potential.
Technological innovation leads industry upgrading
Technological innovation is a key factor in promoting the upgrading of the personal care products industry. With the continuous development of emerging technologies such as biotechnology, nanotechnology, and intelligent sensing technology, innovative products such as smart beauty devices, smart facial cleansers, neck mask guns, heating belts, heating massage knee pads, and massage pillows continue to emerge. These products not only improve consumers' experience, but also promote the industry to develop in the direction of intelligence and personalization. For example, the heating massage knee pad uses advanced heating technology and massage techniques to provide consumers with a warm and comfortable care experience, the neck mask gun combines beauty and massage functions to meet consumers' multiple needs for neck care. In the future, with the continuous advancement of technology and the expansion of application scenarios, the personal care products industry will usher in more innovative breakthroughs.
Green environmental protection has become an industry consensus
With the continuous enhancement of consumers' environmental awareness, green environmental protection has become an important development direction for the personal care products industry. More and more companies have begun to adopt sustainable raw materials, optimize production processes, reduce packaging waste and other measures to reduce the impact on the environment. At the same time, consumers are more inclined to choose environmentally friendly, ethical, clean, vegetarian and socially beneficial products. Therefore, green environmental protection has become an important means for companies to enhance their brand image and competitiveness.
Consumer demand and behavioral changes
Consumers' demand for personal care products is no longer limited to basic cleaning and care functions, but pays more attention to the efficacy, safety and personalized experience of products. For example, consumers' attention to natural and safe ingredients continues to rise, and the "natural and safe" attribute has become the primary purchasing consideration, driving the rapid development of the natural ingredient product track. Brands are accelerating innovation and transformation, focusing on the field of high-penetration plant-based formulas. Chinese herbal medicine ingredients, as emerging elements, are expected to be more widely used in body care and hand care products, forming a distinctive segmented track. In addition, consumers' requirements for skin care efficacy continue to increase, and the demand for compound body lotions/creams continues to grow. Products with multiple functions such as moisturizing, anti-aging, whitening and brightening will occupy a larger market share. Consumers' personalized demand for hand care products has also increased further, and the market for special products for different groups and skin types has continued to expand. At the same time, the aesthetic requirements for product fragrance, packaging, etc. are also increasing.
Industry competition pattern
The personal care products industry is highly competitive, and domestic and foreign brands have increased their investment in the Chinese market. International brands dominate the market with their strong brand influence and rich product lines, while local brands gradually emerge in the market segments through precise market positioning and differentiated product strategies. In addition, with the rise of e-commerce platforms, some emerging brands have also risen rapidly through online channels, further intensifying market competition. Under competitive pressure, companies continue to increase their efforts in new product research and development and filing in order to stand out. For example, the total number of monthly filings for body care products in 2024 showed a fluctuating upward trend, and the number of domestic filings has dominated, reflecting that companies are optimistic about the market prospects.
In summary, the personal care products industry is facing unprecedented development opportunities and challenges. Only by keeping up with market trends, grasping changes in consumer demand, actively investing in research and development innovation, and launching products that meet green environmental protection concepts and personalized needs can companies remain invincible in the fierce market competition and win a broader development space.