Industry News: 2023 Personal Care Market online Data Insight Report

With the continuous improvement of consumers' awareness of personal care, people are more refined in appearance management, and care needs are gradually differentiated.

Based on the comprehensive analysis of personal care related industry data under multiple platforms such as Taobao system, Douyin and XiaoHongshu, recently, the '2023 Personal care market online Data Insight Report' has carried out an in-depth interpretation of the key tracks such as oral care and body care.

Part.01 

Personal care industry overview

Taobao system platform personal care industry market scale is large, August 2023 Taobao system platform personal care industry sales exceeded 3 billion, the market scale is stable at a high level.

The personal care industry is in the growth stage of the  Douyin platform, with the overall sales of personal care on the platform showing a rapid growth trend and the overall personal care market showing a positive trend.The personal care industry has entered a period of brand differentiation, and the new domestic products have ushered in the rise of opportunities

Since 2000, the personal care industry has gone through four stages of development. As consumer decision-making becomes more scientific and rational, diversified and refined demand drives the product side to constantly innovate, and brand differentiation intensifies. In this context, the new cutting-edge domestic products with more acute consumer demand insight, deeper understanding of new media marketing, and deeper omni-channel layout are expected to stand out.

Exquisite women, white-collar workers and avant-garde students have higher purchasing power in the personal care market, maintaining the characteristics of high frequency, high customer order and multi-item consumption; Exquisite women and light mature white-collar workers prefer international high-end brands, avant-garde students and cost-effective young people favor new trend brands.

Advanced consumer products for delicate women and light mature white-collar workers will use advanced dental flushing instruments and whitening and decolorizing agents for oral health management; Hair care and body wash steps tend to be refined, for high-grade products such as scalp pre-wash, bath oil and other categories are more favored. Cost-effective youth pay attention to menstrual cleaning and care, avant-garde students pay attention to nourish and care from head to toe.

Part.02

Key track interpretation

Oral care

Oral care industry trends are affected by the broader personal care industry, the trend is consistent

Oral care problems have become one of the most easily occurring health problems affecting consumers' work and life, second only to sleep and immunity issues.

New categories of oral care continue to emerge, widening the professional track

With the development of the oral care industry and the improvement of consumer awareness, the migration path of a category structure has become clearer, and the subdivided product categories have become richer and more diversified, ranging from toothbrush and toothpaste for daily care to water floss for advanced care.

Traditional brand Saky: one-stop oral care products provider

Weimeizi is a leading provider of oral care products in China. It was founded in 2006 and launched its core brand Saky in the same year. We are committed to improving consumer oral health and hygiene through one-stop and diversified products. The company is mainly engaged in the research and development, production and sales of adult basic oral care, children basic oral care, electric oral care and professional oral care products, and many sub-product categories are in a leading position in the oral care market.

Saky brand positioning in the high-end market, with the continuous improvement of China's per capita income level, residents' consumption upgrade, the demand for high-end toothpaste increased, in recent years, Saky toothpaste per unit average price maintained an upward growth trend, driving the overall revenue of toothpaste to achieve steady growth. Saky sales ranking remains in the top five in the industry, and there is a trend of ranking improvement, and the brand strength is getting stronger.Dark horse brand Canban: from the toothpaste track to the mouthwash blue sea market

Founded in 2018, Canban focused on the toothpaste category in the early stage, and its innovative 'Little Sun' series of toothpaste has sold a total of 5 million pieces across the network so far.Positioning young groups, product design young

From the perspective of Canban's current marketing methods - star endorsement, IP co-branding, KOL cooperation and content co-creation, its marketing methods are more inclined to content output, and strongly hope to create a 'relaxed and pleasant oral care atmosphere'.

Body care

Body care is developing rapidly

Body care focusing on the whole body has received more and more attention recently, and the efficacy of body care has been paid attention to. While the development of facial care has entered a mature stage, body care is still developing rapidly.

The body care category is subdivided, and the parts are refined due to the need for fixed effect

The categories of body care are more and more subdivided, and the parts are refined because of the need to fix the effect, setting off the 'all' skin care tide. The efficacy of body care is no longer limited to the basic efficacy, and has evolved into a more advanced, similar to the facial care level of efficacy needs, and the care steps are also from single to multi-step advanced.The body care section is more diversified and comprehensive, and foot care is a high-growth category

Foot care has become a highly regarded category in the personal care market. From the perspective of online data, the foot care category is growing much faster than other categories in the personal care market.Different categories of body care products are positioned for subdivided groups

Exquisite women into the high-level body care, pay attention to the whole body from head to toe fine maintenance; Light mature white-collar workers have mature nursing cognition, prefer to nourish skin with oil, pay attention to quality; The demand for body whitening among avant-garde students has increased significantly; Cost-effective youth demand for open-shelf brand efficacy upgrade.

The body care circuit is highly competitive and dark horse brands are at the forefront

The traditional brand Liushen occupies the market head, and the sales season is strong

Liushen brand is synonymous with 'toilet water' in the hearts of consumers, although toilet water is explosive enough, but after all, most of the time can only be used in the summer, so the sales of Liushen brand have a strong seasonal. As a traditional brand, Liushen is trying to make a breakthrough in order to change this inherent impression.

Part.03

Industry trend outlook

Personal care product efficacy, scene differentiation

Consumers are willing to pay for smell, and smell is one of the main considerations

The new personal care brand focuses on fragrance and actively enters the olfactory economy

Online content is an important planting channel for consumers

The industry desperately needs more differentiated streaming content to attract potential consumers

Consumers prefer more professional personal care industry content to help reduce 'trial and error costs'

The continuous upgrading of consumer awareness has made people's demands for personal care products more and more refined, from simple zoning care to efficacy subdivision care and scene subdivision care stage.

Judging from the type distribution of short video and live broadcast content on social media platforms, consumers prefer more professional personal care industry content to help them reduce the "trial and error cost".