艾媒咨询 | 2025年中国头皮护理行业发展状况与消费行为调查数据

　　在当下快节奏生活与消费升级浪潮的双重影响下，头皮护理行业发展迅猛，消费者行为也发生了显著转变。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国头皮护理行业发展状况与消费行为调查数据》显示，2017年头皮护理行业市场规模为510.70亿元，预测2029年达到817.80亿元，13年间累计增长超307亿元。这一趋势源于居民健康意识提升（将护发纳入日常护理刚需）、消费升级下对“精细化护发”（如分场景、分发质产品）的需求增长，反映出市场从“基础清洁”向“功效护理”“高端体验”的结构性升级，行业逐步进入高质量增长阶段。

　　在中国头皮护理消费者中，93.73%的受访者表示存在头发或头皮问题，仅有6.27%的受访者表示没有此类问题；有50.33%的消费者了解使用头皮疗养服务和产品但并没有使用，有46.92%的消费者了解并购买使用过，只有2.75%的消费者表示不太了解也没有使用过，占比最低。这表明绝大多数中国消费者都面临着头发和头皮健康问题，对头皮疗养相关服务和产品都有一定程度的了解，且近半数消费者已经有过购买和使用经历。

　　艾媒咨询分析师指出，中国头皮护理行业未来将迎来系统性升级浪潮。消费需求呈现精细化分层特征，年轻群体主导的“头皮护肤化”理念深化，推动产品向场景化细分发展，针对熬夜、染烫、敏感等特定问题的解决方案成为市场热点，天然安全成分与科学功效验证成为消费者决策核心依据，专业背书的重要性持续提升。技术创新驱动行业升级，生物科技深度融入研发环节，基因检测、微生态调控等技术加速落地应用，推动产品从标准化供给转向个性化定制，技术研发能力成为品牌核心竞争力的关键指标。渠道格局加速重构，线上线下融合趋势凸显，线下场景向体验化、数字化转型，承担检测咨询与服务交付功能；线上通过私域运营强化用户粘性，形成“检测-产品-服务”闭环。行业整体向专业化、细分化迈进，品牌需在技术、渠道与品牌价值层面构建差异化优势以抢占市场先机。研发投入，顺应市场需求推陈出新，以此构建核心竞争力，在激烈市场竞争中脱颖而出。（《艾媒咨询 |  2025年中国头皮护理行业发展状况与消费行为调查数据》完整高清PDF版共52页，可点击文章底部报告下载按钮进行报告下载）

　　Under the dual influence of the current fast-paced life and the wave of consumption upgrade, the scalp care industry has developed rapidly, and consumer behavior has also undergone significant changes. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's Scalp Care Industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size was 51.07 billion yuan in 2017. It is predicted to reach 81.78 billion yuan in 2029, with a cumulative growth of over 30.7 billion yuan over the 13 years. This trend stems from the enhanced health awareness of residents (including hair care as a daily care necessity) and the growing demand for "refined hair care" (such as scenario-based and quality-based product distribution) under the trend of consumption upgrade. It reflects the structural upgrade of the market from "basic cleansing" to "functional care" and "high-end experience", and the industry is gradually entering a stage of high-quality growth.

　　Among Chinese consumers of scalp care, 93.73% of the respondents said they had hair or scalp problems, while only 6.27% said they did not have such issues. 50.33% of consumers are aware of the use of scalp therapy services and products but have not actually used them. 46.92% of consumers are aware of and have purchased and used them. Only 2.75% of consumers indicated that they are not very familiar with or have never used them, which is the lowest proportion. This indicates that the vast majority of Chinese consumers are confronted with hair and scalp health issues, have a certain degree of understanding of scalp therapy related services and products, and nearly half of the consumers have already had the experience of purchasing and using them.

　　Analysts from iiMedia Research pointed out that the scalp care industry in China will witness a systematic upgrade wave in the future. Consumer demand is showing a refined and stratified feature. The concept of "scalp skincare" led by the young group is deepening, driving products to develop towards scenario-based segmentation. Solutions for specific problems such as staying up late, dyeing and perming, and sensitivity have become market hotspots. Natural and safe ingredients and scientific efficacy verification have become the core basis for consumers' decision-making, and the importance of professional endorsement continues to increase. Technological innovation drives industry upgrading. Biotechnology is deeply integrated into the R&D process. Technologies such as genetic testing and microecological regulation are accelerating their application, promoting products to shift from standardized supply to personalized customization. Technological R&D capabilities have become a key indicator of a brand's core competitiveness. The channel landscape is accelerating its reconstruction, with the trend of integration between online and offline becoming more prominent. Offline scenarios are transforming towards experiential and data-driven approaches, undertaking functions such as testing consultation and service delivery. Online, through private domain operation, user stickiness is strengthened to form a closed loop of "detection - product - service". The industry as a whole is moving towards specialization and segmentation. Brands need to build differentiated advantages in terms of technology, channels and brand value to seize market opportunities. By investing in research and development and constantly innovating in response to market demands, we can build core competitiveness and stand out in the fierce market competition. (“iiMedia Report | Survey data on the development status and consumer behavior of China's scalp care industry in 2025” full version has 52 pages, please click the download button at the bottom of the article to download the report)

　　2017-2029年中国护发产品市场规模及预测

　　iiMedia Research（艾媒咨询）数据显示，2017-2029年中国护发产品市场规模呈现持续稳健增长，后期增速小幅提升的趋势。2017年市场规模为510.70亿元，预测2029年达到817.80亿元，13年间累计增长超307亿元。这一趋势源于居民健康意识提升（将护发纳入日常护理刚需）、消费升级下对“精细化护发”（如分场景、分发质产品）的需求增长，反映出市场从“基础清洁”向“功效护理”“高端体验”的结构性升级，行业逐步进入高质量增长阶段。

　　2025年中国消费者对头发和头皮健康的关注程度

　　数据显示，在2025年中国消费者对头发和头皮健康的关注程度中，占比最高的是“比较关注，会经常关注自己的发质情况”，达到64.86%。其次是“非常关注，会定期护理”，占比为30.86%。这两个维度加起来超过95%，说明绝大多数消费者重视头发和头皮健康。“一般关注，想起来才会进行管理”的占比为20.70%，属于中等关注度。“偶尔留意，有问题了才去疗养”的占比为4.65%，而“从不关注，不会专门去疗养”的占比最低，仅为0.38%。整体来看，消费者对头发和头皮健康问题较为重视，定期护理和经常关注发质情况成为主流趋势。

　　2025年中国消费者选择头皮疗养服务时顾虑的因素

　　数据显示，在2025年中国消费者选择头皮疗养服务时，最突出的顾虑因素是价格问题，占比高达65.81%，表明消费者对价格敏感度较高。其次是服务效果不明显，占比60.21%，反映消费者对效果的较为关注。安全性问题占比35.99%，也是一个不容忽视的因素。缺乏信任感占比最低，仅为27.07%，但仍需关注。整体来看，服务效果和价格是消费者最大的顾虑点。

　　2025年中国消费者认为头皮疗养行业需规范的方面

　　数据显示，在2025年中国消费者对头皮疗养行业规范的需求中，最突出的数据是“明确产品成分与功效的真实宣传”，占比高达64.96%，显示出消费者对行业真实性和诚信的强烈关注。其次是“建立技师资质认证体系”，占比56.60%，反映了消费者对服务质量和专业度的重视。“公开价格透明化”占比45.58%，位居第三，表明价格透明度是消费者关注的焦点。“完善售后保障机制”占比33.33%，也显示出消费者对售后服务的期待。其他方面如“统一服务质量标准”“加强行业监管力度”和“建立消费者投诉与维权渠道”的占比相对较低，分别为26.88%、26.31%和12.06%，但仍不可忽视，它们是行业规范的重要组成部分。

　　2025年中国消费者认为影响头皮疗养行业稳定发展的因素

　　数据显示，在2025年中国消费者认为影响头皮疗养行业稳定发展的因素认知中，替代服务的出现对头皮疗养行业稳定发展构成最大的挑战，占比高达68.38%。其次是原材料成本上升，占比为56.98%，对行业影响也较大。技术更新速度快的占比为33.14%，新进入者的威胁占比最低，为30.96%。整体来看，替代服务的出现和原材料成本上升是行业面临的主要挑战。

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