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1、Information Classification:General從世界，到中國美妝個護行業趨勢鄭冶 Jack ZhengNIQ中國首席增長官 2024 Nielsen Consumer LLC.All Rights Reserved.OECD Consumer price indices:Frequency of observation:Quarterly.Measure:Consumer price index,National,Growth rate,over 1 year.Unit of measure:Percent per annum2隨著銷售額的不斷增加，美業在全球范圍內的熱度

2、也不斷攀升隨著銷售額的不斷增加，美業在全球范圍內的熱度也不斷攀升Beauty has been a global success story as values have continued to grow區域性銷售額增長率區域性銷售額增長率 Regional Beauty value growth%North America+10%Latin America+19%Europe+11%Africa Middle East+29%Asia Pacific+12%Global12%OECD Consumer price indicesQ2 2022 9.7Q2 2024 5.8OECD Cons

3、umer price indicesQ2 2022 9.7Q2 2024 5.8Global12%2024 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.282831205758555214141428Packaged FoodBeveragesHousehold ProductsBeautyCheaper BrandsMaintain Current SpendingBetter Quality Brands3Question:Attitude on spend b

4、y category Source:NIQ BASES survey February 2024與其他快速消費品類別相比，消費者更不愿意減少在美容方面的支出Compared to other FMCG categories,consumers are more reluctant to reduce spending on beauty消費者希望保持在“追求美麗”上的花銷消費者希望保持在“追求美麗”上的花銷Consumers want to maintain beauty spendingAttitude on spends by each category-APAC 2024 Nielsen

5、 Consumer LLC.All Rights Reserved.4Nominal USD20242034$562B$897BConsumer Income EffectNet New ConsumersInflation and Exchange Rates全球消費者對于美業的需求將會在接下里全球消費者對于美業的需求將會在接下里1010年帶來年帶來$300$3000 0億的規模億的規模增長增長Global Consumer Demand for Beauty will continue to grow by$300Bn in the next 10 yearsNominal USDCons

6、umer Income Effect消費者收入影響消費者收入影響Net New Consumers凈新客凈新客Inflation and Exchange Rates通脹和匯率通脹和匯率CAGR4.8%Share of Total Spending0.9%2024 Nielsen Consumer LLC.All Rights Reserved.AVAILABILITY*場場AFFORDABILITY*人人ATTRACTIVENESS*貨貨5 2024 Nielsen Consumer LLC.All Rights Reserved.AVAILABILITY*場場AFFORDABILITY*人

7、人ATTRACTIVENESS*貨貨6 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.護膚品整體全域增長Total SkincareChina Omni10.0 11.2 0.4 7.6 62.9 7.9+4.2%爽膚水 Toner+4.0%Value%GRin MAT 2404 vs.YASkincare Sub-cate|Value%GR vs YAMAT TY膏霜 Skin Moisturizer+9.5%潔面 Facial Cleanser+2.2%

8、個護Personal Wash-4.8%面膜Facial Mask-12.3%唇膏Lip Balm+10.1%護膚品大類全域持續增長，主要來自于潤膚膏霜類產品的貢獻Skincare grew positively in MAT thanks to Skin Moist.as the key driver in Omni landscapeFacial 面部Cont.22.4%|+14.0%Body 身體Cont.15.1%|+19.0%Source:RMS Omni(Offline and Ecom data)ending 2404(*)Skincare includes Facial Cle

9、anser,Facial Mask,Lip Balm,Personal Wash,Skin Moist,Toner.Lip Balm only tracked in Offline(*)Online:JD,Tmall,Douyin,Kuaishou,/Offline:Hyper,Super,Mini,Cosmetics,Grocery,CVS,General stores 2024 Nielsen Consumer LLC.All Rights Reserved.-7.8-9.8-17.2-7.5-4.9-4.7-10.07.36.2-11.4-1.624.120.010.4線下線上 線上市場

10、為護膚品類產品的主戰場，并持續貢獻增長Online dominated and developed in most of Skin sub-cates322719165452151425222018687381844648858675788082MAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYOFFLINEONLINE+4.2+2.2-12.3-4.8+14.0+19.0+4.0Total Omni MAT TY vs YA護膚整體Skin Care潔面Facial Cleanser面膜Facial

11、 Mask個護Personal Wash膏霜Skin Moist爽膚水TonerOMNI by Channels Val%GR|MAT 2404 vs YA銷售額渠道重要性|2MATsSource:RMS Omni(Offline and Ecom data)ending 240(*)Skincare includes Facial Cleanser,Facial Mask,Lip Balm,Personal Wash,Skin Moist,Toner.Lip Balm only tracked in Offline(*)Online:JD,Tmall,Douyin,Kuaishou,/Off

12、line:Hyper,Super,Mini,Cosmetics,Grocery,CVS,General stores xx護膚整體潔面面膜個護膏霜身體護理爽膚水8 2024 Nielsen Consumer LLC.All Rights Reserved.-13.0-10.6-22.021.9-14.2-12.1-2.9-16.6-2.8-4.5-17.921.2-2.9-0.40.6-7.3-10.9-14.2-16.20.9-9.4-7.7-12.7-17.9-9.1-16.1-53.11.5-8.1-11.115.7-21.9-7.3-9.0-16.69.6-6.6-4.1-2.4-8.

13、8大賣場大超市小超市食雜店化妝品店化妝品店是線下市場中最重要的渠道之一一Cosmetics is the most important channel3388551917673366875512128830311112541212131310102826131320203229191921201716222217177610225581824950717111114040727358585657MAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TYMAT YAMAT TY大賣場大超

14、市小超市便利店食雜店化妝品店-7.8-9.8-17.2+10.1-7.5-4.9-4.7-10.0Total Offline MAT TY vs YAOffline by Channels Val%GR|MAT TY vs YA渠道權重|2MATsOMNIOFFLINEONLINE護膚整體Skin Care潔面Facial Cleanser面膜Facial Mask唇膏Lip Balm個護Personal Wash膏霜Facial Moist身體護理Body Moist爽膚水TonerSource:RMS Offline data ending 2404(*)Skincare includes

15、 Facial Cleanser,Facial Mask,Lip Balm,Personal Wash,Skin Moist,Toner.Lip Balm only tracked in Offline(*)Online:JD,Tmall,Douyin,Kuaishou,/Offline:Hyper,Super,Mini,Cosmetics,Grocery,CVS,General stores 護膚整體潔面面膜唇膏 個護面霜身體乳爽膚水9 2024 Nielsen Consumer LLC.All Rights Reserved.1AVAILABILITY*場場AFFORDABILITY*人人

16、ATTRACTIVENESS*貨貨10 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.110510152025100元以下101元-300元301元-500元501元-800元801元-1500元1501-2500元2501-4000元4001元及以上2024年2月至7月2024年8月至2025年1月消費者每半年用于購買美妝產品的花費，過去半年消費者每半年用于購買美妝產品的花費，過去半年vs.未來半年未來半年消費者預算發生了怎樣的變化？消費者預算發生了怎樣的

17、變化？兩級分化兩級分化“精致窮”和“真千金”“精致窮”和“真千金”數據源:NielsenIQ,2024美妝趨勢研究-NSI定量問卷中國大陸，1,236份；社媒數據-2022年1月至2024年6月合計2,097,408,340條帖子%環比變化%-26.7%-11.3%4.6%-1.5%-5.8%11.5%14.3%2024 Nielsen Consumer LLC.All Rights Reserved.消費降級并不意味著一味低價，消費者對高端產品的核心訴求從未改變Trade down does not mean low price;it is necessary to meet the cor

18、e demand for premium50%高端價位段份額 Y2021:61%面膜(片裝)潤膚霜63%高端價位段份額 Y2021:65%Mass brand booming across Social Ecom護膚類產品在社交電商平臺增速（對比2023年）+98.5+165.146%消費者購買了具有醫療美容或藥妝等專業特色的護膚品Consumers have bought skin care products with professional characteristics such as medical beauty or cosmeceuticalsVoolga敷爾佳TOP1 mass

19、tige sheet mask brand+13.298%Skin Care products with non-masstige price are lotion&creamChando男士喜馬拉雅冰川保濕露70ML+1.4Proya水漾芯肌倍潤型透潤乳120ML+78.562%消費者每次購買護膚品時都會購買更大包裝的產品Consumers buy more of bigger pack size per purchase trip for Skin Care Source:NIQ Personal Care 2024 Consumer Insight Survey,NIQ Offline

20、RMS data FY23Professional ingredients could still charge moreBasic lines kept stable within mass brands12 2024 Nielsen Consumer LLC.All Rights Reserved.出游睡前熬夜約會健身日常派對通勤2024 H120232022+13.3%vs YA+2.8%vs YA+12.7%vs YA-19.5%vs YA13出游睡前熬夜約會健身日常派對通勤出游睡前熬夜約會健身日常派對通勤占比最大：派對，派對，31.3%增長最快：通勤，通勤，19.1%占比最大：出游，

21、出游，29.8%增長最快：派對，派對，13.6%占比最大：出游，出游，28.8%不是，現在出門也太卷了吧，誰家去音樂音樂節節大晚上的妝容還這么好啊，今天教大家一個出門精致持久不精致持久不脫妝脫妝的妝效，集美們把手動起來早上起不來，又要擠地鐵擠地鐵的姐妹看過來，教你一個簡單單快速出門快速出門的妝容數據源:NielsenIQ,2024美妝趨勢研究-NSI定量問卷中國大陸，1,236份；社媒數據-2022年1月至2024年6月合計2,097,408,340條帖子使用場景的變化從占比情況看，上半年派對、通勤等場景需求顯著增加,而出游、睡前和熬夜后修護等暫離TOP3榜單13 2024 Nielsen C

22、onsumer LLC.All Rights Reserved.AVAILABILITY*場場AFFORDABILITY*人人ATTRACTIVENESS*貨貨14 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.15健康和功能性已成為亞太地區消費者選擇美容和個人護理產品的關鍵Healthy and Functional becomes essential for APAC consumers when choosing Beauty&PC productsS

23、ource:BASES consumer survey Feb 2024 抗老 Anti-aging 特供產品 Customised for my skin type 功效 Efficacy 功能性成分（如維生素 C、視黃醇、AHA/BHA、透明質酸等）保濕 Hydrating 不含刺激性化學物質，防腐劑等 功效 Efficacy 品牌信賴 From a trusted brand 保濕 Hydrating 潤膚 Moisturizing 皮膚健康 Skin healthBeauty&CosmeticPersonal Care最受亞太地區消費者青睞的產品類型Top favored produc

24、ts benefit for APAC consumers 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.16Source:NIQ Personal Care 2024 Consumer Insight Survey保濕,抗衰老,及美白淡斑是中國消費者最看重的功效中國消費者追求多重功效China consumers seek for multiple benefits,implying their high demand on Skincare functi

25、onsHydrating保濕55%Whitening/Blemish Spots美白淡斑48%Anti-aging抗衰老48%Acne Oil-control控油祛痘35%Repair/Anti-allergy修復抗敏33%while Acne Oil-Control and Repairing are more selective for groups with more special skincare routine:Q:Which product benefits/ingredients you will focus on when buying skincare brands?202

26、4 Nielsen Consumer LLC.All Rights Reserved.Source:NIQ Personal Care 2024 Consumer Insight Survey,NIQ Offline RMS data MAT2404通過更加專業化的產品迎合消費者需求Professionalizingconsumer needQ:Which product benefits/ingredients you will focus on when buying skincare brands?(by Female/Male groups)抗衰類產品持續蓬勃發展Anti-Aging

27、trend keeps blooming31.7 33.7 MAT 2304MAT 2404+2.0 pts13.7 14.7 MAT 2304MAT 2404OLAY塑顏緊致系列MS%:0.6+/-MS%:+0.02MEIFUBAO玉珍彈力保濕MS%:0.4+/-MS%:+0.1PECHOIN活力煥能系列MS%:1.5+/-MS%:+0.3PECHOIN幀顏抗皺系列MS%:0.8+/-MS%:+0.4+1.0 pts線下|Anti-ages val%shr 抗老(男女通用)In Unisex Facial Moist線上|Anti-ages val%shr抗老(男士)In Men Facia

28、l MoistAnti-aging 抗老膠原蛋白23%蝦青素13%玻色因10%Whitening 美白煙酰胺19%維他命C12%Repairing 修護積雪草11%神經酰胺11%抗衰老41%淡斑37%祛痘33%Deeper:Female users search for more-than-one pharmaceutical ingredients while choosing the benefit of Skin care products.Broader:Male users expand their need&concern about Skin problems and becom

29、e more diversified in product choice.17 2024 Nielsen Consumer LLC.All Rights Reserved.“廣譜防曬更周全”“成分更養膚”“質地更清爽”男士護膚品創新同樣進入更加專業化配方領域Male Skin Moist innovations take a deeper look into professional benefitsPharmaceutical ingredientsNatural ingredientsHigh functional Suncare歐萊雅男士防曬小銀磚Source:Desk Research

30、18 2024 Nielsen Consumer LLC.All Rights Reserved.74.84.310.310.6面霜身體乳防曬其他旅游業和戶外活動蓬勃發展，為防曬霜市場注入了活力Tourism and outdoor hobbies are booming,energizing Sunscreen marketData source:NielsenIQOfflineSkin Moist by Segment MS%|Nat Offline MAT 2404國內旅旅游增長（對比2023年）93.3%旅游戶外消費品增長（對比2023年）7.3%戶外活動+0.7 ptsGR+1.5%

31、.vs YA(*)Facial moist/Body moist/Others:exclude Suncare products19 2024 Nielsen Consumer LLC.All Rights Reserved.AVAILABILITY*把握渠道先機AFFORDABILITY*迎合價值訴求ATTRACTIVENESS*穩抓消費品質新常態下中國消費者追求的核心是：有價值感的品質生活Consumers are not merely pursuing low prices,but are primarily seeking a return to high-quality,value-driven lifestyles20 2024 Nielsen Consumer LLC.All Rights Reserved.21掃碼獲取更多報告Information Classification:General謝謝聆聽！