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出海观察|全球护肤品市场分析及趋势预测
出海观察|全球护肤品市场分析及趋势预测
2024-04-10
79人浏览
随着社交媒体的发展,大众对于自己的外貌颜值,也变得越发在意了,护肤产品的受众群也因此得到了进一步的扩大。护肤产品,由于市场潜力大、客单价高,也是跨境热门赛道之一,那么护肤品市场的现状如何?未来会如何发展呢?
全球护肤用品市场分析
数据显示,2022年全球护肤产品市场规模达到了1435亿美元,预计到2027年,这一数字将增长至1814.9亿美元,年复合增长率则将保持在3.91%左右。
按性别分析:毫无疑问,女性消费者在皮肤护理方面,占据绝对的主导地位。不过随着男性消费者对外貌重视程度的逐渐升高,男士护肤市场也呈现快速增长的趋势。数据显示,全球男士护肤市场规模已突破60亿美元,预计到2025年,这一数字将增长至166亿美元。
Ueeshop小tips:虽然女性护肤市场规模较大,但其竞争也非常激烈,所以卖家不妨考虑一下,从而男性、婴幼儿护肤角度入手。
按区域分析:美国是全球护肤产品市场的最大组成部分,2021年美国护肤产品市场规模为181亿美元,预计到2027年间,其将保持3.42%的年复合增长率。美国护肤品市场中,面部护理以绝对的优势占据主导地位。
紧随其后的,便是日本、印度和韩国,在社会氛围的影响,日韩两国对外貌是有较为严格的要求的,同时这两个国家经济也较为发达,所以他们也愿意在护肤上花费更多的金钱。根据statistic数据显示,2023年日韩两国的市场规模,分别达到了217亿美元和89亿美元。
而印度,由于人口众多、城市化进程加快,所以其护肤产品市场也呈现快速增长的趋势。在2022年时,印度超越韩国,成为全球第四大护肤产品市场。不过受限于经济发展水平,印度消费者仍然会比较青睐于物美价廉的产品。
除了欧美、日韩以外,东南亚国家对护肤产品的需求也在快速上升,尤其是印尼、泰国。
按分销渠道分析:当前护肤产品仍以线下销售为主,虽然线上销售正在快速增长,但据statistic数据预测,即便到2027年,线上销售比例也很难超过25%。
而线上购物设备使用方面,随着移动端普及率的升高,移动端购物比例也在不断上升。数据显示,2023年护肤品销售,移动端占比达到了60%,所以卖家一定要做好网站移动端的优化
消费趋势分析
年龄拓宽:护肤品的受众不再只局限于年轻人,随着老年人口的增加,解决皱纹或皮肤龟裂问题的产品,也变得越来越受欢迎。此外,大众对于抗衰老产品的需求也变得越来越强烈。数据显示,预计2021年到2026年间,全球抗衰老市场将保持7%的高复合年增长率。
更加重视防晒:为了预防阳光伤害,也为了抗击面部衰老,大众对于防晒产品的需求也开始显著增加。据360marketupdates数据显示,全球防晒产品市场在2021年至2025年间,将保持3.9%的年复合增长率。
天然成分:根据WGSN数据显示,欧洲地区敏感皮占比达到30%到88%,美洲和亚洲,占比则分别为25%到50%、45%到58%。由于全球敏感皮占比的升高,大众消费者也开始越来越倾向于选择含有天然成分、温和的护肤品。
环保包装:随着大众环保意识的提高,外包装是否可回收,是否可持续,是否会对环境有严重危害,都成为影响消费者决策的关键因素之一。
出海面临的挑战
1、大牌云集:海外大牌护肤品非常多,尤其是欧美国家,所以虽然护肤市场仍然保持快速增长,但其大牌市占率是非常高的,这就导致小众新兴品牌,以及外来品牌想要出头并不容易。
2、运输难题:护肤品基本上是液态、粉状、糊状的,这就使得卖家的物流选择范围非常有限,同时也面临着较高损耗率的问题。
3、法规政策:护肤品往往面临着较为严格的法规政策限制,同时不同的国家和地区对护肤品的安全和规格要求又有所不同。所以卖家在选定目标市场后,一定要先去了解当地的法规政策,以避免产品连海关都过不了。
4、本地化:海外市场,尤其是欧美市场,由于文化和审美差异较大,所以在护肤产品需求方面也各有不同。比如说国内会比较注重美白,而欧美市场消费者对这方面则不甚在意,所以卖家也需要深入地去了解目标市场需求,而不是想当然。
以上便是Ueeshop对全球护肤市场的一些粗略分析,如果你想了解跨境电商独立站出海的详细策略,可以私信我们了解更多~
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