个人护理行业洞察报告.pdf

2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.Image placeholder 2021 Nielsen Consumer LLC.All Rights Reserved.2 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021NielsenConsumerLLC.AllRightsReserved.2021NielsenConsumerLLC.AllRightsReserved.4 2022 Nielsen Consumer LLC.All Rights Reserved.2021NielsenConsumerLLC.AllRightsReserved.2021NielsenConsumerLLC.AllRightsReserved.2.6-5.2-1.3-5.1-9.2-3.6-6.65.8-0.0-4.211.80.1-5.20.5Y21YTD22012202220322042205Y21YTD22012202220322042205Y21YTD220122022203220422052,360 1,527 38,527 64,813 7,042 当月新增本土确诊人数5 2022 Nielsen Consumer LLC.All Rights Reserved.3.6-3.7-2.3-1.3-6.4-4.1-4.6 2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.-15%-10%-5%0%5%-15%-5%5%快消品类线下整体销售额增速%：-2.9%对比前年6 6 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.-5.21.4-12.3-50.0-30.0-10.010.030.050.020Q120Q220Q320Q421Q121Q221Q321Q422Q17.422.0-8.9-0.25.9-8.10.020.040.060.080.0100.0120.0140.0-60.0-50.0-40.0-30.0-20.0-10.00.010.020.030.07 2022 Nielsen Consumer LLC.All Rights Reserved.2021NielsenConsumerLLC.AllRightsReserved.2021NielsenConsumerLLC.AllRightsReserved.洗手液（除菌）香皂（除菌）沐浴液（除菌）8护肤品即用型面膜护发素低端价格带其余价格带洗面奶（氨基酸）洗发水（氨基酸）牙膏（防敏感）2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.10 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.11中腰部/小众品牌开架/大众品牌国际高端大牌中心化，货架化去中心化，内容化 2021 Nielsen Consumer LLC.All Rights Reserved.1212 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.-2020601001400102030-2020601001400102030-202060100140010203013 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.14 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.15 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.272737272330201920202021面部护肤护发美发17 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.19 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.19.561.5销售额份额%销售额增长贡献率%20 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.补水保湿类抗老抗氧化类美白淡斑类祛痘控油类修复抗敏类都不熟悉消费者关注的面部护肤品成分(2021)113941259412092133931477971112玻尿酸补水保湿氨基酸烟酰胺美白VC茶树精华祛痘消炎果酸单一成分成分搭配成分配比高浓度起效浓度 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.22 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.23 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.24 2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.25护肤品、洗面奶、洁面后调养水、即用型面膜面部护理洗发水、护发素、染发剂、头发定型产品头发护理牙膏、牙刷、漱口水口腔护理香皂浴液身体护理 2022 Nielsen Consumer LLC.All Rights Reserved.*MAT(Moving annual total)指滚动年度总计