艾媒咨询 | 成分导向 草本突围——2026年头皮护理行业消费者需求调研报告
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当前中国洗护发市场正告别野蛮生长的流量红利期，步入以细分品类创新与功能化升级驱动的稳健增长新阶段。iiMedia Research（艾媒咨询）数据显示，中国护发产品市场规模从2017年的510.70亿元增长至2025年的691.07亿元，预计2026年将达725.63亿元，2029年将突破800亿元；同比增速方面，2024年提升至5.7%的高点，2025年回落至5.3%，预计2026年至2029年将进一步回落至3.9%-5.0%区间。大盘整体保持稳健增长态势，近年增速的波动提升主要得益于功能化、细分类目的强劲拉动；其中，头皮护理作为增长最快的细分赛道之一，正从基础清洁向“头皮微生态抗衰”深度演进，成为推动整体市场扩容的核心引擎。商家需紧抓“护肤式护发”的消费心智，在成分创新、功效实证与精细化洗护流程上构建壁垒，以承接这一高潜力的增量市场。
iiMedia Research（艾媒咨询）调研显示，2026年中国消费者选择头皮疗养产品看重的因素中，成分与配方占比最高，达45.29%，产品功效占42.64%，用户口碑占39.89%，价格占38.28%，品牌占35.63%，服务占30.00%；在倾向选择的成分中，含有生发成分占46.55%，天然成分占44.71%，含有抗氧化剂占40.80%，无防腐剂占39.89%，无硅油占37.36%。成分与功效已超越价格和品牌，成为消费者选择头皮护理产品的首要考量，说明消费者决策日趋理性，行业正从营销驱动向产品驱动转型，成分透明化、功效可验证将成为品牌竞争的核心壁垒。商家需摒弃概念炒作，将研发重心向具有科学背书的天然提取物与防脱生发成分倾斜，以硬核产品力建立消费信任。
综合来看，头皮护理行业的竞争逻辑正从“拼营销概念、拼渠道铺货”全面转向“拼成分透明度、拼功效实证力”。消费者对生发、天然、抗氧化等成分的高度关注，叠加对无防腐剂、无硅油等安全基底的追求，标志着头皮护理已进入“成分党”与“功效党”主导的理性消费时代。能否以科学的配方体系、真实可验证的防脱固发效果以及专业精细的洗护体验，将头皮护理从“应急改善”升级为“日常面部级保养”，将成为品牌在细分赛道中确立差异化优势的关键。（《艾媒咨询 | 成分导向 草本突围——2026年头皮护理行业消费者需求调研报告》完整高清PDF版共37页，可点击文章底部报告下载按钮进行报告下载。）
China’s hair care market is currently moving beyond the era of rapid, unregulated growth fueled by traffic dividends and entering a new phase of steady growth driven by innovation in niche categories and functional upgrades. Data from iiMedia Research shows that the market size of China’s hair care products grew from 51.07 billion yuan in 2017 to 69.107 billion yuan in 2025, and is projected to reach 72.563 billion yuan in 2026 and exceed 80 billion yuan in 2029; In terms of year-over-year growth, the rate is projected to peak at 5.7% in 2024, decline to 5.3% in 2025, and further ease to the 3.9%–5.0% range from 2026 to 2029. The market as a whole maintains a steady growth trajectory, with recent fluctuations in growth rates primarily driven by strong momentum from functional and niche categories; among these, scalp care—as one of the fastest-growing segments—is evolving from basic cleansing toward “anti-aging for the scalp microbiome,” becoming a core engine driving the expansion of the overall market. Brands need to capitalize on the consumer mindset of “skincare-inspired hair care” by building competitive advantages in ingredient innovation, proven efficacy, and refined hair care routines to capture this high-potential growth market.
According to a survey by iiMedia Research, among the factors Chinese consumers prioritize when selecting scalp care products in 2026, ingredients and formulations ranked highest at 45.29%, followed by product efficacy at 42.64%, user reviews at 39.89%, price at 38.28%, brand at 35.63%, and service at 30.00%; Among the preferred ingredients, those containing hair-growth-promoting ingredients accounted for 46.55%, natural ingredients for 44.71%, antioxidants for 40.80%, preservative-free formulas for 39.89%, and silicone-free formulas for 37.36%. Ingredients and efficacy have surpassed price and brand to become the primary considerations for consumers when selecting scalp care products. This indicates that consumer decision-making is becoming increasingly rational, and the industry is transitioning from being marketing-driven to product-driven. Ingredient transparency and verifiable efficacy will become the core competitive barriers for brands. Businesses need to move away from hype and shift their R&D focus toward scientifically validated natural extracts and hair loss prevention and hair growth ingredients, building consumer trust through robust product performance.
Overall, the competitive dynamics in the scalp care industry are shifting comprehensively from “competing on marketing concepts and channel distribution” to “competing on ingredient transparency and verifiable efficacy.” Consumers’ strong focus on ingredients such as hair growth promoters, natural extracts, and antioxidants—combined with their pursuit of safe formulations free of preservatives and silicones—signals that scalp care has entered an era of rational consumption dominated by “ingredient enthusiasts” and “efficacy advocates.” Whether brands can elevate scalp care from “emergency treatment” to “daily facial-level skincare” through scientific formulation systems, verifiable hair loss prevention and strengthening effects, and a professional, meticulous cleansing and care experience will be key to establishing a differentiated competitive advantage in this niche market.(The full high-resolution PDF version of the "iiMedia Report | Consumer Demand Research Report on the Scalp Care Industry in 2026" consists of 37 pages; please click the "Download Report" button at the bottom of this article to download the report.)
护发产品市场规模持续扩容
调研消费者人群画像
改善方式多元，自我护理为主
成分功效成产品决策核心因素
行业优势本土特色明显
行业现存短板与消费者顾虑
未来竞争核心与发展建议
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