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市场调查报告书
商品编码
1938866
洗髮皂市场 - 全球产业规模、份额、趋势、机会及预测(依髮质、通路、地区及竞争格局划分,2021-2031年)Shampoo Bar Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Hair Type, By Type, By Distribution Channel, By Region & Competition, 2021-2031F |
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全球洗髮皂市场预计将从 2025 年的 148.8 亿美元成长到 2031 年的 224.3 亿美元,复合年增长率为 7.08%。
这些固态免水清洁产品旨在消除塑胶包装,并减少生产和运输过程中的用水量。该市场的成长主要受全球对永续消费日益增长的需求所驱动。随着法规结构和消费者偏好转向零浪费解决方案,功能高效且包装紧凑、防溢漏的产品成为关键驱动因素。与传统的液体产品相比,它们在零售供应链和旅游业中具有明显的优势。
| 市场概览 | |
|---|---|
| 预测期 | 2027-2031 |
| 市场规模:2025年 | 148.8亿美元 |
| 市场规模:2031年 | 224.3亿美元 |
| 复合年增长率:2026-2031年 | 7.08% |
| 成长最快的细分市场 | 固体表面活性剂 |
| 最大的市场 | 北美洲 |
个人护理产业的持续强劲经济实力支撑着该品类的扩张,并创造了有利于以生态为中心的创新环境。根据欧洲化妆品协会(Cosmetics Europe)预测,到2024年,欧洲化妆品和个人护理市场零售额预计将达到1040亿欧元,这表明这一永续发展的小众领域拥有强劲的成长基础。然而,阻碍市场扩张的一大挑战是消费者对产品功效的认知。从液体配方过渡到固体配方所需的感官适应往往会疏远潜在用户,并成为大众市场接受度的障碍。
消费者对零浪费和无塑胶包装的需求日益增长,正在从根本上重塑全球洗髮皂市场,迫使製造商放弃传统的瓶装包装,转而采用可生物降解或无包装形式。一次性塑胶造成的日益严重的环境危机加速了这一趋势,促使具有环保意识的消费者转向完全消除包装废弃物的固态配方产品。这种转变并非小众潮流,而是正在渗透到大规模生产策略中,各大品牌越来越重视对循环经济的承诺,以确保市场占有率。例如,根据 Lush 于 2025 年 4 月发布的《2024 财年新鲜手工化妆品财务报告》,该公司在全球售出了近 1,800 万件「裸装」产品。这项成就证明了无包装个人保健产品的商业性可行性,并鼓励零售商为固态皂产品分配更多货架空间。
同时,消费者对有机、纯素和洁净标示成分的需求日益增长,加上他们对成分錶中硫酸盐和对羟基苯甲酸酯等合成刺激物的关注度不断提高,正在推动产品进行显着的创新。这一趋势不仅限于专业零售商,大型跨国公司也在重新审视其产品,以在不影响产品性能的前提下达到「清洁美容」的标准。近期推出的透明度措施便是这项产业转变的典型例证。根据卡尼尔(Garnier)在2025年初发布的《2024年进展报告》显示,该品牌99%的成分被归类为纯素,这体现了其与植物性消费价值观大规模的战略契合。这种对成分完整性的承诺也得到了整个产业整体财务状况的支持。根据英国美容协会于2025年8月发布的《美容价值报告》,2024年英国美容和个人护理行业对GDP的贡献为304亿英镑。
全球洗髮皂市场发展的挑战主要在于消费者对产品功效的认知以及从液体洗髮精过渡到固态时所需的感官适应。虽然免水洗髮精的环保优势吸引了注重环保的消费者,但更广泛的消费者群体往往认为洗髮皂在功能上不如传统的液体洗髮精。这种疑虑主要集中在一些关键性能指标上,例如泡沫品质、冲洗的难易程度以及洗后头髮的状况。由于消费者已经习惯了液体洗髮精带来的即时感官体验,因此使用固态洗髮精的不习惯会导致他们停止使用或避免使用,从而加深了人们对可持续洗髮水形式的固有印象,即永续的洗髮方式必然会牺牲头髮的健康和清洁效果。
这种犹豫不决直接阻碍了市场成长,因为在个人护理类别中,功效仍然是消费者购买决策的主要驱动因素。当功效存疑时,仅凭永续性声明往往不足以说服消费者永久更换产品。根据NATRUE的一项调查,到2024年,85%的消费者愿意为功效经证实的美容产品支付更高的价格。这项数据证实,市场最重视的是效果。因此,只要洗髮皂被认为不如液体洗髮精有效,这种信任差距就会阻碍其被大众市场接受,并使该品类始终处于小众地位。
各大品牌正逐渐抛弃通用的「全髮质适用」产品,转而推出针对头皮屑、牛皮癣等头皮问题的专业护髮皂。这种转变利用了以往药妆店液体产品所依赖的临床功效宣称,成功抢占了高价值市场,有效模糊了化妆品和治疗性护髮产品之间的界限。这种皮肤科疗法的商业性成功在市场上显而易见:欧莱雅于2024年2月发布的2023年度报告预测,其「皮肤科化妆品」部门的销售额将增长28.4%,这证实了消费者对针对特定治疗需求的配方产品的需求日益增长。
分销通路正迅速从专属电商平台和小众环保商店转向主流实体零售。大型美妆零售商正为固态护髮产品预留大量货架空间。这一趋势对于消除消费者的疑虑至关重要,因为实体店的销售管道让消费者有机会触摸和评估产品,并与高端液体产品建立同等的信誉。全球零售商采取的严格永续发展标准也印证了这个主流化趋势。根据丝芙兰于2024年3月发布的《2024年全球影响力进展报告》,该公司已在其新的「地球意识」(Planet Aware)认证下新增了40个品牌,展现了其致力于在全球门市网络中拓展以环保为中心、以固态产品为导向的产品组合的战略决心。
The Global Shampoo Bar Market is projected to expand from USD 14.88 Billion in 2025 to USD 22.43 Billion by 2031, reflecting a compound annual growth rate of 7.08%. These solid, anhydrous cleansing products are formulated to eliminate plastic packaging and decrease the water usage associated with production and shipping. The market is chiefly propelled by the intensifying global demand for sustainable consumption, as regulatory frameworks and consumer preferences increasingly lean toward zero-waste solutions. Additionally, the functional efficiency of the compact, spill-proof format acts as a critical driver, offering distinct advantages for retail supply chains and the travel sector when compared to traditional liquid counterparts.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 14.88 Billion |
| Market Size 2031 | USD 22.43 Billion |
| CAGR 2026-2031 | 7.08% |
| Fastest Growing Segment | Solid-Surfactant |
| Largest Market | North America |
This category's expansion is bolstered by the enduring economic strength of the personal care industry, which creates an environment conducive to eco-centric innovation. According to Cosmetics Europe, in 2024, the European cosmetics and personal care market achieved a retail sales value of €104 billion, demonstrating a robust platform for the growth of niche sustainable segments. However, a significant challenge impeding broader market expansion is the consumer perception of product efficacy. The sensory adjustments required during the transition from liquid to solid formulas often deter potential users, creating a barrier to mass-market adoption.
Market Driver
The rising consumer preference for zero-waste and plastic-free packaging is fundamentally reshaping the Global Shampoo Bar Market, compelling manufacturers to abandon traditional bottling in favor of biodegradable or naked formats. This driver is accelerated by the escalating environmental crisis of single-use plastics, which has pushed eco-conscious consumers toward solid formulations that eliminate packaging waste entirely. The shift is not merely niche; it has permeated mass-scale manufacturing strategies, with brands increasingly highlighting their circular economy credentials to secure market share. For instance, according to Lush, April 2025, in the 'Fresh Handmade Cosmetics Financial Report FY24', the company recorded sales of nearly 18 million 'naked' items globally, underscoring the commercial viability of packaging-free personal care products, which forces retailers to allocate more shelf space to solid bars.
Concurrently, the growing adoption of organic, vegan, and clean label ingredients is driving significant product innovation, as users increasingly scrutinize ingredient lists for synthetic irritants like sulfates and parabens. This trend has moved beyond specialty stores, prompting major multinational corporations to reformulate their portfolios to meet 'clean beauty' standards without compromising performance. A prime example of this industry-wide pivot is evident in recent transparency initiatives; according to Garnier, in the '2024 Progress Report' released in early 2025, 99% of the brand's ingredients were classified as vegan, reflecting a massive strategic alignment with plant-based consumer values. This commitment to ingredient integrity is supported by the overall financial health of the sector, evidenced by the British Beauty Council's 'Value of Beauty Report' from August 2025, which noted that the UK beauty and personal care sector contributed £30.4 billion to the GDP in 2024.
Market Challenge
The challenging factor impeding the Global Shampoo Bar Market is the consumer perception of product efficacy and the sensory adjustments required during the transition from liquid to solid formulas. While the environmental benefits of anhydrous products appeal to eco-conscious buyers, the broader consumer base often views solid shampoos as functionally inferior to traditional liquids. This skepticism focuses on critical performance metrics such as lather quality, rinsing ease, and post-wash hair texture. Because consumers are habituated to the immediate sensory feedback of liquid shampoos, the unfamiliar experience of using a bar often leads to discontinuation or avoidance, reinforcing the belief that sustainable formats require a compromise on hair health and cleanliness.
This hesitation directly hampers market growth because performance remains the primary driver of purchasing decisions in the personal care sector. When efficacy is in doubt, sustainability claims alone are often insufficient to compel a permanent switch. According to NATRUE, in 2024, 85% of consumers indicated a willingness to pay more for beauty products that demonstrate proven efficacy. This statistic underscores that the market prioritizes results above all else. Consequently, as long as shampoo bars are perceived as less effective than their liquid counterparts, this credibility gap will effectively block mass-market adoption and confine the category to a niche status.
Market Trends
Brands are moving beyond generic "all-hair-types" products to launch specialized bars tailored for specific needs, including scalp conditions like dandruff and psoriasis. This pivot allows manufacturers to capture high-value segments by leveraging clinical efficacy claims previously reserved for liquid pharmacy brands, effectively blurring the lines between cosmetic and therapeutic hair care. The commercial success of this dermatological focus is evident in the broader market; according to L'Oreal, February 2024, in the '2023 Annual Report', the company's Dermatological Beauty division achieved a sales growth of 28.4%, validating the intensifying consumer appetite for formulations that address specific therapeutic hair and skin concerns.
Distribution is trending rapidly from exclusive e-commerce and niche eco-stores to mainstream physical retail, with major beauty retailers dedicating significant shelf space to solid haircare. This shift is crucial for overcoming consumer hesitation, as physical availability allows for sensory evaluation and legitimizes the format alongside premium liquid incumbents. This mainstream integration is quantified by the aggressive sustainability criteria being adopted by global retailers; according to Sephora, March 2024, in the '2024 Global Impact and Progress Report', the retailer successfully onboarded 40 brands under its new 'Planet Aware' seal, signalling a strategic commitment to scaling eco-centric and solid format portfolios across its global store network.
Report Scope
In this report, the Global Shampoo Bar Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in the Global Shampoo Bar Market.
Global Shampoo Bar Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report: