Core Insights - The trend of "New Chinese Health Products" is gaining popularity among young consumers, particularly the post-95 generation, as evidenced by significant sales growth on platforms like Tmall during the Double 11 shopping festival [1][3]. Group 1: Market Trends - Tmall's Double 11 data shows remarkable growth in sales of "New Chinese Health" products, with items like "Apple Astragalus Water" seeing a 13-fold increase in search volume and "Yam Powder" and "Kudzu Powder" both exceeding 6-fold growth [1]. - The post-95 generation constitutes over 66% of the buyers for new products like "Five Red Powder," which includes ingredients such as red beans and goji berries [1]. - The "New Chinese Health" category is dominated by consumers aged 25-35, particularly for turmeric powder, which has been a top seller in recent years [1]. Group 2: Product Innovations - There is a notable trend towards smaller packaging for health products, making them more convenient for consumers. For instance, small-packaged products like "Cili Juice" and "Apple Astragalus Water" have seen year-on-year growth of 136% and 176%, respectively [3]. - The brand "Shanwangguo" has successfully launched a small-sized packaging of Cili juice, which has become a bestseller, especially with the introduction of a new passion fruit variant [4]. - Established brands like "Wugu Mofang" are also adapting to consumer preferences by offering smaller, more convenient packaging options, such as their walnut powder in single-serving bags [6].
年轻人养生越“喝”越“小”，天猫双11一袋刺梨汁、一口姜黄饮成交大涨