食品饮料：千亿成长赛道，变局引领机遇-财通证券

Group 1 - The core viewpoint of the report highlights the growth opportunities and landscape of China's nutrition and health industry, with a market size expected to reach 260.2 billion yuan by 2024, reflecting a CAGR of 6.3% from 2019 to 2024, indicating significant room for improvement in per capita consumption compared to countries like the US, South Korea, and Australia [1][20][19] - The demand side shows a trend towards "precise segmentation," driven by an aging population expanding the elderly health market, while Generation Z is emerging as a new consumer force due to increased health awareness [1][31][28] - The online channel dominates the distribution, with e-commerce expected to account for 60% of the market share by 2024, and platforms like Douyin experiencing rapid growth, achieving a 53% increase in sales [1][56][62] Group 2 - The category landscape presents a dual-track situation of "traditional steady growth and emerging explosive growth." The traditional category, particularly bone health, is growing at a rate of 18.4%, while new categories like oral anti-aging are projected to reach a market size of 65.4 billion yuan by 2024 [2][70] - The industry chain shows a fragmented competitive landscape at the downstream level, with small and medium brands entering quickly through online channels, while leading brands like Swisse maintain their position through a comprehensive brand matrix [2][10] - The report emphasizes the importance of product innovation and compliance advantages for leading companies like Xianle Health and Baihe Co., which are positioned to benefit from industry growth [2][10][19]