2026抖音年货节全景洞察报告-艺恩

Core Insights - The sales scale of food and daily necessities during the 2026 Douyin New Year Festival reached a new high, significantly increasing compared to the previous two years, indicating a steady rise in the New Year consumption market and a core transformation in shopping basket structure [1][9] - The traditional New Year product categories are undergoing deep adjustments, with significant differences in performance among three major categories: traditional New Year goods, health products, and other food and beverage categories [1][12] Group 1: Traditional New Year Goods - The traditional New Year goods category, including festive supplies and cultural creativity, continues to grow, while snacks, nuts, and specialties are core but overall declining, with alcoholic beverages experiencing a sharp decline, particularly in white liquor [1][12][17] - Within the snacks category, products like dried meat and puffed snacks are experiencing rapid growth, while traditional nuts are facing a downturn [1][22] - The festive supplies and cultural creativity segment shows strong growth, with holiday decoration items and cultural creative products becoming key growth drivers [17][23] Group 2: Health Products - The health product category has seen explosive growth, with traditional nourishing products like bird's nest accounting for 43% of the market share, and dietary supplements becoming a core growth engine [1][24][31] - Personal health and care appliances, such as massage chairs and sofas, are also experiencing significant growth, becoming new drivers of New Year consumption [1][27][31] Group 3: Other Food and Beverage Categories - Other food categories are steadily growing, with fresh products like low-temperature meat and eggs experiencing explosive growth, and staple foods like grains and oils showing remarkable increases [1][34] - Specialty tea products, such as jasmine tea and white tea, are gaining popularity, while coffee and instant cereals are transitioning towards health and youth-oriented trends [1][34] Group 4: Consumer Behavior Trends - The New Year consumption is showing multiple upgrade trends, with a continuous optimization of product and shopping basket combinations, shifting from a focus on cost-effectiveness to prioritizing quality and emotional value [2][3] - The shopping basket composition is increasingly characterized by cross-category integration, with traditional New Year goods coexisting with health products and quality fresh foods [2][3]