2024年Q2消费潜力白皮书—保健品

Investment Rating - The report indicates a stable growth outlook for the health food market, with a slight increase in online sales by 5.0% year-on-year, reaching over 31.9 billion yuan in Q2 2024 [4][15]. Core Insights - The online health food market is led by Tmall, which has surpassed 13.77 billion yuan in sales, while Douyin is emerging as a significant platform for new brands [4][15]. - The oral beauty market is experiencing a decline, while weight management, sports nutrition, and women's health markets are on the rise, indicating a shift in consumer focus towards health and wellness [5][27]. - The summer weight management market has seen a growth of 16.2% year-on-year, reaching 3.37 billion yuan, with a notable trend towards snackification of health products [28][32]. - The women's health market has grown by 11.1% year-on-year, reaching 680 million yuan, driven by increased health awareness among mature women [45][49]. Summary by Sections Health Food Market Overview - The online health food market shows steady growth, with sales reaching 31.91 billion yuan in Q2 2024, a 5.0% increase year-on-year [4][15]. - Tmall leads the market with over 13.77 billion yuan in sales, while Douyin is becoming a fertile ground for emerging brands [15][17]. Market Insights - The oral beauty market is cooling down, while weight management, sports nutrition, and women's health markets are gaining traction [5][27]. - The weight management market has grown to 3.37 billion yuan, with a 16.2% year-on-year increase, reflecting a trend towards convenient snack-like health products [28][32]. Women's Health Market - The women's health market has reached 680 million yuan, growing by 11.1% year-on-year, with a significant increase in health awareness among women [45][49]. - The focus on product ingredients and functionality is rising, with vitamins, proteins, and other nutrients being highly favored by female consumers [53][55]. Brand Analysis - Notable brands like Notland and Yue Shen are leveraging social media platforms like Douyin to enhance their market presence and sales performance [42][55]. - The competitive landscape shows a stable structure, with leading brands maintaining their positions while long-tail brands are gaining market share [18][27]. Future Trends - The health food market is moving towards products with composite and natural ingredients, emphasizing convenience and snackification [57][58]. - Consumer preferences are shifting towards products that offer multiple health benefits and are easy to consume, reflecting a growing demand for personalized health management solutions [57][58].