抖音电商行业分析报告：宠物保健品

Investment Rating - The report does not explicitly provide an investment rating for the pet health product industry Core Insights - The pet health product industry is experiencing significant growth driven by increasing pet ownership and a rising focus on pet health among owners. The market is expanding with diverse product offerings and improved quality, particularly in e-commerce platforms like Douyin [4][12][16] Market Status and Development Trends - The pet consumption market in urban areas is projected to exceed 300 billion yuan in 2024, with a growth rate of 7.5%. The cat market is showing a higher compound annual growth rate (CAGR) compared to the dog market, indicating a shift in consumer spending towards high-quality products [12][15] - Online retail sales of physical goods are steadily increasing, with e-commerce channels becoming increasingly popular among consumers for purchasing pet health products [9][10] Popular Category Analysis - The report identifies "dog specialty health products" as the leading category in the pet health product market, capturing 51% of the market share in 2024, with significant growth in GMV compared to other categories [21][32] - The "cat and dog universal nutrition paste" is also highlighted as a growing category, indicating a trend towards multi-pet households and the acceptance of universal products [21][32] Platform Scale - Douyin's pet health product GMV has seen explosive growth, with a year-on-year increase of 153% in 2024. The platform's supportive policies and optimized marketing strategies have significantly contributed to this growth [16][19] - The SARIMA model predicts continued strong growth for GMV in 2025, transitioning from promotional dependency to normalized consumption patterns [16][18] Growth Factors - The growth of Douyin's pet health product GMV is driven by three core factors: platform support, enhanced e-commerce marketing efforts, and increasing consumer demand for pet health products [19][20] Category Distribution - The market structure for pet health products is changing, with dog specialty products leading in market share and growth, while cat specialty products face increased competition [21][32]