2025年婴幼儿辅食零食电商消费趋势

Investment Rating - The report does not explicitly provide an investment rating for the infant complementary food and snacks industry Core Insights - The infant complementary food and snacks market is designed for infants aged 6 months to 3 years, focusing on nutritional supplementation, chewing ability development, and self-feeding guidance through a tiered nutritional system and innovative textures [5] - The e-commerce sales of infant complementary food and snacks have been unable to surpass 8 billion, with a projected growth of only 14.6% in 2024, indicating a market ceiling that remains unbroken despite the rise of content e-commerce platforms like Douyin [7][8] - The overall sales in the infant complementary food and snacks sector are declining, with specific categories like mixed puree and cheese experiencing significant drops in sales [11][14] Summary by Sections E-commerce Sales Performance - The total e-commerce sales for infant complementary food and snacks have remained below 8 billion for the past three years, with 2022 sales at 39.92 billion, 34.86 billion in 2023, and projected 33.67 billion in 2024 [8] - The market share of major platforms shows Tmall leading with 51.0% in 2022, followed by JD at 43.8% and Douyin at 31.1% [9] Category Performance - Key product categories include rice flour, biscuits, mixed puree, and cheese, with rice flour and biscuits maintaining stable sales while other categories face declines [6][11] - In 2024, rice flour is projected to generate 610 million with a growth rate of 0.5%, while biscuits are expected to reach 608 million with a slight decline of 0.5% [13] Brand Rankings - The leading brands in the infant complementary food and snacks market include Engnice with sales of 5.43 billion and a growth rate of 27.0%, followed by Akita Manman and Grandpa's Farm [22][23] - Notable growth is seen in brands like Baby's Consultant and Beazero, with significant increases in sales [22][23] Market Trends - The report highlights a trend of declining sales across various categories, with some products like baby cheese and mixed puree experiencing drops of over 50% [14][19] - Emerging categories such as baby buns show remarkable growth, with a projected increase of 306.5% in 2024 [18][19]