知行数据观察：婴童营养品品类

Industry Overview - The baby and child nutrition products industry is defined as nutritional supplements, functional foods, or special dietary products designed for infants (0-3 years) and children (3-12 years) to meet their growth, nutritional, or health needs [11] - The market size of China's baby and child nutrition products industry has steadily grown from 54 billion in 2019 to 93 billion in 2023, with an expected compound annual growth rate (CAGR) of 8.6% for 2024 [13] - The industry is moving towards "standardization, specialization, and refinement" due to regulatory trends that eliminate non-compliant companies while promoting innovation for quality enterprises [15] Market Trends - Online sales channels are increasing, with offline baby stores remaining the primary channel; by 2025, online sales are expected to account for 39% of the market [18] - As of 2025, Douyin has surpassed Taobao to become the leading platform in gross merchandise volume (GMV) for baby and child nutrition products, with a year-on-year growth of 47% [23] Sales Performance - In the first eight months of 2025, the sales of calcium, iron, and zinc products reached 1.039 billion, showing a growth rate of 23% [28] - Douyin's sales for calcium, iron, and zinc products reached 1.234 billion, with a year-on-year growth of 57% [30] Brand Analysis - The top brand on Taobao is Inne, with sales of 6.56 billion, capturing 21.3% of the market share; on Douyin, WitsBB leads with sales of 6.02 billion and a 19.2% market share [34] - Inne, introduced to the domestic market in 2021, focuses on children's nutrition and has become the top seller in the baby nutrition category on major platforms [41]