Core Insights - The total online sales of nutritional health products during the 618 shopping festival reached 14.3 billion yuan, representing a year-on-year growth of 55% [1] - Instant retail channels, such as Meituan, saw order volumes increase by over 200% year-on-year, indicating a strong performance in the health consumption wave [1] Sales Overview - The nutritional health sales during the 618 period (May 13 - June 18, 2025) amounted to 14.3 billion yuan, up from 9.2 billion yuan in 2024, marking a growth of approximately 55% [1] - Instant retail channels have successfully entered the market, with Meituan's self-operated pharmacy showing significant growth in orders for health supplements [1] Category Performance - Traditional categories like children's nutrition, special medical foods, fish oil, and glucosamine are performing steadily, while anti-aging and liver protection products are experiencing rapid growth [2] - The demand for basic nutritional products is expected to benefit from aging demographics and increased penetration rates, while anti-aging and liver protection segments are emerging as high-growth areas [2] Brand Dynamics - Tmall and JD.com remain the leading platforms, with top brands including Swisse and汤臣倍健 maintaining their positions [3] - New brands are emerging by focusing on cost-effectiveness and niche markets, with notable performances from brands like 诺特兰德 and 五个女博士 on Douyin [3] - Consumer awareness regarding product quality, including raw materials and purity, is increasing, leading to a shift in brand preferences [3]