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]

Investment Rating - The investment rating for the industry is "Increase" for key stocks such as Xianle Health and Tongrentang [6]. Core Insights - The health consumption trend is rising, with the nutrition and health product category maintaining rapid growth. The total sales for nutrition and health products during the 618 shopping festival in 2025 are projected to reach 14.3 billion yuan, a 55% increase from 9.2 billion yuan in 2024 [1]. - Emerging channels like instant retail are performing well, with Meituan reporting over a 200% year-on-year increase in orders for health supplements [1]. - Traditional categories are expanding steadily, with high-growth segments like anti-aging and liver protection showing significant sales growth [2]. - Leading brands such as Swisse and Tongrentang maintain their positions, while new brands are emerging with competitive pricing and niche market strategies [3]. Summary by Sections Industry Overview - The nutrition and health product sector is experiencing robust growth, driven by health-conscious consumer behavior and the rise of e-commerce and new retail channels [1]. Product Categories - Key categories with strong sales during the 618 festival include infant nutrition products, special medical foods, and fish oil. Anti-aging products are among the fastest-growing segments [2]. Brand Analysis - The top brands on platforms like Tmall and JD remain consistent, with Swisse and Tongrentang leading. New entrants are gaining traction by focusing on quality and cost-effectiveness [3]. Investment Recommendations - The report suggests focusing on companies with clear competitive advantages in the contract manufacturing segment, such as Xianle Health and Baihe Shares, and high-quality brand operators like H&H International Holdings and Tongrentang [4].