According to the "Healthy China 2030" planning outline, by 2030, the total market size of China's health industry will reach 16 trillion yuan. After the epidemic has passed, in addition to the middle-aged and elderly, young people have also paid more attention to their own health, and healthy consumption has gradually become a normalized demand across all ages. This year's Double 11, the health consumer market is like a dark horse, becoming an important growth engine for Double 11, and health food and nutritional tonics are becoming a new choice for contemporary young people to "stock up" on Double 11.
In this issue, Based on DSA, a nutritional and health care e-commerce data analysis platform, this issue of Early Data will bring you insights into China's nutrition consumption in November, and take stock of the latest development trends of categories, channels and dosage forms.
Market Overview: GMV increased by 25% year-on-year in the first 11 months4%
From the perspective of **, in the past three years, the GMV of nutrition and health care has maintained a double-digit high growth rate. The GMV from January to November 2023 is 894300 million yuan, a year-on-year increase of 254%。
From the perspective of channels, from January to November 2023, Douyin's GMV will reach 18.3 billion, and its market share will be comparable to JD.com, reaching 204%。Although the Tao platform still occupies the largest market share, its share has fallen by 17% in three years, and the rapid growth of interest e-commerce has posed a threat to the market position of traditional e-commerce. Influenza and mycoplasma infection have led to a surge in the need for respiratory monitoring
From the perspective of categories, the high incidence of seasonal influenza and Mycoplasma pneumoniae has stimulated the consumption demand for respiratory health products, and the GMV growth rate from January to November 2023 is about 900%, leading the way**.
By tracking the sales performance of the database since 2018, Early Data found that from the second half of 2022, the respiratory category showed an obvious secondary growth curve, with a small share but great potential. Brands can take full advantage of this growth opportunity and launch a series of new products to suppress cough and moisturize the lungs and seize market share.
Dosage form analysis: the year-on-year growth rate of tablet candy exceeded 1000%.
From the perspective of dosage forms, the mainstream choices of consumers this year are capsules, tablets and powders. However, with the change of consumer group structure, consumers have also put forward higher requirements for the experience of products, and fun, convenient and effective have become new concerns. Tablet candy, gummy candy and other emerging dosage forms performed the most eye-catching, and the market size of tablet candy increased by more than 1,000% year-on-year.
At the same time, consumers' preferences for dosage forms will also show different characteristics with the change of categories. For example, under the category of probiotics, drops and tablet candies are growing the fastest. Traditional tablets of calcium products are larger and difficult to swallow, and softgels and gummies are more friendly to both the elderly and children, resulting in significant growth.