The generation of the health world of the Z appears, and the nutritional products have faded away fr

In order to meet new demands such as "punk's health" and "lazy health", more and more brands have begun to promote the innovation of nutritional consumer goods. In particular, traditional nourishing nutrition brands are gradually fading the "old antique" label, and through product innovation and upgrading, it has become the tide of the health world of generations.

Data Picture Source: Network

Traditional nourishing nutritional market potential for market potential

Data from the National Bureau of Statistics show that the disposable income of Chinese residents has continued to grow. On the contrary, the proportion of medical care consumption expenditures is still low, and the proportion of the new crown epidemic has dropped to 5.73%. The increase in income and the enhancement of national health awareness after the epidemic will release a large amount of health consumption demand, and also promotes the huge development potential of the nutrition and health product market.

The data verifies this view. A traditional nourishing nutritional product agency media e -commerce marketing analysis report shows that the size of the Chinese health product market in 2021 is expected to exceed 270 billion yuan, and it is expected to exceed 320 billion yuan in 2023. Health products have gradually become people's daily life need.

Data show that people have continued to increase for three consecutive years for the taste of the product, and in the first quarter of 2022, it exceeded the efficacy, becoming the most popular concern of users. With the growth of generations, the change of consumer groups, traditional nourishing nutrition products must not only pay attention to efficacy and ingredients, but also become the most important part of attracting new consumers.

The report believes that in the era of new consumption, it pays attention to product subdivision, and traditional nourishing nutrition products are the same, and the effects of efficacy can allow consumers to build a need to connect with products. In the past, traditional nourishing nutrition products wanted to meet the practices of most people through "pan -efficiency", and it was difficult to harvest the trust of new consumers. The targeted effect of "what is missing" can harvest the consumption trust of generations. A variety of innovative taste choices also meet the critical needs of new consumers for taste.

Women's consumption is gradually increased, and the post -90s are the main force

With the upgrading of the products of traditional nourishing nutrition products, the segments of the needs of women in different ages have continued to upgrade. The proportion of female users with traditional nourishing nutrition products has increased for three consecutive years, exceeding 80%.

In terms of age, the audience of the traditional nourishing nutrition of e-commerce platforms is mainly 25-30 years old, which is the post-90s generation. In 2022, with more post -90s steps into middle age, the ratio of 31 to 35 has increased from 15.32%to 26.65%.

Pharmaceuticals and foods are deeply popular

From the perspective of e -commerce performance, the traditional nourishing nutritional market in the Douyin platform has a significant growth rate. The total amount of commodity transactions in the first quarter of 2022 increased by 324%year -on -year.

The fast -moving platforms such as Ganoderma lucidum and velvet antler grow rapidly. Bird's nest and ginseng are growing rapidly. Drugs and foods are loved by consumers, and the total transaction volume on the two platforms has entered TOP3.

Judging from the marketing performance of social media, the volume of traditional nourishing nutrition is mainly concentrated on the three major platforms of Douyin, Weibo and Xiaohongshu, accounting for more than 95%. Among them, medicine, food and food, honey, and food therapy nourishment are categories with greater sound volume.

Although the volume of the entire traditional nourishment nutritional product accounts for more than 53%, the volume of the top ten popular categories in China ’s Weibo, Xiaohongshu and WeChat public account is also considerable. For example, most of the correlation with medicine and food homologous foods comes from the Little Red Book Platform.

(Beijing Youth Daily/Reporter Chen Si)

- END -