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海外膳食营养保健食品电商数据报告 (2024年2月)

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本期月报为2024年2月版数据月报。TMO每月都会从阿里巴巴的电子商务平台家族(包括淘宝、天猫、天猫国际和天猫超市)收集有关国内和跨境保健品销售的数据,并将分析结果以图文图表相结合的可视化方式呈现给读者,帮助读者洞察最新的消费者行为和市场走向。

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            [0] => 本期月报为2024年2月版数据月报。TMO每月都会从阿里巴巴的电子商务平台家族(包括淘宝、天猫、天猫国际和天猫超市)收集有关国内和跨境保健品销售的数据,并将分析结果以图文图表相结合的可视化方式呈现给读者,帮助读者洞察最新的消费者行为和市场走向。
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            [0] => 二月是新年后的第一个月,但是海外膳食保健品的市场尚未明显回暖。2024年2月的海外膳食保健品在电商平台的总销售额约达8.01亿,较上月相比略有回落。本期,来自澳大利亚的Swisse(斯维诗)、来自美国的GNC(健安喜)以及来自澳大利亚的Blackmores(澳佳宝)仍然占据海外品牌月销售额榜的前三甲席位。

在本月报中,我们将向您提供如下信息:
  • 月度趋势分析
  • 月销售前五产品介绍
  • 子类目市场份额
  • 价格区间维度下的销售额占比
  • 本月畅销店铺及品牌前10名
  • 品牌价格分布
  • 流行产品特征
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  • 子类目方面,海外心血管营养品依然是品类优势赛道,于24年2月份创下了18.30%的市场份额,较上月增幅明显。海外综合营养品、海外口服美容营养品并列第二,市场份额均为13.37%。
  • 品牌方面,Swisse(斯维诗)继续领衔销售额榜单,GNC健安喜和Blackmores澳佳宝发挥稳定,仍获得亚军和季军。西班牙的Mesoestetic/美斯蒂克和美国的Puritan’s pride/普丽普莱在2月份进入品牌销售额TOP10榜单,表现亮眼。
  • 产品方面,复合维生素/矿物质产品销售火爆。在2月份的销售额排名中,两款GNC健安喜的复合维生素/矿物质保健品均登入产品销售额榜前五,其中一款获得了本月的销售冠军。值得关注的是,2月春节期间,美斯蒂克的一款美容类保健品以直播电商售卖的形式跃居到销售额榜第二,可以看出消费者在健康方面也愈加青睐“悦己”消费。除此之外,年轻女性或成为保健品的主力消费军。在2月份的飙升产品榜TOP10中,适用于年轻女性的保健品一共占据了前十中的四个席位。
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  • 子类目方面,海外心血管营养品依然是品类优势赛道,于24年2月份创下了18.30%的市场份额,较上月增幅明显。海外综合营养品、海外口服美容营养品并列第二,市场份额均为13.37%。
  • 品牌方面,Swisse(斯维诗)继续领衔销售额榜单,GNC健安喜和Blackmores澳佳宝发挥稳定,仍获得亚军和季军。西班牙的Mesoestetic/美斯蒂克和美国的Puritan’s pride/普丽普莱在2月份进入品牌销售额TOP10榜单,表现亮眼。
  • 产品方面,复合维生素/矿物质产品销售火爆。在2月份的销售额排名中,两款GNC健安喜的复合维生素/矿物质保健品均登入产品销售额榜前五,其中一款获得了本月的销售冠军。值得关注的是,2月春节期间,美斯蒂克的一款美容类保健品以直播电商售卖的形式跃居到销售额榜第二,可以看出消费者在健康方面也愈加青睐“悦己”消费。除此之外,年轻女性或成为保健品的主力消费军。在2月份的飙升产品榜TOP10中,适用于年轻女性的保健品一共占据了前十中的四个席位。
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  • 月度趋势分析
  • 月销售前五产品介绍
  • 子类目市场份额
  • 价格区间维度下的销售额占比
  • 本月畅销店铺及品牌前10名
  • 品牌价格分布
  • 流行产品特征
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鉴于保健品市场不同品类之间的跨度较大,同时读者的⻆色和需求点不尽相同,自 2023年3月起,本报告将从行业整体⻆度出发对海外保健品市场的趋势和发展进行观察,而不再提供各项子分类的市场数据更新。如果您需要了解更详细的子分类市场情况,欢迎联系我们,我们会根据您的需求为您提供详细数据,以及定制化分析和报告
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为了给读者带来更优质的内容,从2023年4月份的海外膳食营养保健食品数据月报开始,TMO对在报告中使用的数据的采集方式做了优化和调整。在报告中,您将看到在整体市场结构不变的情况下,销售数据与往期报告相比有不同程度的降幅,这是由于数据采集的精确度更高,有效提升了以下字段的汇总结果:

  • 店铺数按产生实际销量的店铺来计算店铺数。
  • 宝贝数按产生实际销量的商品(以SPU为单位)来计算商品数。
  • 销售量:剔除了刷单等异常数据,同时剔除了退货退款的数据,使得销售量更接近实际的市场情况。
  • 销售额:剔除了刷单等异常数据,同时剔除了退货退款的数据,使得销售额数据更准确。
 

*数据偏差的说明

虽然TMO运用了自有的复杂且综合性较高的算法模型,但因为数据采集跟计算维度的原因,仍会有部分数据存在数据偏差的情况:

  • 整体采集维度:可能存在部分店铺还未收录的情况。
  • 销售量准确度:由于部分商品存在快速下架,导致存在未获取到相关数据的情况,销量的数值会比实际情况略低;公开页面数据更新会存在一定的延迟性,导致销量在时间维度上会有一定的偏差。
  • 销售额准确度:由于存在部分优惠券等信息无法在公开页面获取(店铺会员券/平台满减券),计算相关的多个SKU商品价格会存在差异,导致最终销售额准确度计算会有一定偏差。

总体的数据准确度80-95%,部分品牌或店铺可能会在较大差异。请读者在使用数据时,保持谨慎参考的态度。

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主要内容

二月是新年后的第一个月,但是海外膳食保健品的市场尚未明显回暖。2024年2月的海外膳食保健品在电商平台的总销售额约达8.01亿,较上月相比略有回落。本期,来自澳大利亚的Swisse(斯维诗)、来自美国的GNC(健安喜)以及来自澳大利亚的Blackmores(澳佳宝)仍然占据海外品牌月销售额榜的前三甲席位。

在本月报中,我们将向您提供如下信息:

  • 月度趋势分析
  • 月销售前五产品介绍
  • 子类目市场份额
  • 价格区间维度下的销售额占比
  • 本月畅销店铺及品牌前10名
  • 品牌价格分布
  • 流行产品特征

资源亮点

  • 子类目方面,海外心血管营养品依然是品类优势赛道,于24年2月份创下了18.30%的市场份额,较上月增幅明显。海外综合营养品、海外口服美容营养品并列第二,市场份额均为13.37%。
  • 品牌方面,Swisse(斯维诗)继续领衔销售额榜单,GNC健安喜和Blackmores澳佳宝发挥稳定,仍获得亚军和季军。西班牙的Mesoestetic/美斯蒂克和美国的Puritan’s pride/普丽普莱在2月份进入品牌销售额TOP10榜单,表现亮眼。
  • 产品方面,复合维生素/矿物质产品销售火爆。在2月份的销售额排名中,两款GNC健安喜的复合维生素/矿物质保健品均登入产品销售额榜前五,其中一款获得了本月的销售冠军。值得关注的是,2月春节期间,美斯蒂克的一款美容类保健品以直播电商售卖的形式跃居到销售额榜第二,可以看出消费者在健康方面也愈加青睐“悦己”消费。除此之外,年轻女性或成为保健品的主力消费军。在2月份的飙升产品榜TOP10中,适用于年轻女性的保健品一共占据了前十中的四个席位。

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需要获取定制版的数据/报告,我们提供市场扫描、每月数据和长期监控以及定制数据收集和分析,帮助确定您行业的市场结构、定价、主要竞争对手、趋势等。您可以点击联系我们,或发邮件至info@tmogroup.asia或拨打我们的电话+86 (0)21 617 00 396和我们取得联系。

为何付费报告显示的购买货币是“港元HKD”而非“人民币RMB”?

我们目前仅以港元定价。但若您选择支付宝或信用卡支付,将为你自动转化汇率,折算为您的本地货币进行购买。

如果付款失败,或付款成功但未通过电子邮件收到我们的指南怎么办?

请点击联系我们,或发送邮件至info@tmogroup.asia,或拨打我们的直线电话+86 (0)21 617 00 396和我们取得联系。

如果付费购买成功,我是否可以获取发票?

TMO可根据您的选择为您开具付款收据或形式发票,如欲获取,请将您的中文或英文公司名称和付款收据信息以邮件形式发送至info@tmogroup.asia,我们将在收到邮件后10个工作日内为您开具电子收据或形式发票至您的指定邮箱。
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