Top Growing Categories in 2024

Seeking a dopamine partner, traveling to small towns for a sense of relaxation, filling Hakimi with a sense of ritual, and immersing in watching sports and performances, today, consumers' thoughts and preferences have changed.

These data can annotate this new trend: ① In the first half of 2024, blind boxes, scratch cards, stress balls, fragrances, and lucky sprays became the top 5 emotional goods purchased by consumers.

② The average increase in tourism orders for popular county-level destinations is 36%, with the highest number of small towns distributed in Hebei, Jiangsu, Shandong, and Yunnan.

③ In March 2024, on Xiaohongshu, the interaction volume of the "Pet Fashion" topic increased by 676% year-on-year.

④ During the European Cup, despite a 16.8% increase in the price of viewing rooms and audio-visual rooms compared to the previous month, the search heat for viewing rooms still increased more than twice.

Such high growth trends in categories also occur in clothing, jewelry, home appliances, beauty, and 3C digital fields.

So, what is the next consumer trend?

Which tracks hide potential categories to be unearthed?

Dopamine partner: From virtual products to small physical goods and the philosophy of furry children, Han Bingzhe, a scholar of philosophy, said: "Today, what we ultimately consume is not the commodity itself, but the emotion.

The development of emotions transcends the use value of the commodity itself, opening up a new vast and boundless consumption space."

The emergence of internet buzzwords such as "dense people, light people, 20-minute park, ban on green bananas, crazy work cards, going to Altay, and CCD cameras" all reveal consumers' needs for "emotional partners."

Zhimeng Consulting's research found that in the first half of 2024, the top three consumer experiences that the public values most are relaxation and stress relief, health, and physical and mental healing.

1.

Virtual products are diverse, catering to various psychological emotions.

An emerging virtual emotional consumption is on the rise.

Taking "Einstein's Brain" as an example, although bizarre, it has sold tens of thousands of pieces, with a topic heat of 1.303 million on Taobao, and related products have increased to 321 items.

Similar non-physical goods also include lucky sprays, tree hole confessions, wake-up partners, and voice chat to soothe sleep, among other products.

Among the virtual emotional products with the greatest commercial value, games are one of them, and the consumption power of female game players should not be underestimated.

Female games refer to love simulation games aimed at female players, such as "Love and Producer," "Beyond the World," "Love and Deep Space," and so on.

Many brands in industries such as makeup, snacks, and pet supplies have attracted a large number of consumers' attention and interest through limited edition game sets, themed exhibitions, and peripherals in collaboration with female game IPs, enhancing brand volume and user loyalty.

2.

Small leverage consumption, meeting social and emotional needs.

In economics, there is a lipstick effect, which refers to the trend of preference for low-priced products during economic downturns.

In the first half of 2024, blind boxes, scratch cards, stress balls, fragrances, and lucky sprays are the top 5 emotional goods purchased by consumers.

The hot sale of these goods may be a manifestation of the lipstick effect of this era.

"Addictive" goods such as coffee, sugar, and alcohol are also favored by young people.

For example, this year, Guizhou Moutai and Luckin Coffee jointly launched "The First Cup of Moutai for Young People" - Soy Sauce Latte, with a single-day sales exceeding 100 million yuan.

In addition, the strong demand for self-satisfaction, personal expression, blessings, and socializing represented by young groups born after the 1990s and 2000s has opened up new growth for the gold jewelry track.

Specifically, in the first quarter of 2024, jewelry products performed brilliantly, with a total sales volume of 4.27 billion yuan, and a growth rate of 24.4%.

In fact, from "buying a product that makes oneself happy" to "buying a product to make oneself happy," the essence of the public's willingness to consume small leverage is to value the emotional value brought by the product to meet their psychological and social needs.

3.

Furry children, dopamine partners in life.

Even in the current cautious consumption market environment, the pet economy still maintains a high growth trend and gradually shifts from life consumption to spiritual consumption and family consumption.

Data from iMedia Consulting shows that in 2023, the scale of China's pet economy industry reached 592.8 billion yuan, with the Chinese market's growth rate leading the global pet market and having broader growth space.

Specifically, products in new categories such as main food, snacks, health care products, and beauty care are growing rapidly.

In the first quarter of 2024, high-meat content air-dried/baked food and prescription food for pet treatment saw sales growth of more than 100%; cat/dog milk powder, amino acids/vitamins/calcium iron zinc and other pet health care products, sales increased by 30%-100% year-on-year.

It can be seen that scientific and refined pet-raising will be the mainstream development in the future.

The Xiaohongshu report shows that from pet-raising to self-raising, the younger generation of consumers even regards "having both cats and dogs" as a lifestyle, arranging more ritualistic events for their furry children.

It is worth noting that, similar to the Japanese market, which was the first to enter the aging cycle, the counter-trend growth of the "cat economy" during the economic downturn cycle, the elderly are also an important customer group in our country's pet economy.

According to publicly reported data, as of August 2023, the number of people interested in pets on the whole network reached 323 million, of which 46-50-year-olds accounted for 10.6%, and those over 51 years old accounted for 19.5%.

The pet consumption preference of post-1960s users is 1.7 times that of post-1980s users.

Relaxed traveler: spontaneous travel becomes normalized, and reverse travel goes to small towns.

In the first half of 2024, the domestic tourism market continued to "start high and walk steadily."

From the southern "little potato" rushing to Harbin, to the "destiny people" exploring Shanxi, the potential of tourism consumption continues to be released.

According to Zhimeng Consulting's research, in the first half of 2024, 88.6% of consumers had more than one travel experience, whether it was a long or short holiday, weekends, or ordinary days, travel has become a normal practice of leaving at a moment's notice.

The reason why it can be normalized is that consumers are no longer obsessed with the "grand slam" and "strategy-based" travel methods, but often stem from a certain sub-element, such as a certain performance, a certain meal, a certain shopping, a certain partner, or a certain check-in point.

1.

Reverse travel, immersive check-in to characteristic small towns.

Cities and county-level areas below the third tier have become the new favorites of the tourism market.

The ultra-high cost performance, novel play experience, grounded local characteristics, and relaxed travel state meet the new middle class's desire and demand for quality travel.

According to Ctrip platform data analysis, Luoyang, Qinhuangdao, Weihai, Guilin, Kaifeng, Zibo, Huangshan, Tai'an, Shangrao, and other cities are relatively popular third and fourth-tier city destinations, with an average increase in tourism orders of 11%.

Anji, Tonglu, Dujiangyan, Yangshuo, Mile, Yiwu, Wuyuan, Jinghong, Kunshan, and Pingtan are popular county-level tourist destinations, mostly concentrated in the Jiangsu and Zhejiang regions, with an average increase in tourism orders of 36%.

It is worth mentioning that "business + tourism" has become a new trend.

CBNData data shows that due to the industrial cluster effect of many small towns, 37% of business people have visited more than 4 times in the past year, such as Pang Donglai attracting many related practitioners to visit Xuchang.

Nearly 60% of business trip guests will "connect" tourism content, reserving one or two days to explore the city.

2.

Museum walk becomes a new trend.

"For a museum, go to a city," museums have become the protagonists of this trend.

Ctrip travel data shows that the reservation volume of museums in the summer of 2024 increased by more than 90% year-on-year.

On the note channel of Dianping, the number of note strategies for "100 must-visit exhibitions and museums during the summer vacation" increased by more than 250% month-on-month; the number of people participating in the discussion of the notes increased by 220% month-on-month.

For visiting museums, young people have also started to play tricks.

On the one hand, they have invented various "new poses for taking photos with cultural relics," treating museums as places of worship.

On the other hand, they have turned visiting museums into a "stamp collection-style travel," experiencing the same happiness as the ancestor of hand accounts, Qianlong.

In addition, museum visits have also driven the growth of the cultural and tourism market.

Taking accommodation as an example, Tujia homestay data shows that the reservation of homestays around museums during the summer vacation in 2024 is very popular, nearly doubling compared to last year.

The summer reservation volume of homestays around the Sanxingdui Museum in Guanghan increased by more than 15 times year-on-year; the Nanjing Museum increased by nearly 1.5 times; the Shaanxi History Museum increased by nearly 50%.

Immersive players: Atmosphere viewing games and performances, emotional communities in the carnival.

In the past few years, offline entertainment "hotspots" were often escape rooms, script killings, board games, or Disney, amusement parks, etc.

In the past two years, consumers have new options, such as going to the cinema to watch the Olympics, going to hotels to watch ball games, or the hot offline performances after a full recovery.

In fact, these scenes all have a strong sense of the scene, allowing people to form a close emotional community in the atmosphere of immersion, detaching from daily life, and feeling the carnival.

Taking music festivals as an example, being out of character at music festivals is considered to be a very appropriate thing, such as fans of Second-Hand Rose wearing Northeast cotton jackets, fans of Tong Yang tying Nezha heads, and shoulder-to-shoulder "trains" and so on.

1.

Atmosphere viewing games: Watching the Olympics in cinemas, watching ball games in hotels.

This summer, the Paris Olympics has become a new hit in the summer cinema schedule.

Taking the table tennis mixed doubles final as an example, 10 cinemas in Guangzhou participated in the live broadcast of this match that day.

According to the data from the Lighthouse, the single-day box office of the mixed doubles final live broadcast reached 1.15 million yuan, ranking 10th in the country.

On the one hand, the cinema-style viewing experience is immersive enough, with a large screen and surround sound; on the other hand, the social experience of the cinema is also very attractive, and the audience can cheer together and even sing the national anthem together.

Many viewers have said that this atmosphere is incomparable to that at home, and it can easily make people feel the charm of competitive sports.

The viewing method with the same atmosphere is watching the ball game in hotels.

Tongcheng travel data shows that since the European Cup started, the search heat for "watching the ball room" on the platform has increased by 210% month-on-month; after the knockout stage, the booking heat for "watching the ball room" has increased by more than three times compared to the same period last month.

Hotels with large screens and audio-visual facilities are the most popular with fans, and hotels near bar clusters and other entertainment venues are also popular choices.In the distribution of cities for booking viewing rooms, Chengdu, Beijing, and Shenzhen are ranked in the top three, while emerging first-tier cities such as Changsha and Suzhou also make it into the top ten.

In addition, the booking popularity of audio-visual rooms in third-tier and below cities has also shown a significant increase.

In terms of price increases, the prices of viewing rooms and audio-visual rooms increased by 16.8% during the European Cup, while the average price increase of other hotels was only 5.2%.

It can be seen that, despite the cautious consumer expectations of the public, there is a stronger willingness to spend money on emotional value-oriented interest consumption and experience consumption.

2.

The extreme sensory experience, the performance economy promotes the new makeup industry.

The performance economy is one of the hot spots of consumption throughout 2023 and continues to ferment in 2024.

Young people are no longer satisfied with watching performances only locally, but also "go to a city for a concert."

Data released by the China Performance Industry Association shows that in the first quarter of 2024, the number of commercial performances (excluding entertainment venue performances) nationwide was 119,000, a year-on-year increase of 72.71%; box office revenue was 10.8 billion yuan, a year-on-year increase of 116.87%.

It is worth mentioning that the makeup industry has become the biggest beneficiary of the online market of the performance economy after ticketing and the tourism industry.

Data from the alchemical furnace shows that on the Xiaohongshu platform, the makeup industry accounts for as high as 42.08% of the notes related to the performance economy, among which makeup products with characteristics such as "shiny, convenient, high-end, and refined convenience" are more popular.

Personality new elderly: Interest, companionship, and socialization, actively embracing consumerism.

As the new elderly represented by the post-60s and post-70s step into retirement life, the spotlight of the consumer market is spreading from young people to the silver-haired group.

The latest data from the National Bureau of Statistics shows that at the end of 2023, the number of people aged 65 and above in China reached 217 million, accounting for 15.4% of the total population.

According to research by the National Information Center, the current scale of China's silver economy is about 7 trillion yuan, accounting for about 6% of the same period's GDP.

Compared with the "silver-haired middle-aged and elderly" group over 70 years old, who are family-oriented, frugal, and cautious about spending, the "silver-haired youth" group represented by the 50-65 age group now has a stronger sense of individual autonomy and actively embraces consumerism.

Taking e-commerce platform data as an example, on Tmall, the compound annual growth rate of consumption for consumers over 50 years old reached 39% in four years; on JD.com, in September 2023, the proportion of silver-haired people among new users reached 40.7%.

During the Double 11 period in 2023, the sales volume of detailed categories such as health supplements, smart home appliances, and health care aids on the platform increased by 5-10 times.

Overall, this group of new elderly people shows strong consumption power - they are more optimistic about expected spending than young people, pay attention to quality and price ratio and brands, health consumption is a must, and consumption for pleasure is becoming increasingly prominent.

1.

"Old and beautiful" is popular, unlocking the new Chinese style of the silver-haired.

As the attitude of the new elderly towards life becomes younger and more personalized, the silver-haired track has set off a new Chinese style trend, and the category related to "becoming beautiful" is growing rapidly.

On the one hand, it is reflected in the external dressing, with shoes, accessories, and jewelry becoming hot-selling products.

JD data shows that among the elderly group, the sales volume of designer brand clothing has increased by more than 20 times year-on-year; the consumer preference for new Chinese-style clothing, jade jewelry, and crossbody bags is also high.

On the other hand, the new Chinese style of the silver-haired also blows to multiple tracks such as diet and health preservation, skin care and anti-aging.

For example, traditional tonics, age-appropriate nutritional food, healthy health wine, Chinese herbal medicine pillow, and middle-aged and elderly milk powder, etc., all have considerable market growth space.

In the overseas market, especially in Japan, big brands such as Kao and Shiseido have special personal care product lines for women over 50 and 60 years old.

At present, this blue ocean track in China is the "main battlefield" of WeChat business and white brands, but there are also leading brands beginning to enter, such as Yuxi, which is facing Chinese women over 50 years old, and positioning the ginseng series of products differently, with a price of more than 600 yuan.

In addition, more and more new elderly people are improving the quality of life by purchasing home items such as fragrances and incense, and making their mood "become beautiful."

2.

Crossing the digital divide, integrating into smart life.

Data from the China Internet Network Information Center shows that the proportion of elderly netizens in China is increasing year by year, with the proportion of netizens over 60 years old reaching as high as 14.3% in 2022, an increase of 2.7 percentage points compared to 2015.

The new elderly who have crossed the digital divide are gradually integrating into smart life, with strong demand in smart home, health equipment, new energy vehicles, and other aspects.

Taking smart home as an example, data from the Ministry of Housing and Urban-Rural Development shows that the direct market share brought by the transformation of the living environment for the elderly is as high as 3 trillion yuan, among which smart home is an important part.

According to statistics, 65% of quasi-silver-haired families (defined as 50-59 years old) are single product smart home users, and 5% of people are whole house smart home users.

3.

Interest, companionship, and socialization, the "antidote" to elderly loneliness.

Young people go to work, and the new elderly go to interest classes, form bands, and go outdoors.

According to data from the China Musical Instrument Association, the ownership of musical instruments among the middle-aged and elderly population is increasing year by year.

At the same time, courses such as image etiquette, oriental dance, and ethnic dance have also driven the growth of middle-aged and elderly clothing, dance shoes, accessories, and beauty products.

Middle-aged and elderly men prefer outdoor projects, such as fishing, mountain climbing, and other activities.

JD data shows that the consumption increase of outdoor equipment and cycling sports goods purchased by the silver-haired group has reached more than 50%.

In addition, ecological tourism/health and wellness tourism has become a preferred way of travel for the new elderly.

As of October 15, 2023, the annual travel volume of people over 55 years old has increased nearly twice year-on-year, and the annual outbound travel order volume has increased more than five times.

Finally, looking at the overall silver-haired economy, health food, medical devices, and women's clothing are still the top 3 sales of goods related to the middle-aged and elderly population.

In fact, there is a gap between the needs of the elderly themselves and what their children think they need, and the top 3 needs of the new elderly for pension products are elderly physical examination, tourism, and cultural entertainment products.

It can be expected that there will be many categories with high growth trends in the future of the silver-haired track.

Taking elderly physical examination as an example, as of October 31, 2023, among the top five physical examination services in JD's "high-end physical examination list" products, four are for the middle-aged and elderly population.

Exquisite substitute party: emerging lifestyle, focusing on the real value of products.

In the first half of 2024, the revenue of the LVMH Group decreased by 1% year-on-year, and the net profit decreased by 14% year-on-year.

Gucci's revenue plummeted by 20%, and the revenue of its parent company, Kering Group, decreased by 11% year-on-year, and the net profit attributable to the parent company decreased by 51% year-on-year.

The giants with declining performance all mentioned the decline in sales in the Chinese market.

The CEO of Swatch, which is positioned as a high-end Swiss watch, described Chinese consumers like this: "They have money, but they are more particular about when and how to spend it."

At the same time, 1688, which focuses on brand substitutes and big brand OEM factories, has ushered in a surge of users, and has topped the free list of Apple's App Store twice in the past year.

The traffic of Xiaohongshu, Xianyu, and Vipinhui is also growing, all of which reflect the exquisite substitute proposition of young people.

In the first half of 2024, Xiao Report conducted a "substitute consumption" survey, and the data shows that nearly 85% of people have had the behavior of purchasing substitutes in the past year.

Among them, more than half of the post-95s and post-00s believe that substitutes provide a good way to save money.

Interestingly, the higher the income of the group, the stronger the recognition of "substitutes."

Among the group with a monthly income of more than 20,000 yuan, 26.8% of people have started to commit to keeping substitutes as a "lifestyle," a number higher than the overall 21.8%.

This coincides with the consumption concept of many new middle-class people.

In the "2023 New Middle Class Survey," 68.4% of the new middle class said that they are more easily attracted by the "quality-price ratio" of the product, and more recognize the priority of "pure use value, and premium on the side."

Survey data also shows that 60.8% of consumers pay more attention to the real value and practical functions of the product.

Among them, 60% of consumers will choose products with core technology, and 21.9% of consumers tend to choose durable goods that can be used for a long time.

Looking at the industry distribution, the concept of exquisite substitutes has penetrated deeply into multiple industries, with 3C digital accessories being the most popular.

The fields of makeup/perfume/beauty, women's shoes, beauty skincare/fitness/essential oils, and women's clothing/women's boutiques, which are mainly aimed at female consumers, are widely penetrated by the concept of exquisite substitutes.

Looking at the price distribution, substitute products have formed two significant price thresholds centered on 10 yuan and 50 yuan.

Hardcore technology stream: AI+, technology+ consumption gradually becomes a daily life.

1.

AI large model application penetration, user consumption willingness is high.

In the first half of 2024, AI has gradually penetrated into vertical and segmented consumer scenarios from the competition of large models.

Data shows that more than 40% of users choose AI smart home appliances as the most commonly used AI products in life, reflecting people's high demand for intelligent home equipment.

At the same time, AI smart companion robots and AI smart conversation devices are widely used in interactive companionship, indicating that AI products are also widely recognized in providing emotional support.

In the field of AI smart wearable devices and AI smart education hardware, headphones and learning machines have begun to carry AI technology, bringing a fresh experience to consumers.

Moreover, the prices of these products are all rising or even doubling, but consumers' willingness to pay is still high.

Taking AI smart education hardware as an example, data from Zhimeng Consulting shows that 30% of consumers have used related products, among which the proportion of families with children is more than 60%, reflecting the advantages of AI in improving learning efficiency and accuracy.

According to the data from the Magic Mirror Insight, in the first half of 2024, the market size of the learning machine was 1.9 billion yuan, with sales increasing by 203.3% year-on-year, and sales volume increasing by 56.7% year-on-year.Additionally, OpenAI's latest release has once again ignited the topic of AI, with the AIPC of related products experiencing rapid growth in the first quarter of 2024, with a growth rate of 3652.4% and a market size of 1.27 billion yuan.

2.

In exchange for time with technology, "technology +" consumption gradually becomes a part of daily life.

In the fields of daily life such as makeup and childcare, consumption is also trending towards technology.

In the skincare and beauty field, in the first half of 2024, the number of notes on the Xiaohongshu platform with keywords such as "fast," "magic," "tools," and "skills" grew by as much as 230%.

Makeup based on the underlying logic of formulaic makeup has become popular, such as symbolic makeup, digital blush, and visual center makeup.

At the same time, young consumers are keen on studying the ingredients of products, not only paying attention to the effects but also starting to pay attention to the scientific principles and technical means behind the products.

According to Qian Gua data, in the first half of 2024, the number of seed planting notes related to "beauty and personal care" increased by more than 84% year-on-year.

Among them, the number of notes with keywords such as "technology," "research and development," and "technology" increased by more than 220%.

In the maternal and infant field, in the first half of 2024, the number of related notes on the Xiaohongshu platform with the word "technology" increased by more than 140%.

For example, the number of notes related to "breast pumps" increased by more than 75%; smart products such as milk powder machines, milk mixers, and medicine feeders are also gradually entering the market.

Nature enthusiasts: natural and relaxed feelings in "clothing, food, and travel".

According to data from the National Bureau of Statistics, the average weekly working hours of employed personnel in Chinese enterprises have been gradually increasing since 2015, reaching a new high of 48.6 hours in 2023.

Even if calculated based on a 6-day work week, the average daily working hours exceed 8 hours.

As a result, the public's imagination for life outside the cubicle is particularly focused on the natural and relaxed state in "clothing, food, and travel".

In terms of dressing, the popularity of "natural style dressing" has surged.

In the first half of 2024, the number of seed planting notes related to "clothing and dressing" on the Xiaohongshu platform increased by more than 120% year-on-year.

"Natural" and "relaxed feeling" have become hot content keywords, with an estimated interaction volume of tens of millions and millions respectively.

In terms of diet, consumers crave natural and healthy.

Qian Gua data shows that in the first half of 2024, the number of seed planting notes related to "food and beverages" increased by more than 110% year-on-year.

Among them, "pure," "element," "fresh," and "natural" have become keywords, with a growth rate of related notes exceeding 70%.

And these data "translated" to the production and marketing level, corresponding to: ingredient transparency, formula simplification, and naturalness of raw materials.

As consumers pay more attention to the trend of healthy eating, the fresh food and beverage market has shown a significant growth trend, such as prune juice and coconut juice becoming popular choices for consumers.

In April 2024, birch sap entered the public eye with very haloed labels such as "magic water" and "post-drink."

From the data of Ju Li Suan Shu, the search index of "birch sap" in the first half of the year increased by 881.28% year-on-year, and the keyword search index in April alone reached 90,432.

Among them, the preference of people aged 31-40 is the highest, with a male proportion as high as 62%.

In terms of travel, outdoor sports have entered the "amphibious" and "wild" era.

Qian Gua data shows that on the one hand, the volume growth rate of keywords related to land activities such as "hiking" and "cycling" has exceeded 400% and 160% respectively.

The volume growth rate of keywords related to water activities such as "river tracing," "swimming," and "diving" has exceeded 180%, 120%, and 98% respectively.

On the other hand, the popularity of the word "wild" has soared, with an interaction volume growth of more than three times.

Corresponding to the consumer market, benefiting from the continuous outdoor boom, the growth rate of sportswear, outdoor clothing, and outdoor footwear categories has soared, with year-on-year growth of 18%, 94%, and 66% respectively.

According to the data of Mo Jing Insight, at present, in the shoe and clothing concept, the concepts related to outdoor sports such as extreme cold protection, storm pants, and windproof are still the main focus of the market.

Some concepts with a relaxed feeling, such as light sports, vacation, and relaxation, still need to be explored.

Quality and comfortable home: whole-house customization is popular, and the growth of new favorites in home appliances is high.

1.

The attention to refinement and customization has soared.

Qian Gua data shows that in the first half of 2024, among the categories with high popularity in the home decoration industry, in addition to common furniture, kitchen utensils, and home accessories, the attention to whole-house customization has significantly increased, with the proportion of related notes reaching 5.44%, and the estimated interaction volume has increased by as much as 380%.

In fact, behind the customization is the consumer's attention to personalized and quality home living styles.

For example, the trend of "natural style" has also entered the field of home decoration, and the number of notes related to the word "natural" on the Xiaohongshu platform has increased by more than 76%, with the viewing volume of topics such as "My Daily Flower Raising" and "Green Plants" both exceeding 100 million.

2.

What are the "new favorites" in the home appliance market?

First, conventional home appliance categories generally no longer show explosive growth, and mature categories with high ownership such as vacuum cleaners and rice cookers have even experienced a decline in scale.

In the driving factors of home appliance consumption, solving basic needs, highlighting taste and personality, replacing/upgrading, and being planted have become the main factors.

Second, the heat of air conditioning consumption continues, and the new market of segmentation is worth paying attention to.

Mo Jing Insight data shows that the camping/car air conditioning track has the fastest growth rate, but the audience group is small and the scale is still small; the kitchen air conditioning track is particularly worth paying attention to, with the cumulative sales volume in the first quarter reaching the billion yuan level, and maintaining a synchronized growth rate of 3.6 times, and more and more people choose to "cool down" kitchen cooking.

Third, the growth rate of cleaning appliances and air management appliances is high.

According to Mo Jing Insight data, the home appliance market in the first quarter of 2024, especially cleaning appliances (floor washing machines, sweeping robots, mitten removers, etc.)

and air management appliances (warm air blowers, dehumidifiers, humidifiers, etc.

), the growth rate of two major categories of products is gratifying.

Diet and health: the application of food and medicine is extensive, and hard-core Chinese health preservation.

Mo Jing Insight data shows that in the first quarter of 2024, the leisure snack market has warmed up, with sales reaching 36.81 billion yuan, a year-on-year increase of 22.1%.

The scale of plant milk, food and medicine, and dairy-related ingredients is small, but has great potential.

From questioning health preservation to understanding and loving health preservation, young people are highlighting a new generation of health preservation status, promoting the innovation and consumption growth of "Chinese-style health preservation" food.

Specifically, the application of food and medicine materials in snack products is becoming more and more extensive.

Among them, popular star ingredients such as ginseng, goji berries, honey, ejiao, and black sesame still occupy a dominant position in the market; at the same time, emerging niche ingredients such as kudzu, angelica, lily, astragalus, and mulberry are growing strongly.

Offline, the combination of "Chinese medicine + food" has also become a new trend, and products such as Chinese medicine coffee, Chinese medicine ice cream, and Chinese medicine bread are sought after by young consumers.

Here are two more concrete examples.

① The continuous growth of consumer demand for hair loss prevention and hair fixation has driven the growth of instant food and pastry hair care foods, such as black sesame pills, black sesame cakes, and five black powder, and other categories have grown rapidly.

② Consumers' increasing attention to gastrointestinal health has led to a sharp increase in demand for products such as prune juice and superfoods.

Lian Dan Furnace big data shows that the proportion of snacks and beverages in the gastrointestinal health market is gradually increasing, and these products combine the effects of nourishing the stomach and promoting bowel movements, which have been recognized by consumers.