From the overall trend of the middle-aged and elderly health food market on Tmall and Taobao in 2023, the year-to-date sales reached RMB 9.81 billion yuan (USD $1.37 billion), with a year-on-year increase of 55%. In terms of social media keywords, topics related to calcium supplementation are the key focus for the middle-aged and elderly population.
Analyzing the top 50 keywords in official account articles, it is evident that topics such as calcium tablets, chondroitin, and calcium citrate related to bone and joint health have higher mentions. Topics related to gut health like probiotics, cardiovascular health like deep-sea fish oil, and eye health like lutein are also mentioned. Additionally, topics related to liver health have shown rapid growth in the past year.
Looking at the sales of high-growth categories in the past three years, categories such as fish oil, calcium with iron, zinc, or magnesium, and extract of lutein, blueberry, or cranberry have shown rapid growth. The sales figures are RMB 1.32 billion yuan (USD $180 million), RMB 1.09 billion yuan (USD $150 million), and RMB 720 million yuan (USD $100 million) respectively, with year-on-year growth rates all exceeding 60%. (Source: New Nutrition Business)
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