In recent years, the public health awareness has awakened rapidly in recent years, and young people who once had an incomprehensible, negative or even disdainful attitude towards "health care" have also added probiotics, vitamins and other nutritional and health products to the shopping list, opening the "punk health mode" of making up for it at the same time. According to the 2023 China Good Life Survey launched by the National Bureau of Statistics, health and wellness has become the third largest consumer expenditure among young people aged 18-35, after tourism and digital products.
This time, Oriental FMCG Center and Feigua Data · Douyin Edition, according to the statistics of the first half of 2024 data of the Douyin platform, released the "2024 Mid-term Douyin TOP Gold List - Probiotics (Solid Drinks) and Vitamins". Among them, in the list of probiotics, Wanyilan WonderLab, Yibeshi Life-Space, and Fungus Xiaobao won the top three; In the list of vitamins, Nordland, Renhe, and Bodybuilder are on the list.
Probiotics
01
万益蓝WonderLab、益倍适Life-Space、菌小宝位列前3
Probiotics TOP brand analysis
At the moment when the whole people are awakened to health awareness, probiotic drinks have ushered in a golden period of development. Founded in 2019, WonderLab is a company focusing on the field of probiotics and nutritional supplements, and its chairman Xiao Guoxun has always adhered to the scientific and evidence-based research and development concept, focusing on new scenarios and new needs such as sports nutrition, intestinal health, and sleep health, and has developed a variety of products such as gastrointestinal prebiotic freeze-dried powder and oral probiotics. In May 2024, the 3rd generation of Wanyi Blue WonderLab Little Blue Probiotics was released, attracting many consumers. According to FMCG, Wanyilan WonderLab takes "scientific nutrition can be evidence-based" as the R&D concept, relying on scientific research and innovation achievements such as 31 patents and 983 professional documents in 8 countries, and selects 6 major strains from 15,000+ strain libraries to achieve four major upgrades in formula, activity, synergy and experience, so that the strains do not inhibit each other and the synergistic effect is significantly improved.
Tomson Bio-Health's brand Life-Space ranks second, Life-Space is Australia's No. 1 and global leading probiotic nutrition brand, China's parent company Guangdong Baijia Pharmaceutical Co., Ltd. is 100% controlled by Tomson Bio-Health, and the manager of Baijia Pharmaceutical is Tang Hui. In March this year, Life-Space launched the new gold label of the B420 probiotic series, marking another solid step on the brand's pursuit of excellence. In addition, in April this year, Life-Space and brand ambassador Liu Genghong launched the B420 100-day sparring program and launched the live broadcast of the B420 100-day training carnival.
The third place is Fungus Xiaobao, the parent company is Shanghai Fungus Xiaobao Health Technology Co., Ltd., the company is deeply engaged in the field of probiotics, committed to the research and development and innovation of hundreds of billions of active strains, and the executive director of Fungus Xiaobao Health is Tu Zuitao. Recently, we joined hands with spokesperson Jia Nailiang to launch a new 60 billion CFU green and beishun probiotic solid drink. In terms of marketing strategy, Fungus Xiaobao pays attention to brand communication and the improvement of consumer health awareness, and effectively reaches and influences target consumer groups through online and offline multi-channel layout, combined with professional health lectures, social media interaction and other diversified means, and achieves the dual growth of brand awareness and market share.
In fourth place is PRINCESS LUNA, a professional health brand from Germany, which has always been committed to creating high-quality health products with innovative technology to solve the unavoidable health problems in the daily life of urban women. Guangzhou Kuaijuo Slow Life Trading Co., Ltd.'s Earth Park brand ranked seventh, and its general manager is Zhou Jiawei, in addition, the brands on the list include Inbeson, BGI Nutrition, Daily Dr., Bellejian and Biocare.
02
Wanyi Lanyong won the championship and third place, and Fungus Xiaobao won the 5th
Analysis of probiotic hot-selling products
In the middle of 2024, Douyin's best-selling single product list
Probiotic TOP15
In the "2024 Mid-term Douyin TOP Gold List - Probiotics (Solid Drink)", the top 15 best-selling items include Wanyi Blue, Bellegan, Fungus Xiaobao, Yibeshi, Earth Paradise, etc. Among them, Venus recommended new products - Wanyi Blue WONDERLAB s100 blood orange probiotics adult management small green bottle, digital management B420 small blue bottle probiotic double blue cp, small blue bottle probiotic powder compound lactic acid bacteria won the 1st, 3rd and 4th seats respectively. Wanyi Blue S100 Blood Orange Probiotic Adult Management Little Green Bottle contains blood orange extract and a variety of probiotic strains, which can effectively improve intestinal health, promote digestion, and enhance immunity. For example, public figure Yan Rujing shared her experience of using the S100 small green bottle on Douyin, which further promoted the hot sales of the product.
Fungus Xiaobao Space No. 19 Light Nutrition Good State Probiotic Prebiotic Prebiotic Selection Series, with its selected prebiotic and probiotic combination, has won wide acclaim from consumers, ranking 5th on the single product list; The 180 bottled product of B420 Probiotic Weight Management of Xiaobao Space 15 helps healthy weight management with its unique B420 strain, which meets the needs of modern people for body management; [Star Strain B420] Fungus Xiaobao Probiotic Adds 100 Billion Live Bacteria 90 Bottles Preferred Edition, which shows the leading edge of Bacteria Xiaobao in live bacteria technology with a live bacteria content of up to 100 billion per bottle, ranking 12th on the list.
In this data monitoring, the 180 bags of Lifespace Probiotics ranked 8th in the gift box, and the Probiotics selected high-quality strain raw materials and produced them through professional technology. In addition, the product also adds natural pear cactus fiber and 20 billion CFU high viable bacteria and prebiotics to ensure the activity and growth and reproduction of beneficial bacteria in the intestines, while achieving 0 fat, 0 added flavors, and 0 added preservatives. Since its launch, Little Blue Waist Probiotics has won wide recognition in the market for its remarkable efficacy and excellent quality. During this year's Double 11, Lifespace achieved overall sales of 157 million yuan, a year-on-year increase of more than 26%.
The probiotics imported by Planet Paradise Raman ranked 9th, and the product is presented in the form of effervescent tablets, which has a unique taste and dissolving touch, increasing the fun and experience of use. The Earthland brand invites real users to share their changes and feelings after using Earthland probiotics to enhance the credibility and persuasiveness of the product. Combined with oral health, probiotics and other related knowledge, we will produce popular science videos to enhance brand image and consumer health awareness.
vitamin
01
Nordland took the top spot, with Renhe and SYNEXT in second and third
Vitamin TOP brand analysis
Nordland won the first place in the vitamin list, according to "FMCG", Nordland is a dietary nutrition brand under Shandong Sibert Biotechnology Co., Ltd., focusing on the field of sports nutrition and continuing to expand the field of public dietary supplements, in 2018, Nordland officially became Sibert's own brand, and cut into the public nutrition track that was in the stage of rapid rise at that time. Nordland chose to quickly open the situation with the ultimate cost performance: 9.9 a bottle, a bottle of 60 capsules, can be eaten for two months. Ms. Shen Kangli, the head of the brand, has pointed out that the key factor for the success of Nordland is: taking a clear strategic direction as the fulcrum, using explosive products that effectively meet the needs of consumers, and leveraging the overall market share. Because the most effective brand play often adopts the lowest level of business logic.
Renhe ranked second, as a typical representative of the "cross-border" health of traditional pharmaceutical companies, in recent years, Renhe has integrated industrial resources through mergers and acquisitions, joint research and co-creation, etc., and continued to increase the field of nutritional and health products. Renhe Pharmaceutical Co., Ltd. (000650.HK) SZ) is mainly engaged in the production and sales of traditional Chinese and Western medicines, APIs and health-related products, including oral solid preparations, oral liquid preparations, large-volume injections, small-volume injections, topical lotions, liniments, suppositories, ointments and other dosage forms of drugs and health-related products. The chairman of Renhe Pharmaceutical is Yang Xiao, with an operating income of about 5.032 billion yuan in 2023, a year-on-year decrease of 2.35%; net profit attributable to shareholders of listed companies was about 567 million yuan, a year-on-year decrease of 1.25%. Recently, Renhe Shangxin Vitamin EC Tablets scientifically match vitamin C and vitamin E to meet the daily needs of the human body.
In third place is SYNEXT, which is part of Biogency, developed by the research team of the University of Sydney's School of Pharmacy, and is one of the most effective high-end anti-aging health products in the Australian market. It has its unique characteristics of timeliness, positioning and repair function, anti-aging and maintaining skin health. SYNEXT not only cooperates with high-end pharmacies in Australia, but also has been audited and registered by the Australian Food and Drug Administration TGA, ensuring quality and safety. On the Douyin platform, the discussion and publicity of SYNEXT vitamins are relatively active, such as SYNEXT Xiaohei Kidney Treasure Vitamin Niacinamide Tablets, which emphasizes the health care effect on the kidneys, and claims to improve the body's metabolism, help users say goodbye to fatigue and enjoy an energetic day, while other products such as Australian Little Green focus on anti-aging, nutritional supplements and skin care to meet the user's dual pursuit of health and beauty.
The Vitafusion brand ranked fourth, and FMCG learned that Vitafusion is a gummy vitamin brand owned by Chechi Dewey Company in United States, focusing on the research and development and production of vitamins and vitamin preparations. At the CBME held in July, Vitafusion showcased its full range of products, including compound multi-dimensional series, stress relief and sleep aid series, beauty and body shaping series, etc., especially its best-selling Internet celebrity product - melatonin sleep candy series, which attracted the attention of a large number of audiences. On the Douyin platform, Vitafusion Multivitamin Women's Gummies are loved and sought after by the majority of users, and the gummies have selected a variety of essential vitamins and minerals for women's bodies, such as vitamins A, C, D, E and B vitamins, etc., which can fully meet the nutritional needs of women's bodies, improve body immunity, relieve fatigue, and improve complexion and skin texture.
Bodybuilder ranked fifth, according to FMCG, bodybuilder was founded in 1922, has a history of more than 100 years of development, is Canada's largest sales of nutritional and health products company, its Chinese general manager is Zhang Zhe. Its products include more than 1,000 kinds of dietary supplements and nutritional foods such as vitamins, minerals and plant extracts, and its products are sold in more than 45 countries and regions around the world. As a well-known nutrition brand in Canada, Bodybuilder has a rich and diverse range of vitamin products, aiming to meet the health needs of different people, and its vitamin C chewable tablets, vitamin E soft capsules, multivitamin tablets and other products are of high quality, sufficient nutrition and easy to carry. In addition, brands such as Unichi, Naturewise, Swisse, EZZ, and Thorne are on the list
02
Nordland swept the first and second places, and Vitafusion grabbed two spots
Analysis of vitamin hot-selling products
In the middle of 2024, Douyin's best-selling single product list
Vitamin TOP15
In the "2024 Mid-term Douyin TOP Gold List - Vitamins", the top 15 best-selling products include Nordland, Renhe, Synext, naturewise, Vitafusion, Bodybuilder, and SUSUMOTOYA. Among them, Nordland's L-Carnitine Vitamin Sports Nutrition Drink and Nordland's new generation of B vitamin chewable tablets on Douyin won the 1st, 2nd and 8th seats of the best-selling items, L-Carnitine Vitamin Sports Nutrition Drink is a nutritional supplement designed for sports people, with the effect of promoting fat metabolism, improving sports performance and supplementing nutrition, etc., the vitamins and minerals in the product help supplement the nutrients consumed by the body during exercise, and maintain the body's normal metabolism and health state.
Ranked 3rd, Renhe Vitamin B Complex is a comprehensive vitamin supplement that contains multiple ingredients from the vitamin B group, and Renhe Vitamin B Complex actively collaborates with well-known KOLs (Key Opinion Leaders) and influencers on Douyin to increase the exposure and impact of the product through their recommendations and trials. Use the KOL's fan base and influence to quickly attract the attention of target consumer groups and purchase products.
Ranked No. 7 on the list of best-selling products, Vitafusion Women's Multivitamin is presented in gummy form with a sweet and sour taste that eliminates the need to swallow large pills or capsules, especially for women who are resistant to traditional vitamin tablets. On the Douyin platform, Vitafusion Women's Multivitamin has become a topic of attention and discussion among many users. Users shared their experience, effects and reasons for recommendation, forming a good word-of-mouth communication, and hot topics such as "#Vitafusion维生素", "#女性复合维生素", "#维生素软糖", etc., attracted the attention and participation of a large number of users.
Bodybuilder vitamin B100mg complex tablets ranked 15th, this product is a sustained-release type, which helps to release vitamin B components more stably and improve absorption efficiency, vitamin B can enhance the function of gastrointestinal absorption and digestion, effectively prevent constipation, acid reflux and other gastrointestinal discomfort symptoms, and also help to maintain the body's endocrine normal. Bodybuilders collaborate with well-known health bloggers, nutritionists or fitness experts on the Douyin platform to increase the exposure and trust of the products through their trial sharing and professional explanations. In addition, by producing interesting, informative and emotional short video content, such as health knowledge popularization, product use tutorials, user story sharing, etc., it attracts users' attention and interest and effectively drives product sales.