Precise competition in nutritional supplements, breakthrough in the eye care category | World Research Consumer Index Brand List Vol.83

During this monitoring period, Nutrend, Move Free, and another brand (not clear from the context) ranked top three on the list with comprehensive popularity scores of 1.82, 1.75, and 1.68 respectively, leaving a gap with the following brands.

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Intestinal health and high - value oral products become new focuses, and the "precise niche" competition among nutritional supplement brands intensifies

Looking at the sub - brands, in the nutritional supplement market, facing the precise and niche competition targeting different ages, genders, and lifestyles, brands such as Swisse, Nutrend, Move Free, BY - HEALTH, and Tongrentang are occupying the minds of one or more core user groups through clear product positioning and marketing strategies.

Among them, in late May, after its core products such as calcium, iron, zinc supplements and DHA algal oil attracted wide attention from parents, Nutrend launched a new probiotic product - Nutrend Shuhuajun, targeting the key issues in the children's nutrition industry. It hopes to solve industry problems such as inter - generational feeding conflicts, false ingredient labeling, and the imbalance between palatability and safety. Swisse has firmly grasped the "female tonic" market, especially young women. This month, the brand carried out cross - border marketing in the female consumer industry with baby care brand babycare and beauty brand Kiehl's. At the same time, it conducted intensive emotional and scenario - based marketing on content platforms such as Xiaohongshu and Douyin. As a century - old brand, Tongrentang's brand asset lies in the deep national trust of "good medicinal materials and accurate efficacy", mainly attracting mature customers who value the integration of medicine and food and trust traditional Chinese medicine culture, especially high - quality - demanding women and the elderly.

The sexual health and eye care categories break through, and scenario segmentation promotes the efficient transformation of diversified products

From the perspective of sub - dimensions, the sexual health market shows consumption characteristics of "female - dominated, experience - oriented, and content as trust". Durex maintains its high - end position with "technology + IP", while Jissbon targets the sinking market with "textured condoms + female communities". However, the common challenge for both is to upgrade "condoms" to "emotional solutions" and seize the brand awareness and repurchase closed - loop within the 30 - minute window of instant retail.

During this 618 promotion, Jissbon's Tmall flagship store launched discounts on core products: Many popular condom products such as "Super Long - lasting 003" have a maximum discount of 150 yuan, meeting consumers' demand for stocking up on high - quality sexual health products. In the eye care market, new - generation contact lens brands continue to be on the list. Moody, a color contact lens brand focusing on eye fashion, ranked top in the industry across all channels during last year's Double 11 and became a color contact lens brand that joined the "100 - million - yuan club" on Tmall. This 618, the brand continued its strong performance, promoting popular color styles such as "Cold - brewed Oolong Tea" daily disposables, "Blue Mirror Gray", and "Wisteria Gray". Lapeche follows the route of "frequent new product launches + fast fashion". By promoting its summer fruit series, continuously iterating color styles, adopting a low - cost and fast - selling strategy, and relying on factory technology, it has maintained online popularity and sales growth, having a month of "quietly accumulating strength and making steady progress".

Explanation of the list

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", "Industry Consumption Heat Index List", "Product Consumption Wave Index List", "Consumption Popular Event List", and extended list reports within the corresponding scope. Its purpose is to objectively and truly present the trend characteristics of the consumption world through index evaluation, help the industry and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital, footwear and apparel accessories, food and fresh products, household appliances, sports and outdoor products, beauty and cleaning products, maternal and infant products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical health, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The list data is calculated by combining public data from mainstream platforms and data accumulated on Shiyan's big consumption platform under Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report has not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is particularly noted that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustration purposes only and do not constitute recognition or recommendation. Any mention of these third - parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index, and it shall not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not be liable for any losses or damages caused by the use of the information in this report.