2025年海味零食电商消费趋势.pdf

经营使命以数为据，不让企业走弯路核心价值观尊重专业，凡是彻底企业精神对标找差距，复盘取机会知行合一集团经营理念客户的生意就是知行人的命DATASPECIALITYREVIEWBENCHMARKING2025年海味零食电商消费趋势知行合一数智中心海味零食海味零食领导品牌劲仔食品前段时间发布2024年年报，全年营收同比增长16.79%，归母净利润同比增长39.91%，数据十分炸裂，其大单品小鱼干一年卖出超15亿。海味零食品类众多，包含鱼类、海苔类、虾类、蟹类、贝类等，未来是否有品类能复制小鱼干的成功之路？还是非常令人期待的。海味零食1、即食鱼2、海苔3、海带4、即食虾5、蟹类6、贝类海味零食食品重点品类电商平台：销售额整体继续下滑淘宝2024年海味零食销售额继续下滑超2亿，京东基本稳住下滑，抖音小幅下滑3000万。抖音平台海味零食品类的市场份额已占比52.5%。数据来源：知行数据库，2022年-2024年16.70亿12.21亿9.94亿4.35亿2.52亿2.56亿14.18亿14.14亿13.83亿0.00亿5.00亿10.00亿15.00亿20.00亿25.00亿30.00亿35.00亿40.00亿2022年2023年2024年海味零食-近3年电商销售额天猫京东抖音47.4%42.3%37.8%12.4%8.7%9.7%40.3%49.0%52.5%0%10%20%30%40%50%60%70%80%90%100%2022年2023年2024年海味零食-近3年电商平台份额占比天猫京东抖音淘宝：各品类机会和增长点数据维度：销售额&增长率|2024年，同比三级品类2024销售额增长率即食鱼3.81亿-19.8%海苔系列3.20亿-16.2%即食鱿鱼1.19亿-15.6%海带零食0.62亿-20.0%即食虾0.51亿-23.0%蟹系列0.48亿-22.5%贝系列0.12亿-15.6%其他0.004亿-85.3%海味零食近一年淘宝渠道整体下滑18.6%，细分品类中无一例外全部下滑，即食鱼下滑19.8%，海苔系列下滑16.2%，即食鱿鱼下滑15.6%。明星增长品类放缓即食鱼,-19.8%海苔系列,-16.2%即食鱿鱼,-15.6%海带零食,-20.0%即食虾,-23.0%蟹系列,-22.5%贝系列,-15.6%-70.0%-50.0%-30.0%-10.0%10.0%30.0%50.0%-1.00亿-0.50亿0.00亿0.50亿1.00亿1.50亿2.00亿2.50亿3.00亿3.50亿4.00亿4.50亿淘宝-细分品类机会四象限京东：各品类机会和增长点三级品类2024销售额增长率海苔系列0.83亿-4.8%即食鱼0.82亿123.3%即食鱿鱼0.71亿-25.7%海带零食0.14亿-28.4%即食虾0.03亿132.9%其他0.03亿-77.8%蟹系列0.01亿125.9%贝系列0.002亿290.6%海味零食近一年京东渠道整体增长1.6%，即食鱼增长较快，2024年度增速123.3%，而海苔系列下滑4.8%，即食鱿鱼下滑25.7%。明星增长品类放缓数据维度：销售额&增长率|2024年，同比海苔系列,-4.8%即食鱼,123.3%即食鱿鱼,-25.7%海带零食,-28.4%即食虾,132.9%其他,-77.8%蟹系列,125.9%贝系列,290.6%-100.0%-50.0%0.0%50.0%100.0%150.0%200.0%250.0%300.0%-0.20亿-0.10亿0.00亿0.10亿0.20亿0.30亿0.40亿0.50亿0.60亿0.70亿0.80亿0.90亿1.00亿京东-细分品类机会四象限抖音：各品类机会和增长点三级品类2024销售额增长率即食鱼零食6.52亿-1.8%即食鱿鱼零食2.23亿17.0%海苔系列1.43亿-37.8%即食虾零食0.99亿-6.4%海带零食0.76亿7.7%海参即食0.61亿31.1%蟹系列0.50亿-5.8%其他0.37亿27.8%贝系列0.24亿170.2%小龙虾零食0.12亿-5.2%即食海蜇0.06亿102.6%明星增长品类海味零食近一年抖音渠道整体下滑2.2%，即食鱼零食下滑1.8%，即食鱿鱼零食增长17%，海苔系列下滑37.8%。数据维度：销售额&增长率|2024年，同比即食鱼零食1.8%即食鱿鱼零食,17.0%海苔系列,-37.8%即食虾零食,-6.4%海带零食,7.7%海参即食,31.1%蟹系列,-5.8%其他,27.8%贝系列,170.2%小龙虾零食,-5.2%即食海蜇,102.6%-60.0%-10.0%40.0%90.0%140.0%-2.00亿-1.00亿0.00亿1.00亿2.00亿3.00亿4.00亿5.00亿6.00亿7.00亿8.00亿抖音-细分品类机会四象限海味零食品类品牌排名排名品牌名2024年销售额增速1美好时光0.79亿65.4%2劲仔0.75亿-6.5%3百草味 Be&cheery0.46亿-37.5%4良品铺子0.44亿-6.4%5三只松鼠 Three Squirrels0.25亿10.7%6小老板 Tao Kae Noi0.23亿-18.9%7海狸先生0.20亿-53.7%8光庆0.18亿-28.9%9水一方0.18亿-10.5%10盐津铺子0.18亿-22.2%11卫龙 Weilong-foods0.17亿-25.1%12波力0.17亿-32.4%13味芝元0.16亿-26.1%14力诚 Reecen0.16亿-0.6%15花田熊0.14亿-31.8%16秋田满满0.12亿19.8%17欧贝拉0.12亿-17.7%18渔大叔 Uncle Fishing0.11亿41.2%19ZEK0.11亿2.8%20喵小柚0.10亿3.2%21思潮大林0.09亿-21.0%22馋天下0.08亿-63.9%23每果时光0.08亿-42.6%24春江月0.08亿-23.5%25客唻美0.07亿-38.2%26海牌菁品0.07亿-52.7%27洞庭哥0.07亿-26.7%28清净园0.06亿25.5%29兵王的炊事班0.06亿535.1%30舜华0.06亿0.3%排名品牌名2024年销售额增速1劲仔0.31亿48.4%2良品铺子0.23亿2.6%3美好时光0.18亿47.5%4百草味 Be&cheery0.15亿5.0%5波力 Bonny0.15亿-7.6%6三只松鼠 Three Squirrels0.14亿58.9%7ZEK0.10亿75.3%8渔大叔 Uncle Fishing0.10亿68.2%9卫龙 Weilong-foods0.09亿9.8%101号会员店 Ones Member0.08亿54.7%11农香森0.08亿81.9%12老板仔0.07亿36.3%13Members Mark0.06亿-22.8%14海牌菁品0.05亿-20.2%15比比赞0.05亿41.6%16京东京造0.04亿486898.9%17山姆会员店 Sams club0.04亿10.1%18海狸先生0.03亿-40.6%19来伊份 Lyfen0.03亿19.2%20蜜禾0.03亿215.2%21水一方0.03亿-3.2%22味滋源0.03亿-5.0%23盐津铺子0.02亿-12.8%24孕味食足0.02亿-25.0%25味芝元0.02亿-54.5%26蜂小吉0.02亿3.6%27每果时光0.02亿-58.3%28华味亨0.01亿-44.3%29远洋0.01亿-7.5%30自然派 Natural Is Best0.01亿-5.2%排名品牌名2024年销售额增速1JINZAI/劲仔0.90亿-16.5%2盐津铺子0.66亿-1.1%3Three Squirrels/三只松鼠0.60亿27.8%4求仙岛0.55亿21.1%5LEASUN FOOD/林家鋪子0.27亿881.3%6农香森0.27亿167.6%7海狸先生0.22亿-63.3%8筋斗鱼0.19亿-14.9%9stroya/劲吖0.19亿1571.2%10FULINWAN/福鳞湾0.18亿20354.2%11花田熊0.16亿-70.9%12甄磨坊0.16亿-13水一方0.16亿8.5%14乡妹子0.14亿316.6%15北海印象0.13亿-16麻六记0.13亿13.6%17JEBO/佳宝0.13亿1794.3%18辣岚格0.12亿-67.8%19宝食0.12亿-20虾卤湘逢0.12亿-52.3%21海参哥姚建国0.11亿137.5%22虎小将0.11亿-4.7%23梦尝君0.10亿24.8%24湘川香0.10亿-15.6%25抓鱼的猫0.10亿203.726XIAOXIANGHAO/小湘好0.10亿56.1%27minxing/闽星0.09亿-31.3%28非常鱼块0.09亿5.4%29DAHAIJISHI/大海纪食0.09亿1187.5%30鲜捕头0.09亿165.3%天猫-海味零食-细分品类品牌排名排名品牌名2024年销售额增速1劲仔7456.3万-4.9%2味芝元1644.1万-26.1%3良品铺子1538.3万15.8%4三只松鼠 Three Squirrels1321.5万24.2%5百草味 Be&cheery1225.1万-41.7%6力诚 Reecen987.1万-10.8%7海狸先生867.5万-67.6%8馋天下800.7万-63.9%9洞庭哥716万-26.7%10舜华563.5万0.3%11每果时光511.3万-38.1%12水一方491.1万-9.7%13盐津铺子484.5万-36.5%14欧贝拉479.7万-4.6%15明珠434.2万-17.6%16萌佳萌423.6万611.0%17炎亭渔夫373.1万-49.7%18昌茂322万49.2%19渔大叔 Uncle Fishing317.9万74.3%20靖港古镇315.6万40.4%21春江月300.8万-48.8%22鱼山鱼海297.1万8.1%23渔米之湘277.6万137.8%24阿具253.2万-30.4%25泰乐天252.1万-24.2%26蜜禾245万470.8%27鱼臻多232.9万-60.4%28比比赞231.8万2512.9%29丙屋228.9万-30金鹏 Jp223.1万15.8%排名品牌名2024年销售额增速1美好时光7913.9万65.4%2百草味 Be&cheery2426.2万-24.1%3小老板 Tao Kae Noi2338万-19.0%4光庆1839.6万-28.9%5波力1535.9万-30.8%6花田熊1371.3万-31.8%7秋田满满1221.1万27.5%8喵小柚1017万3.2%9ZEK947.5万26.4%10海牌菁品670.8万-49.7%11清净园529.3万28.6%12紫苔郎498.8万-36.4%13海狸先生477.6万-60.3%14欧贝拉376.3万-29.7%15童榆366.8万6.1%16四洲 Four Seas353.6万-21.3%17宝宝馋了317.9万1597.4%18绿色飞扬286.3万-6.4%19三只松鼠 Three Squirrels285.3万-26.1%20大侠280.6万-35.9%21良品铺子247.2万-59.9%22妙渔湾243.1万-29.1%23春江月233.9万54.9%24优品淘221.9万245.8%25朴小样216.7万508.4%26海朴207.9万45.0%27一片情207.3万-48.1%28港苔滋味205.4万-818%29兵王的炊事班196.6万612.6%30海牌191.7万-49.6%排名品牌名2024年销售额增速1良品铺子1467.7万44.6%2水一方984.8万-15.3%3百草味 Be&cheery708.9万-54.6%4海狸先生621.7万83.0%5三只松鼠 Three Squirrels332.6万-51.4%6水益农330.9万-7蜜禾291万289.0%8春江月224.7万-21.7%9乐口鱿204.1万1546.6%10北鱿名渔201.4万-2.3%11猴派果199.3万-43.0%12拌多乐 Bento184.1万-24.0%13湘洋东江鱼165.8万-15.8%14维艾福缔164.9万393.5%15每果时光164.1万-41.4%16湘山红154.1万-78.5%17老鲜生153.7万-54.7%18曲小仙137.7万-55.6%19食味的初相132.7万-0.2%20卜奇脆131.6万-21品铺掌柜 Sampleman128.2万6.3%22里奈零食126.2万-66.0%23海边人123.7万-46.5%24鱼臻多123万-77.2%25礼鱿118.2万-10.8%26金葵116.7万-27海悦源100.9万-7.3%28Gabecin97.8万41.7%29欧贝拉96.5万160.2%30百鱼居95.2万920.5%即食鱼海苔系列即食鱿鱼京东-海味零食细分品类品牌排名排名品牌名2024年销售额增速1美好时光1421.7万20.5%2波力 Bonny1383.8万-7.2%3ZEK742.7万40.1%4百草味 Be&cheery628.7万4.0%5老板仔617.4万36.0%6Members Mark612.6万-22.8%7海牌菁品512.4万-20.1%8良品铺子461.9万2.4%9三只松鼠 Three Squirrels421.5万20.9%10味滋源260.3万-8.0%11比比赞223.3万921.1%12山姆会员店 Sams club177.4万-15.0%13韩味多103.6万697.1%14清净园89.2万-35.5%15四洲 Four Seas71.5万-41.4%16花田熊 Huatianxiong65.6万-65.8%17海狸先生57.6万-66.1%18卫龙 Weilong-foods47.4万14.2%19来伊份 Lyfen46.8万25.1%20每果时光28万-81.4%211号会员店 Ones Member26.3万-22春江月26.2万21.6%23赶海弟20.5万57.2%24孕味食足19.9万-6.9%25那都 Nahtoo15.3万-23.5%26光庆11.6万-81.9%27葡记9.8万-41.2%28小老板 Tao Kae Noi8.6万24.5%29力诚宝宝 Reecen Baby8.4万-59.4%30奇趣猫7.9万-25.0%排名品牌名2024年销售额增速1良品铺子957.2万193.4%21号会员店 Ones Member767.6万49.6%3劲仔693.4万232.0%4三只松鼠 Three Squirrels507.1万327.8%5美好时光398.9万631.5%6京东京造387.7万486898.9%7ZEK299.8万365.6%8蜜禾284.1万322.8%9比比赞230.6万184.4%10百草味 Be&cheery228万772.6%11山姆会员店 Sams club197.3万195.9%12渔大叔 Uncle Fishing194.1万417.6%13盐津铺子193.1万219.9%14海狸先生177万119.4%15蜂小吉133.4万-5.5%16远洋118.1万249.8%17水一方111.1万98.4%18味芝元110.8万98.9%19力诚 Reecen104.9万417.4%20老板仔92.7万37.9%21来伊份 Lyfen73.6万59.5%22卫龙 Weilong-foods69万3744.4%23农香森62.9万29.2%24周周乐59.6万-69.2%25春江月59.5万37.8%26波力 Bonny54.9万67.8%27猪兄50.9万244.8%28萌椁鲜50万414.2%29湘满天41.8万1479.330昌茂39.4万3.4%排名品牌名2024年销售额增速1劲仔2398.5万43.1%2农香森726.3万88.6%3良品铺子586.9万-47.2%4百草味 Be&cheery546.1万-20.7%5渔大叔 Uncle Fishing460万8.3%6三只松鼠 Three Squirrels408.9万38.5%7孕味食足162.2万-31.3%8水一方160万-28.2%9来伊份 Lyfen140.2万12.4%10华味亨120.5万-33.7%11黄金香100.5万-48.9%12自然派 Natural Is Best98.3万-17.9%13每果时光85.8万-55.9%14海狸先生84.8万-68.7%15卫龙 Weilong-foods81.1万-11.1%16味芝元74.4万-77.3%17香海65.1万-52.4%18明珠63.2万-72.0%19恒臣珍56.2万-57.4%20馋天下47.8万-57.4%21伊人蔬42.8万14.4%22舜华东江鱼41.3万-38.1%23春江月39.2万-7.9%24大洋船长38.5万-42.5%25远洋25.4万-79.1%26老鲜生25.2万-24.1%27暴肌独角兽23.8万-71.8%28旅大壹味23.6万-58.9%29蜜禾23.6万-2.1%30蜂小吉21.1万107.1%海苔系列即食鱼即食鱿鱼抖音-海味零食-细分品类品牌排名即食鱼零食鱿鱼零食海苔排名品牌名2024年销售额增速1JINZAI/劲仔8727.7万-18.9%2盐津铺子6188.8万10.3%3Three Squirrels/三只松鼠4363.8万-3.5%4LEASUN FOOD/林家鋪子2749.2万881.3%5农香森1957.9万253.8%6筋斗鱼1906.2万-13.9%7stroya/劲吖1867.4万1571.2%8辣岚格1227.3万-67.9%9麻六记1137.3万1.1%10梦尝君1044.0万24.8%11湘川香1026.9万-15.7%12XIAOXIANGHAO/小湘好966.0万55.8%13minxing/闽星946.0万-31.3%14非常鱼块934.8万5.4%15海狸先生884.5万-32.1%16思潮大林801.3万-18.9%17鲜捕头793.4万361.3%18抓鱼的猫689.4万182.2%19XIANGYUE/湘岳652.4万-54.8%20Heart Link/精灵猫606.5万-21WEIZHIYUAN/味芝元573.2万99.7%22苗寨公主526.1万-23黎记佬湘味501.1万-24思乡山499.6万-34.2%25舟舢小歪449.7万-38.8%26OCEAN ROMANCE/海洋演义437.0万-88.0%27远洋399.5万144.9%28七年五季363.6万-43.3%29喜果密语324.0万-30不二先森317.7万-40.2%排名品牌名2024年销售额增速1求仙岛5438.1万22.9%2FULINWAN/福鳞湾1750.1万20354.2%3水一方1492.3万12.1%4JEBO/佳宝1258.1万2768.0%5北海印象1025.2万-6海狸先生897.9万126.8%7农香森700.5万58.6%8北鱿名渔698.2万146.6%9馋百喜583.3万73.2%10霞乐晴504.7万-11昌茂(changmao)324.7万65.6%12东江清水311.6万554.2%13三千海303.3万-14卜奇脆292.1万-15OCEAN ROMANCE/海洋演义289.6万-75.2%16里奈零食283.4万-15.0%17舟舢小歪204.9万3655.6%18福乐多157.4万-31.2%19shengyuanlai/盛源来137.7万-65.2%20瑞光137.5万-21麻六记121.1万-22乐鱿鱿107.9万-23HEIZHIYUAN/嗨汁源102.5万-56.4%24阿尔帝95.4万1668.9%25无小鲜93.8万330.8%26亖小白71.0万-27老香农65.1万306.3%28李乐59.3万-29维艾福缔53.8万3885.1%30冷帮主52.5万-90.4%排名品牌名2024年销售额增速1花田熊1586.0万-712%2甄磨坊1570.7万-3虎小将1066.5万-4.7%4Bonny/波力846.5万-38.6%5sweethour/美好时光824.6万264.9%6Three Squirrels/三只松鼠764.1万11130.2%7笑口喵455.1万41.6%8海宝食432.1万-45.9%9海狸先生368.0万-91.2%10哟米哟咪305.3万1729.7%11小食仙260.0万-12御香归252.2万-3.7%13海洋派对249.9万-34.1%14Tao Kae Noi/老板仔194.7万256.6%15dongfangzhenxuan/东方甄选181.8万-73.9%16盐津铺子1806万-17柒贝勒177.9万-18松景175.7万-51.1%19XIZHILANG/喜之郎140.7万1238.2%20布小奇136.9万-55.0%21力诚宝宝131.2万10.8%22FAFUNI/法芙尼125.3万-66.4%23FOUR SEAS/四洲118.2万380.4%24苔浪114.0万1635.3%25童榆109.6万-52.1%26其妙97.8万193.1%27XiuEN/秀恩75.5万387.3%28河马塔塔69.9万-29OCEAN ROMANCE/海洋演义68.2万-94.0%30KIMNORI66.4万-31.1%经营使命以数为据，不让企业走弯路核心价值观尊重专业，凡是彻底企业精神对标找差距，复盘取机会知行合一集团经营理念客户的生意就是知行人的命DATASPECIALITYREVIEWBENCHMARKING感谢聆听