2025年婴幼儿辅食零食电商消费趋势.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年婴幼儿辅食零食电商消费趋势知行合一数智中心婴幼儿辅食零食婴幼儿辅食零食是以 GB 10769 等国家标准为基准，专为 6 月龄至 3 岁婴幼儿设计的专业辅助食品。其核心在于通过分阶营养体系（如强化铁、DHA 科学配比）与质地创新（泥糊颗粒块状渐进设计），实现营养补充、咀嚼能力培育与自主进食引导的三重功能。产品严格遵循无盐糖、无防腐剂的安全准则，以天然食材为基底，融合功能性成分，在科学喂养框架下构建安全与营养密度的平衡，成为现代育儿场景中精细化饮食管理的关键载体。辅食零食1、米粉2、饼干3、混合泥4、溶溶豆5、奶酪6、肉松鱼松婴幼儿辅食零食重点品类电商平台：销售额整体体量始终无法突破80亿大关，增长受限随着出生率及经济形势的下滑，近三年来天猫、京东、抖音婴幼儿辅食零食始终保持在80亿以下，无法突破80亿大关，即使抖音内容电商的快速兴起，也不过是消费渠道的转移，通过蚕食传统电商的市场份额，来达到2024年14.6%的增长，仍然无法带动行业突破天花板限制。数据来源：知行数据库，2022年-2024年39.92亿34.86亿33.67亿24.36亿27.30亿24.65亿13.95亿17.39亿19.93亿0.00亿20.00亿40.00亿60.00亿80.00亿100.00亿2022年2023年2024年辅食零食-近3年电商销售额天猫京东抖音51.0%43.8%43.0%31.1%34.3%31.5%17.8%21.9%25.5%0%10%20%30%40%50%60%70%80%90%100%2022年2023年2024年辅食零食-近3年电商平台份额占比天猫京东抖音米粉0.5%饼干-0.5%食用油-6.4%面条-1.4%混合泥-20.0%泡芙-4.2%调料-6.6%果肉条-10.6%肉肠2.0%其他17.2%溶溶豆-17.0%奶酪-24.9%奶片50.6%肉松鱼松-149%糖果26.5%果汁饮品101.7%海苔-24.7%磨牙饼干-35.1%蔬果粉81.0%-100.0%-50.0%0.0%50.0%100.0%-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淘宝-细分品类机会四象限淘宝：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销售额增长率米粉6.10亿0.5%饼干6.08亿-0.5%食用油3.27亿-6.4%面条2.84亿-1.4%混合泥2.00亿-20.0%泡芙1.98亿-4.2%调料1.69亿-6.6%果肉条1.58亿-10.6%肉肠1.27亿2.0其他1.20亿17.2%溶溶豆1.17亿-17.0%奶酪1.02亿-24.9%奶片1.01亿50.6%肉松鱼松0.84亿-14.9%糖果0.52亿26.5%果汁饮品0.51亿101.7%海苔0.42亿-24.7%磨牙饼干0.15亿-35.1%蔬果粉0.01亿81.0%婴幼儿辅食零食2024年淘宝渠道整体下滑-3.4%，仅米粉、饼干能保持现有体量，但是仅仅是不下滑，其余细分品类，或有增长但体量小，或体量尚可，但市场持续收缩。明星增长品类放缓京东：各品类机会和增长点三级品类2024销售额增长率饼干6.19亿43.9%米粉4.83亿-21.7%面条2.44亿-2.1%食用油2.40亿-22.2%混合泥1.72亿-33.2%调料1.15亿2.8%泡芙0.95亿-12.7%肉肠0.88亿-10.1%溶溶豆0.82亿-33.1%海苔0.50亿-19.5%果肉条0.49亿-29.5%其他0.44亿-30.1%奶酪0.44亿-27.4%肉松鱼松0.43亿-38.6%糖果0.43亿-12.9%奶片0.24亿36.9%果汁饮品0.23亿14.8%磨牙饼干0.07亿-51.2%婴幼儿辅食零食2024年京东渠道整体下滑-9.7%，饼干品类表现最为亮眼，在保持6.19亿高体量的同时，增长率高达43.9%，可惜的是其余细分品类几乎全部下滑。明星增长品类放缓数据维度：销售额&增长率|2024年，同比饼干,439%米粉,-21.7%面条,-2.1%食用油,-22.2%混合泥,-33.2%调料,2.8%泡芙,-12.7%肉肠,-10.1%溶溶豆,-33.1%海苔,-19.5%果肉条,-29.5%其他,-30.1%奶酪,-27.4%肉松鱼松,-38.6%糖果,-12.9%奶片,36.9%果汁饮品,14.8%-50.0%-30.0%-10.0%10.0%30.0%50.0%70.0%90.0%110.0%-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销售额增长率米粉/米糊/汤粥3.66亿39.4%其它3.57亿40.6%磨牙棒/饼干2.90亿31.5%果/菜/肉/混合泥1.06亿-29.7%食用油0.98亿39.3%面条0.97亿2.4%泡芙0.95亿21.6%果肉条0.79亿56.0%糖果0.64亿-23.6%调料0.58亿-15.4%宝宝奶酪0.53亿-50.9%宝宝馒头0.43亿306.5%溶溶豆0.43亿16.4%肉肠0.41亿5.1%果汁/饮品0.37亿28.4%肉松/鱼松0.35亿7.4%面粉/胚芽米0.35亿5.2%海苔0.34亿-27.3%宝宝奶片0.31亿-40.5%婴幼儿辅食零食2024抖音渠道整体增长14.6%，抖音渠道的细分品类一如既往的比传统渠道拆分的细致，符合内容电商大单品突围的特色，但改变不了起步晚，用户心智不成熟的特性，破亿级细分品类目前才3个，但是从增速上看，仍有较大的上升空间。明星增长品类数据维度：销售额&增长率|2024年，同比米粉/米糊/汤粥,39.4%其它,40.6%磨牙棒/饼干,31.5%果/菜/肉/混合泥,-29.7%食用油,39.3%宝宝奶酪,-50.9%宝宝馒头,306.5%溶溶豆,16.4%肉肠,5.1%果汁/饮品,28.4%肉松/鱼松,7.4%面粉/胚芽米,5.2%海苔,-27.3%宝宝奶片,-40.5%宝宝猪肝粉,68.8%鱼肉肠,77.0%宝宝咖喱,70.9%-70.0%-20.0%30.0%80.0%130.0%180.0%230.0%280.0%-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抖音-细分品类机会四象限婴幼儿辅食零食品类品牌排名排名品牌名2024年销售额增速1英氏 Engnice5.43亿27.0%2秋田满满4.22亿-10.4%3爷爷的农场 Grandpas Farm4.19亿22.6%4小鹿蓝蓝 Dear Blue3.17亿12.0%5小皮 Little Freddie2.45亿4.8%6宝宝馋了2.16亿65.5%7奶酪博士 Dr.cheese1.31亿53.8%8光合星球 Babypantry1.22亿14.2%9碧欧奇0.85亿-31.7%10babycare0.72亿11.9%11禾泱泱 Rivsea0.65亿-21.0%12不二宝贝 Unique Baby0.64亿48.5%13窝小芽0.56亿-58.9%14嘉宝 Gerber0.55亿-39.3%15亨氏 Heinz0.43亿-39.2%16未零 Beazero0.40亿-38.1%17喵小侠0.32亿-69.8%18伊威 Eastwes0.24亿46.6%19贝因美 Beingmate0.17亿57.7%20艾唯倪 Ivenet0.15亿-39.5%21婴享 Genieten0.14亿6.2%22法优乐 Pompotes0.13亿-26.6%23爱思贝 EARTHS BEST0.11亿-71.2%24罗朗德 Roland0.10亿-30.4%25贝拉米 Bellamys0.10亿-24.0%26星圃 Healthy Diet Everyday0.10亿19.1%27唯新 Wishing0.08亿-8.0%28百蓓可儿 Bebecook0.07亿-46.1%29田喜粮鲜0.07亿51.2%30忆小口 Tinibite0.06亿48.9%排名品牌名2024年销售额增速1英氏 Engnice5.14亿-2.3%2爷爷的农场 Grandpas Farm4.00亿29.3%3小鹿蓝蓝 Dear Blue3.73亿4.7%4秋田满满2.32亿-17.0%5小皮 Little Freddie2.25亿-27.5%6宝宝馋了1.35亿127.8%7窝小芽0.98亿-37.9%8光合星球 Babypantry0.62亿12.3%9禾泱泱 Rivsea0.56亿-10.0%10嘉宝 Gerber0.54亿-54.0%11碧欧奇0.52亿-39.2%12不二宝贝 Unique Baby0.24亿94.5%13亨氏 Heinz0.23亿-55.5%14未零 Beazero0.20亿-10.7%15奶酪博士 Dr.cheese0.20亿106.2%16爱思贝 EARTHS BEST0.12亿-62.2%17怡芽 Yummykids0.11亿50.3%18婴享 Genieten0.09亿22.8%19托马斯小火车 Thomas&friends0.08亿-34.0%20艾唯倪 Ivenet0.08亿-18.5%21贝因美 Beingmate0.06亿-22.3%22贝亲 Pigeon0.06亿-55.0%23皮卡思 Pics0.05亿-20.2%24贝拉米 Bellamys0.05亿10.7%25衍生0.05亿19.1%26罗朗德 Roland0.05亿-56.5%27伊威 Eastwes0.04亿-58.9%28盖狮0.04亿-34.5%29啵乐乐 Pororo0.03亿-47.3%30力诚宝宝 Reecen Baby0.03亿-45.6%排名品牌名2024年销售额增速1Engnice/英氏2.80亿46.4%2Deer Blue/小鹿蓝蓝2.30亿62.1%3秋田满满2.11亿18.6%4Grandpas Farm/爷爷的农场1.25亿18.0%5宝宝馋了1.05亿138.1%6不二宝贝0.68亿25.5%7LittleFreddie/小皮0.62亿3.0%8dr.cheese/奶酪博士0.34亿-53.4%9哆啦大自然0.34亿-27.5%10七小七0.32亿85.7%11忆小口0.30亿451.6%12beazero/未零0.28亿-21.4%13喵小侠0.23亿-62.2%14光合星球0.21亿-42.0%15BioJunior/碧欧奇0.17亿52.7%16怡芽0.16亿-49.8%17窝小芽0.16亿-81.6%18beimu/蓓母0.12亿5.6%19布拉粉0.12亿36.2%20西生田0.12亿84.6%21FangGuang/方广0.10亿1601.3%22花田熊0.10亿-23Pompotes/法优乐0.10亿-31.9%24Eastwes/伊威0.09亿155.8%25施贝安0.09亿-4.2%26RIVSEA/禾泱泱0.08亿-14.4%27HEALTHY DIET EVERYDAY/星圃0.08亿-43.2%28Gerber/嘉宝0.08亿-68.7%29小羊森林0.07亿1357.5%30FIRMUS/飞鹤0.07亿976.3%天猫-辅食零食-细分品类品牌排名排名品牌名2024年销售额增速1英氏 Engnice12011.0万40.5%2宝宝馋了9032.5万40.9%3小鹿蓝蓝 Dear Blue8044.1万5.5%4秋田满满5715.4万-38.0%5光合星球 Babypantry4178.9万54.3%6爷爷的农场 Grandpas Farm3020.8万47.7%7babycare2101.5万49.4%8小皮 Little Freddie1774.0万-25.9%9奶酪博士 Dr.cheese1737.9万3967.1%10禾泱泱 Rivsea1620.3万-41.4%11不二宝贝 Unique Baby1575.0万35.4%12喵小侠1334.4万-54.4%13艾唯倪 Ivenet1294.7万-40.9%14未零 Beazero1264.7万-27.2%15窝小芽1044.4万-61.8%16伊威 Eastwes524.9万16.8%17婴享 Genieten413.7万27.2%18星圃333.8万2.8%19宅羊羊192.7万-45.7%20芃宝169.1万-0.4%21碧欧奇165.0万24.6%22佑儿圆 Bless Baby163.6万137.0%23贝比玛玛 Baby Mum-mum159.6万3334.2%24亨氏 Heinz146.2万-39.3%25宝贝顾问 Babys Consultant132.2万-57.8%26我d小蔡蔡 Myccbaby130.5万11.9%27百蓓可儿 Bebecook122.3万-26.4%28嘉宝 Gerber100.4万-49.9%29方广100.3万4.3%30忆小口 Tinibite97.5万1894.6%排名品牌名2024年销售额增速1英氏 Engnice15748.0万3.1%2小皮 Little Freddie13421.7万11.4%3秋田满满9532.8万49.2%4爷爷的农场 Grandpas Farm4616.4万46.8%5嘉宝 Gerber4415.0万-20.4%6宝宝馋了1286.9万271.9%7亨氏 Heinz1274.2万-40.1%8贝因美 Beingmate1139.7万109.2%9爱思贝 EARTHS BEST1051.9万-70.4%10贝拉米 Bellamys916.8万-11.4%11田喜粮鲜691.2万49.1%12禾泱泱 Rivsea527.9万94.8%13纽康特 Neocate451.0万24.3%14英吉利408.3万294.7%15芽芽乐344.7万-59.8%16贝亲 Pigeon314.2万-54.7%17每滋305.1万-25.6%18爱他美 Aptamil298.9万66.6%19哆啦大自然285.1万-29.6%20喜乐臣 Xlecn279.7万-1.4%21窝小芽233.5万-70.9%22碧欧奇214.6万79.4%23花田熊144.6万-24雅因乐130.5万-24.5%25谷之爱 Pro-love130.4万11.1%26乐辅智127.1万274.9%27百蓓可儿 Bebecook115.1万-28光合星球 Babypantry111.1万16.4%29恩仕 Enshi105.2万-9.8%30美素佳儿 Friso102.6万-22.0%排名品牌名2024年销售额增速1爷爷的农场 Grandpas Farm13073.5万8.4%2英氏 Engnice5915.5万11.2%3秋田满满3758.1万38.8%4碧欧奇3587.8万-59.7%5小皮 Little Freddie2883.0万160.8%6罗朗德 Roland865.7万-33.9%7禾泱泱 Rivsea396.9万4761.0%8晟麦297.5万7097.8%9宝宝馋了259.1万18.4%10不二宝贝 Unique Baby232.8万286.2%11喵满分161.2万-26.4%12窝小芽159.6万-77.8%13多斐 Dauphin Pastoureau100.9万-67.9%14核心为你99.6万-69.8%15菲利普维尚86.3万-25.0%16林小生67.8万-17grove58.7万9.7%18格尔顿56.7万149.0%19婴享 Genieten44.9万66.0%20青泽源44.7万-11.8%21亨氏 Heinz34.8万61.0%22Chosen Foods32.5万-23图菲莉森 Tuffliss28.2万632.6%24康邦美味27.5万-24.4%25滁谷27.2万-10.2%26金龙鱼27.2万-51.1%27贝拉米 Bellamys18.1万-50.3%28易贝斯特 Ebest17.1万-29山茶润8.7万-50.7%30友鲜享7.9万-饼干9食用油米粉京东-辅食零食-细分品类品牌排名排名品牌名2024年销售额增速1小鹿蓝蓝 Dear Blue15720.0万47.2%2英氏 Engnice13061.8万27.7%3宝宝馋了5493.0万148.6%4爷爷的农场 Grandpas Farm5371.2万178.5%5秋田满满5169.5万30.8%6窝小芽3300.2万40.4%7禾泱泱 Rivsea2880.5万35.7%8小皮 Little Freddie2500.9万-3.1%9光合星球 Babypantry2154.1万108.5%10奶酪博士 Dr.cheese1091.6万3151.6%11不二宝贝 Unique Baby980.0万84.1%12未零 Beazero734.2万35.6%13艾唯倪 Ivenet648.8万-12.6%14伊威 Eastwes167.5万-47.5%15喵小侠149.3万-35.7%16象爸星球 Shamba Star141.2万-40.2%17婴享 Genieten140.3万-5.5%18碧欧奇125.4万-6.1%19澳特力 Autili124.8万277.7%20宝贝顾问 Babys Consultant110.5万-73.0%21嘉宝 Gerber106.6万-61.7%22七小七94.0万-23怡芽 Yummykids75.4万1037.2%24我d小蔡蔡 Myccbaby72.6万69.3%25果仙多维 V69.3万-33.1%26星圃 Healthy Diet Everyday63.5万9.7%27力诚宝宝 Reecen Baby59.6万-63.8%28方广51.8万-36.5%29飞鹤 Firmus51.3万-30米小芽37.7万-83.0%排名品牌名2024年销售额增速1英氏 Engnice16427.8万-12.9%2小皮 Little Freddie11643.8万-22.7%3爷爷的农场 Grandpas Farm5596.6万75.3%4嘉宝 Gerber4557.0万-52.0%5秋田满满3686.4万32.2%6爱思贝 EARTHS BEST1214.1万-61.3%7亨氏 Heinz570.7万-66.3%8窝小芽533.8万-64.7%9贝拉米 Bellamys483.6万16.8%10贝因美 Beingmate426.3万20.3%11贝亲 Pigeon426.0万-59.1%12宝宝馋了376.4万548.7%13爱他美 Aptamil280.4万-61.5%14不二宝贝 Unique Baby217.2万5.9%15美素佳儿 Friso155.9万-6.4%16婴享 Genieten145.7万-8.0%17纽康特 Neocate127.8万-62.1%18芽芽乐113.2万-16.5%19小鹿蓝蓝 Dear Blue96.6万-30.1%20龙稻92.9万23136.3%21禾泱泱 Rivsea92.1万-26.9%22喜宝 Hipp74.0万-42.7%23米小芽63.7万-91.4%24碧欧奇62.1万206.7%25双熊 Double Bears56.4万-37.3%26伊威 Eastwes51.9万-50.9%27谷之爱 Pro-love49.0万-42.6%28光合星球 Babypantry35.5万-45.9%29泸州肥儿粉28.5万-7.3%30萌天天小朋友28.3万5.2%排名品牌名2024年销售额增速1爷爷的农场 Grandpas Farm11505.8万9.2%2英氏 Engnice4097.1万-19.5%3碧欧奇3089.3万-54.4%4秋田满满2873.9万-37.0%5小皮 Little Freddie1049.3万-9.8%6窝小芽424.4万-63.3%7罗朗德 Roland389.5万-60.8%8宝宝馋了211.8万470.4%9不二宝贝 Unique Baby76.5万344.9%10小鹿蓝蓝 Dear Blue53.8万-72.3%11滴卓思 D Drops39.4万-12农夫世嘉28.6万62.1%13婴享 Genieten17.6万309.1%14伊威 Eastwes15.7万-14.0%15grove12.8万-64.5%16京东京造10.2万-17金龙鱼9.0万-47.2%18吉斯本 Gisbuer8.3万1484.2%19米小芽7.7万-92.0%20戈壁工坊6.4万700.1%21痴宴5.9万1110.8%22菲利普维尚5.7万-39.1%23多斐 Dauphin Pastoureau5.3万-15.5%24澳特力 Autili5.1万-25亨氏 Heinz4.8万-31.0%26Xh4.4万159.5%27元气队长2.9万926.7%28馨蓓安2.5万-29禧又多2.3万127.9%30修正1.8万-78.9%10饼干食用油米粉抖音-辅食零食-细分品类品牌排名排名品牌名2024年销售额增速1Deer Blue/小鹿蓝蓝11322.4万48.8%2秋田满满4424.8万55.9%3Engnice/英氏2556.4万53.2%4宝宝馋了2402.6万273.3%5喵小侠1145.8万-55.6%6布拉粉1145.1万49.3%7beazero/未零847.8万3.6%8Grandpa s Farm/爷爷的农场553.0万14.1%9不二宝贝539.1万-20.7%10holybaby/好立美489.5万-21.2%11童城340.8万-12beatles/比逗仕331.8万656.2%13小羊森林315.3万2802.5%14芃宝285.5万426.5%15隔壁刘奶奶220.3万132.6%16Baby Mum-Mum/贝比玛玛209.2万7331.3%17宅羊羊192.2万-29.0%18GENIETEN/婴享161.4万202.1%19RIVSEA/禾泱泱108.7万-26.3%20FangGuang/方广94.6万2235.1%21光合星球91.0万17.4%22Little Freddie/小皮88.0万-34.5%23汇婴宝81.0万132.4%24米可泡泡77.4万469.3%25HEALTHY DIET EVERYDAY/星圃65.4万-79.1%26Eastwes/伊威63.9万102.5%27伴宝士57.6万-40.5%28馨蓓安57.3万-29兔比小悠56.5万3550.0%30窝小芽55.4万-92.7%排名品牌名2024年销售额增速1Engnice/英氏14832.0万40.7%2Little Freddie/小皮4328.6万27.1%3秋田满满4224.0万1360.3%4哆啦大自然3435.3万-27.5%5宝宝馋了2386.7万344.4%6Grandpa s Farm/爷爷的农场1480.8万257.9%7beimu/蓓母1170.7万1.8%8花田熊983.7万-9Gerber/嘉宝748.2万-45.5%10窝小芽604.2万-33.9%11meizi/每滋340.7万13.0%12小羊森林260.6万5132.3%13BEINGMATE/贝因美183.4万619.2%14BELLAMYS/贝拉米140.5万43.4%15婴之素105.0万229.4%16唯爱宝贝84.6万12.9%17Heinz/亨氏83.5万165.7%18粮耕年76.1万262.6%19Deer Blue/小鹿蓝蓝68.9万-13.1%20YINGJILI/英吉利63.4万-21.6%21西生田55.9万3998.8%22EARTHS BEST/爱思贝49.7万-84.3%23BioJunior/碧欧奇48.4万-39.7%24xlecn/喜乐臣45.2万30.9%25双熊40.7万1716.5%26嘉氏宝贝37.5万376.1%27乳嘉葆35.8万-28不二宝贝33.8万-29RIVSEA/禾泱泱31.3万10.8%30忆小口28.9万排名品牌名2024年销售额增速1宝宝馋了3918.9万42.0%2Little Freddie/小皮1280.7万-42.5%3Engnice/英氏1206.2万1.8%4Grandpa s Farm/爷爷的农场705.9万-55.2%5FangGuang/方广694.2万2027.7%6秋田满满566.5万687.9%7喵小侠487.9万-63.5%8Deer Blue/小鹿蓝蓝403.2万-56.4%9HEALTHY DIET EVERYDAY/星圃335.3万-59.0%10西生田188.3万4123.0%11窝小芽118.5万-94.2%12本家良田88.4万-7.4%13beatles/比逗仕74.6万7.5%14Heinz/亨氏72.4万-77.3%15盖狮53.7万541.3%16光合星球47.5万198.4%17XIN DI MA MA/心迪妈妈30.8万8213.0%18不二宝贝25.4万-19piccolo24.3万8487.1%20HiPP/喜宝18.6万-32.3%21韩真珠17.2万5532.7%22Pompotes/法优乐15.0万-59.1%23食味的初相14.0万-52.7%24汇婴宝13.8万660.0%25乐有牛13.3万549.6%26RIVSEA/禾泱泱12.7万-91.5%27唯小宝12.3万1391.6%28Baby Mum-Mum/贝比玛玛12.3万11225.0%29HERLANZE/合兰仕11.9万-30qinbaobao/亲宝宝11.8万555.1%11米粉/米糊/汤粥果/菜/肉/混合泥磨牙棒/饼干经营使命以数为据，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