Author: Luan Li

　　As the Spring Festival approaches, the consumption of new year goods has also entered the last round of peak before the year.

A reporter from China Business News found that due to the intensive release of demand for returning home and visiting relatives and friends in the previous two years during the Spring Festival in 2023, the consumption of annual gifts has picked up rapidly.

Under the epidemic, consumers are also paying more attention to immunity and health, and the sales of nutritional products such as milk powder and bird's nest for the middle-aged and elderly are growing rapidly.

　　Zhao Jun, who works in Beijing, has returned to her hometown in Hunan. She had not returned to her hometown for three years due to the epidemic. This time she also brought a lot of gifts to her family when she returned home. However, unlike previous years, she mainly focused on high-end tobacco and alcohol , There are a lot of nutritional and health products in this year's gifts, and she also hopes to increase immunity for the elderly.

　　In the Jingkelong supermarket in Beiyuan area of ​​Beijing, the sales of health-related new year products are also very hot.

In the New Year's goods display area, canned yellow peaches and vitamin C effervescent tablets, which were popular during the epidemic, were placed together with traditional New Year's goods gift boxes such as rice cakes and milk.

According to the supermarket staff, although the overall price promotion is not as good as in previous years, the sales of milk gift boxes during the Spring Festival this year are very good.

　　A regional sales manager of a dairy company revealed in a recent dealer event that milk sales during the mid-autumn peak season in 2022 will not be good. Because of the frequent outbreaks of the epidemic, visits to relatives and friends will be basically suspended, and sales will not even be as good as during the Dragon Boat Festival in 2022.

In the Spring Festival of 2023, as the epidemic situation eased, the emergence of a wave of returning home drove sales growth, especially after the end of the first wave of infections at the end of December 2022, sales of dairy products on New Year’s Day began to pick up.

According to his prediction, by the Lantern Festival next year, the popularity of milk and other health products will remain high.

　　According to JD.com’s survey data, during the Spring Festival in 2023, returning home for the New Year and reuniting with relatives has become the biggest wish of consumers during the Chinese New Year. 69.3% of the surveyed users plan to return to their hometown to celebrate the New Year with their families.

As for the selection of new year goods, 62.4% of consumers said that the categories they would buy during the Spring Festival in 2023 were the same as in previous years; however, 33.2% of users said they would pay more attention to products suitable for the elderly and health-oriented.

　　Not only milk gift boxes, but also the market popularity of nutritional products such as milk powder for middle-aged and elderly people is also rising rapidly.

He Fuying, head of Junlebao's adult nutrition business, told Yicai Global that the demand for milk powder for middle-aged and elderly people will grow rapidly during the Spring Festival in 2023. Previously, the company internally predicted that the milk powder category for middle-aged and elderly people in the Spring Festival market would have low double-digit growth, but the actual sales in January The growth rate far exceeded expectations.

　　Mead Johnson China also responded to CBN, stating that Mead Johnson Daily Joyful Adult Nutrition Powder has just been launched for sale and has exceeded the expected target.

Mead Johnson China's adult milk powder business will be officially launched in mid-December 2022, mainly targeting the precise nutritional needs of the 50+ crowd.

　　He Fuying believes that behind this market change, it shows that domestic consumers' demand for health is accelerating. After the epidemic is over, consumers pay more attention to nutrition, such as high-quality protein, probiotics and other products that improve immunity.

　　And on the major e-commerce platforms, various nutritional products, tonics and other health products for the New Year also have gratifying data.

　　Meituan Waimai data shows that from January 2023 to the new year, the data of nutritional products has increased significantly year-on-year, of which sales of bird’s nests have increased by 350%, sales of fruit gift boxes have increased by 190%, sales of donkey-hide gelatin have increased by 170%, and sales of milk have increased. 144%.

The top 2 most popular gift items are milk.

　　Ali data also shows that nearly a month before the Spring Festival, the sales of vitamin C, which enhances immunity, have increased by as much as 900% year-on-year, and the coenzyme Q10 capsules that maintain heart health have increased by 720% year-on-year. Imported probiotics and deep-sea high-purity fish oil have triple-digit growth .