Tmall 618 Data Highlights Low-GI Health Food and Emotional Snacking
Photo by Eaters Collective on Unsplash
Summary
Tmall’s 618 first-stage results reveal two seemingly contradictory food trends achieving over 100 million yuan in sales simultaneously: ‘low-GI health’ products such as vegetable and fruit powders up 117%, oats up 56% and quinoa up 57%, alongside ‘endorphin therapy’ indulgent snacks including low-alcohol wine up 155%, nut chocolate up 43% and layered cakes up 24%. Search data shows ‘fat-loss suitable foods’ queries surging 16-fold and ‘low-GI oat milk’ spiking 92-fold in the first four months, while ‘Dubai soft cookies’ searches exploded 342-fold. Platform operators attribute the parallel growth to young consumers’ dual pursuit of physical health and emotional wellbeing.
Summary in Chinese
天猫618第一阶段数据显示，两条看似矛盾的食品赛道同时突破亿元成交额：主打自律的’低GI健康’品类中果蔬粉增长117%、燕麦增长56%、藜麦增长57%，而提供即时快乐的’内啡肽食疗’品类中低度葡萄酒增长155%、果仁巧克力增长43%、千层慕斯蛋糕增长24%。搜索数据显示前四月’适合减脂期食品’搜索量大涨16倍，’低GI燕麦奶’飙升92倍，而’迪拜软曲奇’搜索暴涨342倍。平台方认为并行增长源于年轻消费者对身体和情绪健康的双重追求。
Comment
The co-existence of health-discipline and indulgence categories breaking the 100 million yuan mark simultaneously is a nuanced signal for New Zealand food exporters. Rather than choosing between positioning as a health food or a treat, the smart approach is to occupy both mental shelves — for instance, marketing NZ honey as a low-GI natural sweetener that also serves as an indulgent pantry staple, or positioning NZ dark chocolate as both a mood-enhancing snack and an antioxidant-rich superfood. The 16-fold search growth in fat-loss suitable foods and 92-fold spike in low-GI oat milk also suggest that functional claims backed by credible nutritional data will increasingly drive purchase decisions on Tmall, making certification and labelling investments worthwhile for NZ brands.
Comment in Chinese
健康自律和放纵享受品类同时突破亿元大关的共存现象，为新西兰食品出口商传递了微妙信号。与其在健康食品和休闲零食之间二选一，明智的做法是同时占据两个心智货架——例如，将新西兰蜂蜜定位为低GI天然甜味剂，同时也是一款放纵型厨房常备品；或将新西兰黑巧克力同时定位为情绪提升零食和富含抗氧化剂的超级食品。减脂食品搜索量16倍增长和低GI燕麦奶92倍飙升也表明，有可信营养数据支撑的功能性宣称将日益驱动天猫上的购买决策，使认证和标签投资对新西兰品牌具有实际价值。