2024年度复盘宠物行业

2024年度复盘宠物行业CONT ENTS01宠物行业复盘02明星品牌拆解数据来源：蝉魔方197亿133亿传统电商平台兴趣电商平台淘天vs抖音2024年宠物行业：淘天仍是主要销售渠道+53.52%PART ONE宠物行业调研抖音宠物行业全年销售总额超过133亿，保持较高增速宠物行业调研10.69亿6.13亿9.92亿9.84亿9.51亿9.51亿9.20亿12.25亿10.67亿17.59亿13.44亿14.02亿206.4%38.0%83.6%80.0%28.8%39.8%47.6%44.8%27.1%57.0%39.6%46.7%抖音宠物行业销售额销售额同比2024年行业销售总额133亿+53.52%宠物行业品类分布：宠物食品领涨宠物行业调研宠物食品75.86亿+55.58%宠物用品/服饰43.75亿+17.97%宠物8.46亿新增宠物保健4.71亿+631%猫主粮36.54亿新增猫零食15.95亿+81.29%犬主粮13.52亿新增猫/狗美容清洁用品9.77亿-25.8%猫砂9.36亿+53.22%水族世界7.15亿-37.77%猫/狗日用品5.94亿+27.9%宠物活体8.46亿新增猫/狗保健品4.71亿+631%二级类目三级类目宠物行业品类分布时间维度：2024年麦富迪体量最大（且保持增长），鲜朗和笑宠的增速最快宠物行业调研Myfoodie/麦富迪+56.47%6.73亿GoldenTales/金故+551.48%…喵梵思+8.35%2.32亿FREGATE/弗列加特+169.31%2.18亿NOURSE/卫仕+71.41%2.12亿LEGENDSANDY/蓝氏+73.26%1.86亿诚实一口+100.65%1.70亿YANXUAN/网易严选+34.73%1.53亿普安特+88.36%1.53亿宽福+174.55%1.46亿-100.00%0.00%100.00%200.00%300.00%400.00%500.00%600.00%700.00%012345678910同比排名品牌排名品牌销售额销售额同比品类平均成交价11鲜朗1.31亿+920.00%152.5612比亿奇1.21亿+9.43%17.513Pure&Natural/伯纳天纯1.06亿+50.09%177.8914派迪诺0.96亿+94.70%23.6215囧宝0.82亿+109.32%47.1616ROYAL CANIN/皇家0.81亿+255.23%143.4917Orijen/渴望0.78亿+93.19%490.0518WOWO/喔喔0.74亿-3.87%63.6719笑宠0.73亿+3351.35%34.1920Toptrees/领先0.73亿+80.55%74.97时间维度：2024年爆款产品均以宠物消耗品为主（粮和猫砂）宠物行业调研排名商品名称商品类目品牌名称成交渠道平均成交价销售额品牌自营号商家自营号达人合作号1麦富迪营养森林小型中大型犬肉松狗粮 全价全期舒然鱼油狗粮狗全价膨化粮Myfoodie/麦富迪54.78%0.75%44.47%108.967500w~1亿2麦富迪猫粮 三文鱼冻干双拼全价粮 成幼猫奶糕冻干营养双拼猫粮猫全价膨化粮Myfoodie/麦富迪62.91%0.23%36.86%71.115000w~7500w3比亿奇无尘猫砂膨润土砂约10斤结团除臭天然矿物推荐猫砂猫咪10斤猫砂比亿奇27.54%0.45%72.01%14.735000w~7500w4囧宝矿石豆腐混合猫砂六包30斤除臭低尘吸水养宠装备结团可冲厕猫砂囧宝87.37%0.02%12.60%79.45000w~7500w5弗列加特烘焙猫粮|Discovery联名全价鲜肉烘焙猫粮1.5kg肠道美毛猫全价膨化粮FREGATE/弗列加特82.37%0.46%17.17%206.422500w~5000w6明亮与狗全价全犬种全犬期犬粮狗粮 5公斤、10公斤、赠送试吃装狗全价膨化粮明亮与狗98.70%1.24%0.06%33.642500w~5000w7比亿奇细猫砂除味易结团无尘膨润土小米猫砂推荐10斤5kg猫咪用品猫砂比亿奇78.40%0.12%21.48%25.62500w~5000w8麦富迪猫粮营养森林三文鱼冻干全价成猫幼猫冻干猫粮猫全价膨化粮Myfoodie/麦富迪60.71%0.49%38.80%91.072500w~5000w9麦富迪猫粮三文鱼冻干双拼全价粮升级款20斤大包囤货装猫全价膨化粮Myfoodie/麦富迪70.93%0.03%29.04%216.62500w~5000w10卫仕仙气魔方清洁宠物猫咪狗口腔清新口气洁牙齿总裁狗特色保健品NOURSE/卫仕7.83%0.00%92.17%170.022500w~5000w11宽福猫粮美毛长肉全价烘焙粮鲜肉蛋酥主粮鲜肉猫全价膨化粮宽福97.01%0.90%2.09%173.972500w~5000w12普安特滴派内外同驱狗狗驱虫药猫咪体内外一体滴剂宠物猫狗专用D宠物驱虫普安特100.00%0.00%0.00%54.32500w~5000w13鲜朗低温烘焙全价全期猫粮成猫幼猫全阶段通用主粮8kg【囤货装】猫全价膨化粮鲜朗100.00%0.00%0.00%575.832500w~5000w14伯纳天纯生鲜狗粮鸭肉梨冻干粮清火去泪痕全价通用12kg狗全价膨化粮Pure&Natural/伯纳天纯75.29%1.70%23.00%430.191000w~2500w15迈路士猫粮牛肉味鱼肉味成猫幼猫通用全价猫粮营养均衡增肥益生元猫全价膨化粮MALEROADS/迈路士9.04%0.18%90.77%26.441000w~2500w16宠玲珑猫粮5斤10斤20斤营养增肥发胖幼猫成猫全价通用冻干猫粮猫全价膨化粮宠玲珑60.37%0.03%39.59%39.311000w~2500w17宠之鲜狗粮鲜肉无谷冻干全犬期犬粮金毛拉布拉多泰迪比熊幼成犬狗全价膨化粮必选择99.16%0.00%0.84%97.871000w~2500w18诚实一口P40高蛋白营养增肥发腮乳鸽猫粮全期全价猫粮猫全价膨化粮诚实一口99.27%0.00%0.73%370.741000w~2500w19醇粹黑标猫粮全价鲜肉营养鸡肉冻干猫粮黄金蛋白增肥发腮靓丽毛发猫全价膨化粮PURICH/醇粹26.89%0.01%73.10%183.621000w~2500w20狼力克狗粮营养均衡酥脆金毛边牧中大型成幼犬通用狗全价膨化粮狼力克97.15%0.19%2.66%224.711000w~2500w金故创始人邓峰、卫仕总裁吕少骏积极打造个人IP，均为行业TOP达人宠物行业调研排名抖音号名称粉丝数平均成交价销售额1邓峰萌萌摔肿了485.5万175.971亿~2.5亿2猫格格57.1万29.515000w~7500w3叨乐上班了68.0万46.235000w~7500w4芬儿头是猫不是猪316.9万65.172500w~5000w5顾Ta家的德文卷毛猫 32.4万83.742500w~5000w6老驴宠物8.6万37.231000w~2500w7旺财和nico的两脚兽 255.9万69.61000w~2500w8小锋小志的猫咪小院 237.