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宠物食品+13%领跑618增速，美妆护肤承压

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所属报告：

宠物食品行业系列深度之九：2026年“618”宠物行业发生哪些新变化？-260715（34页）.pdf

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2026年618期间八大热门品类中，宠物食品以84亿元销售额和13%的同比增速领跑所有品类，营养保健（+8.5%）和粮油调味（+6.0%）位列其后。家用电器以1146亿元稳居规模榜首（+4.5%），美容护肤（-2.5%）和香水彩妆（-3.0%）成为唯二负增长品类。数据来源：星图数据、申万宏源研究

2026年618热门品类全网销售额及同比增速
品类	销售额（亿元）	同比增速
家用电器	1,146	+4.5%
美容护肤	425	-2.5%
洗护清洁	242	+13.5%
粮油调味	201	+6.0%
香水彩妆	136	-3.0%
营养保健	153	+8.5%
休闲零食	96	-1.0%
宠物食品	84	+13.0%

数据来源：星图数据、申万宏源研究

从2026年618热门品类的销售表现来看，可以提炼出三个关键判断：
宠物食品增速领跑，展现高景气度。宠物食品以13.0%的同比增速位居八大品类之首，与洗护清洁（+13.5%）几乎持平，在整体消费承压的背景下表现突出，体现宠物食品赛道的刚需属性和消费升级趋势。
家用电器体量最大，增速稳健。家用电器以1,146亿元销售额遥遥领先，是第二名美容护肤（425亿元）的2.7倍，+4.5%的增速在万亿级市场中表现稳健，仍是618大促的绝对主力品类。
美妆护肤类目承压明显。美容护肤（-2.5%）和香水彩妆（-3.0%）是唯二负增长品类，反映美妆消费在618期间呈现疲软态势。休闲零食（-1.0%）亦为负增长，食品饮料类目中仅粮油调味（+6.0%）实现正增长。