Sports nutrition consumption demand explodes, CPET's innovative strategy secures core industry positioning.

This year's 618 e-commerce promotion has concluded successfully. The health consumption sector has seen a strong growth trend, with sports nutrition categories selling well across the board, officially transitioning from niche professional products to mass daily consumption. With the continuous rise of nationwide fitness, GLP-1-related weight management has become a new hotspot. The resonance of dual market dividends has continuously opened up growth space for sports nutrition. Among them, the industry leader, Kangbite, has maintained its strong performance, firmly ranking first in authoritative lists, further consolidating its leading position among domestic sports nutrition brands.

618 Overall Data Confirms Sports Nutrition is Gradually Becoming a Health Necessity

According to the "2026 618 Full Network Sales Data Interpretation Report" released by Xingtu Data, the total sales of e-commerce platforms during this year's 618 promotion period (May 13 to June 18) reached 934 billion yuan, a year-on-year increase of 4.0%. While the overall market grew steadily, health consumer goods became one of the most dynamic growth poles.

Tmall's official 618 full-cycle report shows: competition in the health supplement list is fierce, with BYHEALTH, WonderLab, and Swisse holding the top spots, but sports nutrition brands collectively made strong breakthroughs, with many entering the top ten in bulk.

Compared to last year's list, there have been significant changes in the rankings: Nutrend rose from 6th to 5th, Kangbite jumped from 8th to 6th, while the two major brands Foyes and ON Optimum Nutrition ranked 7th and 9th respectively. The ranking improvements of multiple sports nutrition brands clearly confirm a trend: products like protein powder, creatine, and joint care are no longer just for professional fitness enthusiasts. With the continuous expansion of the fitness base, the demand for mass fat loss, body shaping, and daily weight management is rapidly rising. The industry is completing its transformation from a niche professional product to a mass necessity.

Looking at the global market, the growth logic is equally solid. Public data from Euromonitor International predicts that the global sports nutrition food market will reach $25.191 billion in 2026. The domestic market is particularly rapid, with the single category of protein powder alone exceeding the 10-billion-yuan level.

The consumer base is also continuously expanding. Beyond dedicated athletes, sports nutrition products are now seen in multiple scenarios like casual exercise, calorie-controlled fat loss, and joint care. The continuous release of diverse demands solidifies the foundation for the industry's long-term growth.

Kangbite's Leading Advantage Continues to be Consolidated, Product Strength Builds Core Barrier

While the industry is booming overall, Kangbite's leading advantage continues to solidify. In the Tmall 618 full-cycle store transaction ranking list for sports nutrition, Kangbite occupies the top spot, leading its peers. Store single-product sales data is even more impressive: cumulative sales of the flagship isolated whey protein powder exceeded 100,000 units, whey protein powder sold over 70,000 units, and sales of the creatine series single product broke 50,000 units. Multiple core best-sellers have long remained at the top of category best-seller lists.

Behind the impressive sales figures lies a product moat built on solid capabilities. Kangbite has continuously increased R&D investment in recent years. In 2025, it innovatively developed the CPTMax energy formula and gradually completed the full-line upgrade of CPTPro patented formula protein products. Through a series of educational videos, it communicates the quality value of its patented formulas, strengthening the differentiated advantage of its best-sellers. A technical reserve of 213 patents (including 95 invention patents) constitutes Kangbite's core barrier distinguishing it from competitors.

Multiple New Product Lines Precisely Match Segmented Needs, Optimizing Product Structure and Broadening Growth Curve

To address the different needs of various vertical segments, Kangbite is also continuously improving its product matrix in 2026. Extending from the core needs of sports enthusiasts to scenarios like general health and weight management, it optimizes product structure and explores new incremental space.

For the fitness community, the company launched a full-line upgrade of the Blazing Gold Protein Powder 5.0 at the March IWF Fitness Expo, fully equipped with the CPTPro patented absorption formula; simultaneously, it introduced the industry's first instant-dissolving creatine，颠覆 ing the traditional mixing model. At its 25th-anniversary brand celebration, it launched a limited-edition high-purity whey protein.

For runners, the core best-seller 7-layer energy gel was fully upgraded. Through a degumming process, it increased energy value while making the formula more natural and the taste better. With the summer heat, Kangbite launched isotonic electrolyte water for general exercisers, enabling rapid simultaneous absorption of water and electrolytes during exercise, making a strategic layout for general sports FMCG products.

In addition, Kangbite is constantly expanding dimensions in weight control and joint care. With the rising demand for GLP weight management technology, Kangbite launched the CPT-GLPfor™ Weight Control Nutrition Companion, entering the mass fat loss incremental market. For the bone care segment, the previously launched bone health sub-brand—Zhenxi—underwent a formula upgrade this year based on its own patents, and simultaneously launched the Calcium-Magnesium-D series of products, supplementing the bone care supporting products for sports enthusiasts and achieving an overall product matrix upgrade.

With professional athletes as its base, from strength training to endurance supplementation, and further extending to joint care and mass weight management, Kangbite continuously explores incremental markets through a rich new product matrix, steadily improving its core competitiveness.

Currently, the Healthy China strategy is being implemented continuously. Multiple national policy documents explicitly encourage nationwide fitness and scientific diets, promoting the popularization of sports nutrition products. Kangbite's intensive new product launches this year precisely match the policy direction, using segmented nutrition products to meet the health needs of the entire population.

As consumer requirements for product quality continue to increase, market demand is gradually moving towards refinement and diversification. The sports nutrition industry has bid farewell to "wild" growth and officially entered a high-quality development stage where success depends on brand and technology. Market share will continue to concentrate towards leading companies. In a market environment of intensified industry homogenization competition, Kangbite relies on its deep accumulation of patented technology, segmented product matrix, and leading brand potential to continuously solidify its differentiated competitive advantage, firmly grasping the industry's structural growth dividends, and constantly consolidating its leading position in the domestic sports nutrition track.