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京东宠物618：猫粮翻倍增长，老年宠粮增速79%

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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

打包全文图表

2026年京东超市宠物618全周期战报显示，宠物全品类成交额同比增长42%。细分品类中，猫粮成交额同比增速达103%，领跑所有品类；美毛/肠道健康/关节养护等功能宠粮成交额同比增长82%；老年宠粮同比增长79%；宠物智能用品同比增长67%，宠物消费升级与精细化喂养趋势显著。数据来源：京东、申万宏源研究

2026年京东超市宠物618全周期核心品类成交增速
品类	成交额同比增速
猫粮	+103%
功能宠粮（美毛/肠道健康/关节养护）	+82%
老年宠粮	+79%
宠物智能用品	+67%
宠物全品类	+42%

数据来源：京东、申万宏源研究

从2026年京东超市宠物618的成交数据来看，可以提炼出三个关键判断：
猫粮品类增速领跑，表现最为突出。猫粮成交额同比+103%，是唯一翻倍增长的品类，远超宠物全品类+42%的增速，反映出猫经济在宠物行业中的强劲增长势头，猫粮品类受益于猫宠主数量持续增长和消费升级。
功能化与老龄化两大趋势共振。功能宠粮（美毛/肠道/关节）成交额+82%，老年宠粮+79%，增速高度接近，共同构成宠物食品升级的核心方向。这与老龄宠物主粮功能偏好数据（肠胃健康、增强免疫等Top需求）相互印证，功能化和分阶段喂养已成为京东平台宠物消费的核心驱动力。
宠物智能用品增长显著。宠物智能用品成交额同比+67%，虽低于猫粮和功能粮，但在全品类中仍保持较高增速，反映养宠从“基础喂养”向“科技养宠”的消费升级趋势。