What are the top choices for gifts for elders? Four prominent features emerge. These listed companies are expanding into the elder gift-related sectors.

The Lunar New Year is approaching, and the festive atmosphere is growing stronger. New Year shopping is not only a reflection of everyday life but also an important window into consumer vitality and societal changes. Securities Times Data Treasure, in collaboration with JD.com Consumer and Industry Development Research Institute, proudly presents the “2026 New Year Shopping Observation” series, showcasing new consumption trends and hotspots amid the festive spirit, exploring underlying industry logic and investment value, and inviting readers to experience a lively Chinese New Year. This article is the gift-giving guide for elders.

The survey shows that “middle-aged and elderly milk powder” has become the top choice for gifts to elders; sales of dietary fiber/fruit and vegetable fiber and necklaces have surged month-over-month. Consumers are moving away from single, formal gift choices for elders, showing four distinct new characteristics.

“Gifting Elders” Becomes a Hot Search Term Before the Spring Festival

Once upon a time, Brain Platinum became a household name with its classic slogan “This year, no gifts for festivals, only Brain Platinum.” In an era before widespread internet and limited material supply, this product became a symbol of filial piety and a memorable gift of the time.

Today, the New Year market is filled with a variety of options, but the traditional value of filial piety remains unchanged. Preparing New Year gifts for elders continues to be an essential part of Spring Festival consumption.

As the most important traditional festival of the Chinese nation, gift-giving during the Spring Festival is more common. According to JD.com Consumer and Industry Development Research Institute, nearly 80% of searches for “gifting elders” occur during the festival, with a search volume share of 78%. This means that about 8 out of 10 consumers searching for gifts before the festival are looking for “gifting elders.”

The institute’s “2026 New Year Shopping Consumption Survey” of 5,000 consumers shows that over half of respondents feel the New Year atmosphere intensifies after Laba Festival, prompting them to start purchasing New Year goods, with a typical shopping cycle of about 15 to 20 days. The top three items on their New Year shopping list are: food and drinks from all over the country, gifts for elders and relatives, and year-end rewards for themselves.

“Middle-aged and Elderly Milk Powder” Tops the Gift List for Elders

From sales data, preferences for filial piety gifts are becoming clearer. During the first week of JD’s New Year Festival (January 25–31), the top 10 products for elder gifts mainly included nutritional health products and clothing.

Looking at the data horizontally, “middle-aged and elderly milk powder” accounts for over 15% of sales, making it the top choice for gifts to elders; the second most popular is “bone-strengthening nutritional supplements,” with a 5.8% share; women’s clothing and thermal underwear for middle-aged and elderly women account for 3.3% and 2.0%, respectively, ranking fifth and tenth.

Vertically, sales of various products during the New Year Festival saw significant increases. The highest month-over-month growth was in dietary fiber/fruit and vegetable fiber, up 464%; necklaces followed with a 250% increase; additionally, sales of thermal products increased by 165% month-over-month.

Four Distinct Characteristics of Gifting Elders

The survey also indicates that consumers are moving away from single, formal gift choices for elders, showing four clear new features, reflecting a mature and upgraded expression of filial piety.

First, filial piety gifts are becoming more rational and heartfelt. The first wave of gift purchases shows that parents and elders are the primary focus, with “gifts for parents” and “gifts for elders (such as grandparents and important seniors)” receiving 65.6% and 49.6% of votes, respectively, ranking highest among gift recipients.

When choosing gifts, health and safety are the top considerations, with 47.1% of votes; closely following are the genuine needs and preferences of elders and practicality and usage frequency, with 46.8% and 42.4%, respectively.

Second, the selection of nutritional health products is becoming highly refined. The survey shows that 46.1% of consumers prefer sugar-free or low-sugar formulas to manage chronic conditions; 38.2% favor ready-to-eat products; 32.8% prefer small, independent packages. The focus is on products related to bone health and cardiovascular care.

Third, smart health devices emphasize practicality and ease of use. The survey indicates that 73.5% of consumers prioritize choosing smarter, more convenient electronic products as gifts for elders, which are endowed with roles such as remote companionship, health management, and daily life assistance. Features like health monitoring, chronic disease management, reducing household chores, and enriching spiritual entertainment are especially popular.

Fourth, food gift boxes are returning to health and emotional connection. The survey shows that 54.2% of consumers prioritize clean ingredient lists, followed by taste preferences of elders, with a voting rate of 44.4%. Many also hope to let elders try new flavors, making the gift a new emotional bridge.

Companies with Suitable Products for Gifting Elders

As filial piety-related New Year shopping continues to heat up, which listed companies are involved in elder gift sectors? Based on JD.com Consumer and Industry Development Research Institute data, we have identified 20 listed companies across six major fields: nutritional health products, health monitoring, household assistance, massage and rehabilitation devices, apparel, and specialty foods.

In terms of market performance, as of February 13, these 20 companies have seen an average slight decline this year, with Leshi Medical, Hikvision, Shouxian Valley, Jiuan Medical, and Rontai Health ranking among the top five gainers.

Leshi Medical has nearly a 10% increase since the start of the year, focusing on smart health products including wearable fitness bands, electronic health scales, fat measurement devices, and electronic blood pressure monitors.

Hikvision has gained 8.51%, with products including smart cameras. Its net profit in 2025 is nearly 14.2 billion yuan, up 18.46% year-over-year.

Shouxian Valley specializes in high-end supplements like Ganoderma lucidum spore powder and high-quality tonics.

Jiuan Medical focuses on health monitoring devices, offering a comprehensive line covering blood pressure, blood sugar, blood oxygen, ECG, heart rate, weight, body fat, sleep, and activity tracking.

In terms of performance, Coves’ net profit ceiling for 2025 is 1.8 billion yuan, with a maximum year-over-year increase of over 120%. Its products include robotic vacuum cleaners, window-cleaning robots, and air purifiers, which can reduce elders’ household chores with one-touch operation.

Jiechang Drive’s net profit for 2025 is projected to increase by up to 55%, with products such as smart desks, therapy chairs, and wheelchairs.

Additionally, Jiuan Medical and Leshi Medical both have a maximum projected year-over-year profit increase exceeding 35%.

(Source: Data Treasure)