Investments in China's newly emerging consumption brands saw a big surge in June, with the catering sector gaining increasing favor while those in the cosmetics sector dropping, a recent report said.

The report was issued by Linkshop, a research institute on retail information platforms, and it showed that in June, there were a total of 69 investment deals in the country's newly emerging consumption brands.

The total amount of investments reached 5.6 billion yuan ($806.7 million), up 9.8 percent on a monthly basis, with the food and beverage sector attracting more to 41 percent and the cosmetics sector less at 10 percent. Investments in the pet, baby and maternity, and restaurant sector also increased, it said.

"With the improvement of infrastructure such as cold-chain logistics and digitalization in the catering industry, a more mature system is there to help companies reduce costs. Many new catering brands emerged to tap consumers. Meanwhile, through business mode innovation, many brands have found room for growth in more subdivided tracks, and single-category tracks have emerged one after another," said Lin Ping, an expert at the research institute of Linkshop.

Lin said the retail trend in the catering industry has been strengthening in the post-COVID era. Whether it is pre-made dishes, seasoning, snacks, fast food and other chain brands－all have witnessed growth.

The reason for the investment decline in the cosmetics industry, Lin said, was because "the industry has the shortcomings of homogenization and single business modes, and there is serious competition among brands. Low gross profit, low research and development input, and heavy marketing are still problems among China's newly emerging cosmetics companies."

With an eye on upgrades in China's consumption environment and consumers' consumption habits in recent years, numerous new brands have emerged.