艾媒咨询 | 2026年中国新消费趋势白皮书

2025年，中国消费市场在政策协同发力与需求结构升级双重驱动下，实现稳步扩容与质效提升，消费作为经济增长“压舱石”的作用愈发凸显。市场结构持续优化，服务消费提速，文旅、文体休闲等服务领域保持增长，绿色消费、升级类消费需求也在加速释放，消费市场整体呈现“稳中有进、结构优化、业态创新”的鲜明特征。
根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026年中国新消费趋势白皮书》数据显示，情绪经济赛道以2.72万亿元市场规模成为增长新引擎，宠物经济、潮玩经济、户外经济及新式茶饮分别凭借情感寄托、IP社交、场景疗愈与文化出海属性快速扩容；品质生活赛道呈现多元化升级态势，银发经济从“养老”向“享老”跃迁，2025年养老产业市场规模达16.1万亿元，健康消费向主动预防转型，精准饮食、品质家居、文化娱乐消费持续升温；智能科技赛道迎来爆发期，原生AI终端密集上市，数字人核心市场规模达480.6亿元，服务机器人场景化应用加速，智能网联汽车构建移动第三智能空间，技术正深度重塑消费体验。
艾媒咨询分析师认为，未来消费市场扩容提质态势将持续巩固，五大新兴趋势值得重点关注：①下沉市场从人口红利转向价值红利，“品质下沉”与“体验下沉”成为新方向；②“AI+”全场景融合催生个性化生活管家服务，重构消费服务模式；③虚实融合加速推进，数字资产与实体消费边界逐步模糊；④可持续消费从理念渗透走向全链路行动闭环，绿色低碳成为产业共识；⑤生态化出海成为主流，企业加速构建全球化价值共生体系。
In 2025, China's consumer market achieved steady expansion and quality-efficiency improvements driven by the synergistic force of policies and the upgrading of demand structure. Consumption has played an increasingly prominent role as the "ballast" of economic growth. The market structure has continued to optimize, with service consumption accelerating its growth. Service sectors such as culture and tourism, sports, and leisure maintained expansion, while demand for green consumption and premium consumption also accelerated its release. The consumer market as a whole exhibited distinct characteristics of "stability with progress, structural optimization, and format innovation."
According to the latest data from White paper on China's new consumption trends in 2026 released by the global third-party new economy industry data mining and analysis agency iiMedia Research, the emotional economy sector, with a market size of 2.72 trillion yuan, has emerged as a new engine of growth. Pet economy, trend toy economy, outdoor economy, and new-style tea drinks have expanded rapidly, leveraging attributes such as emotional attachment, IP social interaction, scene-based healing, and cultural export. The quality lifestyle sector shows a trend of diversified upgrading, with the silver-haired economy transitioning from "elderly care" to "enjoyable aging." In 2025, the elderly care industry's market size reached 16.1 trillion yuan. Health consumption is shifting toward proactive prevention, while precise nutrition, quality home living, and cultural entertainment consumption continue to gain momentum. The smart technology sector is experiencing an explosive period, with the launch of native AI terminals, the core market size of digital humans reaching 48.06 billion yuan, accelerated scenario-based applications of service robots, and smart connected vehicles constructing a mobile third intelligent space. Technology is deeply reshaping the consumer experience.
iiMedia Research analysts believe that the trend of expansion and quality improvement in the consumer market will continue to solidify in the future, with five emerging trends worthy of close attention:①The sinking market is shifting from a demographic dividend to a value dividend, with "quality down-reaching" and "experience down-reaching" emerging as the new focal points.②The full-scenario integration of "AI+" is giving rise to personalized life concierge services, fundamentally reconstructing consumer service models.③The convergence of the virtual and real worlds is accelerating, gradually blurring the boundaries between digital assets and physical consumption.④Sustainable consumption is evolving from conceptual penetration to a full-chain action cycle, with green and low-carbon practices becoming an industry-wide consensus.⑤Ecosystem-based global expansion is becoming mainstream, as enterprises accelerate the establishment of a global value co-creation system.

艾媒咨询 | 2025年第四季度全球主要行业投融资数据监测季报

2025年第四季度全球主要行业投融资市场活跃度略有提升但投资热度降温，资金投向呈分散化趋势。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年第四季度全球主要行业投融资数据监测季报》显示，本季度投资金额为8975.15亿人民币，投资事件数量为2600起。
艾媒咨询分析师认为，投资事件数量增长可能反映市场活跃度有所提升，而投资金额大幅下降或与行业周期调整、政策收紧及市场环境变化有关，例如经济下行压力增大导致投资者趋于谨慎。本季度的特点是，在投资事件增加的背景下，单笔投资规模出现收缩，这可能意味着市场正在重新评估风险。与历史趋势相比，本季度投资金额明显低于上一季度，反映出市场投资热度有所降温，资金投向呈现分散化态势。
In the fourth quarter of 2025, the investment and financing market activity in major global industries slightly increased, but the investment enthusiasm cooled down, and the direction of funds showed a trend of diversification. According to the latest "2025 Fourth Quarter Global Major Industry Investment and Financing Data Monitoring Quarterly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the investment amount in this quarter was 897.515 billion RMB, and the number of investment events was 2,600.
Analysts from iiMedia Research believe that the increase in the number of investment events may reflect an improvement in market activity, while the significant decline in investment amount could be related to industry cycle adjustments, tightened policies, and changes in the market environment, such as the increased economic downturn pressure causing investors to become more cautious. The characteristic of this quarter is that, against the backdrop of an increase in investment events, the scale of individual investments has shrunk, which may indicate that the market is reassessing risks. Compared with historical trends, the investment amount in this quarter was significantly lower than that of the previous quarter, reflecting a cooling of investment enthusiasm and a trend of diversified fund allocation.

艾媒咨询 | 2026年饼干和膨化食品消费趋势洞察研究

2026年1月13日，2025年中焙糖协饼干/膨化食品专业委员会年会暨行业发展论坛在广东省珠海市成功举办。大会汇聚了众多行业专家及饼干、膨化食品企业代表等嘉宾，共同探讨行业现状与未来趋势。艾媒咨询CEO兼首席分析师张毅博士受邀出席，并发表了《2026年饼干和膨化食品消费趋势洞察研究》主题演讲，结合最新数据与市场动态，深度剖析了行业发展脉络与消费趋势。
iiMedia Research（艾媒咨询）数据显示，2025年中国膨化食品市场规模达1204亿元，同比增长4.2%，2026年预计将进一步增至1246亿元，行业增长得益于人口基数、消费能力提升，以及健康零食兴起、线上渠道拓展等趋势。当前消费者健康诉求走高，减糖减盐减脂、非油炸工艺等成为购买重要考量因素，薯片/薯条是最受欢迎的膨化食品品类，辣味为首选口味，同时消费者指出行业存在高盐高油、营养单一、包装不环保等痛点。未来饼干与膨化食品行业将朝着健康化转型深化、渠道结构多元升级、产业体系智能绿色升级、产品创新多元延伸四大趋势加速发展。

艾媒咨询 | 2025年中国肉制休闲零食行业发展状况与消费行为调查数据

在健康化趋势与即食需求的双重推动下，中国肉制休闲零食行业保持增长态势，消费场景也逐步从传统零食向户外休闲、佐餐搭配等多维度延伸。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国肉制休闲零食行业发展状况与消费行为调查数据》显示，2024年中国肉类产量达到9779.90万吨；2025年中国休闲食品行业规模为11804亿元，2027年预计将达到12378亿元。中国肉类产量的持续增长为肉制休闲零食行业提供了充足的原料保障与成本优化空间，上游供给扩容直接助推即食肉制品创新升级。企业应把握原料优势，深耕产品研发与品质提升，以满足消费者对高品质肉制零食的增量需求。
在2025年中国消费者购买肉制休闲零食时，最关注的因素是味道口感是否喜欢，占比高达49.73%。其次是价格是否合理，占比45.27%。消费场景集中于“休闲娱乐”，如追剧、游戏等，占比达70.68%；“朋友聚会”场景也较为常见，占53.78%。反映出该品类以满足日常休闲与社交需求为主。这表明当前消费者的决策仍以感官满足与性价比为核心导向，显示肉制零食的“休闲属性”与“情感陪伴”功能突出。企业需在优化风味与成本控制的基础上，进一步围绕高频的居家娱乐及社交场景进行产品创新与精准营销，以巩固消费黏性。
艾媒咨询分析师认为，未来中国肉制休闲零食行业将呈现以下发展趋势。一是健康化升级加速，低脂、低钠、高蛋白产品受到青睐，清洁标签与功能性添加成为创新重点；二是风味与形态持续多元化，地域特色与国际口味融合，满足消费者尝鲜需求；三是消费场景进一步细分，除了休闲娱乐与社交场景外，运动健康、办公室补给等场景渗透加深；四是品牌竞争转向供应链把控与可持续能力，可追溯原料与环保包装将逐渐成为行业标配。
Driven by the dual forces of health trends and the demand for ready-to-eat products, the Chinese meat-based snack industry has maintained a growth momentum, with consumption scenarios gradually expanding from traditional snacks to multiple dimensions such as outdoor leisure and meal accompaniments. According to the latest "2025 China Meat-Based Snack Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, China's meat production reached 97.799 million tons in 2024; the scale of China's snack industry is expected to be 1.1804 trillion yuan in 2025 and 1.2378 trillion yuan in 2027. The continuous growth of China's meat production provides sufficient raw material guarantees and cost optimization space for the meat-based snack industry, and the expansion of upstream supply directly promotes the innovation and upgrading of ready-to-eat meat products. Enterprises should leverage the raw material advantages, focus on product research and development and quality improvement, to meet the increasing demand for high-quality meat-based snacks from consumers.
When Chinese consumers purchase meat-based snacks in 2025, the most concerned factor is whether they like the taste and texture, accounting for as high as 49.73%. The second factor is whether the price is reasonable, accounting for 45.27%. The consumption scenarios are mainly concentrated in "leisure and entertainment", such as watching TV series and playing games, accounting for 70.68%; "friend gatherings" are also common, accounting for 53.78%. This reflects that the category mainly meets the daily leisure and social needs. This indicates that current consumers' decisions are still centered on sensory satisfaction and cost-effectiveness, highlighting the "leisure attribute" and "emotional companionship" functions of meat-based snacks. Enterprises need to optimize flavors and cost control, and further carry out product innovation and precise marketing around frequent home entertainment and social scenarios to consolidate consumer stickiness.
Analysts from iiMedia Research believe that the following trends will emerge in the Chinese meat-based snack industry in the future. First, the pace of health upgrades will accelerate, with low-fat, low-sodium, and high-protein products favored, and clean labels and functional additives becoming the focus of innovation; second, flavors and forms will continue to diversify, with the integration of regional characteristics and international flavors to meet consumers' desire for novelty; third, consumption scenarios will be further segmented, with the penetration of scenarios such as sports and health, and office supplies deepening in addition to leisure and entertainment and social scenarios; fourth, brand competition will shift to supply chain control and sustainable capabilities, with traceable raw materials and eco-friendly packaging gradually becoming industry standards.

艾媒咨询 | 2025年中国化妆品行业市场发展状况与消费行为调查数据

在消费结构升级、审美观念演进及悦己意识增强等多重因素的共同驱动下，中国化妆品消费市场持续呈现持续增长态势。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国化妆品行业市场发展状况与消费行为调查数据》显示，2025年全球化妆品市场规模达到5719.9亿美元，与此同时，2025年中国化妆品行业市场规模为5791亿元。这表明中国已成为全球化妆品消费的核心市场之一，展现出强劲的本土消费活力与增长潜力。未来，中国化妆品行业增长将更依赖于科技创新与本土文化自信的双轮驱动。
中国消费者购买化妆品时，最关注的三个因素分别是产品功效（50.51%）、产品成分（43.83%）和品牌（38.51%）。此外，在消费者使用彩妆产品的场景中，逛街/休闲场景的占比最高，达到51.76%；其次是聚会（46.21%）；商务场合和上班使用彩妆的比例相近，分别为41.68%和41.56%。功效与成分的高关注度，折射出消费者对化妆品的需求从“悦目”转向“悦效”，而彩妆场景的分布，也印证了日常化、轻量化的彩妆消费正在成为主流，也为品牌的产品研发与场景化营销提供了明确的方向。
艾媒咨询分析师认为，未来中国化妆品市场将呈现三大发展趋势。一是功效护肤和成分创新驱动市场增长，科技研发投入持续加大；二是细分市场加速渗透，男性护肤、银发族群和敏感肌护理成为增长亮点；三是国货品牌持续崛起，通过本土文化元素与科技融合提升品牌价值。同时，可持续发展与绿色消费理念将贯穿产业链，数字化营销与个性化服务深化消费者互动。整体市场将从规模扩张转向高质量发展，消费者对产品的安全性、功效性和体验感要求不断提升。
Driven by multiple factors such as the upgrading of consumption structure, the evolution of aesthetic concepts, and the strengthening of self-pleasing consciousness, the Chinese cosmetics consumption market has maintained a continuous growth trend. According to the latest "2025 China Cosmetics Industry Market Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the global cosmetics market size is expected to reach 571.99 billion US dollars in 2025, while the market size of the Chinese cosmetics industry is projected to be 579.1 billion yuan. This indicates that China has become one of the core markets for global cosmetics consumption, demonstrating strong domestic consumption vitality and growth potential. In the future, the growth of the Chinese cosmetics industry will rely more on the dual drivers of technological innovation and confidence in local culture.
When Chinese consumers purchase cosmetics, the three most concerned factors are product efficacy (50.51%), product ingredients (43.83%), and brand (38.51%). Additionally, among the scenarios where consumers use makeup products, the proportion of shopping/leisure scenarios is the highest, reaching 51.76%; followed by parties (46.21%); the proportions of using makeup in business occasions and at work are similar, at 41.68% and 41.56% respectively. The high attention to efficacy and ingredients reflects that consumers' demands for cosmetics have shifted from "pleasing the eyes" to "pleasing the effect", and the distribution of makeup scenarios also confirms that daily and lightweight makeup consumption is becoming mainstream, providing a clear direction for brand product development and scenario-based marketing.
Analysts from iiMedia Research believe that the Chinese cosmetics market will present three major development trends in the future. First, efficacy skincare and ingredient innovation will drive market growth, with continuous increases in R&D investment in technology. Second, the penetration of niche markets will accelerate, with male skincare, silver-haired groups, and sensitive skin care becoming growth highlights. Third, domestic brands will continue to rise, enhancing brand value through the integration of local cultural elements and technology. At the same time, sustainable development and green consumption concepts will run through the entire industrial chain, and digital marketing and personalized services will deepen consumer interaction. The overall market will shift from scale expansion to high-quality development, with consumers' requirements for product safety, efficacy, and experience constantly increasing.

艾媒咨询 | 2025年中国演唱会市场发展状况与消费行为调查数据

随着数字宣发普及及跨城观演常态化，中国演唱会市场正迈入规模化与专业化发展的新阶段。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国演唱会市场发展状况与消费行为调查数据》显示，2025年中国演出市场规模为969.10亿元，预计2026年将达到1017.03亿元。消费需求稳步回升、线下娱乐场景吸引力增强、以及演出内容与形式的持续创新，共同推动了演出市场规模的持续扩张。预计未来几年，随着居民消费水平的提高和文化需求的增加，演出市场规模将继续扩大。
在2025年中国消费者观看演唱会的主要原因中，占比最高的是“喜爱的明星重启演唱会”，达到49.20%；其次是“个人消费水平恢复”，占比47.30%；排名第三的是“个人喜好”，占比42.60%。此外，在消费者参加演唱会的考虑因素中，排名前三位的因素分别是举办城市远近（30.10%）、时间是否合适（27.30%）和票价高低（15.20%）。这表明演唱会市场的复苏由喜爱明星的回归与个人消费信心双向驱动，情感连结是核心引擎。同时，消费决策呈现高度理性化：即使对明星充满热情，地理位置、时间成本与票价等现实因素仍是关键约束，反映出市场已进入情感冲动与精打细算并存的“理性热爱”新阶段。
艾媒咨询分析师认为，未来中国演唱会市场将呈现三大趋势。一是市场结构持续细分与下沉：在核心城市竞争白热化的同时，演出将加速向二三线城市渗透，以匹配消费者对“举办城市远近”的敏感需求。二是体验价值成为核心竞争维度：市场从单一的明星驱动，加速向“明星IP×创新制作×沉浸科技”的综合体验驱动转变，VR/AR等技术将深度应用于线上直播与现场互动，提升附加值以平衡消费者对票价的考量。三是商业模式融合化：“演唱会+”模式将成熟发展，与文旅、商业地产、品牌营销深度绑定，形成跨业态消费闭环，从而优化成本并拓宽收入来源。中国演唱会市场将在狂热与理性的动态平衡中，走向更专业、更精细化的新阶段。
With the popularization of digital promotion and the normalization of cross-city performances, the Chinese concert market is entering a new stage of scale and professional development. According to the latest "2025 China Concert Market Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the scale of the Chinese performance market in 2025 is 96.91 billion yuan, and it is expected to reach 101.703 billion yuan in 2026. The steady recovery of consumer demand, the enhanced appeal of offline entertainment scenarios, and the continuous innovation of performance content and forms have jointly driven the continuous expansion of the performance market. It is expected that in the coming years, with the improvement of residents' consumption levels and the increase in cultural demands, the scale of the performance market will continue to expand.
Among the main reasons for Chinese consumers to watch concerts in 2025, the highest proportion is "favorite stars restarting concerts", reaching 49.20%; followed by "personal consumption level recovery", accounting for 47.30%; and the third is "personal preference", accounting for 42.60%. In addition, among the factors consumers consider when attending concerts, the top three factors are the distance of the hosting city (30.10%), whether the time is suitable (27.30%), and the ticket price (15.20%). This indicates that the recovery of the concert market is driven by the return of favorite stars and the restoration of personal consumption confidence, with emotional connection being the core engine. At the same time, consumer decisions show a high degree of rationalization: even if they are passionate about stars, factors such as geographical location, time cost, and ticket prices remain key constraints, reflecting that the market has entered a new stage of "rational love" where emotional impulse and careful calculation coexist.
Analysts from iiMedia Research believe that the Chinese concert market will present three major trends in the future. First, the market structure will continue to be segmented and sink: while competition in core cities intensifies, performances will accelerate their penetration into second- and third-tier cities to match consumers' sensitive demand for "distance of the hosting city". Second, experience value will become the core competitive dimension: the market will shift from being solely driven by stars to being driven by a comprehensive experience of "star IP × innovative production × immersive technology", with VR/AR and other technologies deeply applied in live streaming and on-site interaction to increase added value and balance consumers' consideration of ticket prices. Third, business models will be integrated: the "concert +" model will mature and develop, deeply binding with tourism, commercial real estate, and brand marketing to form a cross-industry consumption closed loop, thereby optimizing costs and broadening revenue sources. The Chinese concert market will move towards a more professional and refined new stage in the dynamic balance of enthusiasm and rationality.

艾媒咨询 | 2025年中国医美行业发展状况与消费行为调查数据

随着消费升级与技术迭代，中国医美行业已从传统整形扩展至轻医美、抗衰老等多元化领域，市场规模持续扩大。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国医美行业发展状况与消费行为调查数据》显示，2025年中国医美服务行业市场规模为3701亿元，2025年中国轻医美市场用户规模达3105万人。中国医美市场的增长不仅源于消费升级，也得益于技术普惠与轻医美项目的高复购率。当前行业已进入以精细化运营、差异化服务和合规化发展为核心驱动的新阶段。
在2025年中国消费者对医美项目的接受程度中，“会考虑整形，但风险要相对可控”位列第一，占比46.02%；其次是“能够接受手术医美整形，并承受一定风险”，占比22.94%。此外，在消费者接受过的医美项目中，轻医美（非手术类）占比最高，达到74.45%；医美整形（手术类）的占比为33.52%。这表明中国消费者对医美的态度趋于理性与谨慎，安全可控的非手术类项目成为市场主流偏好。同时，手术类项目亦拥有稳定的需求群体，显示出市场需求的层次性与多元化。
艾媒咨询分析师认为，未来中国医美市场将延续“轻医美主导、技术驱动、合规深化”的主线发展。一方面，非手术项目凭借低风险、高复购优势，仍是增长核心，Z世代与男性、下沉市场需求进一步释放。另一方面，再生材料、AI个性化方案及智能器械加速迭代，推动服务精准化与效果革新。此外，监管常态化下，行业加速品牌化整合，合规机构与上游技术型企业凸显优势。总的来说，消费者更趋理性，追求自然效果与安全保障，倒逼市场从营销竞争转向以品质、精细化运营为核心的高质量发展新阶段。
With the upgrading of consumption and technological advancements, China's medical aesthetics industry has expanded from traditional plastic surgery to diversified fields such as minimally invasive aesthetics and anti-aging. The market size has continued to grow. According to the latest "2025 China Medical Aesthetics Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of China's medical aesthetics service industry will reach 370.1 billion yuan in 2025, and the user scale of the minimally invasive aesthetics market in China will reach 31.05 million people in 2025. The growth of China's medical aesthetics market is not only due to the upgrading of consumption but also benefits from the popularization of technology and the high repurchase rate of minimally invasive aesthetics projects. Currently, the industry has entered a new stage driven by refined operation, differentiated services, and compliance development.
In terms of Chinese consumers' acceptance of medical aesthetics projects in 2025, "Would consider plastic surgery, but the risk should be relatively controllable" ranks first, accounting for 46.02%; followed by "Can accept surgical medical aesthetics and bear certain risks", accounting for 22.94%. Additionally, among the medical aesthetics projects consumers have received, minimally invasive aesthetics (non-surgical) accounts for the highest proportion, reaching 74.45%; surgical medical aesthetics accounts for 33.52%. This indicates that Chinese consumers' attitudes towards medical aesthetics are becoming more rational and cautious, and non-surgical projects with low risks and high repurchase rates have become the mainstream preference in the market. At the same time, surgical projects also have a stable demand group, demonstrating the hierarchical and diversified nature of market demand.
Analysts from iiMedia Research believe that in the future, China's medical aesthetics market will continue to develop along the main line of "minimally invasive aesthetics dominance, technology-driven, and compliance deepening". On the one hand, non-surgical projects, with their low-risk and high-repurchase advantages, will remain the core of growth, and the demands of Generation Z, men, and consumers in lower-tier cities will be further released. On the other hand, regenerative materials, AI personalized solutions, and intelligent devices will accelerate iteration, promoting the precision and effect innovation of services. Moreover, under the normalization of regulation, the industry will accelerate brand integration, and compliant institutions and upstream technology enterprises will highlight their advantages. In summary, consumers are becoming more rational, pursuing natural effects and safety guarantees, which will force the market to shift from marketing competition to high-quality development centered on quality and refined operation.

艾媒咨询 | 2025年中国休闲食品行业发展状况及消费行为调查数据

在消费升级与渠道革新的双重驱动下，中国休闲食品行业规模稳步扩容，消费场景持续拓宽。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国休闲食品行业发展状况与消费行为调查数据》显示，2025年中国休闲食品行业规模为11804亿元，2027年预计将达到12378亿元；2025年中国零食集合店市场规模为1239亿元，2027年有望达到1547亿元。这一增长不仅得益于人口基数大和消费能力提升，还与健康零食、线上销售等新兴趋势密切相关。未来行业需在品质升级与品类创新基础上，强化供应链效率与消费场景拓展，以挖掘新增量空间。
在2025年中国消费者购买休闲食品的频率中，占比最高的是“每个月7-8次”，为32.00%；其次是“每个月9-10次”，占比23.17%。此外，在消费者偏好的休闲食品类型中，香脆休闲食品（薯片等）占比最高，达到40.42%。其次是面包、蛋糕与糕点，占比39.52%。这表明中国消费者对休闲食品的需求较为高频。同时，以口感为核心的香脆类、烘焙类产品成为市场主流，既契合消费者对味觉满足的核心诉求，也适配日常便捷消费场景。
艾媒咨询分析师认为，未来中国休闲食品行业将呈现三大趋势。一是“健康化升级”成为核心方向，消费者在追求口味的同时更关注成分清洁、功能添加与营养均衡；二是场景与渠道持续细分，零食集合店、即时零售等新兴渠道将继续高增长，并推动产品向办公室、户外、社交等场景渗透；三是品类创新与口感技术结合，企业在经典品类上进行健康改良与风味突破，并通过短保、鲜食等技术提升体验，最终在“好吃”与“安心”之间寻求新平衡。
Driven by both the upgrading of consumption and the innovation of distribution channels, the scale of China's snack food industry has been steadily expanding, and the consumption scenarios have been continuously broadened. According to the latest "2025 China Snack Food Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (a leading third-party data mining and analysis institution for the new economy industry), the scale of China's snack food industry is expected to reach 1,180.4 billion yuan in 2025 and 1,237.8 billion yuan in 2027. The market size of snack food collection stores is projected to be 123.9 billion yuan in 2025 and 154.7 billion yuan in 2027. This growth is not only attributed to the large population base and the improvement of consumption capacity but also closely related to emerging trends such as healthy snacks and online sales. In the future, the industry needs to enhance supply chain efficiency and expand consumption scenarios on the basis of quality improvement and category innovation to explore new growth spaces.
In terms of the frequency of Chinese consumers purchasing snack foods in 2025, the highest proportion is "7-8 times a month", accounting for 32.00%; followed by "9-10 times a month", accounting for 23.17%. Additionally, among the types of snack foods preferred by consumers, crispy snacks (such as potato chips) have the highest proportion, reaching 40.42%. Next are bread, cakes, and pastries, accounting for 39.52%. This indicates that Chinese consumers have a relatively high frequency of demand for snack foods. Meanwhile, crispy and baked products, which focus on taste, have become the mainstream in the market, meeting consumers' core demands for taste satisfaction and adapting to daily convenient consumption scenarios.
Analysts from iiMedia Research believe that the Chinese snack food industry will present three major trends in the future. First, "health upgrade" will become the core direction, with consumers paying more attention to clean ingredients, functional additives, and nutritional balance while pursuing taste. Second, scenarios and channels will continue to be segmented, with emerging channels such as snack food collection stores and instant retail continuing to grow at a high rate and promoting the penetration of products into office, outdoor, and social scenarios. Third, category innovation will be combined with taste technology, with enterprises making healthy improvements and flavor breakthroughs in classic categories and enhancing the experience through short-shelf-life and fresh food technologies, ultimately seeking a new balance between "taste" and "peace of mind".

艾媒咨询 | 2025年中国月饼行业发展白皮书

2025年，中国月饼市场正处于深刻的结构性调整期。在监管部门对“天价”月饼持续规范、国民健康意识不断增强的多重因素驱动下，市场消费日趋理性，高端礼盒需求进一步收缩，兼具高性价比与健康特征的产品备受推崇。
随着月饼的大众食品属性日益强化，其消费场景逐步日常化、零食化。iiMedia Research（艾媒咨询）数据显示，消费者选购月饼时最关注的TOP3因素分别是口味（52.8%）、保质期（41.6%）和价格（39.0%）。口味已成为影响消费决策的核心因素，行业竞争本质回归产品力与文化内涵的深耕。在此趋势下，品类创新不断涌现，食材升级、功能增值与场景延伸三大方向为主要创新矢量。
面对国内市场的阶段性调整，开拓海外市场成为众多企业寻求增长的重要战略。通过输出月饼这一文化载体，挖掘海外华人及对中华文化感兴趣消费群体的需求，正构筑起行业增长的新曲线。
In 2025, the Chinese mooncake market is in a profound period of structural adjustment. Driven by multiple factors such as the continuous regulation of "sky-high priced" mooncakes by regulatory authorities and the increasing health awareness of the public, market consumption has become increasingly rational, and the demand for high-end gift boxes has further contracted. Products that combine high cost performance and health features are highly favored.
As the mass food attribute of mooncakes becomes increasingly prominent, their consumption scenarios are gradually becoming more routine and snack-like. Data from iiMedia Research shows that the top three factors that consumers pay the most attention to when choosing mooncakes are taste (52.8%), shelf life (41.6%) and price (39.0%). Taste has become the core factor influencing consumption decisions, and the essence of industry competition has returned to the in-depth cultivation of product power and cultural connotations. Under this trend, category innovations are constantly emerging, with the upgrading of ingredients, the addition of functions and the extension of scenarios being the three main innovation vectors.
In the face of the phased adjustment of the domestic market, exploring overseas markets has become an important strategy for many enterprises to seek growth. By exporting mooncakes as a cultural carrier and exploring the demands of overseas Chinese and consumer groups interested in Chinese culture, a new growth curve for the industry is being constructed.

艾媒咨询 | 2025-2026年中国AI漫剧行业趋势白皮书

2025年末，中国AI漫剧行业迎来关键转折点，技术爆发与生态重构成为主旋律。AI技术推动漫剧创作迈入工业化阶段，使其在制作效率和视觉风格上与真人短剧形成鲜明区隔。与此同时，政策规范持续完善，叠加消费升级趋势，共同构筑了行业发展的坚实基础。产业链在IP储备深化、平台激励加码及AIGC技术赋能下持续扩容，而用户行为的深化则牵引内容加速向精品化、情感化方向演进。
此轮变革中，AI漫剧赛道迎来了政策与市场的双重拐点：一方面，抖音、快手、腾讯等核心平台密集推出精品化扶持政策；另一方面，监管趋严倒逼内容质量升级。这种“激励”与“收紧”并行的态势，标志着行业正式告别野蛮生长，迈入质效并重的精耕时代。
市场数据印证了强劲的增长势头，iiMedia Research（艾媒咨询）数据显示，中国动画微短剧市场规模在2025年呈现出爆发式增长，达到189.8亿元，同比激增276.3%，艾媒预期这一增长态势将延续，2030年市场规模有望突破850亿元。
By the end of 2025, China's AI comic and drama industry will reach a crucial turning point, with technological explosion and ecological reconstruction becoming the main themes. AI technology has driven the creation of comic dramas into an industrialized stage, making them distinct from live-action short dramas in terms of production efficiency and visual style. Meanwhile, the continuous improvement of policy regulations, coupled with the trend of consumption upgrade, have jointly built a solid foundation for the development of the industry. The industrial chain has been continuously expanding under the deepening of IP reserves, the intensification of platform incentives, and the empowerment of AIGC technology. Meanwhile, the deepening of user behavior has driven content to accelerate its evolution towards high-quality and emotional content.
In this round of transformation, the AI comic drama industry has reached a dual turning point in terms of policy and market: on the one hand, core platforms such as Tiktok, Kuaishou, and Tencent have successively introduced policies to support high-quality products; On the other hand, stricter regulation has forced an upgrade in content quality. This concurrent trend of "incentives" and "tightening" marks the industry's official farewell to wild growth and its entry into an era of meticulous cultivation that emphasizes both quality and efficiency.
Market data confirms the strong growth momentum. According to iiMedia Research, the market size of China's animated micro-short dramas witnessed explosive growth in 2025, reaching 18.98 billion yuan, a year-on-year increase of 276.3%. iiMedia Research predicts that this growth trend will continue, and the market size is expected to exceed 85 billion yuan by 2030.