艾媒咨询 | 2026年中国燕麦食品行业发展趋势研究报告

随着饮食健康愈发受到大众重视，健康代餐赛道整体热度不断走高，燕麦食品逐步成为契合大众养生需求与日常膳食搭配的主流选择。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年中国燕麦食品行业发展趋势研究报告》显示，2025年中国燕麦片行业市场规模达139.1亿元，同比增长7.84%，预计2030年将达190.2亿元。燕麦食品已成为健康食品领域的热门赛道，整体具备充足的发展潜力。

从种草渠道来看，消费者认为最有效的燕麦食品种草渠道中，综合电商平台（17.9%）居首，食品评测网站（11.9%）、视频平台（10.1%）次之，传统广告与促销推荐均低于3%。其中，最能促使消费者对燕麦产品产生购买欲的内容类型前三位为：限时优惠/直播带货（20.8%）、营养师专业测评（20.2%）、家庭食用场景分享（17.3%）。在燕麦购买渠道上，综合电商平台是主阵地，占比28.0%，即时零售、零食专卖店与会员超市合计67.2%，说明消费者越来越倾向于“高效率+高体验”的新型渠道。

艾媒咨询分析师指出，随着国民健康意识持续深化，多元化的营养健康需求为中国燕麦食品行业的发展提供了巨大机遇。同时，品类创新与消费场景的快速拓展，也让市场竞争愈发激烈，产品的健康属性与体验价值成为消费者的核心关注因素。此外，随着个性化饮食需求持续释放，燕麦食品行业正加速向功能化、

艾媒咨询 | 2026年全球及中国健康烘焙食品市场研究报告

全球及中国健康烘焙食品行业正处于消费升级与品类扩容并行的高速发展阶段。国民健康意识持续提升，推动烘焙产品从传统的高糖高油甜点向低糖低脂、清洁标签、功能性营养的健康食品转型，成为休闲食品及日常代餐赛道中的重要增量品类。新生代消费者聚焦健康化、便捷化与口感平衡的核心诉求，天然代糖替代、药食同源食材添加、营养升级成为产品升级的核心方向，冷冻烘焙技术、AI视觉检测、清洁标签工艺等智能化与标准化手段的广泛应用，正在推动健康烘焙产业从概念驱动向品质驱动全面进阶。根据全球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年全球及中国健康烘焙食品市场研究报告》数据显示，市场规模方面，2025年中国烘焙行业市场规模已达6621.5亿元，预计2029年将达8595.6亿元。在烘焙食品选择偏好中，“果味”（64.1%）、蛋糕类（75.6%）为首要品类；购买决策因素中，“营养成分”（59.7%）、“配料表”（54.8%）为主要驱动力；消费者认为健康烘焙食品的核心竞争力体现在无人工添加剂上，且对烘焙食品的健康属性需求明确，并期望健康烘焙食品向更高营养价值、更清洁的配料表方向发展。艾媒咨询分析师认为，健康烘焙市场已从“品类扩容驱动”迈向“健康驱动”的新阶段。未来，具备明确健康属性（如低糖低脂、清洁标签）、融合技术研发与供应链品控能力、适配代餐与休闲等多场景消费需

艾媒咨询 | 2025-2026年中国美容美发行业大数据研究与消费行为调查数据

国内美容美发行业历经数十年市场化发展，依托居民消费升级与服务业扩容，现已形成线下实体门店、洗护美容服务、美妆日化产品等多板块联动的完整产业链，是生活服务消费中不可或缺的支柱产业。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《2025-2026年中国美容美发行业大数据研究与消费行为调查数据》显示，2025年中国美容美发行业规模进一步扩大至4459亿元。行业消费消费结构呈现显著特征，仍以女性消费者为主体，占比76.54%；男性消费者占有一定比重，占比23.46%。核心消费人群为26-46岁中青年群体，且多为5001-15000元中高收入人群；消费区域集中在西南、华东、华南地区。
消费者选择美发店的核心需求集中在自身动手能力不足的专业弥补，重视专业服务价值与品牌实力。线上渠道（内容分享、社交平台）是消费者获取美发信息的核心路径，美发行业需结合线上内容运营与线下宣传，形成整合传播矩阵。消费者对微整形的需求核心偏向容貌的社会功能价值（如就业、生活影响），对微整形呈现出高度接纳的主流态势，但当前医美消费仍以特定人群为主，大众普遍持观望态度。
艾媒咨询分析师认为，美容美发行业规模的持续扩张与稳健增长，标志着该市场已进入稳定成熟的发展阶段，消费需求基础牢固并保持升级态势。行业的整体繁荣将吸引更多资本与人力资源投入，推动服务专业化与技术应用深化。未来竞争将更聚焦于服务质量提升、品牌差异化建设以及运营模式创新，以把握持续增长带来的长期机遇。
After decades of market-oriented development, China’s beauty and hairdressing sector has built a complete industrial chain integrating physical offline stores, hair & beauty care services, and cosmetics and daily chemical products, fueled by rising household consumption and the expansion of the service industry. It has become an indispensable pillar of consumer services. According to Big data analysis and consumer behavior survey in China's beauty and hairstyling industry from 2025 to 2026 newly released by iiMedia Research, a world-leading third-party new economy data research institution, the market size of China’s beauty and hairdressing industry climbed to RMB 445.9 billion in 2025.Notable traits stand out in the industry’s consumption structure: female consumers dominate at 76.54%, while male consumers account for the remaining 23.46%. Core consumers are middle-aged customers aged 26 to 46, mostly middle-to-high earners with a monthly income ranging from RMB 5,001 to 15,000. Consumption is geographically concentrated in Southwest, East and South China.Most consumers turn to professional salons for specialized services they cannot perform themselves, attaching great importance to service professionalism and brand strength. Online channels including content platforms and social media serve as the primary way for customers to access hairdressing-related information. Hence, industry players need to combine online content operation with offline promotion to build an integrated marketing communication system.
When it comes to minimally invasive cosmetic procedures, consumers’ core motivation lies in the social benefits of improved appearance such as better employment prospects and quality of life. Minimally invasive aesthetics have gained wide public acceptance, yet such medical beauty spending remains limited to niche groups, with most ordinary consumers staying cautious.
Analysts from iiMedia Research point out that the sustained expansion and steady growth of the beauty and hairdressing industry signal a mature market underpinned by solid and continuously upgrading consumer demand. The sector’s thriving development will draw more capital and talent, boosting service specialization and technological innovation. Future market competition will center on service improvement, differentiated brand building and operational model innovation to capture long-term growth opportunities.

艾媒咨询 | 2026年中国润喉糖消费趋势洞察报告

中国润喉糖行业在健康消费浪潮驱动下加速从传统的缓解不适向日常护嗓、职场提神、口气清新等多功能延伸，品类边界不断拓宽。消费者尤其关注成分天然化、剂型便捷性与功效可视化，本草配方、长效提神醒脑体验成为主流升级方向。同时，品牌竞争加速从渠道铺货转向信任构建，透明溯源、功效检测、场景化营销逐步渗透消费决策。智能化生产工艺与柔性供应链的应用，也推动了产品标准化与个性化定制的协同发展。根据全球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年中国润喉糖消费趋势洞察报告》数据显示，在润喉糖购买决策中，“季节变化、空气质量差”（57.4%）、“感冒”（51.8%）成为核心诱因，”缓解不适的效果“（52.8%）成为主要驱动力；品类偏好上，消费者更喜欢独立包装（63.5%）及温润舒适型（71.0%）的润喉糖；在对本草润喉糖的选择上，消费者认为本草润喉糖的缓解咽喉不适的效果更好（61.0%），且更偏好薄荷（46.8%）和罗汉果（46.1%）等本草成分，消费者期待开发针对特定人群的本草配方，并希望本草润喉糖向健康化、零食化方向发展。艾媒咨询分析师认为，润喉糖市场已从“传统缓解型单品”向“日常养护型品类”转型，消费者对成分安全与功效可感知的要求日益严苛，推动行业迈入健康化、功能细分化与品质化竞争的新阶段。(《艾媒咨询 |2026年中国润喉糖消费趋势洞察报告》

艾媒咨询 | 2026年中国家用化器械消费者行为洞察报告

当前中国家用化器械行业步入消费升级与需求细分的双轮驱动阶段，公众健康管理意识提升推动产品从单一医疗辅助工具向“居家健康终端”转型，成为大健康产业中增长稳健的垂直赛道。新生代与多世代用户叠加，聚焦智能化、无感化与场景融合三大核心诉求，行业正沿着监测精准化、效果可视化、交互适老化的方向快速演进，精准监测与异常预警、抗衰美容与产后康复等细分场景加速扩容，AI辅助分析、数据互联及功效验证能力成为产品升级的核心抓手。此外，柔性传感、自适应调节及家庭数据中台等底层技术的商业化落地，正在重塑家用器械的功能边界与价值定位。根据全球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年中国家用化器械消费者行为洞察报告》数据显示，市场规模方面，2025年大健康产业营收达到9.3万亿元。在改善身体不适的各类方式中，家用化器械已成为消费者的首要选择；超五成消费者对于使用家用器械产品效果预期在3-6个月；在各类决策因素中，安全性与合规性以34.4%的占比位居首位，反映出消费者对家用器械的核心诉求仍是产品的安全可靠与合规资质，这也是品牌建立用户信任的基础；在各仪器使用需求方面上，家用盆底肌治疗仪的主要需求是改善产后体态（53.3%），家用生发仪的核心需求是改善发丝、提升发丝韧性（48.5%），家用脱毛仪的核心需求是实现半永久或永久脱毛、减少脱毛频次（52.2%），

艾媒咨询 | 2026-2027年中国台球产业消费趋势洞察研究报告

随着全民健身理念深入人心，休闲体育赛道热度持续攀升，台球运动逐步成为适配大众休闲娱乐与运动健身需求的主流选择。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《2026-2027年中国台球产业消费趋势洞察研究报告》显示，2025年中国台球市场规模为1019.4亿元，同比增长16.9%，预计到2030年将达1920.3亿元。台球作为全民健身战略下的重点体育业态，受众基数庞大，具备强劲增长动力与广阔发展空间。
从消费者画像来看，男性占64.5%，女性占35.5%。从消费者年龄来看，26-35岁的消费者占比65.4%，其中，26-30岁的消费者占比40.4%。从消费特征来看，7.9%的消费者愿意与朋友一起去打台球，其中40.6%的受访者倾向于下午去台球馆，61.0%的受访者每次打台球时间在2-4小时。从消费者对无人自助台球的核心需求来看，消费者倾向于选择安全的门店环境与友好的服务氛围，分别占比53.4%和45.6%。
艾媒咨询分析师指出，随着全民健身政策持续落地、职业赛事热度攀升，为中国台球行业的发展创造了广阔机遇。同时，业态升级与消费场景不断延伸，行业市场竞争日趋激烈，消费体验优化成为消费者的核心关注因素。此外，随着个性化休闲需求持续释放，台球行业正加速向专业化、潮流化、多元化方向发展，消费者不再单纯追求娱乐消遣，更注重运动氛围、社交属

艾媒咨询 | 2026年中国速溶咖啡行业发展趋势报告

随着中国消费市场升级与本土咖啡产业成熟，速溶咖啡作为高频刚需饮品正迎来高质量发展阶段。报告聚焦中国速溶咖啡赛道，从市场规模、原料供给、消费行为、产品创新及行业趋势展开深度洞察。在市场扩容与国产替代驱动下，本土原料供应实力显著提升，2025年云南咖啡豆种植面积达146.3万亩、产量13.9万吨，国内自给率稳步提高，行业形成本土产能与精深加工双轮驱动格局，冻干、冷萃技术升级也为精品速溶咖啡普及筑牢根基。
调研显示，中国速溶咖啡用户消费粘性较强，96.6%的消费者每周至少饮用一次，健康化、口感化已成为选购核心诉求，超五成消费者认为新中式咖啡更具健康优势，丝滑细腻口感与果香花香风味位列用户喜好前两位。报告聚焦本土速溶咖啡头部品牌，剖析其在原料本土化、配方功能化与茶咖融合产品上的创新实践。
展望未来，中国速溶咖啡行业将向原料本土化、配方功能化与全链路综合竞争演进，低卡养胃等功能性赛道快速崛起，茶咖融合的新中式产品成为市场增量主力，行业竞争也将从单品内卷转向全链路比拼，推动产业迈向更高质量的发展阶段。

Against the backdrop of China’s consumption upgrade and the maturing of the domestic coffee industry, instant coffee, a

艾媒咨询 | 2026年中国球迷世界杯观赛意向及营销感知洞察报告

2026年美加墨世界杯临近，赛事在中国大陆地区的独家全媒体版权正式落地，行业核心不确定性全面消除，世界杯营销赛道迎来全新发展阶段。依托总台版权授权，咪咕、小红书等平台相继入局，赛事传播渠道与营销场景持续拓展，逐步搭建起覆盖全人群、多场景的运营体系。目前联想、海信、蒙牛三大国内头部品牌已拿下赛事顶级赞助权益，品牌合作思路也从传统流量冠名，转向精准权益运营与长期价值塑造。随着多方主体陆续布局，国内世界杯商业生态稳步扩容，赛事IP价值将进一步释放，成为上半年消费与体育营销领域的重要增长极。(《2026年中国球迷世界杯观赛意向及营销感知洞察报告》完整高清PDF版共53页，可点击文章底部报告下载按钮进行报告下载）

The 2026 FIFA World Cup is drawing near. The exclusive all-media copyright for the Chinese mainland has been officially secured, eliminating major uncertainties across the industry and ushering in a new phase for World Cup marketing. Authorized by China Media Group, platforms including Migu

艾媒咨询 | 2026年中国在线外卖平台市场发展状况与消费行为调查数据

依托移动互联网持续普及、即时配送体系不断完善，中国在线外卖市场规模稳步扩容，行业从高速扩张阶段迈入存量稳健增长阶段。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年中国在线外卖平台市场发展状况与消费行为调查数据》显示，当前外卖消费群体特征清晰，以女性用户（54.38%）、27-39岁中青年群体（52.43%）、5001-20000元中高收入职场人群为主，核心消费市场集中于二线、三线及新一线城市。便捷省时、菜品选择丰富是消费者选择外卖的核心原因；平台会员优惠、稳定配送速度、丰富积分福利是用户留存的关键因素。当前行业仍存在诸多痛点，价格补贴缩减、商家卫生问题、入驻商家数量不足是用户降低平台使用频率的主要原因。消费者对外卖食品安全的关注度较高，主要担忧配送污染、餐具清洁度、食品添加剂超标等问题。艾媒咨询分析师指出，在消费需求升级、用户体验要求提升的背景下，外卖行业告别粗放式规模扩张，朝着品质化、安全化、场景多元化方向转型。即时零售、社区团餐配送、高端餐饮外卖是行业未来核心拓展方向，也是消费者的核心需求落点。未来外卖平台需持续优化定价与补贴体系，强化商家资质审核与全链路食品安全管控，完善用户隐私保护与售后服务体系，同时精准匹配不同圈层用户差异化消费需求，推动行业高质量精细化发展。
Relying on the continuous popularization of mobile Internet and the continuous improvement of real-time distribution system, the scale of domestic online takeout market has steadily expanded, and the industry has moved from a stage of rapid expansion to a stage of steady stock growth. The latest survey data on the development status and consumption behavior of China's online food delivery platform market in 2026, released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, shows that the current characteristics of the food delivery consumer group are clear, mainly consisting of female users (54.38%), middle-aged and young people aged 27-39 (52.43%), and middle and high-income workers with a salary of 5001-20000 yuan. The core consumer market is concentrated in second tier, third tier, and new first tier cities. Convenience, time-saving, and a wide selection of dishes are the core reasons why consumers choose takeout; Platform member discounts, stable delivery speed, and rich point benefits are key factors for user retention. There are still many pain points in the current industry, such as reduced price subsidies, hygiene issues among merchants, and insufficient number of merchants joining the platform, which are the main reasons for users to reduce the frequency of platform usage. Consumers have a high level of concern for the safety of food sold to the outside world, mainly worrying about issues such as delivery contamination, tableware cleanliness, and excessive food additives. Analysts from iiMedia Research pointed out that in the context of upgraded consumer demand and improved user experience requirements, the food delivery industry is bidding farewell to extensive scale expansion and transforming towards quality, safety, and diversified scenarios. Instant retail, community meal delivery, and high-end food delivery are the core expansion directions of the industry in the future, as well as the landing points for consumers' core needs. In the future, food delivery platforms need to continuously optimize their pricing and subsidy systems, strengthen merchant qualification review and full chain food safety control, improve user privacy protection and after-sales service systems, and accurately match differentiated consumption needs of different circles of users to promote high-quality and refined development of the industry.

艾媒咨询 | 2026年中国小程序电商平台发展状况与用户行为调查数据

随着国内消费市场持续扩容、中国居民消费能力稳步提升，轻量化、社交化的小程序电商快速崛起，成为线上消费的重要增量渠道。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年中国小程序电商平台发展状况与用户行为调查数据》显示，当前小程序电商用户特征鲜明，以女性用户（72.66%）、31-50岁中青年群体（59.51%）为核心主力，西南、华东、华南为核心消费区域。业态方面，社区团购与线上独立拼单为主流模式；超六成用户经常使用社区团购小程序，用户月均消费集中在101-200元；拼多多、京东拼购、抖音电商拼单占据主流市场。价格实惠、操作便捷、品类丰富是小程序电商的核心优势；依托微信、QQ熟人社交的裂变模式，让拼单传播转化效率大幅提升，超九成用户加入或有意加入社区团购社群。行业发展痛点突出，商品图文不符、品质不稳定、定价不规范等问题频发，商品质量无保障、售后维权难、平台监管缺失、拼单机制不完善是行业主要短板。同时，不同圈层用户需求差异显著，年轻用户侧重拼单体验与成功率，中年用户注重性价比与售后；女性关注商品口碑与品控，男性更看重平台规范与场景拓展。艾媒咨询分析师表示，小程序电商拼单行业已告别粗放扩张，迈入精细化、规范化发展阶段。下沉市场拓展、产地直供供应链升级、线上线下融合是行业核心发展趋势，用户普遍认可产地直供模式，对行业标准化、权益保障、机制优化的诉求强烈。未来行业需聚焦品控与定价规范、完善售后维权体系、优化拼单与配送服务，依托私域社交优势丰富消费场景，推动社区团购与独立拼单模式融合互补，实现行业高质量升级。
With the continuous expansion of the domestic consumer market and steady improvement in residents' consumption capacity, lightweight and social mini-program e-commerce has rapidly risen to become a key incremental channel for online consumption. According to the latest report titled "Survey Data on the Development Status and User Behavior of Chinese Mini Program E-commerce Platforms in 2026" released by iiMedia Research (a globally leading third-party data mining and analysis agency for new economy industries), current mini-program e-commerce users exhibit distinct characteristics, with female users (72.66%) and the 31-50 age group (59.51%) serving as the core demographics, while Southwest, East, and South China are the primary consumption regions. In terms of business models, community group buying and independent online group purchasing dominate; over 60% of users frequently utilize community group buying mini-programs, with monthly spending concentrated between 101-200 yuan. Platforms such as Pinduoduo, JD.com Group Purchase, and TikTok E-Commerce Group Purchase hold significant market shares. Affordable prices, user-friendly operation, and a wide variety of products are the core advantages of mini-program e-commerce. Leveraging the word-of-mouth social networks of WeChat and QQ, the group-purchase model significantly enhances propagation and conversion efficiency, with over 90% of users joining or expressing interest in community group-buying communities. The industry faces prominent pain points, including frequent issues such as product-image discrepancies, inconsistent quality, and irregular pricing, leading to unreliable product quality, difficult after-sales protection, a lack of platform oversight, and incomplete group-purchase mechanisms. Additionally, user needs across different demographics vary significantly: younger users prioritize group-purchase experience and success rates, while middle-aged users focus on cost-effectiveness and after-sales service. Women emphasize product reputation and quality control, whereas men place greater importance on platform standards and scenario expansion. According to the analysts from iiMedia Research, the group-buying e-commerce industry for mini-programs has moved beyond crude expansion and entered a phase of refined and standardized development. Key growth trends include market expansion in lower-tier cities, supply chain upgrades for direct farm-to-market sourcing, and the integration of online and offline channels. Consumers widely endorse the direct farm-to-market model, with strong demand for industry standardization, rights protection, and mechanism optimization. The sector must focus on quality control and pricing standards, improve after-sales dispute resolution systems, and refine group-buying and delivery services. Leveraging the advantages of private social networks to enrich consumption scenarios, the industry should promote the complementary integration of community group buying and independent group-buying models to achieve high-quality upgrades.