艾媒咨询 | 成分导向 草本突围——2026年头皮护理行业消费者需求调研报告

iiMedia Research（艾媒咨询）发布《成分导向 草本突围——2026年头皮护理行业消费者需求调研报告》，该报告为独立第三方中立产业调研，依托艾媒CMDAS数据系统多维度产业数据、终端市场实测样本完成测算。当前中国洗护发市场正告别野蛮生长的流量红利期，步入以细分品类创新与功能化升级驱动的稳健增长新阶段。iiMedia Research（艾媒咨询）数据显示，中国护发产品市场规模从2017年的510.70亿元增长至2025年的691.07亿元，预计2026年将达725.63亿元，2029年将突破800亿元，大盘整体保持稳健增长态势。其中，头皮护理作为增长最快的细分赛道之一，正从基础清洁向“头皮微生态抗衰”深度演进，成为推动整体市场扩容的核心引擎。头皮护理消费正从“去屑止痒”的基础诉求向“防脱固发、控油蓬松、舒缓修护”等专业化、精细化的全链路养护升级。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理头皮护理消费者的痛点分布、成分偏好、品类选择与品牌信任逻辑，为从业者洞察趋势、优化产品布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 撑起半边天——2026年男性颜值经济消费趋势研究报告

近年来，男性颜值经济持续受益于悦己消费、职场形象管理、社交媒体种草、医美抗衰及国货美妆崛起的全方位赋能，其消费形态已从基础洁面剃须延伸至功效护肤、彩妆修饰、医美抗衰与形象管理等多场景融合，“他经济”正成为颜值消费的重要增长极。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《撑起半边天——2026年男性颜值经济消费趋势研究报告》数据显示，2025年中国化妆品行业市场规模达5791亿元，预计2026年将达到6133亿元，同比增长5.9%；2030年预计将达到7554亿元，2026-2030年预测年均复合增长率约为5.3%。化妆品市场稳健扩容，为男性颜值经济渗透提供了坚实的产业基础。
从市场痛点看，中国消费者认为男性化妆品市场存在的主要痛点中，缺乏专业的男性护肤/化妆指导服务占31.41%，产品质量参差不齐占30.96%，线下体验渠道少占29.72%，品牌选择杂乱难以辨别占27.34%，专业指导缺失与品质信任不足尤为突出。从增长点看，中国消费者认为未来男性化妆品市场的增长点中，男性颜值管理意识提升、消费人群扩大占32.43%，针对性产品推出占32.32%，职场男性与中老年男性消费潜力释放占28.59%，男性医美类护肤品与高端产品需求增加占27.57%，平价高性价比产品崛起占25.54%，小众潮流品牌崛起占24.75%。与此同时，中国抗衰老市场规模预计2026年同比增长8.4%，抗衰需求持续增长，为男性功效护肤与医美品类拓展提供增量空间。
艾媒咨询分析师认为，未来男性化妆品市场将呈现四大趋势：一是人群持续扩容，向各年龄层渗透；二是产品细分化，针对性功效产品增多；三是品类高端化，医美与抗衰产品快速增长；四是服务专业化，体验与指导服务不断完善。品牌应顺应趋势，提前布局相关赛道，围绕男性肤质特点与使用习惯开发低门槛、强功效、易操作的针对性产品，补足专业指导与线下体验短板，并通过职场形象、抗衰管理等场景化营销强化男性颜值管理心智，在人群扩容与品类升级中抢占先机。未来，随着男性悦己消费意识觉醒与产品服务生态完善，男性颜值经济仍具备强劲的增长潜力与品牌突围空间。
In recent years, the male aesthetics economy has continuously benefited from comprehensive empowerment driven by self-care consumption, workplace image management, social media recommendations, medical aesthetics for anti-aging, and the rise of domestic beauty products. Its consumption patterns have expanded from basic cleansing and shaving to the integration of multiple scenarios, including functional skincare, makeup enhancement, medical aesthetics for anti-aging, and image management. The "he-economy" is emerging as a key growth driver for aesthetics consumption. According to the latest report titled "Supporting Half the Sky—2026 Male Aesthetics Economy Consumption Trend Research Report" released by iiMedia Research, a globally leading third-party data mining and analysis institution in the new economy industry, the market size of the China cosmetics industry reached 579.1 billion yuan in 2025 and is expected to reach 613.3 billion yuan in 2026, representing a year-on-year increase of 5.9%. By 2030, it is projected to reach 755.4 billion yuan, with a forecasted compound annual growth rate of approximately 5.3% from 2026 to 2030. The steady expansion of the cosmetics market has provided a solid industrial foundation for the penetration of the male aesthetics economy.
From the perspective of market pain points, among the primary challenges identified by China consumers regarding the male cosmetics market, the lack of professional male skincare/makeup guidance services accounts for 31.41%, inconsistent product quality for 30.96%, limited offline experience channels for 29.72%, and a chaotic brand selection that makes it difficult to make choices for 27.34%. The absence of professional guidance and insufficient trust in product quality are particularly prominent issues. From the perspective of growth drivers, Chinese consumers believe that among the future growth drivers for the men's cosmetics market, increased awareness of men's appearance management accounts for 32.43%, the expansion of the consumer base accounts for 32.32%, the release of consumption potential among working men and middle-aged/older men accounts for 28.59%, increased demand for men's medical aesthetic skincare products and high-end products accounts for 27.57%, the rise of affordable and high-value products accounts for 25.54%, and the emergence of niche trend brands accounts for 24.75%. Meanwhile, the Chinese anti-aging market is expected to grow by 8.4% year-on-year in 2026, with continuously growing demand for anti-aging products, providing additional growth opportunities for men's functional skincare and medical aesthetic product expansion.
iiMedia Research analysts believe that the future men's cosmetics market will exhibit four major trends: first, continuous population expansion, penetrating across all age groups; second, product segmentation, with an increase in targeted functional products; third, category premiumization, with rapid growth in medical aesthetic and anti-aging products; and fourth, service specialization, with continuous improvements in experiential and guidance services. Brands should align with these trends, proactively position themselves in relevant sectors, develop low-threshold, high-effectiveness, and easy-to-use targeted products centered on men's skin characteristics and usage habits, address the shortcomings in professional guidance and offline experiences, and strengthen men's appearance management awareness through scenario-based marketing such as workplace image and anti-aging management, thereby seizing opportunities amid population expansion and category upgrades. In the future, as men's self-care consumption awareness awakens and product-service ecosystems improve, the men's appearance economy will retain strong growth potential and room for brand breakthroughs.

艾媒咨询 | 2026年上半年中国人工智能行业投融资市场监测与分析报告

iiMedia Research（艾媒咨询）发布《2026年上半年中国人工智能行业投融资市场监测与分析报告》，该报告为独立第三方产业调研，依托艾媒CMDAS数据系统测算数据，覆盖人工智能行业投融资全链条。iiMedia Research（艾媒咨询）数据显示，2026年上半年人工智能主题投融资事件404起、金额1618.51亿人民币，事件数量与金额呈现结构性分化，单笔均值约4.01亿人民币，资本向头部集中。结合硬科技、人工智能及先进制造等热点，资金更多流向成熟期项目，早期融资相对收缩，市场整体趋于理性，行业呈现从规模扩张向质量深耕转型的趋势。报告聚焦于人工智能主题投融资金额、数量及分布状况，并详细分析了头部企业与机构在人工智能领域的资本格局，拆解其背后的布局策略，梳理产业现状、资本市场表现与偏好趋势，配套量化数据并研判中长期趋势，可为产业链企业、投资机构提供客观参考。

艾媒咨询 | 2026年上半年中国智能设备行业投融资市场监测与分析报告

iiMedia Research（艾媒咨询）发布《2026年上半年中国智能设备行业投融资市场监测与分析报告》，该报告为独立第三方产业调研，依托艾媒CMDAS数据系统测算数据，覆盖具身智能行业投融资全链条。iiMedia Research（艾媒咨询）数据显示，2026年中国智能设备行业投融资事件151起，金额494.72亿人民币，硬科技、人工智能及绿色能源等赛道热度延续，资金向成长期及战略新兴领域集中，市场整体呈结构性活跃、审慎扩张态势，行业整合与头部集聚趋势增强。报告聚焦于智能设备主题投融资金额、数量及分布状况，并详细分析了头部企业与机构在智能设备领域的资本格局，拆解其背后的布局策略，梳理产业现状、资本市场表现与偏好趋势，配套量化数据并研判中长期趋势，可为产业链企业、投资机构提供客观参考。

艾媒咨询 | 数实融合 场景创新——2026年乡村数字经济市场用户观察报告

近年来，乡村数字经济持续受益于数实融合、数字乡村建设、农村电商、智慧农业、乡村旅游数字化及普惠金融的全方位赋能，其应用场景已从单一农产品上行延伸至乡村文娱、农旅融合、质量追溯与金融助农等多场景融合。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《数实融合 场景创新——2026年乡村数字经济市场用户观察报告》数据显示，2024年中国农村网络零售额达28667亿元，2025年为30731亿元，保持持续增长态势，乡村数字消费与产业数字化基础持续夯实。
乡村数字经济用户认为最有利于乡村产业升级的数字化经济方式中，乡村旅游数字化占比最高，达48.87%；其次是乡村文娱数字化，占45.70%；智慧农业占45.36%。文旅融合与文娱数字化成为用户感知最强的产业升级路径，智慧农业与农村电商亦获广泛认可。与此同时，乡村数字经济用户认为互联网企业助力乡村产业升级最需要解决的问题中，用户对乡村数字经济相关产品/服务的信任度不足占比最高，达41.28%；其次是农产品标准化、品牌化程度不足，占34.55%；农村数字化应用门槛高占33.75%。信任缺失、标准化不足与能力短板共同构成乡村数字经济深层制约。
艾媒咨询分析师认为，信任问题是当前乡村数字经济发展面临的核心挑战，而标准化与品牌化不足、应用门槛高、人才短缺等则是深层次的制约因素。解决这些问题需要政府、企业、社会组织等多方协同发力，共同构建健康可持续的乡村数字经济生态。未来，随着数实融合深化、场景创新扩容与助农机制完善，乡村数字经济仍具备强劲的增长潜力与价值释放空间。
In recent years, the rural digital economy has continuously benefited from the comprehensive empowerment of digital-real integration, digital rural development, rural e-commerce, smart agriculture, digital rural tourism, and inclusive finance. Its application scenarios have expanded from the upward flow of single agricultural products to the integration of multiple scenarios, including rural cultural and entertainment, agritourism integration, quality traceability, and financial support for farmers. According to the latest report "Digital-Real Integration and Scenario Innovation—2026 Rural Digital Economy Market User Observation Report" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, rural online retail sales in China reached 2.8667 trillion yuan in 2024 and 3.0731 trillion yuan in 2025, maintaining a continuous growth trend, while the foundation for rural digital consumption and industrial digitalization continues to strengthen.
Among the digital economic models that rural digital economy users consider most conducive to rural industrial upgrading, digital rural tourism accounts for the highest proportion at 48.87%; followed by digital rural cultural and entertainment at 45.70%; and smart agriculture at 45.36%. The integration of culture and tourism with digital cultural and entertainment has become the most strongly perceived industrial upgrading path by users, while smart agriculture and rural e-commerce have also gained widespread recognition. Meanwhile, among the issues that rural digital economy users believe internet companies need to address most urgently to facilitate rural industrial upgrading, insufficient trust in rural digital economy-related products/services accounts for the highest proportion at 41.28%; followed by inadequate standardization and branding of agricultural products at 34.55%; and high barriers to rural digital applications at 33.75%. Lack of trust, insufficient standardization, and capacity gaps collectively constitute the deep-seated constraints on the rural digital economy.
Analysts at iiMedia Research believe that trust issues represent the core challenge currently facing the development of the rural digital economy, while inadequate standardization and branding, high application thresholds, and talent shortages serve as deeper-level constraining factors. Addressing these issues requires coordinated efforts from the government, enterprises, social organizations, and other stakeholders to jointly build a healthy and sustainable rural digital economy ecosystem. In the future, as the integration of the digital and physical economies deepens, scenario-based innovation expands, and mechanisms for supporting farmers are further refined, the rural digital economy will continue to possess strong growth potential and significant room for value realization.

艾媒咨询 | 不卷低价 品质为先——2026年果切市场消费趋势研究报告

iiMedia Research（艾媒咨询）发布《不卷低价 品质为先——2026年果切市场消费趋势研究报告》，该报告为独立第三方中立产业调研，依托艾媒CMDAS数据系统多维度产业数据、终端市场实测样本完成测算。当前中国果切市场正依托上游水果供给的稳步增长与居民鲜瓜果消费的持续提升，迎来从初级农产品加工向标准化零售业态跃迁的关键阶段。iiMedia Research（艾媒咨询）数据显示，2017至2025年中国生鲜电商市场规模从903亿元增长至5403亿元，预计2027年将达6302亿元，年复合增长率超23%。生鲜电商已成为果切消费的核心线上渠道之一，其规模扩容为果切市场提供了广阔的流量入口与即时配送履约基础。随着生鲜电商供应链能力的成熟以及消费者线上购买生鲜习惯的养成，果切业态正迎来打破区域限制、走向全国性规模化运营的机遇；但同时，行业也面临损耗率高、标准化难等制约因素的挑战。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理果切市场的发展背景、驱动与制约因素，深度剖析消费者的购买频次、品类偏好、渠道选择与信任逻辑，为从业者洞察趋势、优化供应链布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 精细发展 体验至上——2026年生活服务业消费观察报告

iiMedia Research（艾媒咨询）发布《精细发展 体验至上——2026年生活服务业消费观察报告》，该报告为独立第三方中立产业调研，依托艾媒CMDAS数据系统多维度产业数据、终端市场实测样本完成测算。当前中国生活服务业正经历从模式创新向精细化运营与体验升级切换的关键阶段，O2O模式作为连接数字经济与实体经济的重要桥梁，在经历早期的高速扩张后，已全面步入平稳增长与深耕细作的新常态。iiMedia Research（艾媒咨询）数据显示，中国O2O市场规模由2015年的4666.7亿元增长至2025年的38881.0亿元，预计2028年将突破5.9万亿元，整体呈稳定增长态势。随着下沉市场渗透加深与服务品类拓展，O2O市场仍有较大增长空间，将继续推动生活服务业数字化转型。在此背景下，生活服务消费正从“有没有、快不快”的基础诉求，向“精不精、好不好”的品质体验演进，粗放式的流量补贴与盲目扩张难以为继，回归服务本质、深耕履约质量成为行业共识。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理了家政、餐饮外卖与即时零售三大核心赛道的消费特征，为从业者洞察趋势、优化服务供给及挖掘下沉市场机遇提供专业决策参考。

艾媒咨询 | 女要体验男重品质 长剧衍生空间最大——2026年微短剧行业消费趋势研究报告

近年来，微短剧行业持续受益于短视频生态、IP全链路开发、AI制作、付费模式创新及长短视频平台联动的全方位赋能，其消费形态已从单一的竖屏快节奏剧集延伸至长剧衍生、独家精品、社交互动与多场景观看等多场景融合。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《女要体验男重品质 长剧衍生空间最大——2026年微短剧行业消费趋势研究报告》数据显示，中国微短剧市场规模从2020年的9.4亿元增长至2024年的504.4亿元，2025年达到677.9亿元，2026年预计为793.3亿元，2030年预计将达1505.9亿元，行业持续高速扩张，已成为影视消费增量的核心引擎。
性别分层下，消费偏好差异显著。女性向他人推荐微短剧更看重视觉效果（32.45%）与剧情题材（31.24%），男性更看重制作质量（35.65%）与主题深度（31.48%）；付费原因上，女性更看重提前解锁（28.40%）与专属福利（27.99%），男性更看重剧情优质（31.02%）与高清画质（29.63%）；弃剧原因上，女性因剧情无聊弃剧占33.27%，男性因制作质量差弃剧占33.33%。女性重体验与情感驱动，男性重品质与内容深度，性别差异化运营成为平台竞争的关键。
2026年中国消费者认为微短剧满足观看需求的方面中，提供更多与长剧相关的衍生微短剧占58.96%，增加更多独家和高质量内容占49.22%，增强社交互动功能如评论和分享占42.74%，提供更多观看场景选择占32.16%，提供更多符合个人兴趣的推荐算法占21.86%，提高演员表演的质量和多样性占12.27%。长剧衍生内容需求高居首位，精品内容与社交互动紧随其后。
艾媒咨询分析师认为，长剧衍生微短剧是消费者最强烈的未被满足的需求，说明消费者对IP内容的消费具有连续性与延展性，希望在长剧之外通过微短剧获得更多番外、前传、后传、人物篇等衍生内容；这为长短视频平台联动与IP全链路开发提供了巨大的市场空间。未来，随着IP衍生开发深化、精品化制作升级与社交化观看体验完善，微短剧行业仍具备强劲的增长潜力与商业创新空间。
In recent years, the micro-short drama industry has continuously benefited from the comprehensive empowerment of the short-video ecosystem, end-to-end IP development, AI production, innovative paid models, and the integration of long-form and short-video platforms. Its consumption patterns have evolved from single vertical-screen fast-paced series to multi-scenario integration, including long-form derivative content, exclusive premium productions, social interaction, and multi-scenario viewing. According to the latest report titled "Women Value Experience, Men Prioritize Quality: The Greatest Potential for Long-Form Derivative Content—2026 Micro-Short Drama Industry Consumption Trend Research Report" released by iiMedia Research, a global leading third-party data mining and analysis institution in the new economy industry, the market size of China's micro-short drama industry grew from RMB 940 million in 2020 to RMB 50.44 billion in 2024, reached RMB 67.79 billion in 2025, is expected to hit RMB 79.33 billion in 2026, and is projected to reach RMB 150.59 billion by 2030. The industry continues to expand rapidly, becoming a core driver of growth in film and television consumption. Under gender stratification, consumption preferences show significant differences.
When recommending micro-short dramas to others, women prioritize visual effects (32.45%) and plot themes (31.24%), while men place greater emphasis on production quality (35.65%) and thematic depth (31.48%). In terms of payment motivations, women value early unlocking (28.40%) and exclusive benefits (27.99%), whereas men prioritize high-quality storytelling (31.02%) and HD visuals (29.63%). Regarding reasons for dropping a series, women cite plot boredom as the primary reason (33.27%), while men attribute it to poor production quality (33.33%). Women prioritize experience and emotional engagement, while men value quality and content depth, making gender-differentiated operations a key factor in platform competition.
In 2026, Chinese consumers believe that micro-short dramas should meet viewing needs in the following aspects: providing more derivative micro-short dramas related to long-form dramas accounts for 58.96%; offering more exclusive and high-quality content accounts for 49.22%; enhancing social interaction features such as comments and sharing accounts for 42.74%; providing more viewing scenario options accounts for 32.16%; offering more recommendation algorithms tailored to personal interests accounts for 21.86%; and improving the quality and diversity of actor performances accounts for 12.27%. The demand for derivative content from long-form dramas ranks first, followed closely by premium content and social interaction.
Analysts from iiMedia Research believe that derivative micro-short dramas from long-form dramas represent the most strongly unmet consumer demand, indicating that consumers exhibit continuity and extensibility in their consumption of IP content, seeking additional derivative content such as side stories, prequels, sequels, and character-focused episodes beyond long-form dramas; this creates significant market opportunities for collaboration between long-form and short-video platforms and end-to-end IP development. In the future, as IP derivative development deepens, premium production standards improve, and social viewing experiences are refined, the micro-short drama industry will continue to possess strong growth potential and room for commercial innovation.

艾媒咨询 | 悦己理性 日常轻养——2026年中国轻医美行业消费洞察报告

iiMedia Research（艾媒咨询）发布《悦己理性 日常轻养——2026年中国轻医美行业消费洞察报告》，该报告为独立第三方中立产业调研，依托艾媒CMDAS数据系统多维度产业数据、终端市场实测样本完成测算。当前中国医美行业正告别野蛮生长，迈入以技术壁垒与合规能力为核心的高质量发展新阶段，轻医美化、日常化的消费趋势日益显著。iiMedia Research（艾媒咨询）数据显示，中国医美器械行业市场规模从2016年的232.8亿元增长至2025年的1070.3亿元，预计2026年将达1194.5亿元。同期，非手术类医美服务占比从2016年的39.7%波动提升至2025年的46.9%，预计2026年将达49.4%。国产器械技术突破与成本下探赋能非手术服务放量增长，行业上下游的竞争焦点正加速向合规资质、产品品质与服务体验转移。医美消费从“焦虑驱动”与“重度改造”向“悦己理性”与“日常轻养”深度演进，轻医美凭借低风险、恢复快、高频次等特征，正成为消费者日常抗衰与皮肤管理的主流选择。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理轻医美消费者的决策动机、项目偏好、机构选择逻辑与复购意愿，为从业者洞察趋势、优化产品布局及合规化运营提供专业决策参考。

偏好即饮 场景化进补——2026年人参饮品消费行为调查报告

近年来，人参饮品行业持续受益于大健康产业、即饮化消费、场景化滋补与国潮养生理念的全方位赋能，其消费形态已从传统的炖煮进补延伸至运动补给、日常免疫、礼品赠送与熬夜恢复等多场景融合。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《偏好即饮 场景化进补——2026年人参饮品消费行为调查报告》数据显示，中国保健品市场规模由2013年的993亿元增长至2024年的3554亿元，2025年达3775亿元，2026年预计将达4005亿元，整体保持稳健增长。人参饮品作为传统滋补即饮化的代表品类，有望持续受益于保健品市场扩容与消费场景多元化。
从饮用场景看，中国消费者饮用人参饮品的主要场景中，运动后补充能量占比最高，达62.86%；其次为作为礼品赠送，占51.43%；工作疲劳时提神与生病康复期间均为42.86%，日常养生保健占40.00%，熬夜后恢复精力占20.00%。运动补给与礼赠场景构成人参饮品消费的双核心，日常养生与疲劳恢复则形成重要补充。从产品偏好看，中国消费者偏好的人参精华原液类型中，人参与草本植物混合占68.54%，与水果精华混合占59.43%，纯人参精华原液占55.98%，添加益生菌占42.18%。复合配方与风味改良型产品接受度更高，纯原液亦保持较强基础需求。
基于消费调研发现与行业趋势，艾媒咨询分析师对人参饮品品牌提出四点策略建议：一是聚焦核心场景与人群，优先选择运动补给、日常免疫、老年滋补等高频场景中的一个做深做透，打造场景化爆品，而非贪多求全；二是强化价值透明化，主动公开原料产地、成分含量、检测报告等信息，用透明建立信任，破解消费者对价格与品质的顾虑；三是构建全渠道运营体系，线上做内容种草与私域复购，线下做体验与信任背书，形成协同闭环；四是适度创新引领，优先推进剂型与包装创新，辅以天然成分复合配方，在提升体验的同时强化功能感知，逐步培养消费者的高频饮用习惯。未来，随着即饮滋补消费习惯养成与产品创新深化，人参饮品市场仍具备强劲的增长潜力与品牌突围空间。
In recent years, the ginseng beverage industry has continuously benefited from the comprehensive empowerment of the broader health industry, on-the-go consumption trends, scenario-based nourishment, and the China-fashion wellness concept. Its consumption patterns have expanded from traditional stewing-based tonic use to multi-scenario integration, including sports replenishment, daily immune support, gift gifting, and recovery after staying up late. According to the latest report titled "Prefer On-the-Go Consumption, Scenario-Based Tonic—2026 Ginseng Beverage Consumption Behavior Survey" released by iiMedia Research, a global leading third-party data mining and analytics institution in the new economy industry, the market size of China's health product sector grew from 99.3 billion yuan in 2013 to 355.4 billion yuan in 2024, reaching 377.5 billion yuan in 2025 and is expected to hit 400.5 billion yuan in 2026, maintaining steady overall growth. As a representative category of traditional tonic beverages adapted for on-the-go consumption, ginseng drinks are poised to continue benefiting from the expansion of the health product market and the diversification of consumption scenarios.
In terms of consumption scenarios, among the primary contexts where Chinese consumers drink ginseng beverages, post-exercise energy replenishment accounts for the highest proportion at 62.86%; followed by gift gifting at 51.43%; refreshing during work-related fatigue and during illness recovery at 42.86% each; daily health maintenance at 40.00%; and energy recovery after staying up late at 20.00%. Sports replenishment and gift gifting scenarios form the dual core of ginseng beverage consumption, while daily health maintenance and fatigue recovery serve as important complements. In terms of product preferences, among the types of ginseng essence liquid preferred by China consumers, a mixture of ginseng and herbal plants accounts for 68.54%, a mixture with fruit essence for 59.43%, pure ginseng essence liquid for 55.98%, and probiotic additives for 42.18%. Composite formulations and flavor-enhanced products enjoy higher acceptance, while pure essence products maintain strong foundational demand.
Based on consumer research findings and industry trends, iiMedia Research analysts offer four strategic recommendations for ginseng beverage brands: First, focus on core scenarios and target audiences, prioritizing in-depth development in one high-frequency scenario—such as sports replenishment, daily immunity, or elderly nourishment—to create scenario-based hit products rather than attempting to cover too many areas; second, enhance value transparency by proactively disclosing information such as raw material origins, ingredient content, and testing reports, using transparency to build trust and address consumer concerns about price and quality; third, establish an omnichannel operational system, leveraging online content-driven recommendations and private domain repeat purchases, while offline experiences and trust endorsements create a synergistic closed loop; fourth, foster moderate innovation leadership by prioritizing formulation and packaging innovation, complemented by natural ingredient blends, to enhance both user experience and functional perception, gradually cultivating frequent consumption habits among consumers. In the future, as convenient ginseng beverage consumption habits take root and product innovation deepens, the ginseng beverage market still holds strong growth potential and room for brand differentiation.