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随着节日消费升级、传统文化复兴及社交礼赠需求多元化，新春礼盒市场正朝着品质化、场景化与情感价值深度融合的方向持续演进。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年中国新春礼盒消费行为调研数据》显示，2018-2025年中国礼物经济产业市场规模从8000亿元增至14498亿元，预计2027年中国礼物经济市场规模将增至16197亿元。此外，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。整体市场展现出稳健的增长潜力，反映出在消费复苏与情感联结驱动下，围绕节日场景的礼盒类消费具有广阔的发展前景。
中国消费者在新春礼盒预算上，主要集中在301-500元区间（43.05%），反映中等价位为主流、理性消费凸显。在品类选择上，零食点心类礼盒最受欢迎（46.71%），其选择核心关注品类混搭（49.53%）、性价比（48.90%）及口感丰富度（48.28%）。这表明新春礼盒消费注重实用与体验的平衡，消费者在控制预算的同时，追求内容多样性与情感价值，驱动市场向“理性升级”与“体验深化”融合发展。
艾媒咨询分析师认为，新春礼盒市场未来将呈现以下核心发展路径：一是价值回归与产品创新，消费者对“实在价值”的追求将倒逼品牌摒弃虚高定价与同质化竞争，通过原料升级、工艺革新与文化IP融合，打造兼具诚意与差异化的核心产品；二是体验深化与责任践行，消费体验将从“拥有礼盒”延伸到环保包装、文化故事与互动场景构建，同时企业需将健康标准与绿色供应链建设纳入社会责任体系，回应消费者对品质与可持续的双重期待；三是全链路效率与信任构建，通过数字化管理与柔性供应链提升春节物流确定性，并以透明化沟通重建价格信任。整体市场将在理性消费与情感诉求的平衡中，向更健康、更可靠、更具价值共鸣的成熟阶段演进。
With the upgrading of festival consumption, the revival of traditional culture, and the diversification of social gift-giving demands, the New Year gift box market is continuously evolving in the direction of quality, scenario-based, and deep integration of emotional value. According to the latest "2026 China New Year Gift Box Consumption Behavior Research Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of the gift economy in China has increased from 800 billion yuan to 1449.8 billion yuan from 2018 to 2025. It is expected that the market size of the gift economy in China will reach 1619.7 billion yuan in 2027. In addition, the scale of the leisure food industry in China was 1180.4 billion yuan in 2025, and is expected to reach 1237.8 billion yuan in 2027. The overall market demonstrates a stable growth potential, reflecting that under the drive of consumption recovery and emotional connection, gift box consumption in festival scenarios has broad development prospects.
Chinese consumers' spending on New Year gift boxes mainly falls within the range of 301-500 yuan (43.05%), reflecting that mid-range prices are the mainstream and rational consumption is prominent. In terms of product category selection, snack and pastry gift boxes are the most popular (46.71%). The core factors influencing their choice include category mix (49.53%), cost-effectiveness (48.90%), and richness of taste (48.28%). This indicates that New Year gift box consumption focuses on a balance between practicality and experience. Consumers control their budgets while pursuing diversity in content and emotional value, driving the market to integrate "rational upgrading" and "experience deepening" for coordinated development.
Analysts from iiMedia Research believe that the future of the New Year gift box market will follow the following core development paths: First, value return and product innovation. Consumers' pursuit of "real value" will force brands to abandon inflated pricing and homogenized competition. By upgrading raw materials, innovating processes, and integrating cultural IPs, they will create core products that are both sincere and differentiated. Second, experience deepening and responsibility fulfillment. Consumption experience will extend from "owning the gift box" to environmental packaging, cultural stories, and the construction of interactive scenarios. At the same time, enterprises need to incorporate health standards and green supply chain construction into their social responsibility framework to respond to consumers' dual expectations for quality and sustainability. Third, full-chain efficiency and trust building. Through digital management and flexible supply chains, the certainty of New Year logistics will be enhanced, and transparency communication will be used to rebuild price trust. The overall market will evolve towards a more healthy, reliable, and highly resonant with value stage through a balance between rational consumption and emotional demands.