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当前饮料行业正处于多元创新与消费升级并行的发展阶段，健康化消费理念普及推动产品成为日常饮食刚需。新生代消费者聚焦健康属性、口感体验与场景适配核心诉求，行业呈现无糖化、功能化、天然化趋势，天然原料萃取、低糖零脂配方、功能成分添加、便携场景化包装成为核心方向；新茶饮、功能性饮料、植物基饮品凭借创新品类与体验升级也获得了市场关注。在政策健康引导与行业标准完善驱动行业规范化升级的同时，行业仍面临标准有待完善、原材料价格波动及渠道库存管控等挑战。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年中国饮料行业发展状况及消费行为调查数据》显示，饮料品类接触度中，碳酸饮料（47.42%）、功能性饮料（47.16%）、果汁或蔬菜汁饮料（46.26%）位居前列，茶饮料（45.49%）、包装饮用水（44.97%）市场接触度同样处于高位。品牌认知渠道上，短视频平台推荐（51.80%）、内容分享平台推荐（48.20%）成为主流，电视广告（40.21%）、线下购物摊（36.98%）等传统渠道仍具备重要影响力。购买决策层面，口味口感（40.85%）、成分安全（35.44%）是消费者核心考量因素。消费者对健康功能的需求清晰，重视原料天然性与品质溯源，同时直指行业核心痛点——健康与口感难以兼顾（33.38%）、针对特定人群选择太少（32.99%）、同质化严重（32.47%）。 艾媒咨询分析师指出，饮料市场已从“基础解渴需求”向“健康化场景化饮品解决方案”转型，消费者决策逻辑的精细化推动行业进入“健康价值竞争”新阶段。未来，具备明确健康验证体系（如低糖认证、天然原料检测）、融合天然成分与创新工艺设计的产品将占据竞争高地。
The China’s beverage industry is currently in a phase of diversified innovation coupled with consumption upgrading. The widespread adoption of health-focused consumption concepts has elevated beverages to an essential part of daily diet. The new generation of consumers prioritizes health attributes, taste experience and scenario adaptability as core demands, steering the industry toward sugar-free, functional, natural and China-chic trends. Extraction of natural raw materials, low-sugar and zero-fat formulations, functional ingredient enrichment and portable scenario-based packaging have become core development directions. Innovative categories including new-style tea drinks, functional beverages and plant-based beverages have also garnered market attention via category innovation and experience upgrading. While policy guidance for public health and improved industry standards drive standardized industry upgrading, the sector still faces challenges such as the lack of norms for functional claims, raw material price volatility and channel inventory control.
According to the latest "Survey data on the development status and consumption behavior of China's beverage industry in 2026" released by iiMedia Research, a global third-party data mining and analysis institution for the new economy industry, carbonated drinks (47.42%), functional beverages (47.16%) and fruit/vegetable juices (46.26%) lead in category penetration, while tea drinks (45.49%) and packaged drinking water (44.97%) also maintain high market penetration. In terms of brand awareness channels, recommendations from short-video platforms (51.80%) and content-sharing platforms (48.20%) have become mainstream ways for consumers to learn about beverage brands, and traditional channels such as TV advertisements (40.21%) and offline shopping coupons (36.98%) still retain significant influence. For beverage purchase decisions, taste and flavor (40.85%) and ingredient safety (35.44%) constitute the core decision-making dimensions. Consumers have clear demand for healthy functional properties, value natural raw materials and quality traceability, and also identify core industry pain points: difficulty balancing health and taste (33.38%), insufficient product options for specific groups (e.g., diabetics) (32.99%), and severe product homogeneity with inadequate innovation (32.47%).
Analysts from iiMedia Research pointed out that the beverage market has transitioned from satisfying "basic hydration needs" to delivering "health-oriented and scenario-adapted beverage solutions". The refinement of consumer decision-making logic is propelling the industry into a new phase of "health value competition". Going forward, products equipped with clear health verification systems (e.g., low-sugar certification, natural raw material testing) and integrating natural ingredients with innovative process design will occupy a competitive high ground.