艾媒咨询 | 男性反成精细党——2026年唇部彩妆品类消费观察报告

iiMedia Research（艾媒咨询）发布《男性反成精细党——2026年唇部彩妆品类消费观察报告》，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。当前中国唇部彩妆行业正经历从高速扩张向中高速稳健增长切换的关键阶段，市场增长逻辑已从粗放式规模扩张转向精细化价值深耕。iiMedia Research（艾媒咨询）数据显示，中国唇部彩妆行业市场规模由2015年的61.8亿元持续攀升至2025年的315.9亿元，预计2030年将达417.7亿元，行业增长逻辑从粗放式规模扩张转向精细化价值深耕，单纯依靠铺货与流量投放难以形成持久优势，消费者对质地、持妆度与成分安全性的关注持续提升。在此背景下，唇部彩妆消费正从“品类普及”迈向“人群精分”，其中男性消费者的护肤美妆意识觉醒尤为值得关注，成为品类增量中不可忽视的新势力。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，系统梳理唇部彩妆消费者的购买动机、质地偏好、渠道选择与品牌认知逻辑，复盘各细分品类的市场表现与品牌态势，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 | 深夜与工位的慰藉——2025年快销食品行业消费者认知研究报告

近年来，快销食品行业持续受益于夜经济、即时零售、情绪消费、碎片化办公及通勤差旅等多元场景的全方位赋能，其消费价值已从传统的充饥饱腹延伸至深夜慰藉、工位续航、旅途陪伴与情绪代偿等多场景融合。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《深夜与工位的慰藉——2025年快销食品行业消费者认知研究报告》数据显示，2010-2025年中国休闲零食市场规模由4100亿元增至11804亿元，2030年预计13330亿元，行业规模持续扩容，为快销食品多场景渗透提供了坚实支撑。
2025年中国快销食品消费者购买烘焙食品用于替代正餐（如早餐）的占比达69.17%，用于充饥和当零食的分别占58.30%和54.15%，而以送礼为目的的仅占16.40%，烘焙食品的“正餐替代”属性突出。与此同时，2025年中国消费者因宵夜（61.11%）、熬夜加班（54.88%）、解馋（52.02%）及长途旅行（51.18%）选购方便食品的占比均突破五成，而作为正餐替代仅占34.68%。方便食品消费已深度嵌入夜间与碎片化非正餐场景，正餐化渗透仍有明显缺口。
艾媒咨询分析师认为，当前方便食品消费已深度嵌入夜间经济、情绪慰藉及碎片化办公等非正餐场景，其核心价值正从传统饱腹功能向即时满足与情感代偿跃迁，正餐化渗透仍存在明显缺口。建议行业商家紧抓“深夜食堂”与“工位续命”两大高频场景，针对性研发低负罪感、强口味记忆的宵夜及加班专线产品，并通过绑定通勤差旅、追剧解馋等细分情境开展场景化内容营销，以情绪价值驱动品类溢价与复购转化。
In recent years, the fast-moving consumer goods (FMCG) sector has continuously benefited from comprehensive empowerment across diverse scenarios—including the night economy, instant retail, emotional consumption, fragmented work arrangements, and commuting and travel—expanding its consumer value from traditional hunger satisfaction to multi-scenario applications such as late-night comfort, workstation energy replenishment, travel companionship, and emotional compensation. According to data from iiMedia Research, a globally leading third-party data mining and analytics firm for new economic industries, in its latest report titled "Late-Night and Workstation Comfort: 2025 FMCG Consumer Perception Research Report," China's leisure snack market size grew from CNY 410 billion in 2010 to CNY 1,180.4 billion between 2010 and 2025, with projections reaching CNY 1,333 billion by 2030. This sustained expansion of the industry has provided solid support for the multi-scenario penetration of FMCG products.
In 2025, among Chinese FMCG consumers, 69.17% of baked goods purchases were made to replace main meals (e.g., breakfast), while 58.30% were for hunger satisfaction and 54.15% for snacking; purchases for gifting accounted for only 16.40%, highlighting the prominent "main meal replacement" attribute of baked goods. Concurrently, in 2025, the proportion of Chinese consumers purchasing ready-to-eat foods for late-night snacks (61.11%), staying up late for overtime work (54.88%), satisfying cravings (52.02%), and long-distance travel (51.18%) all exceeded 50%, whereas purchases for main meal replacement accounted for only 34.68%. The consumption of ready-to-eat foods has become deeply embedded in nighttime and fragmented non-main meal scenarios, yet its penetration in main meal contexts still faces a significant gap.
Analysts at iiMedia Research contend that the consumption of convenience foods has now become deeply integrated into non-traditional dining scenarios—such as the nighttime economy, emotional solace, and fragmented work environments. The core value of these products is shifting from the traditional function of providing physical satiety toward offering instant gratification and emotional compensation; however, there remains a significant gap in their penetration into formal dining contexts. The researchers recommend that industry players focus on two high-frequency scenarios— "late-night dining" and "workplace sustenance" —by developing late-night snack products and dedicated "overtime" product lines that minimize guilt and enhance flavor recall. Furthermore, they suggest leveraging specific contextual scenarios—such as commuting and business travel, or satisfying cravings while binge-watching series—to execute scenario-based content marketing, thereby harnessing emotional value to drive category premiumization and increase repeat purchase rates.

艾媒咨询 | 为体验与身份买单——2026年新生代市场消费者需求调研报告

近年来，新生代消费群体持续受益于体验经济、社交媒介、圈层文化与悦己消费的全方位赋能，其消费逻辑已从单一的商品功能满足延伸至身份表达、情绪价值、社交参与与沉浸体验等多场景融合。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《为体验与身份买单——2026年新生代市场消费者需求调研报告》数据显示，2020年中国体验经济市场规模为3.22万亿元，2025年升至19.67万亿元，预计2035年将达59.66万亿元。体验经济持续扩容，为新生代“为体验与身份买单”提供了坚实的市场基础。
2026年中国新生代消费者愿大额投入的消费场景中，数码产品以58.70%居首，健身/运动装备与课程（35.09%）和护肤/美妆/医美（33.54%）紧随其后，而收藏品仅占8.39%。在线下体验项目中，轻运动（骑行、飞盘、徒步、攀岩等）每季度至少消费一次的比例最高（28.64%），短途出行/城市微旅行“从未体验过”的比例最低（8.82%），而主题乐园/研学、手工DIY体验的月度高频消费占比均超过26%，密室/剧本杀及演唱会/音乐节的月度消费占比亦在21%以上。新生代消费呈现出“高频轻体验日常化、重体验文娱分层化”的鲜明特征。
艾媒咨询分析师认为，新生代消费者已从“浅层打卡”转向“高频沉浸”，追求兼具社交属性、情绪价值与身体参与的复合型体验，其中轻运动与短途出行正成为日常化刚需，而重体验、强叙事的文娱项目则呈现明显的分层消费特征。建议商家一方面将产品设计为“轻量化+社交化”组合，例如推出周末短途运动社群套餐或主题化徒步路线；另一方面利用高频场景带动低频项目，如以手工DIY工作坊搭配展览门票、剧本杀与城市漫步联票，并通过会员订阅制锁定每月复购意愿较强的核心客群。
In recent years, the new generation of consumers has continuously benefited from comprehensive empowerment driven by the experience economy, social media, niche culture, and self-care consumption. Their consumption logic has evolved from merely fulfilling product functionality to encompassing multiple integrated scenarios, including identity expression, emotional value, social participation, and immersive experiences. According to data from iiMedia Research—a globally leading third-party data mining and analysis firm for the new economy sector—titled "Paying for Experience and Identity: 2026 Market Consumer Demand Research Report for the New Generation of Consumers," the size of China's experience economy market reached 3.22 trillion yuan in 2020, rose to 19.67 trillion yuan in 2025, and is projected to reach 59.66 trillion yuan by 2035. The ongoing expansion of the experience economy has provided a solid market foundation for this new generation of consumers to "pay for experience and identity."
In 2026, among consumption scenarios where China's new-generation consumers are willing to make substantial expenditures, digital products led with 58.70%, followed by fitness/sports equipment and courses (35.09%) and skincare/beauty/medical aesthetics (33.54%), while collectibles accounted for only 8.39%. Among offline experience activities, light sports (cycling, frisbee, hiking, rock climbing, etc.) showed the highest proportion of participants who engaged in them at least once per quarter (28.64%), whereas short-distance travel/city micro-trips had the lowest proportion of those who "had never experienced them" (8.82%). In contrast, thematic parks/educational tours and DIY craft experiences each accounted for over 26% of monthly high-frequency consumption, while escape rooms/role-playing games and concerts/musical festivals also exceeded 21% in monthly consumption share. The consumption patterns of the new generation of consumers are characterized by two distinct trends: "high-frequency, low-experience, everyday activities" and "high-experience, narrative-driven entertainment offerings with clear segmentation."
Analysts at iiMedia Research observe that this demographic has shifted from "superficial check-ins" to "high-frequency immersive experiences," seeking composite experiences that combine social attributes, emotional value, and physical engagement. Among these, light exercise and short-distance travel are becoming essential daily necessities, while high-experience, narrative-driven entertainment offerings exhibit pronounced segmentation in consumer demand. Merchants are advised to, on one hand, design products as a combination of "lightweight features + socialization," such as launching weekend short-distance sports community packages or themed hiking routes; and, on the other hand, leverage high-frequency scenarios to drive engagement with low-frequency offerings—for example, pairing DIY workshops with exhibition tickets, or bundling role-playing games with urban strolls—while utilizing membership subscription models to lock in core customer segments with strong monthly repurchase intent.

艾媒咨询 | 要便利更重健康——2026年预制烘焙行业消费者认知研究报告

iiMedia Research（艾媒咨询）发布《要便利更重健康——2026年预制烘焙行业消费者认知研究报告》，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。当前中国烘焙食品零售市场正处于规模稳步扩容与消费场景重构的关键阶段，预制烘焙作为零售化程度最高的细分品类，正迎来渠道渗透加速与品质认知重塑的双重窗口期。iiMedia Research（艾媒咨询）数据显示，2021年至2025年中国烘焙食品零售市场规模由4745.2亿元增长至6621.5亿元，预计2030年将达到9065.3亿元。随着消费者购买决策越来越依赖零售终端的可得性与便利性，烘焙消费的竞争场域正从街边现烤门店向商超、便利店、即时零售等高频场景迁移，预制烘焙的渠道嵌入优势随之凸显。在此背景下，预制烘焙消费正从“应急替代”迈向“日常优选”，便捷性、新鲜度与健康化成为消费者权衡产品的核心标尺，价格敏感度则退居其后。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，系统梳理预制烘焙消费者的购买动机、品类偏好、渠道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 | 2026年中国方便食品渠道定制消费趋势研究报告

2026年，会员商超、零食集合店加速布局自有专供SKU，渠道定制成为方便食品行业挖掘新增量的核心方向，零供共创模式快速落地，渠道反向定义产品成为行业新热点。
当前，国内方便食品渠道定制赛道形成三层竞争梯队：以安井、三全等为代表可开展深度共创的头部食品企业，具备单品类定制能力的中型厂商，仅承接贴牌代工的中小产能工厂。不同梯队企业能力边界、盈利水平、业务定位差异显著，共同推动行业从单纯供货向产品联合研发转型。
行业发展同时面临定制表层化改造、柔性供应链短板、贴牌订单冲击自有品牌、过度依附渠道削弱品牌力等多重风险。未来，渠道数据前置赋能研发，新品开发由事后验证转向需求前置；品类增长逻辑从打造大单品转向场景化创新；竞争重心由规模扩张转向柔性快反供应链能力建设；零供关系从简单交易逐步升级为价值共生。iiMedia Research（艾媒咨询）数据显示，2025年中国方便食品行业规模为9141亿元，预计2026年将达10749亿元。(《2026年中国方便食品渠道定制消费趋势研究报告》完整高清PDF版共59页，可点击文章底部报告下载按钮进行报告下载）
In 2026, member supermarkets and snack aggregation stores will accelerate the establishment of their own exclusive SKUs.

艾媒咨询 | 家庭营养新阶段——2026年羊奶粉品类消费者需求调研报告

iiMedia Research（艾媒咨询）发布《家庭营养新阶段——2026年羊奶粉品类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。当前中国羊奶粉行业在健康消费升级与乳制品细分需求持续释放的双重驱动下，正加速从导入期向成长期跃迁，赛道扩容态势明显。iiMedia Research（艾媒咨询）数据显示，2021年中国羊奶粉市场规模为133.0亿元，2025年增至222.3亿元，预计2028年将达354.6亿元；市场规模同比增长率由2022年的11.5%逐年提升至2025年的15.5%，并预计于2028年达到17.3%，增速呈稳步扩大态势。羊奶粉凭借小分子易吸收、低致敏性等品类优势，消费认知与接受度持续提升。在此背景下，羊奶粉消费正从“母婴专属”向“全家营养”演进。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，系统梳理羊奶粉消费者的购买频次、配方偏好、渠道选择与品牌忠诚度，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 | 从功效到情绪价值——2026年化妆品行业消费者需求洞察报告

近年来，中国化妆品行业持续受益于成分创新、功效护肤、情绪价值、直播电商、AI测肤及国货崛起等多重赋能，消费形态已从单一的功能满足延伸至“功效+情绪”双轮驱动、悦己体验与个性化表达等多场景融合。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《从功效到情绪价值——2026年化妆品行业消费者需求洞察报告》数据显示，2015-2030年中国化妆品市场规模由3181亿元增至2024年5458亿元，预计2030年达7554亿元。化妆品作为颜值经济与悦己消费的核心赛道，有望持续受益于消费升级与情绪消费扩容。
2026年中国消费者购买化妆品时，44.14%认为功能与情绪同等重要，27.16%认为功能稍重要，11.71%认为功能远重要于情绪。功能与情绪并重已成为主流消费观念，单纯功效导向的决策模式正在弱化。2026年中国消费者近一年化妆品消费中，情绪驱动消费占比在21%-40%的占44.14%、41%-60%的占35.82%，合计79.96%，20%及以下仅占14.09%。这表明情绪驱动消费已在绝大多数消费者的支出中占据显著比重，化妆品消费正从“买功效”向“买功效+买情绪”转变。
艾媒咨询分析师认为，成分创新、情绪价值、国货崛起与数字化渠道是行业增长的核心驱动力。消费者对功能与情绪双重满足的需求持续释放，推动品牌在研发实力、内容营销与体验服务上展开综合竞争。未来，随着下沉市场渗透加深、个性化定制发展以及情绪消费进一步深化，中国化妆品市场仍具备强劲的增长潜力。
In recent years, China's cosmetics industry has continuously benefited from multiple driving forces—including ingredient innovation, efficacy-driven skincare, emotional value, live-streaming e-commerce, AI skin analysis, and the rise of domestic brands—shifting consumer behavior from merely fulfilling functional needs to a dual-driven approach combining "efficacy + emotion," as well as the integration of various scenarios such as self-care experiences and personalized expression. According to data from the latest "From Efficacy to Emotional Value – 2026 Cosmetics Industry Consumer Demand Insight Report" released by iiMedia Research, a globally leading third-party data mining and analysis firm specializing in new-economy industries, China's cosmetics market size is projected to grow from RMB 318.1 billion in 2015 to RMB 545.8 billion by 2024, and is expected to reach RMB 755.4 billion by 2030. As a core sector within the beauty economy and self-care consumption landscape, the cosmetics industry is poised to continue benefiting from rising consumption upgrades and the expansion of emotional-driven consumption.
By 2026, when Chinese consumers purchase cosmetics, 44.14% consider functionality and emotion to be equally important, 27.16% consider functionality slightly more important, and 11.71% consider functionality significantly more important than emotion. The dual emphasis on both functionality and emotion has become the mainstream consumer mindset, while the purely efficacy-oriented decision-making model is gradually weakening. Among Chinese consumers' cosmetics spending over the past year, those who attributed 21%–40% to emotional drivers accounted for 44.14%, those who attributed 41%–60% accounted for 35.82%, collectively representing 79.96%, while those with an attribution of 20% or less accounted for only 14.09%. This indicates that emotion-driven consumption now constitutes a significant share of the expenditures of the vast majority of consumers, and cosmetics spending is transitioning from a "buy for efficacy" model to a "buy for efficacy + buy for emotion" model.
According to analysts at iiMedia Research, ingredient innovation, emotional value, the rise of domestic brands, and digital channels are the core drivers of industry growth. The growing demand from consumers for dual satisfaction—both functional and emotional—is prompting brands to engage in comprehensive competition across R&D capabilities, content marketing, and experiential services. Looking ahead, as market penetration in lower-tier markets deepens, personalized customization evolves, and emotional consumption becomes increasingly prominent, China's cosmetics market still possesses strong growth potential.

艾媒咨询 | 2026年中国调味品行业发展趋势研究报告

在饮食消费升级与产业转型的双重驱动下，调味品行业正经历从基础调味向品质化、功能化方向的结构性升级。传统基础调味品进入存量博弈阶段，品类渗透逐步趋于饱和，增长动力主要来自消费升级驱动的品质替换；复合调味品则凭借精准匹配便捷下厨与家庭烹饪精致化需求，成为行业增长的核心引擎。消费端对健康属性、食材原料和生产过程的关注度持续提升，调味品消费决策已从基础功能满足转向品质安全与综合体验的全面考量。整体行业正加速从传统的单一调味供给模式，向健康化、复合化、场景化方向迭代，品类结构升级、消费体验升级已成行业核心发展趋势，市场竞争格局持续重构。
iiMedia Research（艾媒咨询）数据显示，2025年中国调味品市场规模达7881亿元，同比增长14.7%，预计2027年将突破万亿元。未来行业竞争将更多聚焦于产品创新迭代、全渠道融合能力、供应链效率优化及品牌差异化价值的深度构建。(《艾媒咨询 | 2026年中国调味品行业发展趋势研究报告》完整高清PDF版共39页，可点击文章底部报告下载按钮进行报告下载）
Driven by the upgrading of dietary consumption and industrial transformation, the seasoning industry is undergoing a structural upgrading from

艾媒咨询 | 2026-2027年中国冷冻饮品行业发展现状与消费趋势调查分析报告

2026年，中国冷冻饮品行业迎来结构性冷暖分化，传统预包装雪糕终端销量持续承压、增长乏力，行业告别粗放式规模扩张。伴随消费者健康化、品质化、场景化消费需求升级，轻量化冰杯、现制软冰淇淋、健康低糖雪糕凭借口感优质、体验感强、颜值出众等优势快速走红，成为冰品赛道新晋热门增量品类。整体行业正加速从平价量产的传统模式，向高端化、现制化、场景化方向迭代，品类结构升级、消费体验升级已成行业核心发展趋势，市场竞争格局持续重构。iiMedia Research（艾媒咨询）数据显示，中国冰淇淋行业市场规模快速增长，2025年市场规模达1912亿元，同比增长4.19%，预计2030年市场规模将增至2334亿元。未来行业发展将进一步围绕产品创新、供应链升级、渠道精细化运营和品牌差异化建设展开深度竞争。(《2026-2027年中国冷冻饮品行业发展现状与消费趋势分析》完整高清PDF版共92页，可点击文章底部报告下载按钮进行报告下载）
In 2026, the Chinese frozen beverage industry will undergo a structural cold-warm differentiation. The terminal sales of traditional pre-packaged ice cream will continue to face pressure

艾媒咨询 | 2026年中国植物饮料消费趋势研究报告

中式养生水、草本功能饮等植物饮料细分品类正在掀起市场热潮。从无糖茶到养生水，消费者的健康诉求明显升级；伴随头部品牌的加速入局，植物饮料赛道热度全面攀升。
当前，中国植物类饮料企业参与者主要包括四类：以康师傅、统一为代表的传统饮品巨头，依托渠道布局与品牌背书密集入场；以王老吉、椰树为代表的经典植物饮料企业，凭借长期品牌认知巩固消费者心智；以元气森林、可可满分为代表的新锐品牌，面向年轻消费者精准研发与营销；以盒马为代表的跨界品牌，以独特优势研发高端小众产品。四类企业商业背景、竞争优势、发展路径各有不同，但共同推动植物饮料市场规模持续扩容。
行业发展同时面临多重问题：同质化严重、配料表添加剂过多、功效宣传夸张等。未来，行业将在药食同源宣传、植物配方、产品场景细分等方面不断完善。中式养生水作为最具活力的细分品类，将成为引领植物饮料行业整体增长的核心力量。
iiMedia Research（艾媒咨询）数据显示，2025年中国广义植物类饮料市场规模达到2100亿元，同比增长9.6%，预计2030年将突破2800亿元。(《2026年中国植物饮料消费趋势洞察报告》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 various sub-categories of plant-based beverages such as Chinese-style h