艾媒咨询 | 【演讲版】从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路

当下香水行业发展持续向好，消费需求不断升级，行业正从单纯售卖香氛产品，转向情感价值与精神共鸣的深度输出。以往市场以香味体验为核心竞争点，如今消费者不再局限于嗅觉享受，更注重香气承载的审美态度、情绪表达与自我标签。小众香氛与国风香氛持续走红，个性化、场景化用香成为主流趋势。品牌跳出单一香味售卖逻辑，依托文化内涵、情绪叙事打造产品内核，强化情感联结。渠道多元发展，内容营销加速审美渗透，行业整体告别同质化竞争，朝着精细化、情感化、价值化方向稳步转型。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《从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路》数据显示，中国的香水消费已逐步走向日常化、常态化。消费者用香习惯稳步养成，多数人群保持稳定的周期性使用频率。香型偏好上，清透柔和的淡香系更受大众青睐（占比63.1%），成为主流消费选择。产品规格方面，偏好“30毫升”规格的消费者占59.7%，“50毫升”占45.2%，小巧便携的中小容量款式更贴合日常使用与尝新需求，兼顾实用性与体验感，成为选购核心考量。艾媒咨询分析师认为，伴随大众审美升级与情绪消费兴起，香水市场持续扩容，行业增长动能充足，未来整体市场规模将保持稳步攀升态势，发展潜力持续释放。(《艾媒咨询 |从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路》完整高清PDF版共41页，可点击文章底部报告下载按钮进行报告下载）

The perfume industry is currently experiencing sustained positive growth, with consumer demand continuously upgrading. The industry is shifting from merely selling fragrance products to delivering deep emotional value and spiritual resonance. Previously, the market centered on scent experience as the core competitive advantage; today, consumers no longer limit themselves to olfactory enjoyment but place greater emphasis on the aesthetic attitude, emotional expression, and self-identity that a fragrance carries. Niche fragrances and Chinese-style fragrances continue to gain popularity, with personalized and scenario-based fragrance usage becoming mainstream trends. Brands are moving beyond the single-logic of selling scents, instead building product cores based on cultural connotations and emotional narratives to strengthen emotional connections. Channels are diversifying, content marketing is accelerating aesthetic penetration, and the industry as a whole is bidding farewell to homogenized competition, steadily transforming toward refinement, emotionalization, and value-orientation.According to the latest report "From 'Selling Scents' to 'Selling Resonance': The Fragrance Entrepreneur's Path to Breaking Through User Value" released by iiMedia Research, a global new economy industry third-party data mining and analysis institution, perfume consumption in China has gradually become normalized and routine. Consumers have steadily developed fragrance usage habits, with the majority maintaining stable periodic usage frequencies. In terms of scent preferences, light and soft subtle fragrances are more favored by the general public (accounting for 63.1%), becoming the mainstream consumer choice. Regarding product specifications, 59.7% of consumers prefer the "30ml" size, while 45.2% prefer "50ml." Compact and portable small-to-medium capacity formats better suit daily use and trial needs, balancing practicality and experiential value, becoming core considerations in purchasing decisions.Analysts at iiMedia Research believe that with the upgrading of public aesthetics and the rise of emotional consumption, the perfume market will continue to expand with ample growth momentum. The overall market size will maintain a steady upward trajectory in the future, with development potential continuously being unleashed. (“iiMedia Report | From ‘Selling Scents’ to ‘Selling Resonance’: The Fragrance Entrepreneur's Path to Breaking Through User Value”full version has 41 pages, please click the download button at the bottom of the article to download the report.)

艾媒咨询 | 2026年中国即食板栗市场消费趋势白皮书

当前即食板栗行业正处于消费升级与品类扩容并行的高速发展阶段，国民健康意识提升推动产品从传统时令零食向日常健康零食转型，成为休闲零食赛道的重要增量品类。新生代消费者聚焦健康化、便捷性核心诉求，行业呈现健康化、品牌化、全渠道融合发展趋势，天然无添加、低糖配方、场景适配性优化成为核心升级方向，气调锁鲜、AI分拣、区块链溯源等智能化技术推动产品标准化升级也获得了市场关注。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年中国即食板栗市场消费趋势白皮书》数据显示，市场规模方面，2025年中国即食板栗（预包装）市场规模已达23.0亿元，预计2030年将达51.1亿元。在即食板栗购买决策中，“作为健康零食选择”（37.6%）构成首要驱动力，消费者对健康化的诉求明确，天然无添加、低糖、成分透明成为产品核心期待；品类偏好上，开口板栗（55.6%）为首选品类，核心竞争力体现在场景适配性与食用体验上；消费场景已深度渗透家庭休闲（50.2%）与办公室社交（42.4%）两大核心场景，消费行为呈现高频次、日常化特征；消费者对即食板栗的健康属性需求明确，且注重产品品质与食用体验的双重价值感知。艾媒咨询分析师认为，即食板栗市场已从“传统时令零食”向“日常健康零食”转型，消费者决策逻辑的精细化与健康化推动行业进入“品质价值竞争”新阶段。未来，具备明确健康属性

艾媒咨询 | 2026年中国饮料行业发展状况及消费行为调查数据

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.

艾媒咨询 | 2026年中国电子烟行业发展状况及消费行为调查数据

近年来，中国电子烟行业在市场需求拉动与行业规范推进的双重作用下持续扩容，内销与外销市场均呈现强劲增长态势，同时消费群体特征、消费偏好及市场认知也呈现出鲜明的多元化特征。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年中国电子烟行业发展状况及消费行为调查数据》显示，中国电子烟行业内销市场规模从2013年的5.5亿元增长至2024年的598.1亿元，外销市场规模从2017年的152.3亿元攀升至2024年的3368.3亿元，实现了从百亿级到千亿级的跨越式发展，彰显出强劲的发展势头与广阔的市场潜力。2026年中国电子烟消费市场呈现鲜明特征。消费行为方面，76.74%的消费者既抽传统香烟也抽电子烟，使用电子烟的频率以每周3-6次为主，使用的主要场景为社交聚会；产品偏好上，一次性与注油式电子烟最受欢迎。消费者认知与决策方面，消费者选择品牌时，产品品质、品牌口碑、购买便捷性是核心因素；消费者认可电子烟的便携性、口感多样性优势，超七成消费者对其发展前景持积极态度，但也普遍关注购买渠道不规范、售后体系不完善、烟油安全等问题。艾媒咨询分析师认为，中国电子烟行业正处于规模扩张与品质升级的关键阶段，市场需求持续释放但仍面临认知提升、产品优化和规范监管等挑战。未来，行业将朝着品质化、规范化和创新化的方向发展。企业需精准把握不同群体消费差异，强化产品品质与创新，优化售后服务与购买渠道，贴合中高端消费需求构建竞争壁垒；同时，行业与监管部门需协同解决渠道规范、烟油安全等突出问题，强化未成年人保护，引导健康消费，推动电子烟行业持续健康可持续发展。
In recent years, China's e-cigarette industry has continued to expand under the dual drivers of market demand and regulatory advancements, with both domestic and international markets showing robust growth. Additionally, consumer demographics, preferences, and market perceptions exhibit distinct diversification characteristics. According to the latest report titled "Survey Data on the Development Status and Consumer Behavior of China's Electronic Cigarette Industry in 2026" released by iiMedia Research (a leading third-party data mining and analysis firm for the new economy), the domestic e-cigarette market in China has grown from 550 million yuan in 2013 to 59.81 billion yuan in 2024, while the international market has surged from 15.23 billion yuan in 2017 to 336.83 billion yuan in 2024, achieving a leap from the billion-yuan scale to the hundred-billion-yuan scale, demonstrating strong momentum and vast market potential.In 2026, China's e-cigarette consumption market exhibited distinct characteristics. In terms of consumer behavior, 76.74% of consumers used both traditional cigarettes and e-cigarettes, with a primary frequency of 3-6 times per week, and the main usage scenarios being social gatherings. Regarding product preferences, disposable and refillable e-cigarettes were the most popular. In terms of consumer awareness and decision-making, when selecting a brand, product quality, brand reputation, and purchasing convenience were the core factors. Consumers recognized the portability and diverse flavor advantages of e-cigarettes, with over 70% holding a positive outlook on their development prospects. However, they also widely expressed concerns about unregulated purchasing channels, inadequate after-sales systems, and e-liquid safety issues.Analysts from iiMedia Research believe that China's e-cigarette industry is at a critical stage of scale expansion and quality upgrading. While market demand continues to be released, challenges such as awareness enhancement, product optimization, and standardized regulation remain. In the future, the industry will develop toward quality, standardization, and innovation. Companies need to accurately grasp consumption differences among various groups, strengthen product quality and innovation, optimize after-sales services and purchasing channels, and align with mid-to-high-end consumer demands to build competitive barriers. Meanwhile, the industry and regulatory authorities must collaborate to address prominent issues like channel standardization and e-liquid safety, enhance protections for minors, guide healthy consumption, and promote the sustained, healthy, and sustainable development of the e-cigarette industry.

艾媒咨询 | 2026年中国防脱洗护行业发展与消费行为洞察报告

近年来，受内分泌失调、睡眠不足、精神压力过大等因素影响，国民脱发问题日益严峻，且呈现出年轻化、严重化的趋势。这一社会现象使得防脱护理需求持续释放，推动防脱护发市场进入稳步增长阶段。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年中国防脱洗护行业发展与消费行为洞察报告》显示，2025年中国防脱发护发产品市场规模已达174亿元，预计2032年将突破300亿元。
随着监管政策不断完善与行业标准逐步落地，中国防脱洗护行业正朝着更加规范、有序的方向发展。与此同时，在消费升级与精细化护理理念驱动下，防脱产品逐渐从“问题修复”转向“日常管理”，洗护类产品凭借高频使用属性与场景渗透能力，成为市场核心入口，并带动护发素、头皮精华等多品类协同发展，推动行业由单一产品竞争向体系化解决方案升级。(《2026年中国防脱洗护行业发展与消费行为洞察报告》完整高清PDF版共32页，可点击文章底部报告下载按钮进行报告下载）

In recent years, due to factors such as endocrine disorders, insufficient sleep, and excessive mental stress, the problem of hair loss among the general population has

艾媒咨询 | 2025年中国果切行业消费行为洞察数据

水果作为人们日常生活中不可或缺的食品，其市场规模庞大且持续增长。同时，消费者健康饮食观念与快节奏生活正推动轻量化水果消费模式常态化，果切已从传统水果中分化形成一种满足即食需求的新型健康零食解决方案。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年中国果切行业消费行为洞察数据》显示，2015-2024年中国果园面积从2015年的11212.20千公顷增加至2024年的12722.29千公顷，总体呈波动上升趋势。2015-2024年中国水果产量从24524.62万吨稳步上升至33965.81万吨，年均保持增长态势。此外，2015-2024年中国居民人均瓜果消费量由2015年40.5千克增至61.6千克，整体市场具有广阔的发展空间。
中国消费者购买果切的意愿较强，仅1.75%消费者明确不愿意。究其原因，中国消费者由于“不用清洗，更方便”（56.50%）、“可作为健康休闲零食”（54.21%）以及“价格更实惠、性价比高”（36.25%）愿意购买果切；由于“更喜欢吃整果”（28.75%）、“加工流程不规范”（23.75%）以及“不好保存”（20.00%）放弃果切购买。这一数据表明中国消费者整体购买意愿强烈，果切市场潜在需求旺盛，但仍存在对果切品质安全性、保存便捷性的担忧。
艾媒咨询分析师指出，在健康消费浪潮与即食需求提升的背景下，果切的便捷与清洁属性成为消费者选择果切的核心驱动力。同时，个性化消费需求持续释放，推动果切产品向鲜切鲜配、定制化搭配方向发展。在技术层面，高效可靠的即时配送与配送保鲜能力成为消费者选择果切的核心考量，配备冷链配送设备或将成为线上果切销售的基础需求与核心竞争力。在售后层面，行业仍面临产品计量管理与品质管控等挑战，需提升品质、便捷与经济保障能力以匹配消费者多样化需求。
Fruits, as indispensable food in people's daily lives, have a huge market size and continue to grow. At the same time, consumers' awareness of healthy diet and the fast-paced lifestyle are driving the normalization of lightweight fruit consumption patterns. Fruit slicing has differentiated from traditional fruits and has become a new type of healthy snack solution that meets the demand for ready consumption. The latest report "Insights into consumer behavior in China's fresh-cut fruit industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution in the new economy industry, shows that from 2015 to 2024, the area of orchards in China increased from 11,212.20 thousand hectares in 2015 to 12,722.29 thousand hectares in 2024, showing a fluctuating upward trend. From 2015 to 2024, the total fruit production in China steadily increased from 245.2462 million tons to 339.6581 million tons, maintaining an annual growth trend. In addition, the per capita consumption of fruits and vegetables by Chinese residents increased from 40.5 kilograms in 2015 to 61.6 kilograms in 2024, indicating a broad development space for the market.
Chinese consumers have a strong willingness to purchase fruit slicing products, with only 1.75% of consumers clearly unwilling to do so. The reasons for this are that Chinese consumers are willing to purchase fruit slicing products because of "no need for washing, more convenient" (56.50%), "can be used as healthy and leisure snacks" (54.21%), and "more affordable, higher cost performance" (36.25%); while some give up purchasing fruit slicing products because they "prefer whole fruits" (28.75%), "the processing process is not standardized" (23.75%), and "not easy to preserve" (20.00%). This data indicates that the overall purchasing willingness of Chinese consumers is strong, and the potential demand for the fruit slicing market is vigorous, but there are still concerns about the quality and safety of fruit slicing products and the convenience of preservation.
Analysts from iMedia Consulting pointed out that in the context of the trend of healthy consumption and the increasing demand for ready to eat food, the convenience and cleanliness of fruit slices have become the core driving force for consumers to choose fruit slices. At the same time, the demand for personalized consumption continues to be released, promoting the development of fruit cutting products towards fresh cutting and customized pairing. At the technical level, efficient and reliable instant delivery and preservation capabilities have become the core considerations for consumers when choosing fruit cutting. Equipping with cold chain delivery equipment may become the basic demand and core competitiveness for online fruit cutting sales. At the after-sales level, the industry still faces challenges such as product measurement management and quality control, and needs to improve quality, convenience, and economic security capabilities to match the diverse needs of consumers.

艾媒咨询 | 2025年中国贵妇膏市场发展状况与消费行为调查数据

随着中国居民消费升级、“她经济”持续升温，以及美妆护肤赛道精细化发展，中国贵妇膏整体市场规模不断扩大，消费需求保持高位，成为美妆行业极具潜力的细分赛道。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《2025年中国贵妇膏市场发展状况与消费行为调查数据》显示，2015-2025年中国化妆品市场规模从3181亿元增长至5791亿元。2015-2025年中国护肤品行业市场规模整体呈波动上升趋势，2025年达到3186亿元。此外，2018-2025年中国抗衰老市场规模从2018年的472亿元持续增长至2025年887亿元，预计2027年将突破1000亿元。
中国消费者超七成有贵妇膏购买经验且了解贵妇膏，仅6.03%听过但不了解。中国消费者在购买贵妇膏渠道中，实体店占比51.31%，美容机构占比49.71%，电商主播占比37.61%。在购买贵妇膏产品重点考虑的因素中，品牌和价格占比最高，均为57.43%；其次是口碑，占比47.38%。在未来会购买贵妇膏的原因中，“周围人都在用，口碑”占比最高，为64.43%；“明星、主播种草”占比49.56%；“抖音、小红书等平台推荐”占比28.28%。数据表明口碑传播是消费者购买贵妇膏的核心因素，其对贵妇膏的选择高度关注价格与品牌的平衡，反映了性价比、品牌信任与用户反馈在消费者选择中的重要性。
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艾媒咨询 | 2026年牛筋肠行业发展趋势研究报告

近年来以俄罗斯风味、大块牛筋、低淀粉为特点的牛筋肠网红产品借助直播电商迅速崛起，有效带动品类热度与市场扩容。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年中国牛筋肠行业发展趋势研究报告》显示，中国休闲食品行业整体保持规模稳步扩容、结构持续优化的发展态势，预计2027年市场规模将达12378亿元；牛筋肠作为特色肉制品零食细分品类，2025年市场规模为2.50亿元，预计2030年增至2.99亿元，整体呈平稳温和增长。消费层面，78.79%的消费者选购时首要关注口感筋道或软糯程度，其次为口味风味（69.70%），价格性价比与配料健康属性均占66.67%，体现出消费者以口感为核心、兼顾风味、性价比与健康的消费偏好。
艾媒咨询分析师认为，未来牛筋肠行业将依托休闲食品行业整体扩容与结构优化的大趋势，保持平稳温和增长，市场规模持续稳步提升；在消费需求驱动下，行业将围绕口感升级、风味创新、健康化配方与高性价比四大核心方向发展，产品将更加注重筋道质感提升、配料表精简干净、口味多样化迭代，同时兼顾成本与品质平衡，逐步走向品质化、精细化、健康化的良性发展轨道。

In recent years, the internet-famous products featuring Russian flavors, large pieces of beef tendons, and low starch content have rapidly risen through live-streaming e-commerce, effectively boosting the popularity of the category and expanding the market. The latest report titled "Research Report on the Development Trends of the Chinese Beef Tendon Sausage Industry in 2026" released by iiMedia Research shows that the overall Chinese snack food industry maintains a steady expansion in scale and continuous optimization in structure. It is expected that the market size will reach 1,237.8 billion yuan in 2027. As for beef tendon products, as a specialized meat snack category, the market size was 250 million yuan in 2025 and is expected to increase to 299 million yuan in 2030, showing a stable and moderate growth trend overall. At the consumption level, 78.79% of consumers prioritize the texture of the product when making purchases, followed by the flavor profile (69.70%). Price, cost-effectiveness, and the health attributes of ingredients all account for 66.67%. This reflects consumers' preference for the core of taste, while also considering flavor, cost-effectiveness, and health.
Analysts from iResearch Consulting believe that in the future, the beef tendon products industry will rely on the overall expansion and structural optimization of the snack food industry to maintain a stable and moderate growth, with the market size continuously and steadily increasing. Driven by consumer demand, the industry will develop around four core directions: taste upgrade, flavor innovation, healthy formula, and high cost-effectiveness. Products will pay more attention to enhancing the texture of tendons, simplifying and cleaning the ingredient list, iterating the variety of flavors, while also balancing cost and quality, gradually moving towards a virtuous development path of quality, refinement, and health.

艾媒咨询 | 2025年中国休闲食品行业发展趋势研究报告

当前，中国休闲食品行业正处在由规模扩张向价值重塑深度转型的关键阶段。作为连接亿万消费者日常需求与农业、制造业升级的重要民生产业，休闲食品已超越单纯满足口腹之欲的范畴，日益融合健康营养、情感共鸣、文化表达及场景体验等多重属性。在市场竞争日趋激烈与消费者主权崛起的双重背景下，行业依托其成熟完善的产业链基础与持续创新的内生动力，展现出强大的结构调整能力与长期发展韧性。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）发布的《2025年中国休闲食品行业发展趋势研究报告》显示，中国休闲食品市场已整体步入以质取胜和以结构优化为核心的发展新周期。行业发展动能正从渠道与营销驱动的外延式增长，转向产品创新、供应链效率与品牌价值驱动的内涵式发展。企业竞争焦点日益侧重于产品力的本质回归、全链路数字化协同以及消费场景的精准开拓，推动行业向健康化、高端化、个性化方向持续演进，产业生态格局正在系统性重构。
Currently, China's snack industry is at a critical stage of deep transformation from scale expansion to value reshaping. As a vital livelihood industry connecting the daily needs of hundreds of millions of consumers with the upgrading of agriculture and manufacturing, snacks have transcended the mere satisfaction of appetite and increasingly integrated multiple attributes such as health and nutrition, emotional resonance, cultural expression, and experiential scenarios. Amid intensifying market competition and the rise of consumer sovereignty, the industry demonstrates robust structural adjustment capabilities and long-term resilience, supported by its mature and well-developed industrial chain foundation and continuous innovation-driven momentum.The "2025 China Snack Industry Development Trends Research Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, indicates that the Chinese snack market has entered a new development cycle centered on quality and structural optimization. The driving force behind industry growth is shifting from external expansion driven by channels and marketing to internal development driven by product innovation, supply chain efficiency, and brand value. The focus of corporate competition is increasingly on the essential return of product strength, full-chain digital collaboration, and precise exploration of consumer scenarios, propelling the industry toward continued evolution toward health, premiumization, and personalization, while systematically reshaping the industrial ecosystem.

艾媒咨询 | 2026年中国凉茶饮料消费趋势洞察白皮书

当前中国凉茶饮料行业正处于从传统快消品向健康饮品生态转型的关键窗口期，作为承载中医“治未病”理念与岭南饮食智慧的国家级非物质文化遗产，这一品类已成功从区域性民间饮品升级为全国性普及的健康消费品，尽管相较于行业增长高峰期，当前整体增速已有所放缓，但在宏观经济波动加剧及新兴饮品品类激烈竞争的双重压力下，凉茶行业依然展现出较强的市场韧性与抗风险能力。
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年中国凉茶饮料消费趋势洞察白皮书》数据显示，2025年中国凉茶饮料市场规模达255.0亿元，行业已从跑马圈地的爆发期进入精耕细作的存量博弈期。83.4%的凉茶饮料消费是以自饮为核心，其中76.3%为强功能驱动。消费者购买凉茶饮料产品的首要决策因素为“清热降火”（54.2%），其次为“口感偏好”（46.3%）；重点关注产品的功效宣称及认证（46.1%）、口感试饮体验（45.0%）和配料表成分（43.6%），整体呈现“功效优先、体验为核、成分敏感”的特点。同时，消费者对不同包装有着非常理性的场景认知，根据不同需求精准选择适配的包装形态。
艾媒咨询分析师认为，存量博弈背景下，凉茶行业的竞争逻辑已从规模扩张转向价值提升，消费者的需求特征将成为驱动行业产品创新、渠道优化与品牌升级的核心导向。在产品层面，“清热降火”的传统核心需求仍将长期存在，但消费者需求正从单一功能向多元化延伸，低糖、无糖产品及添加益生元等功能性成分的创新产品，将成为破解行业增长瓶颈的关键。未来，只有精准把握消费者需求变化，持续推进产品创新、渠道升级与品牌赋能，将传统凉茶文化与现代健康消费理念深度融合，才能推动凉茶行业突破存量瓶颈，实现可持续增长，进一步巩固其在植物饮料领域的核心地位。
China's herbal tea beverage industry is currently in a critical window period of transitioning from traditional fast-moving consumer goods to a health beverage ecosystem. As a national intangible cultural heritage that embodies the traditional Chinese medicine concept of "preventive treatment" and Lingnan dietary wisdom, this category has successfully upgraded from a regional folk drink to a nationally popular health consumer product. Although the overall growth rate has slowed compared to the industry's peak growth period, the herbal tea industry continues to demonstrate strong market resilience and risk resistance despite the dual pressures of intensified macroeconomic fluctuations and fierce competition from emerging beverage categories.
According to the latest "White paper on China herbal tea beverages consumption trend insights in 2026" released by iiMedia Research, a global new economy industry third-party data mining and analysis institution, China's herbal tea beverage market reached 25.50 billion yuan in 2025, and the industry has entered a refined stock competition phase from the explosive expansion period. 83.4% of herbal tea beverage consumption is centered on personal consumption, of which 76.3% is driven by strong functional needs. The primary decision-making factor for consumers purchasing herbal tea beverage products is "heat-clearing and fire-purging" (54.2%), followed by "taste preference" (46.3%); consumers focus on product efficacy claims and certifications (46.1%), taste trial experience (45.0%), and ingredient list components (43.6%), presenting overall characteristics of "efficacy priority, experience as core, and ingredient sensitivity." Meanwhile, consumers have very rational scenario perceptions of different packaging formats, precisely selecting suitable packaging forms based on different needs.
iiMedia Research analysts believe that under the background of stock competition, the competitive logic of the herbal tea industry has shifted from scale expansion to value enhancement, and consumer demand characteristics will become the core driver for industry product innovation, channel optimization, and brand upgrading. At the product level, the traditional core demand for "heat-clearing and fire-purging" will continue to exist in the long term, but consumer demand is extending from single functions to diversification. Innovative products such as low-sugar, sugar-free products, and those with added functional ingredients like prebiotics will become the key to breaking through industry growth bottlenecks. In the future, only by precisely grasping changes in consumer demand, continuously advancing product innovation, channel upgrading, and brand empowerment, and deeply integrating traditional herbal tea culture with modern health consumption concepts, can the herbal tea industry break through stock bottlenecks, achieve sustainable growth, and further consolidate its core position in the plant beverage field.