艾媒咨询 | 2025年中国饮料行业市场消费行为调查数据

随着消费需求的持续升级与产业数字化转型深化，中国饮料市场呈现多元化发展态势，主要体现在以线上直播购物、智能无人售货为代表的消费渠道升级，以低糖配方、功能成分为核心的健康需求驱动，以及以气泡水、电解质水为热点的品类创新趋势三大方向。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《2025年中国饮料行业市场消费行为调查数据》数据显示，奶制品以51.70%的认知度位列消费者饮料类别了解榜首，显示出健康化需求对品类认知的显著影响。从消费渠道来看，综合电商平台以61.31%的线上渗透率主导购买场景，而线下大型生活超市则以65.65%的占比保持核心地位，印证全渠道融合的消费特征。价格优惠以33.03%的比例位居榜首，显示价格因素对饮料消费的促进作用最为显著。当前市场仍存在结构性矛盾：线上渠道依赖内容平台推广来加速品牌曝光，但同质化营销易引发审美疲劳；线下渠道虽维持高流量，但即时性需求与场景化服务能力仍需强化。艾媒咨询分析师建议，企业需构建差异化价值体系，通过水质技术升级、包装设计创新来提升产品溢价空间，同时依托大数据分析实现价格策略动态调整，精准匹配家庭囤货、户外运动等细分场景需求。
With the continuous upgrading of consumer demand and the deepening of industrial digital transformation, China's beverage market shows a diversified development trend, mainly reflected in the upgrading of consumption channels represented by online live shopping and intelligent unmanned vending, the health demand driven by low-sugar formula and functional ingredients, and the category innovation trend with sparkling water and electrolyte water as the hot spot. According to the latest "Market consumption behavior survey data of China's beverage industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, dairy products ranked the top of the consumer beverage category understanding with 51.70% awareness. The results show that the demand for health has a significant impact on category cognition. From the perspective of consumption channels, the integrated e-commerce platform dominates the purchasing scene with an online penetration rate of 61.31%, while the offline large life supermarket maintains its core position with 65.65%, confirming the consumption characteristics of omni-channel integration. Price preference ranked first with 33.03%, indicating that price factors had the most significant promoting effect on beverage consumption. At present, there are still structural contradictions in the market: online channels rely on content platform promotion to accelerate brand exposure, but homogenized marketing is easy to cause aesthetic fatigue; Although offline channels maintain high traffic, the real-time demand and scenario-based service capabilities still need to be strengthened. iiMedia Research suggest that enterprises need to build a differentiated value system, improve product premium space through water quality technology upgrading and packaging design innovation, and rely on big data analysis to achieve dynamic adjustment of price strategies and accurately match the needs of segmentation scenes such as family hoarding and outdoor sports.

艾媒咨询 | 2024年中国咖啡市场消费行为调研报告

当前，随着生活节奏的加快与消费习惯的变化，咖啡已逐渐成为了备受欢迎的休闲饮品，广泛融入人们的休闲时光、日常学习及工作间隙。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《2024年中国咖啡市场消费行为调研报告》数据显示，超过七成的咖啡爱好者每周至少享用一杯咖啡，将其视为日常生活不可或缺的一部分。在此背景下，咖啡市场迎来了众多参与者，各类咖啡产品层出不穷，其中最受消费者青睐的是星巴克、瑞幸等咖啡店现制现饮咖啡（51.93%），其次是速溶咖啡粉（41.18%）。就咖啡的功能而言，目前消费者最希望其能有效解乏解困（48.88%）、促进新陈代谢（45.23%）等。艾媒咨询分析师认为，尽管咖啡市场前景广阔，但竞争同样异常激烈。企业要想在这个市场中脱颖而出，需持续深入地洞察消费者需求，不断创新研发，推出更多符合消费者期待的咖啡产品。
At present, with the acceleration of the pace of life and the change of consumption habits, coffee has gradually become a popular leisure drink, widely integrated into people's leisure time, daily study and work. According to the latest "2024 China coffee market consumer behavior survey report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, more than 70% of coffee lovers enjoy at least one cup of coffee every week, and regard it as an indispensable part of daily life. In this context, the coffee market has ushered in a large number of participants, various types of coffee products emerge in an endless flow, of which the most favored by consumers is Starbucks, Luckin and other coffee shops made and drunk coffee (51.93%), followed by instant coffee powder (41.18%). In terms of the function of coffee, consumers most want it to effectively relieve fatigue (48.88%) and promote metabolism (45.23%). Imedia Consulting analysts believe that although the coffee market has broad prospects, the competition is also extremely fierce. In order to stand out in this market, enterprises need to continue to have in-depth insight into consumer needs, continuous innovation and research and development, and launch more coffee products that meet consumer expectations.

艾媒咨询｜2024-2025年中国茶叶产业发展及消费者洞察行业报告

随着市场竞争的激化，茶叶市场入局者开始探索行业品类细分化的市场需求，不断打造新场景、新产品、新需求，未来的行业格局将会是多品牌共同发展的状态。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《2024-2025年中国茶叶产业发展及消费者洞察行业报告》数据显示，中国茶叶行业市场规模保持连年增长态势，2023年市场规模达到3511.8亿元，预计2028年可达到5309.6亿元。随着健康养生观念的加深，42.49％受访消费者表示会选择喝茶来达到保健的目的。艾媒咨询分析师认为，在现代社会，随着人们对健康生活的追求日益增强，茶作为一种天然、健康的饮品，其健康属性愈发受到消费者重视，消费者对于茶叶的品质和口感的要求也越来越高，这为茶叶产业的发展提供了广阔的市场空间。
With the intensification of market competition, tea market entrants have begun to explore the market demand for industry categories, and continue to create new scenes, new products, and new demands. The future industry pattern will be a state of multi-brand common development. According to the latest "Research on China Tea Industry Development and Consumer Insights Report from 2024 to 2025" released by iiMedia Research, the market size of China's tea industry has maintained a continuous growth trend, and the market size will reach 351.18 billion yuan in 2023, and is expected to reach 530.96 billion yuan in 2028. With the deepening of the concept of health and wellness, 42.49% of the surveyed consumers said they would choose tea to achieve the purpose of health care. Analysts from iiMedia Consulting believe that in modern society, with the increasing pursuit of healthy life, tea as a natural and healthy drink, its health attributes are increasingly valued by consumers, and consumers have higher and higher requirements for the quality and taste of tea, which provides a broad market space for the development of tea industry.

艾媒咨询｜2024-2025年中国新式茶饮行业发展现状与消费趋势调查分析报告

随着中国新式茶饮市场空间逐渐饱和，行业进入存量竞争阶段，品牌内卷程度加剧。除了采取降价策略，各企业通过开拓品类、创新营销、品牌出海等多元手段寻求破局。截至2023年9月末，蜜雪冰城海外门店已有4000家；2024年7月，喜茶、霸王茶姬陆续亮相巴黎，为奥运助力，借助国际赛事营销提升全球影响力。2024年8月，茶颜悦色在长沙开出首家零食生活杂货店，零售生意成为新式茶饮品牌竞争的新阵地。iiMedia Research（艾媒咨询）数据显示，预计未来几年中国新式茶饮市场规模将维持小幅但稳定的增长态势，到2028年有望突破4000亿元。
With the gradual saturation of China's new tea drink market, the industry has entered the stage of stock competition, and brand competition has intensified. In addition to price cuts, companies seek changes by developing new products, innovative marketing, and going to sea. By the end of September 2023, MIXUE has 4,000 overseas stores; In July 2024, HEYTEA and CHAGEE appeared in Paris to enhance their global influence with the help of Olympic marketing. In August 2024, CHAYANYUESE opened a snack grocery store, and the retail business has become a new frontier in the competition for new tea brands. iiMedia Research data show that it is expected that in the next few years, the size of China's new tea market will maintain a small growth, and is expected to exceed 400 billion yuan by 2028.

艾媒咨询|2021年中国乳业行业运行大数据及市场趋势研究报告

本报告涉及的案例/品牌/企业：蒙牛乳业、伊利集团、光明乳业、飞鹤乳业

随着消费升级的到来和国民健康意识的日益普及，人均乳制品消费量逐渐提高，乳制品消费结构发生转变，消费者的多样需求为乳制品市场注入新的发展动力。数据显示，2021年牛奶产量达3683.0万吨，同比增长7.1%；2021年中国乳品进口量达394.7万吨，同比增长18.5%。艾媒咨询分析师认为，中国乳制品市场空间广阔，行业赛道将更加细分，乳企需加快奶源基地建设与上游产业整合，为企业发展降本提效，加强研发创新能力以满足消费市场需求。
With the arrival of consumption upgrade and the increasing popularity of national health awareness, the per capita consumption of dairy products has gradually increased, the structure of dairy consumption has changed, and the diverse needs of consumers have injected new impetus for the development of dairy products market. The data shows that milk production in 2021 reached 36.830 million tons, an increase of 7.1% year-on-year; Chinese dairy imports in 2021 reached 3.947 million tons, an increase of 18.5% year-on-year. iiMedia Research analyst believes that Chinese dairy market space is vast, the industry track will be more segmented, dairy enterprises need to accelerate the construction of milk source base and upstream industry integration, for the development of enterprises to reduce costs and improve efficiency, strengthen R&D and innovation capabilities to meet the needs of the consumer market.

艾媒咨询|2021年中国新式茶饮行业分析报告

本报告涉及的案例/品牌/企业：喜茶，蜜雪冰城

iiMedia Research(艾媒咨询)数据显示，2020年中国新式茶饮市场规模为1840.3亿元，受冠疫情的影响，同比下滑10%，预计2022年将会突破三千亿元。艾媒咨询分析师认为，中国新式行业在这几年快速扩张后，发展步伐迅速，新式茶饮市场一二线市场增速放缓，呈现向三四线城市下沉的趋势。我国下沉市场囊括200个地级市、3000个县城和40000个乡镇，人口达10亿以上，下沉市场具备巨大发展潜力。
According to data from iiMedia Research, the scale of China's new-style tea drink market in 2020 will be 184.03 billion yuan. Affected by the coronavirus, it will drop by 10% year-on-year. It is expected to exceed 300 billion yuan in 2022. IiMedia Consulting analysts believe that after the rapid expansion of China's new industries in recent years, the pace of development has been rapid. The growth rate of the first- and second-tier markets of the new tea drink market has slowed down, showing a trend of sinking to third- and fourth-tier cities. my country's sinking market includes 200 prefecture-level cities, 3,000 counties, and 40,000 townships, with a population of more than 1 billion. The sinking market has huge development potential.

艾媒咨询|2020年中国饮料行业细分领域发展及典型案例分析报告

本报告研究涉及企业/品牌/案例：元气森林，伊利，康师傅，统一，东鹏饮料，香飘飘，农夫山泉，承德露露。

监测数据显示，2020年7-8月“饮料”行业网络口碑为67.2，偏向正面。艾媒咨询分析师认为，由于消费者更偏好“无糖”“代糖” 等健康饮品，饮料行业企业也随着消费者理念的变化进行产品升级迭代，推出符合大众需求的饮品，从而获得了较高的关注和认可。特别是受到疫情影响，消费者会更加关注食品饮品的健康问题，企业可能会进一步关注并强调植物基和以植物为中心的产品，比如豆浆、果蔬汁、酸奶。

Monitoring data show that in July-August 2020, the "beverage" industry network reputation of 67.2, biased towards the positive. iiMedia Research analysts believe that because consumers prefer "sugar-free" "sugar" and other healthy drinks, beverage industry enterprises also with the change of consumer philosophy to carry out product upgrading iteration, the introduction of drinks in line with the needs of the public, so as to obtain a higher level of attention and recognition. In particular, as a result of the outbreak, consumers will pay more attention to the health of food and beverages, and businesses may pay more attention to and emphasize plant-based and plant-centric products such as soy milk, fruit and vegetable juice, yogurt.

艾媒咨询|2020上半年中国袋泡茶行业现状与消费趋势调查分析报告

本报告研究涉及企业/品牌/案例：茶里、立顿、川宁。

袋泡茶已成为全球茶叶消费的重要组成部分。数据显示，在欧美等国家，袋泡茶的年消费量占茶叶总消费量的80%以上，销售份额较大。而中国袋泡茶的年消费量占茶叶总消费量仅约5%。结合袋泡茶的消费意愿看，未来中国袋泡茶市场将保持稳步增长，预计2020年中国袋泡茶线上市场规模将突破128.7亿元。

Tea has become an important part of global tea consumption. Data show that in Europe and the United States and other countries, the annual consumption of tea accounted for more than 80% of the total consumption of tea, sales share is larger. China's annual consumption of tea-making accounts for only about 5% of total tea consumption. Combined with the consumption of tea, china's tea bag tea market will maintain steady growth in the future, the market size of China's tea-making line is expected to exceed 12.87 billion yuan in 2020.

艾媒报告|2019-2020中国乳业行业运行大数据及市场趋势研究报告

本报告研究涉及企业/品牌/案例：伊利集团、蒙牛集团、飞鹤乳业、光明乳业；其他提及企业/品牌：Vinamilk、TH True Milk、Moc Chau Milk、NutiFood、Hanoimilk、澳优、健合集团、中国圣牧、现代牧业、西部牧业、和路雪、梦龙、Grom、特仑苏、金典、三元、旺仔、辉山、完达山、维他奶等

2020年1月21日，全球知名的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《2019-2020中国乳业行业运行大数据及市场趋势研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国乳业的发展现状、国际贸易环境和上下游进行深度分析，并且以蒙牛集团、光明乳业、伊利集团、飞鹤乳业等上市公司作为典型案例进行商情分析，深入研究中国乳业行业运行模式和发展趋势。2019年10月，全国监测城市鲜奶平均零售价格每斤为5.40元，环比涨0.4%，同比涨1.9%。其中，袋装鲜奶每斤4.96元，环比涨0.4%，同比涨1.6%。盒装鲜奶每斤5.84元，环比涨0.3%，同比涨2.1%。艾媒咨询分析师认为，随着对鲜奶的认识越发深入，消费者对鲜奶的需求量不断扩大，中国鲜奶市场将持续增长，预计到2020年鲜奶零售价将保持稳步增长的趋势。

The report conducts an in-depth analysis of the development status, international trade environment, and upstream and downstream of China's dairy industry. Group companies, Feihe Dairy and other listed companies conduct business analysis as typical cases, and in-depth study of the operation mode and development trend of China's dairy industry. In October 2019, the average retail price of fresh milk in monitored cities nationwide was 5.40 yuan per catty, up 0.4% month-on-month and 1.9% year-on-year. Among them, bagged fresh milk was 4.96 yuan per catty, up 0.4% month-on-month and 1.6% year-on-year. Boxed fresh milk was 5.84 yuan per catty, up 0.3% month-on-month and 2.1% year-on-year. iiMedia Research Consulting analysts believe that as the understanding of fresh milk deepens and consumer demand for fresh milk continues to expand, the Chinese fresh milk market will continue to grow, and it is expected that the retail price of fresh milk will maintain a steady growth trend by 2020 .

艾媒报告|2018-2020全球茶叶产业运行大数据与中国茶业创新发展趋势研究报告

本报告研究涉及企业/品牌/案例：大益茶，小罐茶，雨林，艺福堂，宫明，八马，天福茗茶，元正正山堂，张一元旗舰店，卢正浩旗舰店，谢裕大，松萝茶业，美灵宝，茗皇天然，茶乾坤，龙升茶业，恒福股份，丽宫食品，抱儿钟秀，武夷星茶叶，华莱生物科技，勐海陈升茶业，京东

中国茶叶需求量逐渐增大，消费者对茶叶品质要求逐渐提高。iiMedia Research（艾媒咨询）数据显示，2018年中国茶叶市场规模达到2157.36亿元，增长率达到10.7%，其中2018年绿茶产量达到172.2万吨，绿茶销量占比63.1%。部分省份将茶叶种植作为扶贫产业之一，进一步推动了茶叶行业的发展。同时，近年来茶叶的品牌意识开始增强，兴起如大益茶、小罐茶等茶叶国货品牌。然而，总体而言，中国的茶叶行业理念仍然相对落后，“茶二代”及新一代的茶叶经营者推动茶叶市场在向集约化、品牌经济、电商经济等方向发展，有望开辟全新的茶叶市场格局。

China's demand for tea is gradually increasing, and consumers' demand for tea quality is gradually increasing. IiMedia Research (AI Media Consulting) data show that the size of China's tea market in 2018 reached 215.736 billion yuan, a growth rate of 10.7%, of which the output of green tea in 2018 reached 1.722 million tons, accounting for 63.1% of green tea sales. Some provinces regard tea planting as one of the poverty alleviation industries, further promoting the development of the tea industry. At the same time, the brand awareness of tea has begun to increase in recent years, with the rise of domestic brands of tea such as Dayi tea and small cans of tea. However, on the whole, the concept of China's tea industry is still relatively backward. The “second generation of tea“ and the new generation of tea operators are pushing the tea market to develop in the direction of intensification, brand economy, e-commerce economy and so on, and are expected to open up a new pattern of tea market.