全球领先的新经济产业第三方数据挖掘与分析机构
关于“休闲零食”的报告
艾媒咨询 | 2026年全球及中国健康烘焙食品市场研究报告
全球及中国健康烘焙食品行业正处于消费升级与品类扩容并行的高速发展阶段。国民健康意识持续提升，推动烘焙产品从传统的高糖高油甜点向低糖低脂、清洁标签、功能性营养的健康食品转型，成为休闲食品及日常代餐赛道中的重要增量品类。新生代消费者聚焦健康化、便捷化与口感平衡的核心诉求，天然代糖替代、药食同源食材添加、营养升级成为产品升级的核心方向，冷冻烘焙技术、AI视觉检测、清洁标签工艺等智能化与标准化手段的广泛应用，正在推动健康烘焙产业从概念驱动向品质驱动全面进阶。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年全球及中国健康烘焙食品市场研究报告》数据显示，市场规模方面，2025年中国烘焙行业市场规模已达6621.5亿元，预计2029年将达8595.6亿元。在烘焙食品选择偏好中，“果味”（64.1%）、蛋糕类（75.6%）为首要品类；购买决策因素中，“营养成分”（59.7%）、“配料表”（54.8%）为主要驱动力；消费者认为健康烘焙食品的核心竞争力体现在无人工添加剂上，且对烘焙食品的健康属性需求明确，并期望健康烘焙食品向更高营养价值、更清洁的配料表方向发展。艾媒咨询分析师认为，健康烘焙市场已从“品类扩容驱动”迈向“健康驱动”的新阶段。未来，具备明确健康属性（如低糖低脂、清洁标签）、融合技术研发与供应链品控能力、适配代餐与休闲等多场景消费需
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艾媒咨询 | 2026年中国润喉糖消费趋势洞察报告
中国润喉糖行业在健康消费浪潮驱动下加速从传统的缓解不适向日常护嗓、职场提神、口气清新等多功能延伸，品类边界不断拓宽。消费者尤其关注成分天然化、剂型便捷性与功效可视化，本草配方、长效提神醒脑体验成为主流升级方向。同时，品牌竞争加速从渠道铺货转向信任构建，透明溯源、功效检测、场景化营销逐步渗透消费决策。智能化生产工艺与柔性供应链的应用，也推动了产品标准化与个性化定制的协同发展。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年中国润喉糖消费趋势洞察报告》数据显示，在润喉糖购买决策中，“季节变化、空气质量差”（57.4%）、“感冒”（51.8%）成为核心诱因，”缓解不适的效果“（52.8%）成为主要驱动力；品类偏好上，消费者更喜欢独立包装（63.5%）及温润舒适型（71.0%）的润喉糖；在对本草润喉糖的选择上，消费者认为本草润喉糖的缓解咽喉不适的效果更好（61.0%），且更偏好薄荷（46.8%）和罗汉果（46.1%）等本草成分，消费者期待开发针对特定人群的本草配方，并希望本草润喉糖向健康化、零食化方向发展。艾媒咨询分析师认为，润喉糖市场已从“传统缓解型单品”向“日常养护型品类”转型，消费者对成分安全与功效可感知的要求日益严苛，推动行业迈入健康化、功能细分化与品质化竞争的新阶段。(《艾媒咨询 |2026年中国润喉糖消费趋势洞察报告》
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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
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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 | 2026年中国新春年货消费行为调研数据
随着中国消费者对情感价值、个性表达及生活品质的追求日益深化，年货消费正从传统的集中囤货与礼节性馈赠，加速向以兴趣驱动、悦己悦人、注重健康与体验的价值型消费转型。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年中国新春年货消费行为调研数据》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，整体市场前景保持积极向好态势。
中国消费者购买新春年货品类中，超半数消费者选择了休闲食品类，其核心购买原因集中在口味丰富多样（45.88%）、性价比高（41.41%）及包装喜庆契合年味（38.59%）。这一偏好结构清晰地表明，当代中国消费者的年货选择是一种理性决策与情感需求并重的复合行为，既追求产品本身多元化的味觉体验与实惠价格，也高度重视其外在包装所承载的节日仪式感与情感价值，使得休闲食品超越了一般零食范畴，成为烘托新年气氛、满足口腹之愉的关键消费品。
艾媒咨询分析师认为，新春年货市场将呈现三大发展趋势：一是口味创新持续深化，通过挖掘地方特色风味、开展跨界联名等方式，打造具有记忆点的“味觉IP”，同时结合健康化趋势拓宽消费场景；二是供应链效率与成本控制成为关键，企业需借助数字化手段实现柔性生产，在保障产品品质与供应稳定性的同时，维持价格竞争力；三是场景营销与文化赋能升级，将传统节庆元素与现代审美、互动体验深度融合，从包装视觉延展至沉浸式消费场景构建，强化品牌情感联结。整体年货市场在消费升级与年节文化回归的双重驱动下，正朝着更高附加值的“体验化”、“传统现代融合”与“健康化”方向持续演进。
As Chinese consumers' pursuit of emotional value, individual expression and quality of life deepens, the consumption of New Year goods is accelerating its transformation from the traditional practice of centralized stockpiling and ceremonial gift-giving to value-driven, self- and others-pleasing, health-focused and experiential consumption driven by interests. According to the latest "Research data on Chinese New Year's goods consumption behavior in 2026" 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 in 2018 to 1449.8 billion yuan by 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 will be 1180.4 billion yuan in 2025 and is expected to reach 1237.8 billion yuan in 2027. The overall market outlook remains positive and favorable.
Among the categories of New Year goods purchased by Chinese consumers, over half of them chose the category of snack foods. The main reasons for their purchase focused on the rich variety of flavors (45.88%), high cost-effectiveness (41.41%), and the festive and appealing packaging that matched the festive atmosphere (38.59%). This preference structure clearly indicates that contemporary Chinese consumers' choice of New Year goods is a complex behavior that combines rational decision-making and emotional needs. They not only pursue the diversified taste experience and affordable prices of the products themselves, but also attach great importance to the festive ritualism and emotional value carried by the external packaging, making snack foods go beyond the category of ordinary snacks and become a key consumer product for enhancing the New Year atmosphere and satisfying the desire for delicious food.
Analysts from iiMedia Research believe that the new year's festive and leisure food market will exhibit three major trends: Firstly, flavor innovation will continue to deepen. By exploring local distinctive flavors, conducting cross-border collaborations, and creating memorable "taste IPs", it will expand consumption scenarios while aligning with the trend of healthiness; Secondly, supply chain efficiency and cost control will become key factors. Enterprises need to utilize digital means to achieve flexible production, ensuring product quality and supply stability while maintaining price competitiveness; Thirdly, scene marketing and cultural empowerment will be upgraded. Integrating traditional festival elements with modern aesthetics, interactive experiences, and deepening the integration from packaging visuals to immersive consumption scenarios, it will strengthen brand emotional connection. Under the dual driving forces of consumption upgrade and the return of festival culture, the overall festive market is continuously evolving towards a higher value-added "experiential" model, "traditional-modern integration", and "healthiness". -
艾媒咨询 | 2025年中国黑松露食品市场发展趋势研究
随着国民消费水平提升，消费者对黑松露的价值认知持续加深，对健康和高品质食材需求的增长，黑松露食品市场消费规模持续扩张，未来发展可期。iiMedia Research（艾媒咨询）数据显示，2024年黑松露概念食品市场营收为655.7亿元，预计到2029年将进一步增长至1056.4亿元。锦华食品集团于2019年首创“黑松露流心奶黄月饼”率先打破了黑松露与高档餐厅的传统绑定。这一创新不仅为月饼增添了丰富的口感层次，还引领烘焙行业中黑松露的添加潮流，让黑松露的应用范围从餐桌上的精致佳肴扩展至包装食品领域。
With the improvement of national consumption level, consumers' awareness of the value of black truffle continues to deepen, and the demand for healthy and high-quality ingredients increases, the consumption scale of black truffle food market continues to expand, and the future development is promising. iiMedia Research data show that the black truffle concept food market revenue in 2024 was 65.57 billion yuan, and it is expected to further grow to 105.64 billion yuan by 2029. In 2019, KAMWAH FINE CAKE Group pioneered the " Melanosporum Flowing Heart Milk Yellow MoonCake ", which took the lead in breaking the traditional bond between black truffles and high-end restaurants. This innovation not only adds a rich texture layer to the mooncake, but also leads the trend of adding black truffles in the baking industry, extending the application of black truffles from delicate dishes on the table to packaged foods. -
艾媒咨询｜2023年中国无骨鸡爪消费市场研究报告
2023年无骨鸡爪市场在消费回暖背景下迅速发展。2024年1月11日，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）发布了《2023年中国无骨鸡爪消费市场研究报告》，报告显示，2023年中国无骨鸡爪行业线上市场规模为49.8亿元，同比增长16.5%，2028年其市场规模有望达77.6亿元。在“宅经济”和快节奏的现代生活等多重影响下，无骨鸡爪消费场景逐渐增多，行业将持续扩容。在C端市场，无骨鸡爪的发展潜力巨大，线上渠道如抖音等在品牌推广与消费转化方面表现优秀。无骨鸡爪食品行业产品质量存在参差不齐的现象，未来随着企业竞争白热化，无骨鸡爪市场将进入平稳发展阶段，高品质、多种类、全渠道发展的高性价比产品更能脱颖而出。为保持竞争优势，企业需关注产品质量、品牌建设和销售渠道的拓展。
In 2023, the boneless chicken feet market developed rapidly in the context of consumption recovery. On January 11, 2024, iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, released the Research Report on China's boneless Chicken feet Consumption Market in 2023, which showed that the online market size of China's boneless chicken feet industry in 2023 was 4.98 billion yuan, an increase of 16.5%. Its market size is expected to reach 7.76 billion yuan in 2028. Under the multiple influence of the "house economy" and the fast-paced modern life, the consumption scene of boneless chicken feet has gradually increased, and the industry will continue to expand. In the C-end market, the development potential of boneless chicken feet is huge, and online channels such as Douyin perform well in brand promotion and consumption transformation. The product quality of the boneless chicken feet food industry is uneven, and in the future, with the fierce competition among enterprises, the boneless chicken feet market will enter a stage of stable development, and the cost-effective products with high quality, multiple types and all-channel development will stand out. In order to maintain a competitive advantage, enterprises need to focus on product quality, brand building and the expansion of sales channels. -
艾媒咨询 | 2023年中国辣条食品行业创新及消费需求洞察报告
在众多休闲食品中，辣条口味浓郁，具有独特的咬劲，为消费者带来愉悦和满足感，拥有一定的市场增量空间。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《2023年中国辣条食品行业创新及消费需求洞察报告》数据显示，2022年中国辣条食品市场规模达517亿元，2026年有望达927亿元。对健康美味的休闲食品追求，使得中国辣条消费者在购买辣条时更注重挑选。iiMedia Research（艾媒咨询）调研数据显示，54.6%的辣条消费者偏好香辣口味的辣条；喜欢吃有嚼劲口感的辣条消费者占比达50.1%。
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