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

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年中国月饼行业发展白皮书

2025年，中国月饼市场正处于深刻的结构性调整期。在监管部门对“天价”月饼持续规范、国民健康意识不断增强的多重因素驱动下，市场消费日趋理性，高端礼盒需求进一步收缩，兼具高性价比与健康特征的产品备受推崇。
随着月饼的大众食品属性日益强化，其消费场景逐步日常化、零食化。iiMedia Research（艾媒咨询）数据显示，消费者选购月饼时最关注的TOP3因素分别是口味（52.8%）、保质期（41.6%）和价格（39.0%）。口味已成为影响消费决策的核心因素，行业竞争本质回归产品力与文化内涵的深耕。在此趋势下，品类创新不断涌现，食材升级、功能增值与场景延伸三大方向为主要创新矢量。
面对国内市场的阶段性调整，开拓海外市场成为众多企业寻求增长的重要战略。通过输出月饼这一文化载体，挖掘海外华人及对中华文化感兴趣消费群体的需求，正构筑起行业增长的新曲线。
In 2025, the Chinese mooncake market is in a profound period of structural adjustment. Driven by multiple factors such as the continuous regulation of "sky-high priced" mooncakes by regulatory authorities and the increasing health awareness of the public, market consumption has become increasingly rational, and the demand for high-end gift boxes has further contracted. Products that combine high cost performance and health features are highly favored.
As the mass food attribute of mooncakes becomes increasingly prominent, their consumption scenarios are gradually becoming more routine and snack-like. Data from iiMedia Research shows that the top three factors that consumers pay the most attention to when choosing mooncakes are taste (52.8%), shelf life (41.6%) and price (39.0%). Taste has become the core factor influencing consumption decisions, and the essence of industry competition has returned to the in-depth cultivation of product power and cultural connotations. Under this trend, category innovations are constantly emerging, with the upgrading of ingredients, the addition of functions and the extension of scenarios being the three main innovation vectors.
In the face of the phased adjustment of the domestic market, exploring overseas markets has become an important strategy for many enterprises to seek growth. By exporting mooncakes as a cultural carrier and exploring the demands of overseas Chinese and consumer groups interested in Chinese culture, a new growth curve for the industry is being constructed.

艾媒咨询｜2024-2025年中国烘焙食品行业现状及趋势研究报告

随着人均消费水平的提升和餐饮消费结构的调整，中国烘焙食品市场呈现增长态势。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年中国烘焙食品行业现状及趋势研究报告》数据显示，2023年中国烘焙食品零售市场规模达5614.2亿元，同比增长9.2%，预计2029年可达到8595.6亿元。艾媒咨询分析师认为，中国烘焙食品行业细分市场潜力巨大，随着自媒体的不断发展，各类网红探店、KOL推荐等促使中式糕点、新中式糕点成为新热点，发展势头强劲。未来，随着烘焙食品行业的技术进步，如自动化生产设备应用和冷链技术发展，将进一步提升烘焙食品生产效率和产品质量。
With the improvement of per capita consumption level and the adjustment of catering consumption structure, China's baked goods market shows a growth trend. According to the latest "Research Report on the Current Situation and Trend of Chinese Baked Goods Industry from 2024 to 2025" released by iiMedia Research, In 2023, the scale of China's baked goods retail market reached 561.42 billion yuan, an increase of 9.2% year-on-year, and is expected to reach 859.56 billion yuan in 2029. Analysts from iiMedia Consulting believe that China's bakery industry has huge market potential. With the continuous development of "we media", various online celebrity shops and KOL recommendations have promoted Chinese pastry and new Chinese pastry to become a new hot spot with a strong momentum of development. In the future, with the technological progress of the baked goods industry, such as the application of automated production equipment and the development of cold chain technology, the production efficiency and product quality of baked goods will be further improved.

艾媒咨询 | 2023年中国方便速食行业创新及消费需求专题研究报告

方便速食行业长期以来同质化严重，在新消费的猛烈攻势下，品类创新成方便速食品牌转型的突破口。随着外卖占据方便粉面食品畅销的主要消费场景，开发适应不同场景的高端化、健康化、非油炸产品成为各大品牌推陈出新的重要趋势。