艾媒咨询 | 2026年中国在线外卖平台市场发展状况与消费行为调查数据

依托移动互联网持续普及、即时配送体系不断完善，中国在线外卖市场规模稳步扩容，行业从高速扩张阶段迈入存量稳健增长阶段。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年中国在线外卖平台市场发展状况与消费行为调查数据》显示，当前外卖消费群体特征清晰，以女性用户（54.38%）、27-39岁中青年群体（52.43%）、5001-20000元中高收入职场人群为主，核心消费市场集中于二线、三线及新一线城市。便捷省时、菜品选择丰富是消费者选择外卖的核心原因；平台会员优惠、稳定配送速度、丰富积分福利是用户留存的关键因素。当前行业仍存在诸多痛点，价格补贴缩减、商家卫生问题、入驻商家数量不足是用户降低平台使用频率的主要原因。消费者对外卖食品安全的关注度较高，主要担忧配送污染、餐具清洁度、食品添加剂超标等问题。艾媒咨询分析师指出，在消费需求升级、用户体验要求提升的背景下，外卖行业告别粗放式规模扩张，朝着品质化、安全化、场景多元化方向转型。即时零售、社区团餐配送、高端餐饮外卖是行业未来核心拓展方向，也是消费者的核心需求落点。未来外卖平台需持续优化定价与补贴体系，强化商家资质审核与全链路食品安全管控，完善用户隐私保护与售后服务体系，同时精准匹配不同圈层用户差异化消费需求，推动行业高质量精细化发展。
Relying on the continuous popularization of mobile Internet and the continuous improvement of real-time distribution system, the scale of domestic online takeout market has steadily expanded, and the industry has moved from a stage of rapid expansion to a stage of steady stock growth. The latest survey data on the development status and consumption behavior of China's online food delivery platform market in 2026, released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, shows that the current characteristics of the food delivery consumer group are clear, mainly consisting of female users (54.38%), middle-aged and young people aged 27-39 (52.43%), and middle and high-income workers with a salary of 5001-20000 yuan. The core consumer market is concentrated in second tier, third tier, and new first tier cities. Convenience, time-saving, and a wide selection of dishes are the core reasons why consumers choose takeout; Platform member discounts, stable delivery speed, and rich point benefits are key factors for user retention. There are still many pain points in the current industry, such as reduced price subsidies, hygiene issues among merchants, and insufficient number of merchants joining the platform, which are the main reasons for users to reduce the frequency of platform usage. Consumers have a high level of concern for the safety of food sold to the outside world, mainly worrying about issues such as delivery contamination, tableware cleanliness, and excessive food additives. Analysts from iiMedia Research pointed out that in the context of upgraded consumer demand and improved user experience requirements, the food delivery industry is bidding farewell to extensive scale expansion and transforming towards quality, safety, and diversified scenarios. Instant retail, community meal delivery, and high-end food delivery are the core expansion directions of the industry in the future, as well as the landing points for consumers' core needs. In the future, food delivery platforms need to continuously optimize their pricing and subsidy systems, strengthen merchant qualification review and full chain food safety control, improve user privacy protection and after-sales service systems, and accurately match differentiated consumption needs of different circles of users to promote high-quality and refined development of the industry.

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年中国情趣用品市场消费调查数据

随着居民物质生活水平持续提升，社会两性观念愈发开放，中国情趣用品市场的消费群体日趋多元化，并呈现出显著的下沉趋势，未来市场空间广阔。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《2025年中国情趣用品市场消费调查数据》显示，2024年中国情趣用品电商市场规模为1165.1亿元，预计2025年市场规模达到1348.5亿元；2024年中国情趣用品市场规模已达1942.14亿元，预计2025年将达到2081.27亿元。随着性观念的转变和电子商务的迅速发展，情趣用品行业迎来黄金增长期。未来行业需持续聚焦产品品质升级与购物体验优化，通过强化私密性与专业性服务，将潜在需求转化为持续消费动力。
2025年中国消费者在购买情趣用品时最关注的三个因素分别是材质、手感（38.44%）、购买隐秘性（33.69%）和产品的功能（32.62%）。此外，在品牌信任构建中，营销信息的真实性与透明度以60.03%的占比位列首位，用户评价反馈（56.51%）与产品质量安全性（50.69%）位列第二和第三。整体来看，消费者的决策逻辑已从单一需求转向“体验、隐私与功能”的综合考量，行业需精准锚定核心诉求，以优质产品、隐私服务与透明营销构建竞争壁垒，助力市场持续健康扩容。
艾媒咨询分析师认为，未来中国情趣用品市场未来将在合规化、智能化与场景化驱动下实现高质量增长。政策层面，材料安全新国标与隐私保护新规将加速行业洗牌，低价劣质产品逐渐退出，医用级环保材料成为主流。在产品端，AI、VR技术深度融合催生情感陪伴类智能产品，女性向、个性化定制款持续走热。渠道层面，线上电商隐私保护升级与线下“两性健康体验馆”转型并行，即时配送服务进一步普及。同时，出海业务将依托供应链优势持续扩容，品牌通过“健康化”“悦己化”营销破圈，推动行业从隐秘消费转向规范化、品质化的成熟赛道。
With the continuous improvement of residents' material living standards and the increasingly open social attitudes towards gender, the consumer base of China's adult products market is becoming more diverse and showing a significant downward trend. The future market space is vast. According to the latest "2025 China Adult Products Market Consumption Insight Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the scale of China's adult products e-commerce market was 116.51 billion yuan in 2024 and is expected to reach 134.85 billion yuan in 2025. The scale of China's adult products market was 194.214 billion yuan in 2024 and is expected to reach 208.127 billion yuan in 2025. With the transformation of sexual concepts and the rapid development of e-commerce, the adult products industry is entering a golden growth period. In the future, the industry needs to continuously focus on product quality upgrades and shopping experience optimization, and convert potential demand into sustained consumption power by strengthening privacy and professional services.
In 2025, the three most important factors for Chinese consumers when purchasing adult products are material and texture (38.44%), purchase privacy (33.69%), and product functions (32.62%). Additionally, in the construction of brand trust, the authenticity and transparency of marketing information rank first with a 60.03% share, followed by user evaluation feedback (56.51%) and product quality and safety (50.69%). Overall, consumers' decision-making logic has shifted from a single demand to a comprehensive consideration of "experience, privacy, and function". The industry needs to accurately target core demands and build competitive barriers through high-quality products, privacy services, and transparent marketing to promote the continuous and healthy expansion of the market.
Analysts from iiMedia Research believe that in the future, China's adult products market will achieve high-quality growth driven by compliance, intelligence, and scenario-based development. At the policy level, new national standards for material safety and privacy protection regulations will accelerate industry consolidation, with low-quality and low-priced products gradually exiting the market, and medical-grade environmentally friendly materials becoming mainstream. On the product side, the deep integration of AI and VR technologies will give rise to intelligent products for emotional companionship, and female-oriented and personalized custom products will continue to gain popularity. At the channel level, the upgrade of privacy protection in online e-commerce and the transformation of offline "two-sex health experience stores" will proceed in parallel, and instant delivery services will further expand. At the same time, overseas business will continue to expand relying on supply chain advantages, and brands will break through the circle through "health" and "self-care" marketing, promoting the industry to shift from hidden consumption to a mature track of standardization and quality.

艾媒咨询 | 2025-2026年中国下沉市场即时配送平台趋势洞察报告

下沉市场，涵盖三四线城市及以下的县镇与农村地区，是我国人口基数最大、面积最大、潜力最大的市场。在消费升级与数字化转型的双重作用下，市场进一步拓展了即时配送服务的应用场景，使之成为推动下沉市场消费活力与经济潜力释放的重要力量。各大即时配送平台纷纷布局下沉市场，即时配送服务逐渐成为下沉市场居民生活不可或缺的部分。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《2025-2026年中国下沉市场即时配送平台趋势洞察报告》数据显示2024年中国即时物流用户规模达7.99亿人，同比增长9.1%，未来随着即时物流的持续扩展，2030年用户规模预计将超10亿人。艾媒咨询分析师认为，随着居民收入和消费支出的增长，消费结构逐渐向“品质化+服务化”升级，消费者对即时配送服务的时效性和品牌力提出了更高要求。
The lower-tier market, which covers counties, towns and rural areas in third - and fourth-tier cities and below, is the market with the largest population base, the largest area and the greatest potential in China. Under the dual influence of consumption upgrade and digital transformation, the market has further expanded the application scenarios of instant delivery services, making it an important force in promoting the release of consumption vitality and economic potential in the lower-tier markets. Major instant delivery platforms are all making inroads into the lower-tier markets, and instant delivery services are gradually becoming an indispensable part of the lives of residents in these markets. According to the latest "Insight Report on Trends of Instant Delivery Platforms in China's Lower-tier Markets from 2025 to 2026" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, the scale of instant logistics users in China reached 799 million in 2024, with a year-on-year growth of 9.1%. In the future, with the continuous expansion of instant logistics, the user base is expected to exceed one billion by 2030.Analysts from iiMedia Research believe that as residents' income and consumption expenditure grow, the consumption structure is gradually upgrading towards "quality + service", and consumers have put forward higher requirements for the timeliness and brand power of instant delivery services.

艾媒咨询 | 2024年中国在线外卖平台市场发展状况与消费行为调研分析报告

随着互联网技术的飞速发展和智能手机的普及，中国在线外卖平台市场在过去几年中经历了爆炸式的增长。这一新兴行业不仅深刻改变了餐饮行业的格局，也极大地便利了消费者的日常生活。特别是在快节奏的城市生活中，外卖服务成为许多上班族和学生党的首选。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年中国在线外卖平台市场发展状况与消费行为调查数据》数据显示，中国消费者整体点外卖频率较高，其中每周点5-10次（平均每天1-2次）外卖的消费者占比最高，达到32.34%。艾媒咨询分析师认为，生活节奏的加快、外卖平台的多样化选择、消费者需求的变化、技术进步的推动以及社会因素的影响等共同作用，推动了消费者点外卖频率的提升和外卖行业的快速发展。With the rapid development of Internet technology and the popularity of smartphones, China's online food delivery platform market has experienced explosive growth in the past few years. This emerging industry has not only profoundly changed the pattern of the catering industry, but also greatly facilitated the daily life of consumers. Especially in the fast-paced city life, food delivery service has become the first choice for many office workers and students. According to the latest "2024 China online food delivery platform market development status and consumer behavior survey data" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Chinese consumers as a whole order takeout more frequently. Among them, consumers who order takeout 5-10 times a week (an average of 1-2 times a day) account for the highest proportion, reaching 32.34%. Analysts from Imedia Consulting believe that the acceleration of the pace of life, the diversification of delivery platforms, changes in consumer demand, the promotion of technological progress and the impact of social factors have all contributed to the increase in the frequency of consumers ordering takeaway food and the rapid development of the takeaway industry.

艾媒咨询 | 2024年中国即时配送市场发展状况及消费行为分析报告

即时配送服务在新零售概念的推行下迅速普及，其通过打通线上线下销售，建立短途物流体系，解决传统配送服务中同城配送的问题，已成为商业发展的必然趋势。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年中国即时配送市场发展状况及消费行为分析报告》数据显示，2018至2023年间中国移动电商市场交易额显著增长，从15.7万亿元起步，至2023年达到34.8万亿元，年均增长率约为21%。
艾媒咨询分析师认为，随着消费者对即时、省时的需求持续提升，即时配送将从传统外卖到家逐渐渗透至更多“微场景”，品类上从餐饮外卖、生鲜、日用快消向更广泛的服装鞋帽、3C数码、时尚美妆等全品类拓展。
Instant delivery service is rapidly popularized under the implementation of the new retail concept. It has become an inevitable trend of commercial development by opening up online and offline sales, establishing a short-distance logistics system, and solving the problem of intra-city distribution in traditional distribution services. According to the latest "2024 China Instant Delivery Market Development and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the transaction volume of China's mobile e-commerce market has grown significantly between 2018 and 2023, starting from 15.7 trillion yuan. By 2023, it will reach 34.8 trillion yuan, with an average annual growth rate of about 21%.
Analysts from iiMedia Consulting believe that as consumers' demand for instant and time-saving continues to increase, instant delivery will gradually penetrate from traditional take-out home to more "micro-scenes", and the category will expand from catering take-out, fresh, daily fast consumer goods to a wider range of clothing, shoes and hats, 3C digital, fashion and beauty makeup and other categories.

艾媒咨询｜2022-2023年中国鲜花电商市场发展研究报告

在消费升级的大环境下，消费者越来越注重精神层面的需求，且随着“悦己经济”和“她经济”的快速发展，鲜花逐渐成为生活中必不可少的必需品。数据显示，2021年中国鲜花电商市场规模为1220.5亿元，预计2022年达1831.9亿元。

艾媒报告|2018-2019中国智慧物流行业研究报告

本报告研究涉及企业/品牌包括:京东物流、菜鸟网络、点我达、LLamasoft、ORACLE、SAP、Manhattan、Paragon、Geoconcept、菜鸟、京东云、Flux、唯智、G7智慧物联网、货车帮、运满满、云鸟科技、唯捷城配、盒马鲜生、永辉超市、顺丰快递

iiMedia Research(艾媒咨询)数据显示，当前物流企业对智慧物流的需求主要包括物流数据、物流云、物流设备三大领域，2018年智慧物流市场规模超过4000亿元，预计到2025年，智慧物流市场规模将超过万亿。艾媒咨询分析师认为，随着物联网、人工智能等技术的发展，以及新零售、智能制造等领域对物流的更高要求，智慧物流市场规模将持续扩大。

According to iiMedia Research data, the current demand of logistics enterprises for smart logistics mainly includes logistics data, logistics cloud and logistics equipment. In 2018, the smart logistics market will exceed 400 billion yuan. It is expected that by 2025, the smart logistics market will exceed trillion yuan. iiMedia Consulting analysts believe that with the development of IoT, AI and other technologies, as well as the higher requirements for logistics in new retail, intelligent manufacturing and other fields, the scale of intelligent logistics market will continue to expand.　At the same time, the development of new retail, the upgrading of consumer consumption and the increase of user experience expectations have contributed to the gradual expansion of demand in the real-time distribution industry. It is expected that the number of users in China's distribution industry will reach 421 million in 2019, and there is still potential for continued growth.

艾媒报告|2019中国即时配送市场研究报告

本报告研究涉及企业/品牌/案例:美团点评、UU跑腿、邻趣、快服务、闪送、阿里巴巴集团、蚂蚁金服集团、饿了么，菜鸟网络，顺丰，天猫，东方汇富、汇德丰、因诺资产、新达达，沃尔玛，京东，苏宁，点我达，盒马、银泰、屈臣氏、世纪联华、大润发、星巴克、瑞幸咖啡

即时配送服务在新零售概念的推行下迅速普及，其通过打通线上线下销售，建立短途物流体系，解决传统配送服务中同城配送的问题，已成为商业发展的必然趋势。2018年中国即时配送市场用户规模继续稳定增长。iiMedia Research（艾媒咨询）数据显示，2018年中国即时配送用户规模达到3.58亿人，预计2019年突破4亿人。新零售业务无疑是即时配送行业发展的重要增长点。在关于即时配送用户使用的服务品类调查中，下单生鲜水果、日用品、鲜花、文件资料等服务的用户占比均超过20%。而用户偏好新零售业务中，偏好下单如医药健康等其他品类即时配送服务的用户较2017年第一季度上升了106.1%。

With the spread of New Retail concept, the immediate delivery service has been rapidly popularized. As it solve the in-city delivery problem which emerge in the traditional delivery services by opening up online-offline sales and establishing the short-distance logistics system, it has become an inevitable trend of commercial development. In 2018, the scale of China Immediate Delivery users continued to grow steadily. As the data of iiMedia Research showed, the scale of the users has reached 358 million, and expected to exceed 400 million in 2019. New retail business is undoubtedly an important growth point in the development of Immediate Delivery industry. The results of the survey for services used by immediate delivery users showed that, the proportion of users who had relatively ordered fresh fruits, daily necessities, flowers, documents and etc. are all greater than 20%. As for the new retail services, users who prefer other types of immediate delivery services, such as medicine delivery, increased by 106.1% compared with the one in the first quarter of 2017.

艾媒报告|2018Q3中国即时配送市场季度监测报告

随着新零售模式的快速推进和人们对配送速度要求提升，即时配送服务对于企业和消费者来说已成标配。iiMedia Research(艾媒咨询)数据显示，2018年第三季度中国即时配送行业订单规模已经增至55.93亿。目前即时配送行业订单仍集中于发达城市，46.0%的订单来自于一线城市，但随着物流效率的进一步提升，未来非一线城市市场的重要性将愈加凸显。

With the rapid development of the New Retail Industry and the increasing demand for the speed of distribution, the Immediate Distribution services has become a standard service for the enterprises and the consumers. As the data of iiMedia Research showed, the scale of orders in China’s Immediate Distribution Industry has increased to 5.593 billion. At present, the orders in Immediate Distribution Industry are still concentrated in developed cities, 46.0% of the orders are from first-tier cities. But with the further development of the logistics efficiency, the importance of the market in non-first-tier cities will become increasingly prominent in the future.