艾媒咨询 | 2025-2026年中国养生茶饮行业现状研究及消费者洞察报告

健康消费已成为国民消费升级的核心方向。在此背景下，养生茶饮作为“健康+饮品”的跨界赛道，凭借功能性与便利性的融合优势，逐渐从边缘品类走向消费主流，成为中国饮品市场的核心增长极。iiMedia Research（艾媒咨询）数据显示，2025年中国养生茶饮市场规模将达642.7亿元，同比增长25.3%，预计2028年将突破千亿元。
Health consumption has become the core direction of the national consumption upgrade. Against this backdrop, health-preserving tea beverages, as a cross-border track of "health + drinks", have gradually moved from a marginal category to the mainstream of consumption by leveraging the integrated advantages of functionality and convenience, becoming a core growth pole in China's beverage market. iiMedia Research data shows that the market size of health tea beverages in China is expected to reach 64.27 billion yuan in 2025, with a year-on-year growth of 25.3%. It is projected to exceed 100 billion yuan by 2028.

艾媒咨询 | 2025-2026年中国新式茶饮行业发展现状与消费趋势调查分析报告

随着消费升级与中华文化崛起，中国新式茶饮行业已成为全球消费品市场的创新标杆。iiMedia Research（艾媒咨询）数据显示，2024年中国新式茶饮市场规模达3547.2亿元，同比增长6.4%，预计到2028年有望突破4000亿元。中国新式茶饮行业将进入“精耕细作”的新阶段，企业需在健康化产品研发、数字化运营能力及体验化消费场景打造方面形成综合优势，同时通过出海拓展全球市场，才能实现可持续增长。With the upgrading of consumption and the rise of Chinese culture, the new-style tea beverage industry in China has become an innovation benchmark in the global consumer goods market. iiMedia Research data shows that the market size of new-style tea beverages in China reached 354.72 billion yuan in 2024, increasing by 6.4% year-on-year. It is expected to exceed 400 billion yuan by 2028. The new-style tea beverage industry in China is about to enter a new stage of "meticulous cultivation". Enterprises need to form comprehensive advantages in the research and development of healthy products, digital operation capabilities and the creation of experiential consumption scenarios. At the same time, they should expand the global market by going global to achieve sustainable growth.

艾媒咨询 | 2025年中国新式茶饮大数据研究及消费行为调查数据

随着消费者健康意识提升、口味需求多元化，新式茶饮行业正经历深度变革，市场竞争激烈，行业已步入存量竞争阶段。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《2025年中国新式茶饮大数据研究及消费行为调查数据》数据显示，2024年中国新式茶饮行业市场规模为3547.2亿元，预计未来几年中国新式茶饮市场规模仍将保持稳定增长态势，到2028年有望突破4000亿元，这一增长态势揭示新式茶饮行业已从单一饮品消费升级为融合文化体验、健康生活、社交互动的复合型产业。中国新式茶饮消费者中，每周购买2-3次的消费者占比最高，达到69.76%，每周购买4-6次和购买1次及以下的消费者分别占比18.31%和9.57%，每周购买6次以上的消费者仅占2.36%；64.63%的消费者表示未来购买意愿“不变”，22.75%的消费者表示购买意愿会“增多”，而12.62%的消费者表示购买意愿会“减少”。反映了新式茶饮在中国市场的受欢迎程度，并且大多数消费者对新式茶饮的购买意愿保持稳定。
艾媒咨询分析师指出，在未来中国新式茶饮市场竞争加剧，价格内卷持续，低价产品占比上升挤压利润空间，行业从增量竞争转向存量博弈，中小品牌生存难度加大。同时消费需求升级推动产品向健康化、功能化、个性化延伸，拓展消费场景，AI、大数据等技术深度渗透供应链管理、门店运营、用户服务等环节，优化成本结构，增强供应链响应速度与消费体验。头部企业通过全球化采购、自建生产基地与仓储物流网络，强化原料把控能力，降低中间成本，支撑规模化扩张。
With the improvement of consumers' health awareness and the diversification of taste demands, the new-style tea beverage industry is undergoing profound changes. The market competition is fierce, and the industry has entered a stage of competition for existing customers. According to the latest "2025 China New-Style Tea Beverage Big Data Research and Consumer Behavior Survey Data" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of China's new-style tea beverage industry will be 354.72 billion yuan in 2024. It is expected that the market size of new-style tea beverages in China will continue to maintain a stable growth trend in the coming years, and is likely to exceed 400 billion yuan by 2028. This growth trend indicates that the new-style tea beverage industry has upgraded from a single beverage consumption to a composite industry integrating cultural experience, healthy living and social interaction. Among Chinese consumers of new-style tea beverages, those who purchase 2-3 times a week account for the highest proportion, reaching 69.76%. Those who purchase 4-6 times a week and those who purchase once or less account for 18.31% and 9.57% respectively. Consumers who purchase more than 6 times a week only account for 2.36%. 64.63% of consumers indicated that their future purchasing intention would remain "unchanged", 22.75% said it would "increase", while 12.62% said it would "decrease". This reflects the popularity of new-style tea beverages in the Chinese market, and the purchasing intention of the majority of consumers for new-style tea beverages remains stable.
Analysts from iiMedia Research pointed out that in the future, competition in China's new-style tea beverage market will intensify, price competition will continue, and the proportion of low-priced products will rise, squeezing profit margins. The industry will shift from incremental competition to a zero-sum game, making it more difficult for small and medium-sized brands to survive. At the same time, the upgrading of consumer demand drives products to extend towards health, functionality and personalization, expanding consumption scenarios. Technologies such as AI and big data deeply penetrate supply chain management, store operation, user service and other links, optimizing the cost structure and enhancing the response speed of the supply chain and the consumption experience. Leading enterprises strengthen their raw material control capabilities, reduce intermediate costs and support large-scale expansion through global procurement, self-built production bases and warehousing and logistics networks.

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.

2023-2024年中国新式茶饮行业运行状况与消费趋势调查分析报告

2023年有24.6%的中国新式茶饮消费者表示未来消费频率将变高，消费频率减少的消费者仅占10.6%，消费者的需求将持续上涨。新式茶饮行业的玩家居多，且行业内品牌将加速扩张的步伐，促使行业竞争持续加剧。

艾媒咨询｜2022年上半年中国新式茶饮行业发展现状与消费趋势调查分析报告

iiMedia Research（艾媒咨询）数据显示，2021年中国新式茶饮市场规模为2795.9亿元。2022年有26.2%的中国新式茶饮消费者表示未来消费频率将变多，消费频率减少的消费者仅占14.7%，消费者的需求将持续上涨，预计2025年新式茶饮市场规模达到3749.3亿元。

艾媒咨询｜2022年中国月饼供应链及顾客消费趋势大数据监测报告

全国居民消费的稳步提升带动了月饼产业的高速发展，iiMedia Research（艾媒咨询）预计2022年中国月饼销售额将同比增长11.8%，达到243.8亿元。在当前的月饼产业发展中，“Z世代”等新青年群体成为消费主力军，这一群体更偏好新式口味（76.5%）。

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|2021年中国新经济独角兽&准独角兽标杆企业研究报告

本报告研究涉及企业/品牌/案例：丁香园，全域医疗，网易云音乐，懒人听书，SheIn，凯普乐-海豚家，阿里云，客一客，朴朴电商，喜茶，大疆创新，创邻科技，京东科技，猿力教育，云学堂

在产业数字化和政策带动经济高质量发展的前提下，新经济产业发展迅猛，培育出越来越多独角兽及准独角兽企业。在2021年中国新经济独角兽及准独角兽top200榜单中，京沪粤三地企业合计占比分别达到69.0%和72.0%。北上广深作为超一线城市，经济发达程度领先，营商环境优越，人才和资本配套充足，为优秀企业成长提供充足的动力。iiMedia Research(艾媒咨询)数据显示，在200强名单中，企业服务领域分布了25家独角兽企业及59家准独角兽企业，体现出在新经济发展环境下，更多市场主体对企业服务存在需求，也推动更多企业服务企业跻身独角兽/准独角兽行列。
Under the premise of industry digitalization and high-quality economic development driven by policies, the new economic industry develops rapidly, and more and more unicorn and quasi Unicorn enterprises are cultivated. In the top 200 list of Unicorn and quasi unicorn in China's new economy in 2021, enterprises in Beijing, Shanghai and Guangdong account for 69.0% and 72.0% respectively. As a super first tier city, Beijing, Shanghai, Guangzhou and Shenzhen have advanced economic development, superior business environment, and sufficient talents and capital to provide sufficient power for the growth of excellent enterprises. According to the data of iimedia research, in the top 200 list, 25 Unicorn enterprises and 59 quasi Unicorn enterprises are distributed in the enterprise service field, which shows that in the new economic development environment, more market entities have demand for enterprise services and promote more enterprise service enterprises to join the unicorn / quasi Unicorn industry.

艾媒咨询|2021年上半年中国新式茶饮行业发展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：喜茶，蜜雪冰城，奈雪的茶，茶颜悦色，一点点，贡茶，CoCo都可，鹿角巷，ChaTime，一杯茶，Boba Time，茶太，Tea Station，伴伴堂，Cup of Joy，益禾堂，快乐柠檬，古茗，沪上阿姨，书亦烧仙草，乐乐茶，喜小茶，卡旺卡

iiMedia Research(艾媒咨询)数据显示，超过六成新式用户年龄位于26-40岁， 33.8%的用户每周消费一次新式茶饮，16.0%每天消费一次，新式茶饮逐渐成为中青年群体的高频消费品，这也推动了新式茶饮市场快速发展。截至2021年2月11日，喜茶门店超过700家，一点点门店超过4000家，蜜雪冰城门店超过11000家，可见新式茶饮品牌行业品牌众多，竞争异常激烈，但行业尚未定局，仍有变化的可能。
According to the data of iimedia research, more than 60% of the new customers are 26-40 years old. 33.8% of them consume new tea once a week and 16.0% consume it once a day. New tea has gradually become a high-frequency consumer goods for young and middle-aged people, which has also promoted the rapid development of new tea market. As of February 11, 2021, there are more than 700 Xicha stores, more than 4000 yidiandian stores and more than 11000 mixue Bingcheng stores. It can be seen that there are many new tea brands in the industry, and the competition is extremely fierce. However, the industry is still uncertain, and there is still the possibility of change.