艾媒咨询 | 2025年中国羽绒服市场发展状况与消费行为调查数据

随着消费理念升级与冬季户外活动的兴起，消费者对羽绒服的需求从基础保暖转向多功能复合场景。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年中国羽绒服市场发展状况与消费行为调查数据》显示，2024年中国服装批发市场规模攀升至5673.2亿元，预计到2030年规模将进一步增长至7414.8亿元。在行业整体从增量扩张转向存量优化的背景下，羽绒服细分市场正通过产品与渠道的双重升级实现价值增长。在产品端，着力融合防风防水、轻量便携等科技功能，并强化时尚设计以适配通勤、户外等多元场景；渠道端则持续优化供应链效率，积极拓展直播电商等新业态，以精准响应消费需求变化，在结构性竞争中确立优势。
在2025年中国消费者购买羽绒服的频率中，2-3年购买1件的占比最高，达到58.97%；其次是每年购买1-2件，占比29.33%。在填充类型偏好上，鹅绒以49.78%的占比略超鸭绒（49.48%），两者近乎持平。整体来看，羽绒服消费已呈现出“低频次、高要求”的典型耐用品特征。消费者更换周期延长，倒逼品牌必须在产品品质和耐用性上精益求精；同时，对鹅绒等高端材质的显著偏好，则清晰指向了明确的消费升级趋势。
艾媒咨询分析师认为，未来中国羽绒服市场将向“技术赋能、消费分级、绿色升级”深度演进。在技术端，拒水羽绒、智能温控等创新持续突破，叠加柔性供应链优化，平衡品质与抗风险能力。消费端呈现K型分化，千元以下高性价比产品与三千元以上科技/联名高端款双线增长，中间价带逐步收缩。同时，GRS、RDS绿色认证成为出口与高端市场硬门槛，再生材料应用扩大。头部品牌凭借科技研发与品牌力巩固优势，行业集中度提升，整体在消费升级与理性需求中实现高质量增长。
With the upgrading of consumer concepts and the rise of winter outdoor activities, consumers' demand for down jackets has shifted from basic warmth to multifunctional composite scenes. According to the latest survey data on the development status and consumer behavior of China's down jacket market in 2025 released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, the size of China's clothing wholesale market is expected to climb to 567.32 billion yuan in 2024 and further increase to 741.48 billion yuan by 2030. Against the backdrop of the industry's overall shift from incremental expansion to stock optimization, the down jacket niche market is achieving value growth through dual upgrades of products and channels. On the product side, we focus on integrating windproof, waterproof, lightweight and portable technology functions, and strengthen fashion design to adapt to diverse scenarios such as commuting and outdoor activities; On the channel side, we will continue to optimize the efficiency of the supply chain and actively expand new formats such as live streaming e-commerce to accurately respond to changes in consumer demand and establish advantages in structural competition.
In the frequency of Chinese consumers purchasing down jackets in 2025, the proportion of purchasing one piece every 2-3 years is the highest, reaching 58.97%; Secondly, 1-2 items are purchased annually, accounting for 29.33%. In terms of filling type preference, goose down slightly surpasses duck down (49.48%) with a proportion of 49.78%, and the two are almost equal. Overall, down jacket consumption has shown typical durable goods characteristics of "low frequency and high requirements". The extended replacement cycle for consumers forces brands to strive for excellence in product quality and durability; At the same time, the significant preference for high-end materials such as goose down clearly points to a clear trend of consumer upgrading.
Analysts from iMedia Consulting believe that in the future, the Chinese down jacket market will deeply evolve towards "technology empowerment, consumer grading, and green upgrading". On the technical side, innovations such as water repellent down and intelligent temperature control continue to break through, combined with flexible supply chain optimization, balancing quality and risk resistance. The consumer end presents a K-shaped differentiation, with high cost-effective products priced below 1000 yuan and high-end technology/co branded products priced above 3000 yuan growing in both directions, and the middle price band gradually shrinking. At the same time, GRS and RDS green certification have become hard barriers for export and high-end markets, and the application of recycled materials has expanded. Top brands consolidate their advantages through technological research and development and brand strength, increase industry concentration, and achieve high-quality growth in overall consumption upgrading and rational demand.

艾媒咨询 | 2025-2026年中国服装批发行业发展趋势研究报告

随着中国人均消费水平的提升，以及消费者对服装需求的多元化，国家积极推动纺织服装行业“增品种、提品质、创品牌”的“三品”行动。iiMedia Research（艾媒咨询）数据显示，2024年中国服装批发市场规模攀升至5673.2亿元，预计到2030年规模将进一步增长至7414.8亿元。如今，服装批发行业正在转型升级，发展模式由增量扩张转向存量优化。未来，智能化将深度赋能行业，构建更加适应电商模式、深化品牌优势、聚焦绿色环保、强化产城协同的服装批发生态。
With the increase in the per capita consumption level of Chinese people and the diversification of consumers' demands for clothing, the state actively promotes the "Three Products" action in the textile and garment industry, which involves "increasing varieties, improving quality and creating brands". iiMedia Research data shows that the scale of China's clothing wholesale market rose to 567.32 billion yuan in 2024 and is expected to further increase to 741.48 billion yuan by 2030. Nowadays, the clothing wholesale industry is undergoing transformation and upgrading, with its development model shifting from incremental expansion to optimization of existing stock. In the future, intelligence will deeply empower the industry, building a clothing wholesale ecosystem that is more adaptable to e-commerce models, deepens brand advantages, focuses on green environmental protection, and strengthens the coordination between industry and city.

艾媒咨询 | 2025年中国水果市场消费行为分析报告

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。随着消费者健康意识的提升、生活水平的提高，以及物流和保鲜技术的发展，水果市场呈现出多元化、高品质化的发展趋势。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年中国水果市场消费行为分析报告》数据显示，53.06% 的消费者表达出购买意愿，这一占比最高，彰显出强劲的消费需求。在水果品类选择上，口感和风味更佳的有机或绿色认证水果备受青睐，占比达49.91%，契合当下消费者对高品质生活的追求。而在关注点方面，42.54% 的消费者将提升安全性、减少农药残留视为关键，凸显出食品安全问题在消费者心中的核心地位。这意味着水果行业在未来发展中，需着重优化品质，扩大有机、绿色水果的供应，严格把控农药残留，以此满足消费者需求，抢占市场先机。艾媒咨询分析师认为，水果市场作为一个庞大且充满活力的市场，具有广阔的发展前景。在消费升级和技术创新的推动下，水果市场将朝着健康、品质、便捷、多样化的方向发展。
As an indispensable food in People's Daily life, fruit has a large and growing market. With the improvement of consumers' health awareness, the improvement of living standards and the development of logistics and preservation technology, the fruit market has shown a diversified and high-quality development trend. According to the latest "Analysis Report on China fruit market Consumption behavior in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 53.06% of consumers expressed their intention to buy, which accounts for the highest proportion, highlighting strong consumer demand. In the selection of fruit categories, organic or green certified fruits with better taste and flavor are favored, accounting for 49.91%, which is in line with the current consumers' pursuit of high-quality life. In terms of concerns, 42.54% of consumers regard improving safety and reducing pesticide residues as the key, highlighting the core position of food safety issues in the minds of consumers. This means that in the future development of the fruit industry, it is necessary to focus on optimizing the quality, expanding the supply of organic and green fruits, and strictly controlling pesticide residues in order to meet consumer demand and seize market opportunities. Imedia Consulting analysts believe that the fruit market, as a large and dynamic market, has broad prospects for development. Driven by consumption upgrading and technological innovation, the fruit market will develop in the direction of health, quality, convenience and diversification.

艾媒咨询 | 2026年中国香水行业研究及消费者洞察报告

随着悦己消费理念的深化与消费场景的持续拓宽，消费者对香水的需求向日常化、个性化延伸，为中国香水市场增长奠定了坚实基础。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年中国香水行业研究及消费者洞察报告》显示，2024年中国香水市场规模已达250亿元，预计2029年有望达到515亿元。艾媒咨询分析师认为，在“嗅觉经济”崛起、消费者“悦己”需求升级与本土品牌“东方叙事”破圈的背景下，中国香水市场展现出蓬勃活力。当前，国际品牌固守高端市场，国产品牌凭借文化赋能实现差异化突围，小众香与国风香更成为增长新热点。未来，中国香水市场有望进一步扩容，成为驱动全球香水行业增长的核心引擎。
With the deepening of the self-indulgence consumption concept and the continuous expansion of consumption scenarios, consumers' demand for perfumes has extended towards daily use and personalization, laying a solid foundation for the growth of the Chinese perfume market. According to the latest "China perfume industry research and consumer insight report in 2026" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the scale of the Chinese perfume market has reached 25 billion yuan in 2024 and is expected to reach 51.5 billion yuan by 2029.Analysts from iiMedia Research believe that against the backdrop of the rise of the "olfactory economy", the upgrading of consumers' "self-pleasing" demands, and the breakthrough of domestic brands with "Oriental narratives", the Chinese perfume market has demonstrated vigorous vitality. Currently, international brands are firmly entrenched in the high-end market, while domestic brands have achieved differentiated breakthroughs through cultural empowerment. Niche perfumes and perfumes with Chinese elements have become new growth hotspots. In the future, the Chinese perfume market is expected to further expand and become a core engine driving the growth of the global perfume industry.

艾媒咨询 | 2025年中国饮料行业发展状况及消费行为调查数据

近年来，随着消费水平的不断提升，饮料消费场景愈发多元化，消费者的需求也变得更加细致。从最初的单一解渴需求，到如今涵盖社交、运动、美容、提神等多种需求，饮料市场正经历着前所未有的变革。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年中国饮料行业发展状况及消费行为调查数据》显示，2024年中国饮料行业市场达到14263.5亿元，预计2026年可达16095.5亿元。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。
　　在2025年中国消费者常喝的饮料类型中，包装饮用水（37.30%）占据首位，茶饮料（32.90%）、果汁/蔬菜汁饮料（30.80%）及碳酸饮料（30.50%）紧随其后。此外，从信息获取渠道来看，内容分享平台（48.40%）与短视频平台（47.00%）是消费者了解饮料产品的核心阵地，两者占比均超过45%，充分证明了数字化媒介在当今饮料市场推广中不可或缺的战略价值。整体来看，消费者的消费选择清晰指向健康化趋势，同时饮料品牌需聚焦数字化阵地，以优质内容触达并引导消费者决策。
　　艾媒咨询分析师认为，中国饮料行业未来将呈现以下发展趋势。一是健康化与功能化持续深化，“低糖、零卡”成为基础需求，含有益生菌、透明质酸钠等功能性成分的饮料将成为市场新增量。二是品类边界进一步融合，茶、果汁、碳酸饮料等传统界限被打破，创新融合口味满足消费者猎奇心理。三是数字化营销成为核心阵地，品牌需通过内容平台与短视频直播，构建从种草到消费的闭环，精准触达年轻圈层。
　　In recent years, with the continuous improvement of consumption levels, the consumption scenarios of beverages have become increasingly diversified, and consumers' demands have become more detailed. From the initial single demand for quenching thirst to the current coverage of socializing, sports, beauty, and energy boosting, the beverage market is undergoing an unprecedented transformation. According to the latest "2025 China Beverage Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the Chinese beverage market reached 1,426.35 billion yuan in 2024 and is expected to reach 1,609.55 billion yuan in 2026. With the continuous upgrading of consumption demands and the deepening of industrial digital transformation, the Chinese beverage market is showing a diversified development trend, mainly reflected in three directions: the upgrading of consumption channels represented by online live shopping and intelligent unmanned vending, the driving force of health demands centered on low-sugar formulas and functional ingredients, and the trend of category innovation with sparkling water and electrolyte water as hotspots.
　　Among the types of beverages that Chinese consumers often drink in 2025, packaged drinking water (37.30%) takes the lead, followed by tea beverages (32.90%), fruit/vegetable juice beverages (30.80%), and carbonated beverages (30.50%). In addition, in terms of information acquisition channels, content sharing platforms (48.40%) and short video platforms (47.00%) are the core areas for consumers to learn about beverage products, with both proportions exceeding 45%, fully demonstrating the indispensable strategic value of digital media in the promotion of the current beverage market. Overall, consumers' consumption choices clearly point to a trend towards health, and beverage brands need to focus on digital platforms to reach and guide consumers' decisions with high-quality content.
　　Analysts from iiMedia Research believe that the Chinese beverage industry will present the following development trends in the future. First, health and functionalization will continue to deepen, with "low sugar, zero calories" becoming basic demands, and beverages containing functional ingredients such as probiotics and sodium hyaluronate will become new market growth points. Second, category boundaries will further merge, with traditional boundaries between tea, fruit juice, and carbonated beverages being broken, and innovative fusion flavors will satisfy consumers' curiosity. Third, digital marketing will become the core battlefield, and brands need to build a closed loop from product promotion to consumption through content platforms and short video live streaming, precisely reaching the younger generation.

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年中国口腔医疗行业发展状况与消费行为调查数据

随着口腔健康科普的推广，居民对口腔健康的重视程度不断提高，中国口腔医疗服务行业正处于快速发展阶段，未来将在技术、政策、市场需求等多因素驱动下，呈现出数字化智能化发展、医保与监管优化、需求分层细化等趋势。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年中国口腔医疗行业发展状况与消费行为调查数据》显示，2024年中国口腔医疗服务市场规模为2498亿元，预计2030年将突破4300亿元，说明居民生活水平提高，健康意识增强，不再仅满足于“有病治病”，对预防保健、高端医疗服务等需求增加。中国消费者中，85.64%的消费者表示会定期进行口腔健康检查的情况中，只有14.36%的消费者表示“否”；在接受的口腔医疗类型中，健康维护类占比最高，达到72.50%，美容类占比为53.90%，疾病类和修复类占比分别为41.86%和21.07%，反映出中国消费者在口腔健康方面的自我保健意识较强，且大多数健康维护和美容类口腔医疗服务更受消费者青睐。
艾媒咨询分析师认为，在消费升级与老龄化背景下，口腔行业市场规模持续扩大，需求从基础治疗向美容修复、预防保健延伸，推动行业从“疾病治疗”向“健康管理”转型。未来，行业将向“专业化、数字化、连锁化”深度融合方向发展，头部企业通过整合资源、优化服务模式构建竞争壁垒。政策协同、人才培育与技术创新成为破局关键，率先实现生态整合与价值提升的企业将主导行业变革。
With the promotion of oral health science popularization, residents' awareness of oral health has been continuously increasing. China's oral medical service industry is currently in a stage of rapid development. In the future, driven by multiple factors such as technology, policy, and market demand, it will present trends such as digital and intelligent development, optimization of medical insurance and supervision, and stratification and refinement of demands. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's Oral Healthcare Industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of oral healthcare services in China will be 249.8 billion yuan in 2024. It is expected that by 2030, it will approach 430 billion yuan, indicating that residents' living standards have improved and their health awareness has strengthened. They are no longer content with merely "treating diseases when they are ill", and the demand for preventive health care and high-end medical services has increased. Among Chinese consumers, 85.64% of them said they would have regular oral health check-ups, while only 14.36% said "no". Among the types of oral medical care received, health maintenance accounts for the highest proportion, reaching 72.50%, beauty care accounts for 53.90%, disease care and restoration care account for 41.86% and 21.07% respectively, reflecting that Chinese consumers have a strong self-care awareness in terms of oral health. Moreover, most health maintenance and beauty oral medical services are more favored by consumers.
Analysts from iiMedia Research pointed out that under the background of consumption upgrade and aging, the market size of the dental industry has continued to expand, and the demand has extended from basic treatment to beauty restoration and preventive health care, driving the industry to transform from "disease treatment" to "health management". In the future, the industry will develop in the direction of deep integration of "specialization, digitalization and chain operation", and leading enterprises will build competitive barriers by integrating resources and optimizing service models. Policy coordination, talent cultivation and technological innovation will be the key to breaking the deadlock. Enterprises that take the lead in achieving ecological integration and value enhancement will lead the industry transformation.

艾媒咨询 | 2023年”国产羽绒服涨价“事件商情监测分析报告

近日，话题“国产羽绒服卖到7000元”登上微博热搜第一，引起网友对国产羽绒服价格的关注和讨论，“羽绒服涨价把市场让给了军大衣”、“波司登平均价格已升至1600元”等国产羽绒服涨价相关话题频频登上热搜。iiMedia Research（艾媒咨询）数据显示，近八成消费者接受1200元以下的羽绒服。截止11月30日，“国产羽绒服”网络口碑已降至32.5。网友观点分化明显，呈现支持、中立及反对态度，事件论点集中于“国货该不该高端”、“价格与质量是否成正比”等问题上。国货羽绒服高端化是实现国货振兴的重要途径，打破“国货等于平价”的刻板印象还需用品质说话。
On November 22, 2023, the topic #Domestic down jacket sold to 7,000 yuan# hit the first microblogging hot search, causing netizens to pay attention to and discuss the price of domestic down jackets, “down jacket price hike ceded the market to the military coat”, #bosideng average price has risen to 1,600 yuan# and other topics related to the price increase of domestic down jackets are frequently on the hot search. iiMedia Research data show that nearly 80% of consumers accept down jackets that cost less than 1,200 yuan. As of November 30th, the Internet Word of Mouth (IWOM) for "domestic down jackets" has dropped to 32.5. In this public opinion event, netizens' views are clearly differentiated, showing support, neutrality, and opposition, with the argument focusing on "whether national products should be high-end", "Price and quality is proportional" and other issues. National down jacket high-end is an important way to realize the revitalization of national products, to break the stereotype of "national products equal to affordable" need to speak with quality.

艾媒咨询 | 2025年中国火锅行业发展现状及消费行为调查数据

近年来，中国火锅行业凭借强大韧性与创新活力稳健发展。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年中国火锅行业发展现状及消费行为调查数据》数据显示，中国火锅行业市场规模呈现先升后降再回升的态势。2024年中国火锅行业市场规模为6413亿元，2025年预计将攀升至6689亿元。整体来看，火锅行业市场规模虽有波动，但长期保持增长趋势，展现出较强的市场韧性和发展潜力。在2025年中国消费者喜欢吃火锅原因中，食材丰富、口味丰富，满足不同人的喜好占比最高，达到50.45%；其次是冬天吃火锅可以御寒养胃，驱除体内湿气，占比48.86%。这些数据显示，口味丰富可以满足不同人所喜好和个人养生是消费者喜爱吃火锅的主要原因。在2025年中国消费者选择火锅店时考虑因素中，特色菜品以35.34%的占比成为消费者选择火锅店时最重要的考虑因素。其次是价格优惠和品牌口碑，分别占比32.93%和32.71%，表明消费者对价格和品牌同样重视。就餐氛围和店内环境也较为重要，占比分别为32.60%和30.63%。
艾媒咨询分析师认为，未来火锅行业将在产品创新维度持续拓展，从食材、锅底到跨品类融合不断突破边界；随着健康饮食理念深入人心，清淡、养生锅底的市场份额将进一步扩大；供应链领域，企业与品牌的合作将从单纯供应向深度共创转变，加速新品研发与市场响应，有效缩短跨品类产品演变周期。企业需精准把握消费者需求变化，通过产品创新、供应链优化、提升性价比等方式构建竞争优势，同时也要积极应对价格战、同质化竞争以及食品安全监管等挑战。
In recent years, the Chinese hot pot industry has developed steadily by virtue of its strong resilience and innovative vitality. According to the latest "Survey data on the current development status and consumer behavior of China's hot pot industry in 2025" 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 hot pot industry shows a trend of rising first, then falling, and finally recovering. The market size of China's hot pot industry was 641.3 billion yuan in 2024 and is expected to rise to 668.9 billion yuan in 2025. Overall, although the market size of the hot pot industry has fluctuated, it has maintained a long-term growth trend, demonstrating strong market resilience and development potential. Among the reasons why Chinese consumers like to eat hot pot in 2025, the proportion of rich ingredients and diverse flavors that meet the preferences of different people is the highest, reaching 50.45%. Secondly, eating hot pot in winter can help keep warm, nourish the stomach and eliminate dampness in the body, accounting for 48.86%. The rich flavors of these data can meet the preferences of different people and personal health preservation, which is the main reason why consumers love to eat hot pot. In 2025, among the factors that Chinese consumers consider when choosing a hot pot restaurant, specialty dishes will account for 35.34%, becoming the most important consideration for consumers when making a choice. Secondly, there are price discounts and brand reputation, accounting for 32.93% and 32.71% respectively, indicating that consumers attach equal importance to both price and brand. The dining atmosphere and the in-store environment are also quite important, accounting for 32.60% and 30.63% respectively.
Analysts from iiMedia Research believe that in the future, the hot pot industry will continue to expand in the dimension of product innovation, constantly breaking boundaries from ingredients, pot bases to cross-category integration. As the concept of healthy eating takes root in people's hearts, the market share of light and health-preserving pot bases will further expand. In the supply chain field, the cooperation between enterprises and brands will shift from simple supply to in-depth co-creation, accelerating the research and development of new products and market response, and effectively shortening the evolution cycle of cross-category products. Enterprises need to accurately grasp the changes in consumer demands, build competitive advantages through product innovation, supply chain optimization, and enhancing cost performance, etc. At the same time, they should also actively respond to challenges such as price wars, homogeneous competition, and food safety supervision.

艾媒咨询 | 2025-2026年中国水产行业现状及消费趋势洞察报告

中国水产行业正处于转型发展的关键阶段，传统养殖模式逐步向绿色化、智能化、数字化方向转变，循环水养殖、深远海养殖等新技术应用日益广泛。随着消费升级，市场对高品质、高附加值水产品的需求增长明显，预制菜等加工产品成为新增长点。行业同时面临环保压力加大、养殖成本上升等挑战，绿色可持续发展成为共识。产业链整合加速，龙头企业通过技术升级和品牌建设提升竞争力。国际贸易环境复杂多变，出口企业积极开拓新兴市场。整体来看，水产行业正从规模扩张向质量效益转型，科技创新和产业融合将成为未来主要发展方向。
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年中国水产行业现状及消费趋势洞察报告》数据显示，消费者对水产品的需求呈现鲜明特征：超七成消费者偏好粗加工及生鲜/冷冻产品，反映出市场对食材新鲜度和原汁原味的追求，这要求企业必须强化冷链物流建设并规范加工标准；与此同时，即食零食类深加工产品凭借便捷性、口感和营养优势，以70.9%的占比成为最受欢迎的品类，充分契合现代快节奏生活方式的消费需求。
艾媒咨询分析师认为，中国水产行业需把握消费升级与技术变革的双重机遇，在保障传统产品品质的同时，加快深加工产品的创新研发。随着Z世代成为消费主力，个性化、健康化的水产零食及预制菜品将迎来更大发展空间。行业应通过构建从养殖到销售的数字化全链路，提升产品溯源能力和供应链效率，在满足多元化消费需求中实现高质量发展。
China's fishery industry is at a critical stage of transformation and development. Traditional aquaculture models are gradually shifting toward greener, smarter, and more digital approaches, with technologies like recirculating aquaculture systems (RAS) and deep-sea farming seeing increasing adoption. As consumption upgrades, demand for high-quality, high-value-added aquatic products has grown significantly, with processed items like ready-to-eat meals emerging as a new growth driver. However, the industry also faces challenges such as rising environmental pressures and increasing farming costs, making green and sustainable development a shared priority. Supply chain integration is accelerating, with leading companies enhancing competitiveness through technological upgrades and brand building. Amid a complex and volatile global trade environment, exporters are actively exploring emerging markets. Overall, the sector is transitioning from scale expansion to quality-driven growth, with technological innovation and industrial integration set to shape its future direction.
According to the latest “2025-2026 China's Fishery Industry Status and Consumption Trend Insight Report” released by iiMedia Research, a third-party global new-economy industry data mining and analysis firm, consumer preferences for aquatic products exhibit distinct characteristics: over 70% favor minimally processed or fresh/frozen products, reflecting a market demand for freshness and original flavor—prompting companies to strengthen cold-chain logistics and standardize processing practices. Meanwhile, ready-to-eat snack-type deep-processed products, valued for their convenience, taste, and nutritional benefits, dominate as the most popular category at 70.9%, aligning well with modern fast-paced lifestyles.
iiMedia Research analysts suggest that China's fishery industry must seize the dual opportunities of consumption upgrades and technological transformation. While maintaining the quality of traditional products, it should accelerate R&D in deep-processed innovations. As Gen Z becomes the core consumer base, personalized and health-oriented aquatic snacks and prepared dishes will gain further traction. The industry should establish a fully digitalized supply chain—from farming to sales—to enhance traceability and operational efficiency, achieving high-quality development by meeting diverse consumer demands.