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 | 2025-2030年中国商用烘焙设备行业发展白皮书

中国商用烘焙设备行业在市场规模扩张与技术创新驱动下，逐步从分散竞争向集中化、高端化转型。iiMedia Research（艾媒咨询）数据显示，2024年中国商用烘焙设备市场规模达49.6亿元，预计2030年将增长至79.3亿元。行业在消费升级与烘焙文化普及的推动下呈现稳健增长态势，产品结构向智能化、节能化升级趋势明显，技术创新与餐饮场景多元化将成为核心增长驱动力。
Driven by the expansion of market scale and technological innovation, China's commercial baking equipment industry has gradually transformed from fragmented competition to centralized and high-end development. iiMedia Research data shows that the market size of commercial baking equipment in China reached 4.96 billion yuan in 2024 and is expected to grow to 7.93 billion yuan by 2030. Driven by the upgrading of consumption and the popularization of baking culture, the industry has shown a steady growth trend. The product structure is showing a clear upgrading trend towards intelligence and energy conservation. Technological innovation and the diversification of catering scenarios will become the core growth drivers.

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年全球中式糕点行业消费洞察研究报告

随着直播电商、跨境电商的迅速发展，中式糕点产品创新加速，酥饼产品、馅饼产品、糕点产品等创新不断，面向国内市场纵深发展，尤其是向年轻人的覆盖，海外市场加速非常明显。iiMedia Research（艾媒咨询）数据显示，2023年全球中式糕点市场规模已达744.2亿元，同比增长8.4%，预计2028年其市场规模将达1050.5亿元。中国政府加强传统文化宣传和鼓励老字号走向国际市场，中式糕点的发展迎来新机遇。中式糕点以其药食同源的原材料和低糖、低脂的特点，正逐渐成为全球市场的新宠。目前，中式糕点品牌多布局垂类，专向化趋势明显，品牌可以通过创新口感和加强品牌传播等方式，将单品类做深做大，树立独特且吸引海外市场受众的品牌形象。
With the rapid development of live streaming e-commerce and cross-border e-commerce, the innovation of Chinese pastry products has accelerated, and the innovation of shortbread products, pie products and pastry products has continued, and the in-depth development of the domestic market, especially the coverage of young people, the acceleration of the overseas market is very obvious. iiMedia Research data show that the global Chinese pastry market in 2023 has reached 74.42 billion yuan, an increase of 8.4%, and it is expected that the market size will reach 105.05 billion yuan in 2028. The Chinese government has strengthened the publicity of traditional culture and encouraged time-honored brands to go to the international market, and the development of Chinese pastry has ushered in new opportunities. Chinese pastry is gradually becoming the new darling of the global market due to its raw materials of the same origin as medicine and food and its characteristics of low sugar and low fat. At present, Chinese pastry brands have many vertical layouts, and the trend of specialization is obvious. The brand can deepen and enlarge the single category through innovative taste and strengthening brand communication, so as to establish a unique brand image that attracts overseas market audiences.

艾媒咨询 | 2024年中国新经济行业全景解读

2023年，当人人都在抱怨生意难做时，为何有的企业能够逆流而上，实现业绩的数倍增长？在同样的市场环境下，是什么让这些企业脱颖而出，成为行业的翘楚？面对同样的挑战和困难，他们是如何找到突破口，实现跨越式发展的？2024年，站在旧年新岁的交汇点，我们需要回顾过去，展望未来。
2024年1月12日，艾媒咨询CEO兼首席分析师张毅受邀出席本次活动，现场发布了《2024年中国新经济行业全景解读》，并结合艾媒长期的监测研究，用数据说话，围绕“逆势·变革·破局”的角度，对新经济行业展开详细的分析解读，直击品牌价值，共同展望未来新经济行业发展趋势。
In 2023, when everyone is complaining about the difficulty of doing business, why can some companies go against the tide and achieve several times the growth of performance? What makes these enterprises stand out and become industry leaders in the same market environment? How did they find a breakthrough and achieve leapfrog development in the face of the same challenges and difficulties? In 2024, standing at the intersection of old and new years, we need to look back on the past and look forward to the future.
On January 12, 2024, Zhang Yi, CEO and Chief Analyst of iMedia Consulting, was invited to attend the event and released the "2024 China's New Economy Industry Panorama Interpretation" on site. Based on iMedia's long-term monitoring and research, he used data to analyze and interpret the new economy industry in detail from the perspective of "going against the trend, changing, and breaking through the situation", directly targeting brand value, and jointly looking forward to the future development trend of the new economy industry.

艾媒咨询 | 2023年中国中式糕点行业创新及消费需求洞察报告

中式糕点作为中国传统糕点之一，具有浓郁的地域特色和文化内涵，在中国市场上需求广泛。iiMedia Research（艾媒咨询）数据显示，预计2023年中国烘焙食品行业市场规模达3069.9亿元，同比增长7.6%，2025年市场规模将达3518.0亿元。

艾媒咨询｜2023年中国烘焙食品行业现状及趋势研究报告

数据显示，2022年中国烘焙食品行业市场规模达2853亿元，同比增长9.7%。艾媒咨询分析师认为，随着人均消费水平的增长及餐饮消费结构调整，中国烘焙食品行业消费需求旺盛，上下游产业快速发展，市场将进一步扩容，预计2025年市场规模将达3518亿元。

艾媒咨询|2021年中国烘焙食品行业竞争格局与消费行为分析报告

本报告研究涉及企业/品牌/案例：稻香村，鲍师傅，虎头局，轩妈

iiMedia Research(艾媒咨询)数据显示，2021年中国烘焙食品市场规模预估达2600.8亿元，同比增长19.9%。疫情逐渐恢复，烘焙食品市场将保持10%左右的增长率，2023年中国烘焙食品市场规模将达3069.9亿元。烘焙食品行业投融资状况活跃，2021年1-8月烘焙行业融资超57.0亿。艾媒数据显示，近两年烘焙食品行业投资次数持续上涨，2021年1-9月投资事件多达22起，资本投资金额更是创新高，总融资金额达57.0亿元。艾媒咨询分析师认为，烘焙食品行业进入高速发展时期，随着资本进入市场，行业竞争将不断加剧，企业需在产品、技术、营销上下足功夫，长期经营和树立品牌。
According to data from iiMedia research, China's bakery market is expected to reach 260.08 billion yuan in 2021, with a year-on-year increase of 19.9%. The epidemic situation will gradually recover, and the baked food market will maintain a growth rate of about 10%. In 2023, the scale of China's baked food market will reach 306.99 billion yuan. The investment and financing status of the bakery industry is active. From January to August 2021, the financing of the baking industry exceeded 5.7 billion. iiMedia data show that the number of investment in the bakery industry has continued to rise in the past two years. There were 22 investment events from January to September 2021, and the amount of capital investment reached a new high, with a total financing amount of 5.7 billion yuan. iiMedia consulting analysts believe that the bakery industry has entered a period of rapid development. With the capital entering the market, the industry competition will continue to intensify. Enterprises need to make full efforts in products, technology and marketing, long-term operation and brand building.