艾媒咨询 | 2026-2027年中国粽子市场消费趋势研究报告

在国潮文化持续升温、大众传统节日认同感不断提升的背景下，粽子承载的节日文化、民俗符号价值持续放大，行业整体发展底盘稳固。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《2026-2027年中国粽子市场消费趋势研究报告》数据显示，2025年中国粽子市场规模为115.5亿元，预计到2030年有望达到149.1亿元。
当前粽子礼盒市场的核心矛盾集中在价值匹配度与产品设计层面，消费者对品牌溢价（39.00%）、口味创新（33.70%）、规格适配的不满（33.40%）占比偏高，品质与价格不对等的问题已成为行业最突出的共性痛点，倒逼品牌方需针对性优化产品定价逻辑与礼盒设计策略。
艾媒咨询分析师认为，伴随居民消费理念的转型升级，粽子消费需求已从传统实用性消费逐步拓展至情感价值传递、社交身份表达与自我悦纳体验层面的多元化消费。与此同时，端午节日礼赠、人情社交、企业员工福利等多元应用场景持续释放市场需求，叠加粽子赛道品类持续细分、产品品质与外观设计不断升级，为粽子行业的长期扩容提供了坚实支撑，未来中国粽子市场产业将延续平稳向好的增长态势。
Against the backdrop of growing enthusiasm for China-fashion culture and increasing public recognition of traditional festivals, the festive cultural significance and folk symbolism value embodied in zongzi continue to expand, solidifying the industry's overall development foundation. According to data from the latest "China Zongzi Market Consumption Trend Research Report form 2026 to 2027" released by iiMedia Research, a globally leading third-party data mining and analysis firm specializing in new economy industries, the size of China's zongzi market is projected to reach 11.55 billion yuan in 2025 and is expected to soar to 14.91 billion yuan by 2030.
The core challenges in the current zongzi gift box market lie in value alignment and product design: consumers express significant dissatisfaction with brand premium (39.00%), flavor innovation (33.70%), and size fit issues (33.40%). The imbalance between quality and price has become the most prominent industry-wide pain point, compelling brands to strategically optimize their pricing strategies and gift box designs.
Analysts at iiMedia Research believe that with the transformation and upgrading of residents 'consumption concepts, the demand for zongzi has evolved from traditional practical consumption to diversified consumption encompassing emotional value transmission, social identity expression, and self-acceptance experiences. Meanwhile, various application scenarios such as festive gifts during the Dragon Boat Festival, interpersonal social interactions, and corporate employee benefits continue to drive market demand. Coupled with the ongoing segmentation of zongzi product categories and continuous improvements in product quality and design aesthetics, these factors provide solid support for the long-term expansion of the zongzi industry. In the future, China's zongzi market is expected to maintain a steady and positive growth trajectory.

艾媒咨询｜2024年中国春季节令糕点及粽子消费趋势分析报告

2月26日，艾媒咨询分析师受邀出席由中焙糖协和Bakery China主办的【焙烤新国潮×礼好端午】春季节令糕点产业发展论坛，并在活动现场发布了《2024年中国春季节令糕点及粽子消费趋势分析报告》。随着节日庆祝常态化，中国消费者对于礼物消费的态度和观念逐渐改变，更加重视日常生活中情感实质的传达，礼物消费正从集中走向分散。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年中国春季节令糕点及粽子消费趋势分析报告》数据显示，2023年中国礼物经济产业市场规模为12998亿元，同比增长6.0%，预计2027年将突破16000亿元。随着年轻人对传统文化的重视和消费能力的提高，中式糕点凭借“颜值”“仪式感”等因素，逐渐成为了春节、中秋节等庆典期间的消费热点，51.5%的消费者表示购买中式糕点的目的是送礼。未来，随着国潮点心热度的攀升，中式糕点的消费将趋于日常化、社交化。
On February 26, Imedia Consulting analysts were invited to attend the Spring Festival Pastry Industry Development Forum hosted by the China Pei Sugar Association and Bakery China, and released the "Analysis Report on the Consumption Trend of Chinese Spring Festival Pastry and Zongzi in 2024" at the event. With the normalization of festival celebrations, Chinese consumers have gradually changed their attitude and concept of gift consumption, paying more attention to the communication of emotional substance in daily life, and gift consumption is moving from centralized to decentralized. According to the latest "Analysis Report on the Consumption Trend of Chinese Spring Pastry and Zongzi in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's gift economy industry in 2023 will reach 1,299.8 billion yuan, an increase of 6.0%. It is expected to exceed 1.6 trillion yuan by 2027. With young people's emphasis on traditional culture and the improvement of consumption power, Chinese pastry has gradually become a hot consumption spot during the Spring Festival, Mid-Autumn Festival and other celebrations by virtue of factors such as "appearance level" and "ritual sense". 51.5% of consumers said that the purpose of buying Chinese pastry is to give gifts. In the future, with the rise of the popularity of national tide dim sum, the consumption of Chinese pastries will tend to be daily and social.

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。