艾媒咨询 | 2026年中国膨化食品行业发展趋势研究报告

当前，中国膨化食品正处在由规模扩张转向品质升级的关键转型阶段。作为国内休闲零食赛道的代表品类，膨化食品正日益融合饮食刚需、情绪解压、社交分享、便携代餐、地域特色消费等多种属性。伴随上游粮油薯豆原料产能稳步扩容、零食集合店新业态普及和食品监管与清洁标签相关规范持续落地，行业在健康化改良、产品细分、场景深耕的驱动下持续迭代，兼具民生价值与消费升级红利，多重利好共同构筑了行业稳步扩容的坚实基础。
中国膨化食品行业展现出强大的发展潜力，iiMedia Research（艾媒咨询）数据显示，2025年中国膨化食品行业市场规模为1204亿元，同比增长4.2%，艾媒预计至2030年，市场规模将增长至1518亿元。
中国膨化食品市场已经步入健康化、精细化升级的新阶段。行业发展正从粗放产能扩张转向价值提质发展，企业竞争核心日益侧重于配方优化、产品创新与全渠道布局，消费者需求向健康刚需搭配情绪休闲、特色风味转变，标志着行业正式迈入存量提质、多元细分的高质量发展周期。未来，企业需紧扣发展趋势，打磨差异化产品，深耕线上线下全域渠道，依托稳定供应链筑牢长期竞争力。(《2026年中国膨化食品行业发展趋势研究报告》完整高清PDF版共37页，可点击文章底部报告下载按钮进行报告下载）

Currently, China's puffed food industry is in a critical transfor

艾媒咨询 | 2025年中国休闲食品行业发展趋势研究报告

当前，中国休闲食品行业正处在由规模扩张向价值重塑深度转型的关键阶段。作为连接亿万消费者日常需求与农业、制造业升级的重要民生产业，休闲食品已超越单纯满足口腹之欲的范畴，日益融合健康营养、情感共鸣、文化表达及场景体验等多重属性。在市场竞争日趋激烈与消费者主权崛起的双重背景下，行业依托其成熟完善的产业链基础与持续创新的内生动力，展现出强大的结构调整能力与长期发展韧性。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）发布的《2025年中国休闲食品行业发展趋势研究报告》显示，中国休闲食品市场已整体步入以质取胜和以结构优化为核心的发展新周期。行业发展动能正从渠道与营销驱动的外延式增长，转向产品创新、供应链效率与品牌价值驱动的内涵式发展。企业竞争焦点日益侧重于产品力的本质回归、全链路数字化协同以及消费场景的精准开拓，推动行业向健康化、高端化、个性化方向持续演进，产业生态格局正在系统性重构。
Currently, China's snack industry is at a critical stage of deep transformation from scale expansion to value reshaping. As a vital livelihood industry connecting the daily needs of hundreds of millions of consumers with the upgrading of agriculture and manufacturing, snacks have transcended the mere satisfaction of appetite and increasingly integrated multiple attributes such as health and nutrition, emotional resonance, cultural expression, and experiential scenarios. Amid intensifying market competition and the rise of consumer sovereignty, the industry demonstrates robust structural adjustment capabilities and long-term resilience, supported by its mature and well-developed industrial chain foundation and continuous innovation-driven momentum.The "2025 China Snack Industry Development Trends Research Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, indicates that the Chinese snack market has entered a new development cycle centered on quality and structural optimization. The driving force behind industry growth is shifting from external expansion driven by channels and marketing to internal development driven by product innovation, supply chain efficiency, and brand value. The focus of corporate competition is increasingly on the essential return of product strength, full-chain digital collaboration, and precise exploration of consumer scenarios, propelling the industry toward continued evolution toward health, premiumization, and personalization, while systematically reshaping the industrial ecosystem.

艾媒咨询 | 2026年中国新春礼盒消费行为调研数据

随着节日消费升级、传统文化复兴及社交礼赠需求多元化，新春礼盒市场正朝着品质化、场景化与情感价值深度融合的方向持续演进。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年中国新春礼盒消费行为调研数据》显示，2018-2025年中国礼物经济产业市场规模从8000亿元增至14498亿元，预计2027年中国礼物经济市场规模将增至16197亿元。此外，2025年中国休闲食品行业规模为11804亿元，2027年预计将达到12378亿元。整体市场展现出稳健的增长潜力，反映出在消费复苏与情感联结驱动下，围绕节日场景的礼盒类消费具有广阔的发展前景。
中国消费者在新春礼盒预算上，主要集中在301-500元区间（43.05%），反映中等价位为主流、理性消费凸显。在品类选择上，零食点心类礼盒最受欢迎（46.71%），其选择核心关注品类混搭（49.53%）、性价比（48.90%）及口感丰富度（48.28%）。这表明新春礼盒消费注重实用与体验的平衡，消费者在控制预算的同时，追求内容多样性与情感价值，驱动市场向“理性升级”与“体验深化”融合发展。
艾媒咨询分析师认为，新春礼盒市场未来将呈现以下核心发展路径：一是价值回归与产品创新，消费者对“实在价值”的追求将倒逼品牌摒弃虚高定价与同质化竞争，通过原料升级、工艺革新与文化IP融合，打造兼具诚意与差异化的核心产品；二是体验深化与责任践行，消费体验将从“拥有礼盒”延伸到环保包装、文化故事与互动场景构建，同时企业需将健康标准与绿色供应链建设纳入社会责任体系，回应消费者对品质与可持续的双重期待；三是全链路效率与信任构建，通过数字化管理与柔性供应链提升春节物流确定性，并以透明化沟通重建价格信任。整体市场将在理性消费与情感诉求的平衡中，向更健康、更可靠、更具价值共鸣的成熟阶段演进。
With the upgrading of festival consumption, the revival of traditional culture, and the diversification of social gift-giving demands, the New Year gift box market is continuously evolving in the direction of quality, scenario-based, and deep integration of emotional value. According to the latest "2026 China New Year Gift Box Consumption Behavior Research Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of the gift economy in China has increased from 800 billion yuan to 1449.8 billion yuan from 2018 to 2025. It is expected that the market size of the gift economy in China will reach 1619.7 billion yuan in 2027. In addition, the scale of the leisure food industry in China was 1180.4 billion yuan in 2025, and is expected to reach 1237.8 billion yuan in 2027. The overall market demonstrates a stable growth potential, reflecting that under the drive of consumption recovery and emotional connection, gift box consumption in festival scenarios has broad development prospects.
Chinese consumers' spending on New Year gift boxes mainly falls within the range of 301-500 yuan (43.05%), reflecting that mid-range prices are the mainstream and rational consumption is prominent. In terms of product category selection, snack and pastry gift boxes are the most popular (46.71%). The core factors influencing their choice include category mix (49.53%), cost-effectiveness (48.90%), and richness of taste (48.28%). This indicates that New Year gift box consumption focuses on a balance between practicality and experience. Consumers control their budgets while pursuing diversity in content and emotional value, driving the market to integrate "rational upgrading" and "experience deepening" for coordinated development.
Analysts from iiMedia Research believe that the future of the New Year gift box market will follow the following core development paths: First, value return and product innovation. Consumers' pursuit of "real value" will force brands to abandon inflated pricing and homogenized competition. By upgrading raw materials, innovating processes, and integrating cultural IPs, they will create core products that are both sincere and differentiated. Second, experience deepening and responsibility fulfillment. Consumption experience will extend from "owning the gift box" to environmental packaging, cultural stories, and the construction of interactive scenarios. At the same time, enterprises need to incorporate health standards and green supply chain construction into their social responsibility framework to respond to consumers' dual expectations for quality and sustainability. Third, full-chain efficiency and trust building. Through digital management and flexible supply chains, the certainty of New Year logistics will be enhanced, and transparency communication will be used to rebuild price trust. The overall market will evolve towards a more healthy, reliable, and highly resonant with value stage through a balance between rational consumption and emotional demands.

艾媒咨询 | 2026年饼干和膨化食品消费趋势洞察研究

2026年1月13日，2025年中焙糖协饼干/膨化食品专业委员会年会暨行业发展论坛在广东省珠海市成功举办。大会汇聚了众多行业专家及饼干、膨化食品企业代表等嘉宾，共同探讨行业现状与未来趋势。艾媒咨询CEO兼首席分析师张毅博士受邀出席，并发表了《2026年饼干和膨化食品消费趋势洞察研究》主题演讲，结合最新数据与市场动态，深度剖析了行业发展脉络与消费趋势。
iiMedia Research（艾媒咨询）数据显示，2025年中国膨化食品市场规模达1204亿元，同比增长4.2%，2026年预计将进一步增至1246亿元，行业增长得益于人口基数、消费能力提升，以及健康零食兴起、线上渠道拓展等趋势。当前消费者健康诉求走高，减糖减盐减脂、非油炸工艺等成为购买重要考量因素，薯片/薯条是最受欢迎的膨化食品品类，辣味为首选口味，同时消费者指出行业存在高盐高油、营养单一、包装不环保等痛点。未来饼干与膨化食品行业将朝着健康化转型深化、渠道结构多元升级、产业体系智能绿色升级、产品创新多元延伸四大趋势加速发展。

艾媒咨询|2021年中国食品行业发展趋势分析报告

2021 年 12 月 29日，由论道网主办，论道圈、桂仓加速器联合主办的“第二届广西产业大会 暨 2021 广西食品行业论坛”以线上直播的方式隆重举行。本次论坛以“开局与变局，广西食品行业新机遇”为主题，分为设计趋势、投资、创业与服务四个部分，邀请政府主管部门、广西本土食品企业、全国的食品行业投资机构和研究机构、本土专业服务机构，从各自专业层面， 提供案例经验和创新发展的分享。为广西食品行业的从业者和关联方，提供行业发展创变的思路和经验交流。艾媒咨询CEO兼首席分析师张毅受邀出席本次活动，并在现场发表了《2021年中国食品行业发展趋势分析》演讲。演讲围绕“食品行业消费新趋势下，广西的机会在哪里”展开，通过艾媒大数据决策和智能分析系统的数据挖掘结果，对烘焙食品、休闲食品、速冻食品、方便食品领域的行业现状、消费行为等展开详细的分析解读，共同展望未来食品行业发展趋势。
On December 29, 2021, "the second Guangxi industry conference and 2021 Guangxi food industry forum", sponsored by lundao.com and jointly sponsored by lundao circle and guicang accelerator, was grandly held in the form of online live broadcast. With the theme of "opening and changing situation, new opportunities for Guangxi food industry", this forum is divided into four parts: design trend, investment, entrepreneurship and service. Government departments, local food enterprises in Guangxi, national food industry investment and research institutions and local professional service institutions are invited to share case experience and innovation and development from their respective professional levels. Provide ideas and experience exchange for practitioners and related parties in the food industry in Guangxi.Zhang Yi, CEO and chief analyst of iiMedia Research, was invited to attend the event and delivered a speech on the development trend analysis of China's food industry in 2021. The speech focused on "where are the opportunities in Guangxi under the new consumption trend of the food industry". Through the data mining results of AI media big data decision-making and intelligent analysis system, it carried out a detailed analysis and interpretation of the industry status and consumption behavior in the field of baked food, leisure food, quick-frozen food and convenience food, and jointly looked forward to the development trend of the food industry in the future.

艾媒咨询|2020-2021年中国快销食品行业发展现状及消费者行为洞察报告

本报告研究涉及企业/品牌/案例：康师傅、三只松鼠、旺旺、桃李面包、大白兔、周黑鸭。

快销食品行业是推动国内外经济双循环的重要环节。当前，快销食品也积极追求健康化、品质化、高端化的发展趋势，并且积极利用直播、短视频等模式催化线上经济的发展。iiMedia Research（艾媒咨询）分析认为2019年中国休闲食品行业市场规模达到10556亿元，同比增长6.10%，预计2020年将超过11000亿元。

The fast-moving food industry is an important link in promoting the double cycle of domestic and foreign economies. At present, fast-moving foods are also actively pursuing the development trend of health, quality and high-end, and actively use live broadcast, short video and other modes to catalyze the development of the online economy. According to iiMedia Research's analysis, the market size of China's snack food industry reached 1,055.6 billion yuan in 2019, an increase of 6.10% year-on-year, and it is expected to exceed 1,100 billion yuan in 2020.

艾媒报告 |2019年中国休闲食品电商行业研究与发展报告

报告涉及的相关企业或品牌：三只松鼠、百草味、良品铺子、达利食品、桃李面包、绝味食品、周黑鸭、洽洽食品、煌上煌、上海梅林、盐津铺子、黑芝麻、亲亲食品、嘉士利集团、来伊份、有友、天猫、淘宝、京东、苏宁易购

2018年中国休闲食品电商市场销售额为621.3亿元，增速达到23.4%。iiMedia Research（艾媒咨询）预测，未来中国休闲食品电商市场规模将进一步扩大，到2020年中国休闲食品电商市场销售额将达到964.0亿元。目前中国休闲食品电商市场头部企业相对稳定，三只松鼠、百草味、良品铺子连续三年成为TOP3企业。但市场集中度相对分散，2018年市场份额前五名企业的市占率总和不到5%。受健康、原生态、养生等概念驱动，2018年坚果销售增长率达16.3%，阿里平台坚果类产品销量约占零食类产品的25.0%。“科学配比”、“干湿分离”、小包装化的坚果产品销量大涨，2018年的每日坚果销量占整体坚果销量近四分之一，成为新的市场增长点。

In 2018, China's leisure food e-commerce market saw sales of 62.13 billion yuan, up 23.4 percent. iiMedia Research predicts that the size of China's leisure food e-commerce market will be further expanded in the future, and the sales volume of China's leisure food e-commerce market will reach 96.40 billion yuan by 2020. At present, the top enterprises in China's leisure food e-commerce market are relatively stable, with three squirrels, Baicao and Liangpin shops becoming TOP3 enterprises for three consecutive years. But market concentration is relatively fragmented, with the top five companies accounting for less than 5% of the total market share in 2018. Driven by the concepts of health, original ecology and health preservation, the sales growth rate of nuts reached 16.3% in 2018, and the sales volume of nuts products on ali platform accounted for about 25.0% of that of snacks. Sales of “scientific mix“, “separation of dry and wet“ and small package nuts have soared. In 2018, the daily sales of nuts account for nearly a quarter of the total sales of nuts, becoming a new market growth point.