全球领先的新经济产业第三方数据挖掘与分析机构
关于“膳食纤维”的报告
艾媒咨询 | 2026年中国燕麦食品行业发展趋势研究报告
随着饮食健康愈发受到大众重视，健康代餐赛道整体热度不断走高，燕麦食品逐步成为契合大众养生需求与日常膳食搭配的主流选择。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年中国燕麦食品行业发展趋势研究报告》显示，2025年中国燕麦片行业市场规模达139.1亿元，同比增长7.84%，预计2030年将达190.2亿元。燕麦食品已成为健康食品领域的热门赛道，整体具备充足的发展潜力。
从种草渠道来看，消费者认为最有效的燕麦食品种草渠道中，综合电商平台（17.9%）居首，食品评测网站（11.9%）、视频平台（10.1%）次之，传统广告与促销推荐均低于3%。其中，最能促使消费者对燕麦产品产生购买欲的内容类型前三位为：限时优惠/直播带货（20.8%）、营养师专业测评（20.2%）、家庭食用场景分享（17.3%）。在燕麦购买渠道上，综合电商平台是主阵地，占比28.0%，即时零售、零食专卖店与会员超市合计67.2%，说明消费者越来越倾向于“高效率+高体验”的新型渠道。
艾媒咨询分析师指出，随着国民健康意识持续深化，多元化的营养健康需求为中国燕麦食品行业的发展提供了巨大机遇。同时，品类创新与消费场景的快速拓展，也让市场竞争愈发激烈，产品的健康属性与体验价值成为消费者的核心关注因素。此外，随着个性化饮食需求持续释放，燕麦食品行业正加速向功能化、-
艾媒咨询 | 2026年全球及中国健康烘焙食品市场研究报告
全球及中国健康烘焙食品行业正处于消费升级与品类扩容并行的高速发展阶段。国民健康意识持续提升，推动烘焙产品从传统的高糖高油甜点向低糖低脂、清洁标签、功能性营养的健康食品转型，成为休闲食品及日常代餐赛道中的重要增量品类。新生代消费者聚焦健康化、便捷化与口感平衡的核心诉求，天然代糖替代、药食同源食材添加、营养升级成为产品升级的核心方向，冷冻烘焙技术、AI视觉检测、清洁标签工艺等智能化与标准化手段的广泛应用，正在推动健康烘焙产业从概念驱动向品质驱动全面进阶。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《2026年全球及中国健康烘焙食品市场研究报告》数据显示，市场规模方面，2025年中国烘焙行业市场规模已达6621.5亿元，预计2029年将达8595.6亿元。在烘焙食品选择偏好中，“果味”（64.1%）、蛋糕类（75.6%）为首要品类；购买决策因素中，“营养成分”（59.7%）、“配料表”（54.8%）为主要驱动力；消费者认为健康烘焙食品的核心竞争力体现在无人工添加剂上，且对烘焙食品的健康属性需求明确，并期望健康烘焙食品向更高营养价值、更清洁的配料表方向发展。艾媒咨询分析师认为，健康烘焙市场已从“品类扩容驱动”迈向“健康驱动”的新阶段。未来，具备明确健康属性（如低糖低脂、清洁标签）、融合技术研发与供应链品控能力、适配代餐与休闲等多场景消费需
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艾媒咨询 | 2026年中国凉茶饮料消费趋势洞察白皮书
当前中国凉茶饮料行业正处于从传统快消品向健康饮品生态转型的关键窗口期，作为承载中医“治未病”理念与岭南饮食智慧的国家级非物质文化遗产，这一品类已成功从区域性民间饮品升级为全国性普及的健康消费品，尽管相较于行业增长高峰期，当前整体增速已有所放缓，但在宏观经济波动加剧及新兴饮品品类激烈竞争的双重压力下，凉茶行业依然展现出较强的市场韧性与抗风险能力。
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《2026年中国凉茶饮料消费趋势洞察白皮书》数据显示，2025年中国凉茶饮料市场规模达255.0亿元，行业已从跑马圈地的爆发期进入精耕细作的存量博弈期。83.4%的凉茶饮料消费是以自饮为核心，其中76.3%为强功能驱动。消费者购买凉茶饮料产品的首要决策因素为“清热降火”（54.2%），其次为“口感偏好”（46.3%）；重点关注产品的功效宣称及认证（46.1%）、口感试饮体验（45.0%）和配料表成分（43.6%），整体呈现“功效优先、体验为核、成分敏感”的特点。同时，消费者对不同包装有着非常理性的场景认知，根据不同需求精准选择适配的包装形态。
艾媒咨询分析师认为，存量博弈背景下，凉茶行业的竞争逻辑已从规模扩张转向价值提升，消费者的需求特征将成为驱动行业产品创新、渠道优化与品牌升级的核心导向。在产品层面，“清热降火”的传统核心需求仍将长期存在，但消费者需求正从单一功能向多元化延伸，低糖、无糖产品及添加益生元等功能性成分的创新产品，将成为破解行业增长瓶颈的关键。未来，只有精准把握消费者需求变化，持续推进产品创新、渠道升级与品牌赋能，将传统凉茶文化与现代健康消费理念深度融合，才能推动凉茶行业突破存量瓶颈，实现可持续增长，进一步巩固其在植物饮料领域的核心地位。
China's herbal tea beverage industry is currently in a critical window period of transitioning from traditional fast-moving consumer goods to a health beverage ecosystem. As a national intangible cultural heritage that embodies the traditional Chinese medicine concept of "preventive treatment" and Lingnan dietary wisdom, this category has successfully upgraded from a regional folk drink to a nationally popular health consumer product. Although the overall growth rate has slowed compared to the industry's peak growth period, the herbal tea industry continues to demonstrate strong market resilience and risk resistance despite the dual pressures of intensified macroeconomic fluctuations and fierce competition from emerging beverage categories.
According to the latest "White paper on China herbal tea beverages consumption trend insights in 2026" released by iiMedia Research, a global new economy industry third-party data mining and analysis institution, China's herbal tea beverage market reached 25.50 billion yuan in 2025, and the industry has entered a refined stock competition phase from the explosive expansion period. 83.4% of herbal tea beverage consumption is centered on personal consumption, of which 76.3% is driven by strong functional needs. The primary decision-making factor for consumers purchasing herbal tea beverage products is "heat-clearing and fire-purging" (54.2%), followed by "taste preference" (46.3%); consumers focus on product efficacy claims and certifications (46.1%), taste trial experience (45.0%), and ingredient list components (43.6%), presenting overall characteristics of "efficacy priority, experience as core, and ingredient sensitivity." Meanwhile, consumers have very rational scenario perceptions of different packaging formats, precisely selecting suitable packaging forms based on different needs.
iiMedia Research analysts believe that under the background of stock competition, the competitive logic of the herbal tea industry has shifted from scale expansion to value enhancement, and consumer demand characteristics will become the core driver for industry product innovation, channel optimization, and brand upgrading. At the product level, the traditional core demand for "heat-clearing and fire-purging" will continue to exist in the long term, but consumer demand is extending from single functions to diversification. Innovative products such as low-sugar, sugar-free products, and those with added functional ingredients like prebiotics will become the key to breaking through industry growth bottlenecks. In the future, only by precisely grasping changes in consumer demand, continuously advancing product innovation, channel upgrading, and brand empowerment, and deeply integrating traditional herbal tea culture with modern health consumption concepts, can the herbal tea industry break through stock bottlenecks, achieve sustainable growth, and further consolidate its core position in the plant beverage field. -
