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｜2024年中国有机燕麦行业发展及消费需求洞察报告

随着经济的不断发展，消费者对食品安全和健康饮食的关注度日益提升，多元化的营养健康需求为中国有机燕麦行业的发展提供了巨大的机遇。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年中国有机燕麦行业发展及消费需求洞察报告》数据显示，2017-2021年中国有机食品行业市场规模稳步增长，2022年中国有机产品销售额达877.6亿元，境外生产加工的有机产品销售额为72.3亿元。2024年，有71.8%的燕麦消费者会专门购买经过有机认证的燕麦产品，超九成会购买品牌燕麦产品；66.0%的消费者在购买燕麦产品时会选择少量囤货，52.1%的消费者更愿意购买独立小包装类型的有机燕麦产品。随着互联网积极的快速发展与线下商超连锁化程度加深，有机燕麦产品的销售渠道全面拓宽，呈现线上为主、线下为辅、同步发力的趋势。未来，价高质优的“高端性价比”燕麦产品将逐渐提升其市场地位，以产品创新打造的“品牌差异化”将成为企业提高市场竞争力的强有力方式。
With the continuous development of the economy, consumers are increasingly concerned about food safety and healthy diet, and diversified nutrition and health needs provide great opportunities for the development of China's organic oats industry. According to the latest Research Report on the Development of China organic oat industry development and consumer Demand insight report in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the market scale of China's organic food industry has grown steadily from 2017 to 2021. In 2022, the sales volume of organic products in China reached 87.76 billion yuan, and the sales volume of organic products produced and processed overseas reached 7.23 billion yuan. In 2024, 71.8% of oat consumers will exclusively buy organic certified oat products, and more than 90% will buy branded oat products. 66.0% of consumers will choose to stock up in small quantities when buying oat products, and 52.1% of consumers are more willing to buy organic oat products in small standalone packages. With the rapid development of the Internet and the deepening of the chain degree of offline business, the sales channels of organic oat products have been broadened comprehensively, showing a trend of mainly online, supplemented by offline, and synchronous power. In the future, the "high-end cost-effective" oat products with high price and high quality will gradually enhance its market position, and the "brand differentiation" created by product innovation will become a powerful way for enterprises to improve their market competitiveness.