偏好即饮 场景化进补——2026年人参饮品消费行为调查报告

近年来，人参饮品行业持续受益于大健康产业、即饮化消费、场景化滋补与国潮养生理念的全方位赋能，其消费形态已从传统的炖煮进补延伸至运动补给、日常免疫、礼品赠送与熬夜恢复等多场景融合。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《偏好即饮 场景化进补——2026年人参饮品消费行为调查报告》数据显示，中国保健品市场规模由2013年的993亿元增长至2024年的3554亿元，2025年达3775亿元，2026年预计将达4005亿元，整体保持稳健增长。人参饮品作为传统滋补即饮化的代表品类，有望持续受益于保健品市场扩容与消费场景多元化。
从饮用场景看，中国消费者饮用人参饮品的主要场景中，运动后补充能量占比最高，达62.86%；其次为作为礼品赠送，占51.43%；工作疲劳时提神与生病康复期间均为42.86%，日常养生保健占40.00%，熬夜后恢复精力占20.00%。运动补给与礼赠场景构成人参饮品消费的双核心，日常养生与疲劳恢复则形成重要补充。从产品偏好看，中国消费者偏好的人参精华原液类型中，人参与草本植物混合占68.54%，与水果精华混合占59.43%，纯人参精华原液占55.98%，添加益生菌占42.18%。复合配方与风味改良型产品接受度更高，纯原液亦保持较强基础需求。
基于消费调研发现与行业趋势，艾媒咨询分析师对人参饮品品牌提出四点策略建议：一是聚焦核心场景与人群，优先选择运动补给、日常免疫、老年滋补等高频场景中的一个做深做透，打造场景化爆品，而非贪多求全；二是强化价值透明化，主动公开原料产地、成分含量、检测报告等信息，用透明建立信任，破解消费者对价格与品质的顾虑；三是构建全渠道运营体系，线上做内容种草与私域复购，线下做体验与信任背书，形成协同闭环；四是适度创新引领，优先推进剂型与包装创新，辅以天然成分复合配方，在提升体验的同时强化功能感知，逐步培养消费者的高频饮用习惯。未来，随着即饮滋补消费习惯养成与产品创新深化，人参饮品市场仍具备强劲的增长潜力与品牌突围空间。
In recent years, the ginseng beverage industry has continuously benefited from the comprehensive empowerment of the broader health industry, on-the-go consumption trends, scenario-based nourishment, and the China-fashion wellness concept. Its consumption patterns have expanded from traditional stewing-based tonic use to multi-scenario integration, including sports replenishment, daily immune support, gift gifting, and recovery after staying up late. According to the latest report titled "Prefer On-the-Go Consumption, Scenario-Based Tonic—2026 Ginseng Beverage Consumption Behavior Survey" released by iiMedia Research, a global leading third-party data mining and analytics institution in the new economy industry, the market size of China's health product sector grew from 99.3 billion yuan in 2013 to 355.4 billion yuan in 2024, reaching 377.5 billion yuan in 2025 and is expected to hit 400.5 billion yuan in 2026, maintaining steady overall growth. As a representative category of traditional tonic beverages adapted for on-the-go consumption, ginseng drinks are poised to continue benefiting from the expansion of the health product market and the diversification of consumption scenarios.
In terms of consumption scenarios, among the primary contexts where Chinese consumers drink ginseng beverages, post-exercise energy replenishment accounts for the highest proportion at 62.86%; followed by gift gifting at 51.43%; refreshing during work-related fatigue and during illness recovery at 42.86% each; daily health maintenance at 40.00%; and energy recovery after staying up late at 20.00%. Sports replenishment and gift gifting scenarios form the dual core of ginseng beverage consumption, while daily health maintenance and fatigue recovery serve as important complements. In terms of product preferences, among the types of ginseng essence liquid preferred by China consumers, a mixture of ginseng and herbal plants accounts for 68.54%, a mixture with fruit essence for 59.43%, pure ginseng essence liquid for 55.98%, and probiotic additives for 42.18%. Composite formulations and flavor-enhanced products enjoy higher acceptance, while pure essence products maintain strong foundational demand.
Based on consumer research findings and industry trends, iiMedia Research analysts offer four strategic recommendations for ginseng beverage brands: First, focus on core scenarios and target audiences, prioritizing in-depth development in one high-frequency scenario—such as sports replenishment, daily immunity, or elderly nourishment—to create scenario-based hit products rather than attempting to cover too many areas; second, enhance value transparency by proactively disclosing information such as raw material origins, ingredient content, and testing reports, using transparency to build trust and address consumer concerns about price and quality; third, establish an omnichannel operational system, leveraging online content-driven recommendations and private domain repeat purchases, while offline experiences and trust endorsements create a synergistic closed loop; fourth, foster moderate innovation leadership by prioritizing formulation and packaging innovation, complemented by natural ingredient blends, to enhance both user experience and functional perception, gradually cultivating frequent consumption habits among consumers. In the future, as convenient ginseng beverage consumption habits take root and product innovation deepens, the ginseng beverage market still holds strong growth potential and room for brand differentiation.

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.