艾媒咨询 | 2025年中国中药茶饮行业发展状况与消费行为调查数据

在健康消费的浪潮下，中药茶饮这一“健康+饮品”的跨界赛道强势崛起。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《2025年中国中药茶饮行业发展状况与消费行为调查数据》显示，2024年中国养生茶饮市场规模为512.8亿元，预计2028年中国养生茶饮市场规模将达到1189.5亿元。随着现代生活节奏加快和健康理念深入人心，养生茶饮凭借其天然、健康的特性日益受到消费者青睐。在中医药文化复兴和“药食同源”理念的影响下，市场涌现出越来越多创新产品，持续推动了中国养生茶饮市场规模显著增长，显示出强劲的发展动力与广阔的市场前景。
中国消费者饮用中药茶饮的方式中，“个人熬煮”占比最高（67.10%），反映出对传统制备方式的显著偏好；线下门店现制消费亦占相当比例（47.56%），显示现制茶饮市场具备良好基础。在饮用场景方面，“身体不适时”占比达74.45%，表明中药茶饮在缓解症状方面的功能性认知深入人心；而“疲劳困乏时”饮用比例也达43.91%，说明其在提神醒脑方面亦具市场需求。整体来看，中药茶饮消费仍高度依赖“药食同源”的文化认同，既被视作缓解特定症状的功能饮品，也逐步融入日常，成为调节身心的健康生活方式。
艾媒咨询分析师认为，中国中药茶饮行业未来将呈现以下三大发展趋势。一是产业现代化与标准化。行业竞争将向上游延伸，推动中药材原料的规范化种植与可追溯体系建设。同时，依托现代萃取技术与生产工艺升级，实现风味与功效的稳定输出，为规模化扩张奠定坚实基础。二是产品功能精准化与多元化。中药茶饮企业将针对睡眠管理、体重控制、情绪舒压等细分需求，开发成分与靶向更明确的精准化产品，满足多元化的健康消费场景。三是消费体验日常化与时尚化，中药茶饮将持续淡化“药感”，强化“时尚养生”标签，深度融入年轻人的日常办公与社交生活，完成从功能性饮品到生活方式品牌的进化。
Under the wave of health consumption, the cross-border track of traditional Chinese medicine tea, which combines "health" and "beverages", has risen strongly. According to the latest "2025 Development Status and Consumer Behavior Survey Data of Traditional Chinese Medicine Tea Industry in China" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of health-preserving tea in China was 51.28 billion yuan in 2024, and it is expected to reach 118.95 billion yuan in 2028. With the acceleration of modern life pace and the deepening of health concepts, health-preserving tea, with its natural and healthy characteristics, is increasingly favored by consumers. Under the influence of the revival of traditional Chinese medicine culture and the concept of "food and medicine sharing the same origin", more and more innovative products have emerged in the market, continuously driving the significant growth of the market size of health-preserving tea in China, demonstrating strong development momentum and broad market prospects.
Among the ways Chinese consumers drink traditional Chinese herbal tea, "personal brewing" accounts for the highest proportion (67.10%), reflecting a significant preference for traditional preparation methods; consumption at offline stores also takes up a considerable share (47.56%), indicating a solid foundation for the market of freshly made herbal tea. In terms of consumption scenarios, "when feeling unwell" accounts for 74.45%, demonstrating that the functional perception of traditional Chinese herbal tea in alleviating symptoms is deeply rooted in people's minds; while "when feeling tired and sleepy" also has a consumption ratio of 43.91%, suggesting that there is also market demand for its ability to refresh and invigorate. Overall, the consumption of traditional Chinese herbal tea still highly relies on the cultural recognition of "food and medicine sharing the same origin", being regarded not only as a functional drink for specific symptoms but also gradually integrating into daily life as a healthy lifestyle for regulating the body and mind.
Analysts from iiMedia Research believe that the traditional Chinese medicine tea industry in China will present the following three major development trends in the future. First, industrial modernization and standardization. Industry competition will extend to the upstream, promoting the standardized planting of traditional Chinese medicinal materials and the construction of traceability systems. At the same time, relying on modern extraction technology and production process upgrades, stable flavor and efficacy output will be achieved, laying a solid foundation for large-scale expansion. Second, product function precision and diversification. Traditional Chinese medicine tea enterprises will develop more precise products targeting specific needs such as sleep management, weight control, and stress relief, to meet diverse health consumption scenarios. Third, daily and fashionable consumption experience. Traditional Chinese medicine tea will continue to reduce the "medicinal taste", strengthen the "fashionable health preservation" label, and deeply integrate into the daily office and social life of young people, completing the evolution from a functional drink to a lifestyle brand.

艾媒咨询 | 2025年中国推拿行业发展状况与消费行为调查数据

当前，中国推拿行业正迎来快速发展期。传统中医推拿与现代健康理念深度融合，消费群体从以中老年为主扩展至年轻白领，推动服务向专业化、细分化和品牌化升级。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《2025年中国推拿行业发展状况与消费行为调查数据》显示，在政策支持、技术革新和消费需求升级的共同驱动下，中国大健康产业正步入一个规模持续扩张、内涵不断丰富、模式日趋创新的黄金发展期。推拿行业作为大健康产业的重要组成部分，深度融入健康管理、康复和养生服务领域，未来市场空间将进一步扩大。
在2025年中国消费者定期接受推拿服务的调查中，93.37%的消费者表示“会”定期接受推拿服务，而只有6.63%的消费者表示“不会”。这表明绝大多数中国消费者倾向于定期接受推拿服务。此外，在2025年中国消费者选择推拿或按摩服务时关注的具体服务细节中，技师的专业资质（如中医推拿师资格证、从业年限）以61.44%的占比成为消费者最关注的因素。其次是推拿手法的针对性（如针对颈肩/腰椎/疲劳的定制化手法），占比61.33%，与专业资质几乎持平。服务环境的卫生程度（如床品消毒、房间通风）占比46.52%，位列第三。这些数据表明，中国推拿消费市场正朝着专业化、功能化和理性化方向发展，“技术信任”取代“环境偏好”成为消费者选择的首要依据，推动行业从体验型服务向基于专业价值的健康管理转型。
艾媒咨询分析师认为，中国推拿行业未来将呈现专业化、科技化与融合化三大发展趋势。政策引导与标准化进程加速，推动从业人员持证上岗与技能分级成为常态，“专业资质”成为消费决策核心。技术赋能深化，AI助力的智能推拿设备与线上预约、健康管理平台广泛结合，提升服务可及性与个性化体验。消费群体持续年轻化，推动服务向“推拿+”多元场景延伸，与运动康复、职场健康、情绪疗愈等需求紧密结合。与此同时，品牌化与连锁化进程提速，推动行业从分散走向集中，兼具中医底蕴与现代健康管理理念的优质服务商将引领市场升级。
At present, the Chinese massage industry is experiencing a period of rapid development. Traditional Chinese massage and modern health concepts are deeply integrated, and the consumer base has expanded from mainly middle-aged and elderly people to young white-collar workers, driving the service towards professionalization, specialization and branding. According to the latest "2025 China Massage Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, under the joint drive of policy support, technological innovation and upgraded consumer demand, China's big health industry is entering a golden development period of continuous scale expansion, enriched connotation and increasingly innovative models. As an important part of the big health industry, the massage industry is deeply integrated into the fields of health management, rehabilitation and health preservation, and its future market space will further expand.
In the 2025 survey on Chinese consumers' regular massage service consumption, 93.37% of consumers said they "would" regularly receive massage services, while only 6.63% said they "would not". This indicates that the vast majority of Chinese consumers tend to receive regular massage services. In addition, among the specific service details that Chinese consumers pay attention to when choosing massage or massage services in 2025, the professional qualifications of the technicians (such as the qualification certificate of traditional Chinese massage therapists and years of service) have become the most concerned factor by consumers, with a proportion of 61.44%. The second is the targeted nature of the massage techniques (such as customized techniques for neck and shoulder, lumbar vertebrae, and fatigue), with a proportion of 61.33%, almost equal to professional qualifications. The hygiene level of the service environment (such as bed linen disinfection and room ventilation) accounts for 46.52%, ranking third. These data indicate that the Chinese massage consumption market is moving towards professionalization, functionalization and rationalization. "Technical trust" has replaced "environmental preference" as the primary basis for consumer choice, promoting the industry's transformation from experience-based services to health management based on professional value.
Analysts from iiMedia Research believe that the Chinese massage industry will present three major development trends in the future: professionalization, technologicalization and integration. Policy guidance and the acceleration of the standardization process will make it a norm for practitioners to hold certificates and have skill grading, with "professional qualifications" becoming the core of consumer decision-making. The deepening of technology empowerment, with the wide integration of AI-assisted intelligent massage equipment and online appointment and health management platforms, will enhance service accessibility and personalized experience. The continuous youngening of the consumer base will drive services to extend to "massage +" multi-scenario applications, closely combining with needs such as sports rehabilitation, workplace health and emotional therapy. At the same time, the acceleration of branding and chain processes will drive the industry from dispersion to concentration, with high-quality service providers that combine traditional Chinese medicine heritage and modern health management concepts leading the market upgrade.

艾媒咨询 | 2025-2026年中国养生茶饮行业现状研究及消费者洞察报告

健康消费已成为国民消费升级的核心方向。在此背景下，养生茶饮作为“健康+饮品”的跨界赛道，凭借功能性与便利性的融合优势，逐渐从边缘品类走向消费主流，成为中国饮品市场的核心增长极。iiMedia Research（艾媒咨询）数据显示，2025年中国养生茶饮市场规模将达642.7亿元，同比增长25.3%，预计2028年将突破千亿元。
Health consumption has become the core direction of the national consumption upgrade. Against this backdrop, health-preserving tea beverages, as a cross-border track of "health + drinks", have gradually moved from a marginal category to the mainstream of consumption by leveraging the integrated advantages of functionality and convenience, becoming a core growth pole in China's beverage market. iiMedia Research data shows that the market size of health tea beverages in China is expected to reach 64.27 billion yuan in 2025, with a year-on-year growth of 25.3%. It is projected to exceed 100 billion yuan by 2028.

艾媒咨询 | 2025年中国年份普洱茶行业现状及消费趋势洞察报告

在消费升级浪潮的席卷下，茶叶市场正经历着深刻的结构性变革。消费者不再满足于基础的茶饮需求，而是朝着追求高品质、独特风味与文化内涵的方向大步迈进。年份普洱茶作为茶叶品类中的佼佼者，以其随着时间陈化而愈发醇厚的口感、丰富的养生保健功效，以及深厚的文化底蕴，吸引了越来越多消费者的目光，已然成为茶叶市场中炙手可热的细分领域。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《2025年中国年份普洱茶行业 现状及消费趋势洞察报告》数据显示，未来中国普洱茶行业市场规模将整体平稳上升，预计到2030年，普洱茶市场规模将达到242.6亿元，年份普洱茶市场规模将达84.8亿元。
艾媒咨询分析师认为，随着消费升级与健康理念的普及，年份普洱茶市场正围绕品质与养生价值展开深度竞争。高品质的年份普洱茶受到越来越多消费者的青睐，从茶叶原料的甄选，到制作工艺的把控，再到仓贮条件的优化，每一个环节都备受关注。
Under the sweeping tide of consumption upgrading, the tea market is undergoing profound structural changes. Consumers are no longer satisfied with basic tea-drinking needs but are rapidly moving towards the pursuit of high-quality, unique flavors, and cultural connotations. Aged pu'er tea, as a standout in the tea category, has attracted the attention of an increasing number of consumers with its mellow taste that improves with age, rich health benefits, and profound cultural heritage, becoming a hot niche in the tea market. Data from the latest report titled "Insight Report on the Current Status and Consumption Trends of vintage pu'er tea Industry in China in 2025" released by iiMedia Research (a global third-party data mining and analysis institution for new economy industries) shows that the overall market size of China's pu'er tea industry will steadily rise in the future. It is projected that by 2030, the market size of Pu'er tea will reach 24.26 billion yuan, and that of aged pu'er tea will reach 8.48 billion yuan.
Analysts from iiMedia Research believe that with the upgrading of consumption and the popularization of health concepts, the aged Pu'er tea market is now engaged in an in-depth competition centered on quality and health-care value. High-quality aged Pu'er tea is gaining favor with an increasing number of consumers. Every aspect, from the selection of tea leaves, to the control of the production process, to the optimization of storage conditions, is highly focused on.

艾媒咨询｜2024-2025年中国新式茶饮行业发展现状与消费趋势调查分析报告

随着中国新式茶饮市场空间逐渐饱和，行业进入存量竞争阶段，品牌内卷程度加剧。除了采取降价策略，各企业通过开拓品类、创新营销、品牌出海等多元手段寻求破局。截至2023年9月末，蜜雪冰城海外门店已有4000家；2024年7月，喜茶、霸王茶姬陆续亮相巴黎，为奥运助力，借助国际赛事营销提升全球影响力。2024年8月，茶颜悦色在长沙开出首家零食生活杂货店，零售生意成为新式茶饮品牌竞争的新阵地。iiMedia Research（艾媒咨询）数据显示，预计未来几年中国新式茶饮市场规模将维持小幅但稳定的增长态势，到2028年有望突破4000亿元。
With the gradual saturation of China's new tea drink market, the industry has entered the stage of stock competition, and brand competition has intensified. In addition to price cuts, companies seek changes by developing new products, innovative marketing, and going to sea. By the end of September 2023, MIXUE has 4,000 overseas stores; In July 2024, HEYTEA and CHAGEE appeared in Paris to enhance their global influence with the help of Olympic marketing. In August 2024, CHAYANYUESE opened a snack grocery store, and the retail business has become a new frontier in the competition for new tea brands. iiMedia Research data show that it is expected that in the next few years, the size of China's new tea market will maintain a small growth, and is expected to exceed 400 billion yuan by 2028.

艾媒咨询｜2023-2024年中国中药材行业大数据及商业趋势研究报告

随着居民消费水平的提升和健康保健意识的增强，总体健康需求在扩大，进而推动中医药市场的发展。iiMedia Research（艾媒咨询）数据显示，2022年中国中药材市场规模达到1708亿元，预计2024年将超过2000亿元，中药材市场规模扩大前景可观。

艾媒咨询 | 2023-2024年中国保健品行业研究及消费者洞察报告

中国保健品市场规模近五年来一直保持稳步增长。iiMedia Research（艾媒咨询）数据显示，2023年有望达到3282亿元，预计2027年有望达到4237亿元。随着消费者健康意识的提升，“银发一族”和“年轻一代”将是行业增长的主要驱动人群。科技进步驱动产品和服务升级，保健品行业未来可期。

艾媒咨询｜2023年中国春节预制菜消费者行为监测报告

iiMedia Research(艾媒咨询)数据显示，春节期间，全国重点零售和餐饮企业销售额比去年农历同期增长6.8%。艾媒咨询分析师认为，春节所蕴含的意义和形成的习俗，能有效聚拢人群消费，衍生如送礼、年货、餐饮等多样消费类型，是中国最大的消费场景，春节黄金周的消费规模也逐年增长。

艾媒咨询｜2023年中国新春礼盒消费者行为洞察报告

调研数据显示，预制菜(23.4%)首次成为中国消费者新春礼盒十大选择类型之一，具备养生、健康概念的茶叶(52.9%)、保健品(27.2%)是消费者购买的热门类型。在购买新春礼盒时，中国消费者最主要关注的因素是品牌，占比64.8%，其次是品质和口碑，分别为64.7%、57.6%。

艾媒报告|2019-2020中国保健品行业研究报告

本报告研究涉及企业/品牌/案例：无限极，汤臣倍健，康宝莱，Swisse；其他提及企业/品牌：安利，东阿阿胶，合生元，完美，同仁堂，新时代健康，惠氏

iiMedia Research (艾媒咨询)数据显示，过去6年保健品行业市场规模保持两位数的增速，至2019年，市场规模约达2227亿元，2021年有望突破3300亿元。随着健康消费观念提升，养生需求从“银发一族”逐渐往“年轻一代”扩散。此外新兴科技与行业融合将推动产品和服务升级，为行业发展带来利好。消费者方面，超四成的受访者将产品品牌作为其购买时首要考虑因素，其中43.8%的消费者是自发购买保健品的，另外消费者对保健品行业的信心逐渐恢复，五成受访者看好保健品行业发展，超七成受访消费者认为保健品行业合规性有所提高。艾媒咨询分析师认为，目前保健品行业呈较好发展态势，但与此同时保健品行业同质化竞争激烈，在消费人群的扩大化、细分化的趋势下，企业需要通过加强品牌建设和精细化管理，提升产品及服务品质，更好适应市场变化。

According to the data of iiMedia Research，in the past 6 years, the market size of the health products industry has maintained a double-digit growth rate. By 2019, the market size will be approximately 222.7 billion yuan, which is expected to exceed 330 billion yuan in 2021. With the upgrading concept of healthy consumption, the demand for health care has gradually spread from the “silver-haired people” to the “younger generation”. In addition, the integration of emerging technologies and industries will promote the improving of products and services, bringing benefits to the development of the industry. In terms of consumers, over 40% of the interviewees regard product brand as their primary consideration when purchasing. 43.8% of consumers purchase health products spontaneously. In addition, consumer confidence in the health care product industry has gradually recovered. Nearly 50% of the respondents are optimistic about the development of the health care product industry, and over 70% of the consumers believe that the compliance of the health care product industry has improved. Besides, consumer confidence in the health care product industry has gradually recovered. Nearly 50% of the respondents are optimistic about the development of the health care product industry, and over 70% of the interviewed consumers believe that the compliance of the health care product industry has improved. iiMedia Consulting analysts believe that the current health care industry is showing a good development trend, but at the same time, under the trend of expanding and subdividing consumer groups ,the homogenization of the health care industry is fiercely competitive. Enterprises need to enhance the quality of products and services by strengthening brand building and refined management to better adapt to market changes.