艾媒咨询 | 2025年中国化妆品消费者行为调查数据

随着消费者对美的追求不断提升，化妆品行业进入快速发展阶段，品牌不断涌现，产品创新层出不穷，从功效型产品到天然有机产品，再到如今融合科技元素的智能化妆品，化妆品行业持续顺应时代潮流与消费者需求演变。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《2025年中国化妆品消费者行为调查数据》数据显示，96.08% 的消费者日常使用化妆品，表明化妆品已深度融入国人生活，成为大众日常消费的重要组成部分，市场渗透率极高，这为化妆品行业的持续繁荣筑牢了坚实的用户基础。产品功效以50.51%的占比拔得头筹，清晰反映出消费者在选购化妆品时，更注重产品能为自身带来的实际改变，如护肤产品能否有效改善肤质、彩妆产品是否具备持久显色效果等。这对化妆品企业而言，是明确的发展导向，意味着企业必须将研发重心置于功效提升上，加大研发投入，运用先进技术与优质原料，打造出真正满足消费者需求的高效产品，才能在激烈的市场竞争中脱颖而出，收获消费者的青睐与信任。艾媒咨询分析师认为，随着环保意识增强，消费者对绿色、可持续化妆品需求增加。企业将注重原料可持续采购、产品环保包装、生产过程节能减排，推出更多绿色环保化妆品。
With the continuous improvement of consumers' pursuit of beauty, the cosmetics industry has entered a stage of rapid development, brands continue to emerge, product innovations emerge in an endless stream, from efficacy products to natural and organic products, and now the integration of scientific and technological elements of smart cosmetics, cosmetics industry continues to adapt to the trend of The Times and the evolution of consumer demand. According to the latest " Data from China cosmetics consumer behavior survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 96.08% of consumers use cosmetics daily, indicating that cosmetics have been deeply integrated into the lives of Chinese people. It has become an important part of the daily consumption of the public, and the market penetration rate is extremely high, which has built a solid user base for the continued prosperity of the cosmetics industry. Product efficacy took the top spot with 50.51%, clearly reflecting that when consumers buy cosmetics, they pay more attention to the actual changes that products can bring to themselves, such as whether skin care products can effectively improve skin quality, and whether makeup products have lasting color effects. This is a clear development orientation for cosmetics companies, which means that companies must focus on research and development to improve efficiency, increase investment in research and development, use advanced technology and high-quality raw materials, and create efficient products that truly meet consumer needs in order to stand out in the fierce market competition and harvest consumers' favor and trust. Analysts from IIMedia Consulting believe that with the increase in environmental awareness, consumers' demand for green and sustainable cosmetics has increased. The company will focus on sustainable procurement of raw materials, environmentally friendly packaging of products, energy saving and emission reduction in the production process, and launch more green and environmentally friendly cosmetics.

艾媒咨询 | 2024年全球及中国抗衰老市场环境分析与消费行为分析报告

随着中国消费者健康意识的觉醒以及“她经济”的崛起，消费者愈发重视抗衰老的相关产品。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，中国抗衰老市场消费持续增长。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年全球及中国抗衰老市场环境分析与消费行为分析报告》数据显示，2014至2023年，中国大健康产业营收从2.5万亿元稳步增长至8.6万亿元，年均增长率显著。这一上升趋势反映了健康产业的快速发展和市场潜力。
艾媒咨询分析师认为，抗衰老已成为大部分中国消费者普遍关心的话题，市场对抗衰老产品和服务的需求较大。
With the awakening of Chinese consumers' health awareness and the rise of "her economy", consumers are paying more attention to anti-aging related products. Driven by multiple factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, the consumption of China's anti-aging market continues to grow. According to the latest "2024 Global and China Anti-aging Market Environment Analysis and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, from 2014 to 2023, the revenue of China's big health industry has grown steadily from 2.5 trillion yuan to 8.6 trillion yuan. The average annual growth rate is remarkable. This upward trend reflects the rapid development and market potential of the health industry.
Analysts from iiMedia Consulting believe that anti-aging has become a topic of general concern for most Chinese consumers, and the market has a large demand for anti-aging products and services.

艾媒咨询 | 2025年中国个人面部清洁用品行业发展状况及消费行为调查数据

随着消费者健康意识的提升和消费升级，中国个人面部清洁用品的市场规模不断扩大。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年中国个人面部清洁用品行业发展状况及消费行为调查数据》显示，2024年中国护肤品市场规模为3014亿元，预计2025年将达到3186亿元；2024年中国美容行业市场规模为4318亿元，预计2025年将达到4459亿元。中国个人面部清洁用品市场的持续增长主要受益于消费升级、成分党崛起及国货品牌创新力提升三大核心驱动力。随着功能性护肤赛道加速细分、科技成分应用深化以及男士护肤市场潜力释放，行业将呈现“科学化、个性化、全域化”的发展新趋势。
在2025年中国消费者常用的面部清洁用品类型中，洗面奶以79.97%的高占比成为中国消费者最常用的面部清洁用品，远超其他选项。此外，消费者在选购洗面奶时，最关注的两大因素是“适用肤质”（40.44%）与“功效”（39.76%）。这表明市场已从基础清洁需求，转向对个性化、功能化产品的精准追求。因此，企业的破局关键在于打造清洁力与护肤功效兼具的复合型产品，并以此为基石，通过成分与功能的透明化沟通，直接回应消费者对适用性与有效性的核心关切，从而切实有效地重建市场信任。
艾媒咨询分析师认为，中国个人面部清洁市场将向“精准化”与“功效化”深度演进。基础清洁已成标配，市场核心增长点将源于能满足不同肤质特定需求的精细化产品。成分与配方的科技创新将成为竞争关键，兼具卓越清洁力与养肤功效的复合型产品将成为主流。同时，随着消费者认知提升，“成分透明”与“功效可验证”将成为品牌建立信任的核心战场。可持续包装与环保理念，也将从加分项变为必备要素，推动行业向更负责任的方向发展。
With the enhancement of consumers' health awareness and the upgrading of consumption, the market size of personal facial cleansing products in China has been continuously expanding. According to the latest "2025 Development Status and Consumer Behavior Survey Data of Personal Facial Cleansing Products in China" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of skin care products in China was 301.4 billion yuan in 2024 and is expected to reach 318.6 billion yuan in 2025; the market size of the beauty industry in China was 431.8 billion yuan in 2024 and is expected to reach 445.9 billion yuan in 2025. The continuous growth of the personal facial cleansing products market in China is mainly driven by three core forces: consumption upgrade, the rise of the ingredient party, and the improvement of the innovation capabilities of domestic brands. With the accelerated segmentation of the functional skin care market, the deepening application of scientific ingredients, and the potential release of the men's skin care market, the industry will present new trends of "scientific, personalized, and all-round development".
Among the types of facial cleansing products commonly used by Chinese consumers in 2025, facial cleansers have a high proportion of 79.97%, making them the most commonly used facial cleansing products by Chinese consumers, far exceeding other options. In addition, when consumers purchase facial cleansers, the two most concerned factors are "suitable skin type" (40.44%) and "effectiveness" (39.76%). This indicates that the market has shifted from basic cleansing needs to the precise pursuit of personalized and functional products. Therefore, the key for enterprises to break through lies in creating compound products that combine cleansing power and skin care effects, and on this basis, through transparent communication of ingredients and functions, directly addressing consumers' core concerns about applicability and effectiveness, thereby effectively rebuilding market trust.
Analysts from iiMedia Research believe that the personal facial cleansing market in China will deeply evolve towards "precision" and "effectiveness". Basic cleansing has become a standard feature, and the core growth points of the market will come from refined products that can meet the specific needs of different skin types. Technological innovation in ingredients and formulas will become the key to competition, and compound products with excellent cleansing power and skin care effects will become mainstream. At the same time, as consumers' awareness increases, "ingredient transparency" and "verifiable effectiveness" will become the core battlefields for brands to build trust. Sustainable packaging and environmental protection concepts will also shift from bonus points to essential elements, promoting the industry to develop in a more responsible direction.

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.

精功科技：2021年第三季度报告

艾媒咨询｜2024年中国婴幼儿全面营养奶粉消费需求报告

随着新国标对婴幼儿配方奶粉营养成分的严格规范和科学优化，在婴幼儿奶粉的选择上，消费者不再满足于基础营养供给，而是愈发关注奶粉能否提供全面、均衡的营养补充。iiMedia Research（艾媒咨询）数据显示，在婴幼儿奶粉的选择上，75.1%的消费者认为营养配比科学的奶粉最能助力婴儿全面成长，高达95.2%的消费者认为婴幼儿奶粉的营养品质并不在于某一特定成分的含量高低，而在于营养成分的全面性和均衡性。随着消费观念的转变，人们对于婴幼儿营养的需求有了更深入的了解和认识，单一营养元素的竞争已经不能满足现代婴幼儿的成长需求，越来越多的家长倾向于选择高阶营养全面的婴幼儿奶粉。婴幼儿全面营养奶粉显示出巨大的市场潜力。
With the strict regulation and scientific optimization of the nutritional composition of infant formula milk powder in the new national standard, consumers are no longer satisfied with basic nutritional supply in the selection of infant formula milk powder, but are increasingly concerned about whether milk powder can provide comprehensive and balanced nutritional supplementation. According to the latest Research Report 2024 China Infant Comprehensive Nutrition Milk Powder Consumption Demand Report released by iiMedia Research, 75.1% of consumers believe that scientifically formulated infant formula can best assist in the overall growth of infants. As high as 95.2% of consumers believe that the nutritional quality of infant formula does not depend on the content of a specific ingredient, but on the comprehensiveness and balance of the nutritional components. With the transformation of consumer attitudes, people have gained a deeper understanding and recognition of the nutritional needs of infants and young children. The competition for a single nutritional element can no longer meet the growth needs of modern infants and young children. More and more parents tend to choose advanced and comprehensive infant formula. Comprehensive nutritional formula for infants and young children shows enormous market potential.

艾媒咨询 | 2023-2024年全球及中国个人洗护用品品类分析及电商市场研究报告

数据显示，2022年全球个人洗护电商市场规模达1731.4亿美元，增长率达7.5%，在电商整体行业红利期已过及增速下降的背景下，预计2023年市场规模将增长至1816.0亿美元，增长率下降至4.9%。随着国民整体洗护卫生意识的增强，中国消费者个人护理用品消费需求逐渐增加。

艾媒报告|2020Q1中国直播电商用户满意度专题调研报告

　　随着中国互联网经济技术的快速发展，人们对于日常文娱的需求也越发明显。中国直播行业迅速遍布在大众视野当中，同时庞大的在线直播用户体量成为了中国直播电商行业流量变现、快速发展的奠基石。在2019年中国直播行业用户规模为5.04亿人，直播电商行业总规模为4338亿元，预计2020年国内直播电商销售规模将达到9610亿元，约占中国网络零售规模的8.7%。伴随着直播电商行业发展，直播电商行业夸大宣传、虚假营销、主播素质参差不齐等诸多问题也随之呈现，这为各大电商直播平台的可持续发展敲响警钟。iiMedia Research(艾媒咨询)数据显示72.6%的受访用户担忧直播电商主播虚假宣传，42.9%的受访用户担忧直播电商数据造假。同时部分受访用户遇到过主播夸大宣传的问题，以及超2成受访用户买到过假冒伪劣产品。
　　With the rapid development of China's Internet economy and technology, people's demand for daily entertainment has become more and more obvious.China's live streaming industry has rapidly spread to the public.At the same time, the huge number of live streaming users has become the cornerstone of the rapid development of China's live streaming e-commerce industry. In 2019, the scale of China's live streaming industry users was 504 million, the total scale of China's live streaming e-commerce industry is 433.8 billion yuan. It is estimated that the sales scale of domestic live streaming e-commerce will reach 961billion yuan in 2020, accounting for 8.7% of China's online retail scale.Along with the development of the live streaming e-commerce industry, many problems such as exaggerated propaganda, false marketing and uneven quality of anchors in the live streaming e-commerce industry have also emerged, which has sounded the alarm for the sustainable development of the major live streaming platforms of e-commerce. As the data of iiMedia Research(imedia consulting) showed, 72.6% of respondents are worried about the false propaganda of live streaming anchors, and 42.9% of respondents are worried about the data fraud of live streaming anchors.At the same time, the majority of respondents have encountered the problem of anchors exaggerating propaganda, and more than 20 percent of respondents have bought fake and shoddy products.

艾媒咨询 | 2025年中国扫地机器人行业发展状况和消费行为调查数据

随着导航算法与传感技术的不断突破，扫地机器人产品功能日益成熟，已广泛应用于家庭、商用等清洁场景。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年中国扫地机器人行业发展状况和消费行为调查数据》显示，2024年中国智能小家电市场规模为2099亿元，2030年有望达到3393亿元；2024年中国扫地机器人市场规模为146亿元，2025年有望达到157亿元。在智能化趋势与消费升级的持续驱动下，扫地机器人相关技术在导航、清洁及自清洁方面不断突破，家庭与商用场景的渗透率也在稳步提升。在供给侧技术革新与需求侧品质生活的双重推动下，中国扫地机器人市场规模在未来几年将保持稳健的增长态势。
消费者在选购扫地机器人时，最关注的因素为清洁效果与效率（47.37%），其次为电池续航与充电便捷性（42.11%）。在常用功能方面，远程遥控以68.42%的占比居首，智能清扫与自动充电功能紧随其后，均占57.89%。这表明当前消费者对扫地机器人的需求核心明确聚焦于“高效、省心”。清洁能力是基础门槛，长续航是体验保障，而远程控制与智能自动化则成为产品脱颖而出的关键。
艾媒咨询分析师认为，未来中国扫地机器人行业将向智能化、场景化与结构化增长深度演进。技术层面，感知导航与AI决策能力持续突破，推动产品从“单一清扫”升级为“家庭智能清洁中枢”。功能端，全能基站、多机协同及个性化清洁方案成为标配，进一步解放用户双手。市场竞争将从参数比拼转向场景体验较量，品牌需在生态互联与数据服务上构建核心壁垒。叠加技术成本下探与消费升级红利，行业将沿高端化与普及化双轨增长，市场集中度有望持续提升。
With the continuous breakthroughs in navigation algorithms and sensing technologies, the functions of sweeping robots have become increasingly mature and they have been widely applied in various cleaning scenarios, including both household and commercial settings. According to the latest "2025 China Sweeping Robot Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the market size of smart small household appliances in China was 209.9 billion yuan in 2024 and is expected to reach 339.3 billion yuan in 2030; the market size of sweeping robots in China was 14.6 billion yuan in 2024 and is projected to reach 15.7 billion yuan in 2025. Driven by the trend of intelligence and the upgrading of consumption, the related technologies of sweeping robots have been constantly breaking through in navigation, cleaning, and self-cleaning, and the penetration rate in both household and commercial scenarios is steadily increasing. Under the dual impetus of technological innovation on the supply side and the pursuit of quality life on the demand side, the market size of sweeping robots in China is expected to maintain a steady growth trend in the coming years.
When consumers choose sweeping robots, the most concerned factors are cleaning effect and efficiency (47.37%), followed by battery life and charging convenience (42.11%). In terms of common functions, remote control takes the lead with a 68.42% share, followed by intelligent cleaning and automatic charging, both accounting for 57.89%. This indicates that the core demand of current consumers for sweeping robots is clearly focused on "efficiency and convenience". Cleaning ability is the basic threshold, long battery life is the experience guarantee, and remote control and intelligent automation have become the key for products to stand out.
Analysts from iiMedia Research believe that in the future, the Chinese sweeping robot industry will evolve deeply towards intelligence, scenario-based, and structured growth. Technologically, the perception navigation and AI decision-making capabilities will continue to break through, driving the product to upgrade from "single cleaning" to "family intelligent cleaning center". Functionally, all-in-one bases, multi-machine collaboration, and personalized cleaning solutions will become standard, further liberating users' hands. Market competition will shift from parameter comparison to scenario experience competition, and brands need to build core barriers in ecological interconnection and data services. Coupled with the decline in technology costs and the dividends of consumption upgrading, the industry will grow along the dual tracks of high-end and popularization, and the market concentration is expected to continue to increase.

艾媒咨询｜2024年中国防晒化妆品行业消费趋势洞察研究报告

防晒不仅关乎肌肤健康，更是预防光老化、抵御皮肤癌等严重肌肤问题的关键措施，其重要性在现代美容护肤领域日益凸显。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年中国防晒化妆品行业消费趋势洞察研究报告》数据显示，中国防晒化妆品市场呈现出稳健增长态势，2023年市场规模已达148亿元，且预计到2028年将进一步扩容至224亿元。消费者对防晒化妆品的期待日益精细化和多元化，iiMedia Research（艾媒咨询）调研数据显示，消费者最关注产品的长效防护能力（71.4%），以及功效的细分化和专业化（47.0%）。中国防晒化妆品市场在户外消费热潮、消费者对长效防护与精细化护肤需求的双重驱动下持续扩大，未来将沿着精准防晒和个性化定制的路径深度发展，以多元化、多功能的产品创新迎合消费者日益提升的护肤期望与审美标准。
Sun protection is not only related to skin health, but also a key measure to prevent photoaging and prevent serious skin problems such as skin cancer, and its importance is increasingly prominent in the field of modern beauty and skin care. According to the latest "Insights on Consumption Trends in China's Sunscreen Cosmetics Industry in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, China's sunscreen cosmetics market has shown a steady growth trend, and the market size has reached 14.8 billion yuan in 2023. And it is expected to further expand to 22.4 billion yuan by 2028. Consumers' expectations for sunscreen cosmetics are increasingly refined and diversified. According to iiMedia Research's survey data, consumers are most concerned about the long-term protection ability of products (71.4%), as well as the segmentation and specialization of efficacy (47.0%). Driven by the boom in outdoor consumption and consumers' demand for long-term protection and refined skin care, China's sunscreen cosmetics market will continue to expand along the path of precision sunscreen and personalized customization in the future, and cater to consumers' increasing skin care expectations and aesthetic standards with diversified and multi-functional product innovation.