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.