艾媒咨询 | 2026年中国新消费趋势白皮书

2025年，中国消费市场在政策协同发力与需求结构升级双重驱动下，实现稳步扩容与质效提升，消费作为经济增长“压舱石”的作用愈发凸显。市场结构持续优化，服务消费提速，文旅、文体休闲等服务领域保持增长，绿色消费、升级类消费需求也在加速释放，消费市场整体呈现“稳中有进、结构优化、业态创新”的鲜明特征。
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年中国新消费趋势白皮书》数据显示，情绪经济赛道以2.72万亿元市场规模成为增长新引擎，宠物经济、潮玩经济、户外经济及新式茶饮分别凭借情感寄托、IP社交、场景疗愈与文化出海属性快速扩容；品质生活赛道呈现多元化升级态势，银发经济从“养老”向“享老”跃迁，2025年养老产业市场规模达16.1万亿元，健康消费向主动预防转型，精准饮食、品质家居、文化娱乐消费持续升温；智能科技赛道迎来爆发期，原生AI终端密集上市，数字人核心市场规模达480.6亿元，服务机器人场景化应用加速，智能网联汽车构建移动第三智能空间，技术正深度重塑消费体验。
艾媒咨询分析师认为，未来消费市场扩容提质态势将持续巩固，五大新兴趋势值得重点关注：①下沉市场从人口红利转向价值红利，“品质下沉”与“体验下沉”成为新方向；②“AI+”全场景融合催生个性化生活管家服务，重构消费服务模式；③虚实融合加速推进，数字资产与实体消费边界逐步模糊；④可持续消费从理念渗透走向全链路行动闭环，绿色低碳成为产业共识；⑤生态化出海成为主流，企业加速构建全球化价值共生体系。
In 2025, China's consumer market achieved steady expansion and quality-efficiency improvements driven by the synergistic force of policies and the upgrading of demand structure. Consumption has played an increasingly prominent role as the "ballast" of economic growth. The market structure has continued to optimize, with service consumption accelerating its growth. Service sectors such as culture and tourism, sports, and leisure maintained expansion, while demand for green consumption and premium consumption also accelerated its release. The consumer market as a whole exhibited distinct characteristics of "stability with progress, structural optimization, and format innovation."
According to the latest data from White paper on China's new consumption trends in 2026 released by the global third-party new economy industry data mining and analysis agency iiMedia Research, the emotional economy sector, with a market size of 2.72 trillion yuan, has emerged as a new engine of growth. Pet economy, trend toy economy, outdoor economy, and new-style tea drinks have expanded rapidly, leveraging attributes such as emotional attachment, IP social interaction, scene-based healing, and cultural export. The quality lifestyle sector shows a trend of diversified upgrading, with the silver-haired economy transitioning from "elderly care" to "enjoyable aging." In 2025, the elderly care industry's market size reached 16.1 trillion yuan. Health consumption is shifting toward proactive prevention, while precise nutrition, quality home living, and cultural entertainment consumption continue to gain momentum. The smart technology sector is experiencing an explosive period, with the launch of native AI terminals, the core market size of digital humans reaching 48.06 billion yuan, accelerated scenario-based applications of service robots, and smart connected vehicles constructing a mobile third intelligent space. Technology is deeply reshaping the consumer experience.
iiMedia Research analysts believe that the trend of expansion and quality improvement in the consumer market will continue to solidify in the future, with five emerging trends worthy of close attention:①The sinking market is shifting from a demographic dividend to a value dividend, with "quality down-reaching" and "experience down-reaching" emerging as the new focal points.②The full-scenario integration of "AI+" is giving rise to personalized life concierge services, fundamentally reconstructing consumer service models.③The convergence of the virtual and real worlds is accelerating, gradually blurring the boundaries between digital assets and physical consumption.④Sustainable consumption is evolving from conceptual penetration to a full-chain action cycle, with green and low-carbon practices becoming an industry-wide consensus.⑤Ecosystem-based global expansion is becoming mainstream, as enterprises accelerate the establishment of a global value co-creation system.

艾媒咨询 | 2025-2026年中国运动营养食品市场消费趋势研究报告

依据国家规划，到2025年中国体育产业总规模将达到5万亿元，增加值占国内生产总值比重达到2%，居民体育消费总规模也将突破2.8万亿元。当前中国体育产业正迎来新的发展机遇期，各细分领域借助整体产业的扩容，获得了更广阔的增长空间。大众健康观念的提升与对高品质生活的追求，也为运动营养食品市场发展创造了有利条件。目前该市场处于基数小、增速快的发展期，随着行业创新不断深化、应用场景持续拓展，未来增长潜力有望加速释放。iiMedia Research（艾媒咨询）数据显示，预计到2030年，中国运动营养食品市场规模将增至209.3亿元。
According to national plans, by 2025, the total scale of China's sports industry will reach 5 trillion yuan, with its added value accounting for 2% of the gross domestic product (GDP), and the total scale of residents' sports consumption will also exceed 2.8 trillion yuan. Currently, China's sports industry is entering a new period of development opportunities, and various segmented fields have gained broader growth space driven by the expansion of the overall industry.The improvement of the public's health awareness and the pursuit of a high-quality life have also created favorable conditions for the development of the sports nutrition food market. At present, this market is in a development stage with a small base and rapid growth. As industry innovation continues to deepen and application scenarios expand, its growth potential is expected to be released at an accelerated pace in the future.Data from iiMedia Research shows that the market size of China's sports nutrition food is expected to increase to 209.3 billion yuan by 2030.

艾媒咨询 | 2025年中国内地及香港地区花胶行业消费趋势白皮书

当前，中国花胶行业正处于需求扩容与产业升级的交织阶段。在内地，随着国民健康意识的深化，花胶从传统滋补品逐渐走入大众消费视野，消费场景从节庆送礼、产后调理向日常养生、轻食代餐延伸，年轻群体对这一品类的接受度显著提升。而香港地区，凭借其国际金融与贸易中心的地位，以及深厚的滋补养生文化底蕴，在花胶行业中占据独特位置。香港消费者对花胶品质与品类有着较高追求，推动着行业产品的精细化与高端化发展。同时，行业发展仍面临瓶颈：市场存在品类认知模糊、品质参差不齐的现象。供应链端则呈现传统渠道与新兴电商并行的格局，整体市场正从分散化的初级形态向规范化、细分化方向演进。
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年中国内地及香港地区花胶行业消费趋势白皮书》数据显示，53.9%的消费者在购买花胶产品时关注“产品功效/营养价值”，其中养颜养肤（59.9%）、增强免疫力（47.8%）、补充/恢复精力（42.9%）等是消费者认为的花胶核心功效。女性食用花胶的主要场景有日常滋补（61.9%）、备孕期（27.9%）及孕期（27.2%），其中日常滋补主要为经期后调理身体。从地区差异来看，中国内地的花胶应用场景正从传统的产后恢复向日常滋补等场景延伸；而在中国香港，花胶已深度融入本土饮食与习俗，场景成熟且广泛。
艾媒咨询分析师认为，随着消费者健康需求的精细化与场景化升级，花胶行业正迎来产品形态与消费生态的深度重构。即食化、便携化产品将加速渗透日常消费场景，打破传统滋补品的使用局限。同时，中国内地及香港两地市场未来有望持续强化交流、互补优势，共同探索消费需求与市场新机。整个行业将从分散化竞争向品牌化、集约化发展转型，花胶也将从区域性滋补品向国民级健康食品迈进，成为连接传统滋补智慧与现代健康生活的标志性品类。
China’s fish-maw sector is now at the intersection of surging demand and industrial upgrading. On the mainland, deepening health awareness has moved fish maw from a niche tonic into the mainstream; consumption occasions have expanded from festival gifting and postpartum recovery to daily wellness and light-meal substitutes, with Gen-Z acceptance rising sharply. Hong Kong, leveraging its role as an international financial and trading hub and its long-standing tonic culture, occupies a unique position: propelling the market toward greater refinement and premiumization.Yet the industry remains constrained by legacy models. Products are still dominated by dried formats, carrying high entry barriers, while consumer knowledge is fragmented and quality uneven. Supply chains operate through both traditional channels and nascent e-commerce; the overall market is evolving from a fragmented, rudimentary state toward standardization and segmentation.
According to the latest White paper on the consumption trends of the fish maw industry in the Chinese mainland and Hong Kong region in 2025, released by iiMedia Research, 53.9% of buyers prioritize “product efficacy/nutritional value.”Top perceived benefits are beauty and skin nourishment (59.9%), immunity enhancement (47.8%), and energy replenishment/recovery (42.9%). Among women, the leading consumption scenarios are daily wellness (61.9%), primarily post-menstrual recuperation), pre-pregnancy preparation (27.9%), and pregnancy support (27.2%). Geographically, the mainland is shifting from postpartum recovery to broader daily wellness, whereas Hong Kong has fully woven fish maw into local cuisine and customs, yielding mature and diverse usage occasions.
Analysts at iiMedia believe that as health needs become more granular and scenario-specific, the sector is poised for deep restructuring of product formats and the consumer ecosystem. Ready-to-eat and portable offerings will rapidly penetrate everyday life, breaking the limitations of traditional tonics. Going forward, the mainland and Hong Kong markets are expected to strengthen interaction and complement each other, jointly exploring new demand and opportunities. The industry will transition from fragmented competition to branded, intensive development, and fish maw will evolve from a regional tonic into a national health food—an iconic category bridging traditional wellness wisdom and modern healthy living.

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｜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年中国特医食品产业运行大数据监测分析报告

近年来，中国特医食品行业市场规模持续扩大，特别是3年疫情使得提高免疫力的食品和功能性食品受到消费者欢迎，市场增速较为可观。iiMedia Research（艾媒咨询）数据显示，未来在人口老龄化、下游需求不断加大及医院营养科建设发展等因素驱动下，特医食品凭借在临床营养支持中不可替代的作用，其市场规模将进一步增长，预计2027年中国特医食品市场规模将达234.2亿元。

艾媒咨询 | 2023-2024年中国睡眠经济行业发展与消费需求研究报告

目前国内外市场上具备睡眠状态监测功能的智能硬件产品和家居家纺产品较多。智能硬件产品中，三星电子、诺基亚、苹果等都曾通过收购等方式进军智能手环领域，目前市场上常见的华为、小米手环也是这类产品。这些产品更多侧重于记录用户的睡眠情况，无法给出有效的改善意见。未来，能够提供睡眠解决方案将成为睡眠产品企业弯道超车的重要机会。

艾媒咨询｜2023年中国新经济产业趋势分析报告

1月12日晚，“艾媒之夜·2023年新经济趋势分析大会”以线上直播形式成功举办。大会以“洞察风向，数读未来”为主题，以数据为导向，洞察新经济行业先机。“2022年（第7届）中国新经济行业年度巅峰榜”获奖名单，群星闪耀，开启一场新经济行业年度巅峰盛宴。

艾媒咨询｜2021年中国美容美发行业投资机遇及总体趋势研究报告

数据显示，2015-2021年中国美容美发行业市场规模复合增长率为4.0%，2021年市场规模为3863亿元。随着国民生活水平的提高以及对生活品质的不断追求，美容美发业的消费需求旺盛，上下游产业和新兴业态快速发展，预估2022年中国美容美发行业市场规模将突破4000亿元。且值得注意的是，在备案完善、监督加强及违法经营成本提升的背景下，中国化妆品行业将加速整顿，有效保障产品安全及其功效的稳定性，具有较强研发实力的品牌有望占据更大的市场份额。随着新消费群体逐渐成为购买主力，不能快速响应市场的品牌面临淘汰，大规模企业兼并即将到来。
According to the data, the compound growth rate of the market scale of China's beauty salon industry from 2015 to 2021 was 4.0%, and the market scale in 2021 was 386.3 billion yuan. With the improvement of national living standards and the continuous pursuit of quality of life, the consumption demand of beauty salon industry is strong, and the upstream and downstream industries and emerging business forms are developing rapidly. It is estimated that the market scale of China's beauty salon industry will exceed 400 billion yuan in 2022. It is worth noting that under the background of perfect filing, strengthened supervision and increased illegal operating costs, China's cosmetics industry will accelerate the rectification and effectively ensure the stability of product safety and efficacy. Brands with strong R & D strength are expected to occupy a larger market share. As new consumer groups gradually become the main force of purchase, brands that cannot respond quickly to the market are facing elimination, and large-scale enterprise mergers are coming.

艾媒咨询|2022中国化妆品行业新业态大数据趋势报告

1月13日下午，由中国国际贸易促进委员会汕头市委员会、汕头市化妆品行业协会主办，汕头国际商会、汕头市万邦化妆品有限公司承办，国家洗涤护肤用品质量检验检测中心（广东）协办的“中国化妆品产业发展·汕头峰会”在广东汕头召开。
在本次活动现场，艾媒咨询CEO兼首席分析师张毅重磅发布了《2022中国化妆品行业新业态大数据趋势报告》，透过大数据看中外化妆品市场。报告围绕化妆品行业市场规模、进出口金额数量、投融资事件与融资金额、消费者行为监测等方面进行分享，为化妆品行业发展带来新观点、新视角和新机遇。