艾媒咨询 | 2025年中国备孕人群互联网行为与消费洞察数据

生育支持政策体系不断完善、育儿补贴等惠民措施落地推进以及各类辅助生殖技术的快速发展，为中国备孕市场带来了良好的市场环境和发展机遇。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年中国备孕人群互联网行为与消费洞察数据》显示，2022-2025年中国0-3岁婴幼儿托育市场规模从1258.3亿元增至1621.3亿元，预计2030年0-3岁婴幼儿托育市场规模将增至2323.1亿元。此外，2025年中国母婴消费市场规模为81640亿元，2027年预计将达到89149亿元，整体市场前景保持积极向好态势。
中国备孕人群的新增消费品类中，孕前检查（62.18%）、备孕保健品（51.45%）和验孕（38.50%）三类产品位居前列；在商品消费决策方面，超四成（43.61%）的备孕人群消费支出增加，且专家或媒体权威背书（68.65%）是中国备孕人群最核心的关注因素；在备孕信息获取渠道方面，女性健康管理APP（如美柚）占比63.71%，母婴APP（如妈妈网孕育等）占45.14%，内容社区平台（如小红书）占43.78%，且使用这些渠道的核心需求是记录追踪身体相关信息与咨询专家心得；信赖来源方面，备孕人群更倾向于从专业人士与真实用户处获取相关信息，母婴专业媒体编辑、医生和普通同圈层妈妈网友分别占比65.08%、33.90%和33.56%。这一现象体现当代中国备孕人群对健康管理的重视逐渐提升，优生优育的观念深入人心，备孕人群为了确保自己和胎儿的健康，会更加注重营养、饮食方面的调整，并愿意为备孕信息和服务进行一定的消费。
艾媒咨询分析师指出，随着居民生活水平提升和消费能力提高，稳定的经济基础为科学备孕消费提供了有力支撑，且兼具消费意愿与能力的群体已成为备孕市场核心驱动力，中国备孕行业未来发展前景广阔，整体将呈现三大发展趋势：一是消费需求向精细化升级，备孕人群对健康管理、营养补充等相关产品与服务的专业性、针对性要求持续提高；二是互联网场景深度渗透，线上信息获取、产品购买与服务体验成为备孕人群的核心选择，数字化工具与专业内容的融合更加紧密；三是服务模式向多元化延伸，从单一产品供给转向“知识指导+工具辅助+情感陪伴”的全周期服务，契合备孕人群的全方位需求。未来，企业需推动备孕相关产品与服务迭代升级，精准满足备孕人群科学化、高效化、个性化、便捷化的备孕需求。
The continuous improvement of the fertility support policy system, the implementation of beneficial measures such as childcare subsidies, and the rapid development of various assisted reproductive technologies have brought a favorable market environment and development opportunities to the Chinese fertility market. The latest report titled "Internet behavior and consumption insights of Chinese pregnancy planning population in 2025" released by iiMedia Research, a global leading third-party data mining and analysis institution in the new economy industry, shows that the market size of infant care for children aged 0-3 years old in China has increased from 125.83 billion yuan in 2022 to 162.13 billion yuan by 2025. It is estimated that the market size will further increase to 232.31 billion yuan by 2030. Additionally, the market size of maternal and infant consumption in China was 8164 billion yuan in 2025, and is expected to reach 8914.9 billion yuan in 2027. The overall market outlook remains positive and promising.
Among the new consumption categories of Chinese couples preparing for pregnancy, pre-pregnancy check-ups (62.18%), pre-pregnancy health supplements (51.45%), and pregnancy tests (38.50%) rank at the top. In terms of purchasing decisions for goods, over 40% (43.61%) of the couples preparing for pregnancy have increased their spending, and expert or media endorsement (68.65%) is the most crucial factor for Chinese couples preparing for pregnancy. In terms of the channels for obtaining pregnancy-related information, female health management apps (such as Meiyou) account for 63.71%, maternal and infant apps (such as Momnet Pregnancy, etc.) account for 45.14%, and content community platforms (such as Xiaohongshu) account for 43.78%. The main purpose of using these channels is to record and track physical information and consult experts. In terms of information sources, the expectant parents are more likely to obtain relevant information from professionals and real users. The proportions of editors from maternal and infant professional media, doctors, and ordinary mothers in the same circle are 65.08%, 33.90%, and 33.56% respectively. This phenomenon reflects that the importance of health management among contemporary Chinese couples planning to have a baby is gradually increasing. The concept of having healthy babies has taken root in people's minds. To ensure the health of themselves and their fetuses, couples planning to have a baby will pay more attention to adjustments in nutrition and diet, and are willing to make certain expenditures on pregnancy information and services.
An analyst from iiMedia Research pointed out that with the improvement of residents' living standards and consumption capacity, a stable economic foundation has provided strong support for scientific pregnancy planning consumption. Moreover, the group with both the willingness and ability to consume has become the core driving force of the pregnancy planning market. The future development prospects of the Chinese pregnancy planning industry are broad, and it will generally present three major development trends: First, consumer demands are upgrading towards greater refinement. The groups preparing for pregnancy have continuously raised their requirements for the professionalism and targeted nature of products and services related to health management and nutritional supplementation. Second, the penetration of internet scenarios is deepening. Online information acquisition, product purchase, and service experience have become the core choices for the groups preparing for pregnancy. The integration of digital tools and professional content has become even closer. Third, service models are extending towards diversification. They have shifted from providing single products to a full-cycle service that includes "knowledge guidance + tool assistance + emotional support", meeting the all-round needs of the groups preparing for pregnancy. In the future, enterprises need to promote the iterative upgrading of products and services related to pregnancy preparation, precisely meeting the scientific, efficient, personalized, and convenient pregnancy preparation needs of the groups preparing for pregnancy. 

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.

波士顿-2017年全球奢侈品行业消费者洞察报告

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