艾媒咨询|2021中国月饼行业新消费趋势研究报告

本报告研究涉及企业/品牌/案例：稻香村（苏州），五芳斋

随着国民消费购买力增加，以及中国人民对传统节日越来越重视，在互联网时代的月饼延伸出了更多的社交属性，中秋佳节送礼成为了中国消费者表达祝福的最重要方式之一。在此背景下，国内的高端月饼市场崛起，月饼行业有高端化、精品化发展的趋势，使得整体月饼价格有所提升，带动销售规模增长。iiMedia Research(艾媒咨询)数据显示，2015-2020年，从131.8亿元上升到205.2亿元，预计2021年中国月饼销售额达到218.1亿元。
As the purchasing power of national consumption increases and the Chinese people pay more and more attention to traditional festivals, moon cakes in the Internet era extend more social attributes. Mid Autumn Festival gift giving has become one of the most important ways for Chinese consumers to express their blessings. In this context, the domestic high-end moon cake market is rising, and the moon cake industry has the trend of high-end and high-quality development, which improves the overall moon cake price and drives the growth of sales scale. According to the data of iimedia research, from 2015 to 2020, it increased from 13.18 billion yuan to 20.52 billion yuan. It is expected that the sales of moon cakes in China will reach 21.81 billion yuan in 2021.

艾媒咨询｜2022年中国月饼供应链及顾客消费趋势大数据监测报告

全国居民消费的稳步提升带动了月饼产业的高速发展，iiMedia Research（艾媒咨询）预计2022年中国月饼销售额将同比增长11.8%，达到243.8亿元。在当前的月饼产业发展中，“Z世代”等新青年群体成为消费主力军，这一群体更偏好新式口味（76.5%）。

艾媒咨询|2021年中国月饼市场与消费趋势调查报告

本报告研究涉及企业/品牌/案例：广州酒家，华美食品，苏州稻香村

数据显示，2020年中国月饼市场销售规模已超200亿元，随着疫情防控常态化、国民对传统节日重视提高，走亲访友的需求将继续复苏，预计2021年中国月饼销售规模将达218亿元。在行业快速发展的同时，市场消费也呈现出新的特点，2021年中国月饼消费自吃需求增多、送礼需求相对降低，保证月饼味道与品质，将成为月饼品牌持续发展的立足之本。从月饼制作企业来看，主要有餐饮企业布局食品生产业务、烘焙企业推出应季产品与以借势营销为主要目的的跨界品牌三种企业。总体而言，在市场竞争加剧、月饼消费需求变化等因素推动下，中国月饼市场将会朝着规范化、口味持续创新、包装风格本土化等方向发展。
According to data, the sales scale of China's mooncake market in 2020 has exceeded 20 billion yuan. With the normalization of epidemic prevention and control and the masses' emphasis on traditional festivals, the demand for visiting relatives and friends will continue to recover. It is estimated that the sales scale of mooncakes in China will reach 20 billion yuan in 2021. 21.8 billion yuan. With the rapid development of the industry, market consumption has also shown new characteristics. In 2021, the demand for self-catering mooncakes in my country will increase, and the demand for gifts will relatively decrease. Ensuring the taste and quality of mooncakes will become the basis for the sustainable development of mooncake brands. From the perspective of moon cake manufacturers, there are three main types of companies: catering companies that deploy food production business, bakery companies that launch seasonal products, and cross-border brands that focus on the market. In general, driven by factors such as intensified market competition and changes in moon cake consumer demand, the Chinese moon cake market will develop in the direction of standardization, continuous innovation in taste, and localization of packaging styles.

艾媒咨询 | 2024-2025年中国月饼消费市场大盘点及趋势分析报告

月饼作为节日食品，承载着庆祝中秋这一传统节日的功能，也是人们表达亲情、友情和敬意的媒介。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《2024-2025年中国月饼消费市场大盘点及趋势分析报告》数据显示，2023年中国月饼销售规模达271.3亿元，2024年有望达300.1亿元，同比增长10.6%。艾媒咨询分析师认为，月饼是中国节日特色出口商品，也是连接着海外华人与家乡亲情的纽带。随着中国文化在海外的加速传播，月饼也逐渐被海外消费者熟知和喜爱。月饼的消费场景越趋日常化，消费者对健康化月饼的需求逐渐增加，月饼健康化将成为行业的大趋势。
As a festival food, mooncake carries the function of celebrating the traditional Mid-Autumn Festival, and is also a medium for people to express family affection, friendship and respect.. According to the latest "2024-2025 China Mooncake Consumer Market Overview and Trend Analysis Report" released by iiMedia Research, The sales volume of mooncakes in China reached 27.13 billion yuan in 2023 and is expected to reach 30.11 billion yuan in 2024, up 10.6% year-on-year. Analysts from iiMedia Consulting believe that mooncake is a special export commodity of Chinese festivals, and it is also a link between overseas Chinese and their hometown. With the accelerated spread of Chinese culture overseas, mooncakes are gradually known and loved by overseas consumers. The consumption scene of mooncakes is becoming more and more everyday, and the demand of consumers for healthy mooncakes is gradually increasing, and healthy mooncakes will become the general trend of the industry.

艾媒报告|2019中国月饼市场与消费者行为研究报告

本报告研究涉及企业/品牌/案例：广州酒家，稻香村，陶陶居，华美月饼，美心，元朗荣华，五芳斋，北京稻香村，功德林，淘宝，天猫，京东，拼多多，沃尔玛，华润万家，家乐福，大润发

　　随着中国消费者生活质量持续改善，中国月饼市场规模不断扩大，iiMedia Research(艾媒咨询)数据显示，2019年中国月饼销售个数达13.8亿个，销售额规模196.7亿元，同比增长7.9%，月饼成传统节日主要赠礼，带动礼物经济。口味方面，78.4%的受访消费者更偏好传统口味月饼，但随着国民对月饼的赠礼需求和健康营养需求提高，推动中国月饼品牌发力包装及口味创新，推出健康营养、包装精美的高端月饼，目前保健口味月饼获得2.3%消费者的喜爱。此外，随着电商渠道的扩大，消费者购买月饼渠道更多样化，以线上为主、线下为辅。通过对比各大品牌月饼的网络口碑及热度情况，发现老字号月饼凭借包装、口味创新牢牢把握消费者，其中美心以跨界IP合作取得热度榜第一，广州酒家以口味创新获得最好网络口碑。

　　With the continuous improvement of the quality of life of Chinese consumers, the scale of China mooncake market continues to expand. As the data of iiMedia Research showed, the amount of mooncakes sold in China in 2019 reached 1.38 billion, and the sales volume was 19.67 billion yuan, increased by 7.9% from the same period of last year. Mooncakes have become a major gift in traditional festivals which drives the Gift Economy. In terms of taste, 78.4% of the surveyed consumers prefer traditional mooncakes. However, with the increasing demand for gifts and health of mooncakes, China's mooncake brands are promoted to innovate packaging and taste, launching high-end mooncakes with health, nutrition and exquisite packaging. Currently, health flavor mooncakes are favored by 2.3% of the surveyed consumers. In addition, with the expansion of e-commerce, the channels for consumers to buy mooncakes are more diversified, mainly online and supplementally offline.

艾媒咨询 | 2023-2024年中国月饼消费市场大盘点及趋势分析报告

在国民巨大的中式糕点消费热情下，月饼的消费场景越趋日常化。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《2023年中国月饼供应链及消费趋势大数据监测报告》数据显示2023年中国月饼销售规模达271.3亿元，同比增长11.3%，2025年有望增至332.8亿元。

艾媒咨询|2020年中国月饼市场与消费者行为研究报告

近年来民众对于传统节日的重视程度逐渐加深，对月饼的消费需求持续增加，推动月饼市场规模不断扩大。iiMedia Research（艾媒咨询）数据显示，2020年中国月饼销售额规模超过200亿元，继续稳定增长。但目前出于个人喜好而购买月饼的消费群体正在变小，应节和送礼已成为中秋月饼消费主要驱动因素。超过半数消费者购买月饼的原因为亲友送礼，22.4%的消费者为商务送礼，45.4%的消费者购买月饼作为应节食品。而面对消费者市场需求逐渐转变，各月饼品牌也积极寻求创新。目前品牌方主要通过月饼产品结构和营销方式创新来适应市场转变。产品结构方面，月饼品牌产品注重口味和食材创新，特别注重健康化和口味新颖化来满足不同的消费群体；营销方式方面企业则主要采用跨界营销吸引消费者，同时更加注重通过互联网传达品牌文化和历史。

In recent years, more and more attention are paid to traditional festivals, and the consumption demand for mooncakes continues to increase, which promotes the continuous expansion of the market scale of mooncakes. As the data of iiMedia Research showed, sales volume of mooncakes in China will exceed 20 billion yuan in 2020, continuing the steady growth. However, the amount of consumers who buy mooncakes for personal preference is becoming smaller and smaller. Festival celebration and gift presenting have become the main driving factors of mooncake consumption. More than half of the interviewed consumers buy mooncakes for giving gifts to relatives and friends, and 22.4% for business partners. And 45.4% of the interviewees buying mooncakes for festival celebrating. In the face of the gradual change of consumer market demand, the mooncake enterprises are also actively seeking innovation. At present, the mooncake brands mainly adapts to the market change of through innovation of mooncake product structure and marketing mode. In terms of product structure, mooncake brand products focus on taste and food material innovation, especially on health and taste novelty to meet different consumer groups. In terms of marketing methods, enterprises mainly adopt cross-border marketing to attracting consumers, and pay more attention to convey brand culture and history through online channels.

艾媒咨询 | 2023年中国中秋月饼礼盒行业及创新专题研究报告

iiMedia Research（艾媒咨询）调研数据显示，超6成消费者中秋节有送礼需求，86.2%消费者表示会购买礼盒装月饼，且对礼盒包装的精致度有较高要求。随着消费者饮食升级，对月饼的口味需求多元化。数据显示，传统口味月饼仍是主流。水果口味、新型口味月饼也有较多消费者购买。消费者乐于尝试独特口味，新型口味月饼如黑松露等脱颖而出，成为新势力。

艾媒咨询｜2024年中国月饼行业创新发展研究报告

2015年至2023年，中国月饼市场销售规模呈上升趋势，2023年达271.3亿元，预计2025年中国月饼销售规模达332.8亿元。随着居民收入水平的提升和消费观念的转变，月饼作为传递亲情、友情与商务情谊的载体，其市场需求日益旺盛。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年中国月饼行业创新发展研究报告》数据显示，随着消费者对食品口味需求更加多样化，口味成为43.2%的消费者购买月饼时最关注的因素，超7成消费者认为香港月饼口味多元、创新。面对消费者日益多元且个性化的消费需求，月饼行业在传统口味的基础上，不断推出新口味并研发具有健康养生功能的月饼以适应市场变化，通过线上商城、直播带货等数字化手段实现品牌与消费者的直接互动和销售，拓宽了月饼的市场范围。
From 2015 to 2023, the sales scale of the Chinese mooncake market showed an upward trend, reaching 27.13 billion yuan in 2023, and it is expected to reach 33.28 billion yuan by 2025. As residents' income levels increase and consumption concepts evolve, mooncakes, as carriers of family affection, friendship, and business sentiments, are seeing increasingly robust market demand. According to the latest "Research Report on Innovative Development of China's Mooncake Industry in 2024" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, as consumers' demands for food flavors become more diversified, flavor has emerged as the most critical factor for 43.2% of consumers when purchasing mooncakes. Over 70% of consumers perceive Hong Kong mooncakes as diverse and innovative in flavor. In response to consumers' increasingly diverse and personalized needs, the mooncake industry has continued to introduce new flavors based on traditional tastes and develop mooncakes with health and wellness benefits to adapt to market changes. Through digital means such as online malls and live streaming sales, the industry achieves direct interaction and sales between brands and consumers, thereby broadening the market scope of mooncakes.

艾媒咨询｜2024年中国月饼行业消费趋势洞察研究报告

月饼是中国传统美食，吃月饼是中秋节最重要的仪式之一。近年来，月饼的消费场景越趋日常化，iiMedia Research（艾媒咨询）数据显示，2023年中国月饼销售规模达271.3亿元，同比增长11.3%，2025年有望增至332.8亿元。中国月饼行业的生产趋于标准化、规范化以及传统节日氛围的强化、国民购买力的增强都是市场需求扩大的因素。未来随着直播电商、外贸出口、品牌定制、跨界联动等新趋势的出现，月饼市场将迎来新增长点。
Mooncakes are a traditional Chinese delicacy, and eating mooncakes is one of the most important rituals of the Mid-Autumn Festival. In recent years, the consumption scenario of mooncakes has become more and more everyday. iiMedia Research (iMedia Consulting) data shows that the sales scale of Chinese mooncakes reached 27.13 billion yuan in 2023, an increase of 11.3% year-on-year, and is expected to increase to 33.28 billion yuan in 2025. The production of China's mooncake industry tends to be standardised and regulated, the strengthening of the traditional festival atmosphere and the strengthening of the national purchasing power are all factors for the expansion of market demand. In the future, with the emergence of new trends such as live e-commerce, foreign trade exports, brand customisation and cross-border linkages, the mooncake market will usher in new growth points.