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.

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 | 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｜2024年中国春季节令糕点及粽子消费趋势分析报告

2月26日，艾媒咨询分析师受邀出席由中焙糖协和Bakery China主办的【焙烤新国潮×礼好端午】春季节令糕点产业发展论坛，并在活动现场发布了《2024年中国春季节令糕点及粽子消费趋势分析报告》。随着节日庆祝常态化，中国消费者对于礼物消费的态度和观念逐渐改变，更加重视日常生活中情感实质的传达，礼物消费正从集中走向分散。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年中国春季节令糕点及粽子消费趋势分析报告》数据显示，2023年中国礼物经济产业市场规模为12998亿元，同比增长6.0%，预计2027年将突破16000亿元。随着年轻人对传统文化的重视和消费能力的提高，中式糕点凭借“颜值”“仪式感”等因素，逐渐成为了春节、中秋节等庆典期间的消费热点，51.5%的消费者表示购买中式糕点的目的是送礼。未来，随着国潮点心热度的攀升，中式糕点的消费将趋于日常化、社交化。
On February 26, Imedia Consulting analysts were invited to attend the Spring Festival Pastry Industry Development Forum hosted by the China Pei Sugar Association and Bakery China, and released the "Analysis Report on the Consumption Trend of Chinese Spring Festival Pastry and Zongzi in 2024" at the event. With the normalization of festival celebrations, Chinese consumers have gradually changed their attitude and concept of gift consumption, paying more attention to the communication of emotional substance in daily life, and gift consumption is moving from centralized to decentralized. According to the latest "Analysis Report on the Consumption Trend of Chinese Spring Pastry and Zongzi in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's gift economy industry in 2023 will reach 1,299.8 billion yuan, an increase of 6.0%. It is expected to exceed 1.6 trillion yuan by 2027. With young people's emphasis on traditional culture and the improvement of consumption power, Chinese pastry has gradually become a hot consumption spot during the Spring Festival, Mid-Autumn Festival and other celebrations by virtue of factors such as "appearance level" and "ritual sense". 51.5% of consumers said that the purpose of buying Chinese pastry is to give gifts. In the future, with the rise of the popularity of national tide dim sum, the consumption of Chinese pastries will tend to be daily and social.

艾媒咨询 | 2023年中国中式糕点行业创新及消费需求洞察报告

中式糕点作为中国传统糕点之一，具有浓郁的地域特色和文化内涵，在中国市场上需求广泛。iiMedia Research（艾媒咨询）数据显示，预计2023年中国烘焙食品行业市场规模达3069.9亿元，同比增长7.6%，2025年市场规模将达3518.0亿元。

艾媒咨询 | 2023-2024年中国礼物经济产业研究与用户消费行为分析报告

中国礼物经济用户给家人、伴侣和亲友等送礼时，送礼金额呈现分散的趋势，这主要受收入情况、双方关系、参考群体的送礼基准水平等因素的影响。未来随着经济发展以及中国居民生活水平的进一步提高，用户送礼金额将有更大的增长空间。

艾媒咨询｜2024-2025年中国茶饮料行业发展及消费洞察报告

随着经济的不断发展与健康消费理念深入人心，消费者对茶饮的需求逐渐从传统调味包装茶转向无糖茶、养生茶等。消费者对产品附加值及健康化的需求，以及茶饮市场产品构成变革共同促进了茶饮料行业的发展。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年中国茶饮料行业发展及消费洞察报告》数据显示，2023年中国新式茶饮市场规模达3333.8亿元，同比增长13.5%；养生茶饮市场规模为411.6亿元，同比增长27.3%；无糖饮料市场规模达401.6亿元，同比增长101.2%，随着健康消费趋势凸显，茶饮料相关产品市场规模将进一步扩大。2024年，49.3%的中国茶饮料消费者通过内容分享平台了解包装茶饮品牌，46.9%的消费者偏好零糖零卡零脂类包装茶饮。随着健康消费趋势凸显，无糖低糖产品受到众多消费者青睐，无糖茶将进一步扩充市场容量，为茶饮料行业提供新增量。
With the continuous development of the economy and the concept of healthy consumption, consumers' demand for tea drinks has gradually shifted from traditional flavored packaged tea to sugar-free tea and health tea. Consumers' demand for added value and health of products, as well as changes in the composition of tea market products, have jointly promoted the development of tea beverage industry. According to the latest Research Report on the Development of China Tea Beverage Industry Development and Consumption Insight Report from 2024 to 2025 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the market size of China's new tea drink will reach 333.38 billion yuan, an increase of 13.5% in 2023. The market size of health tea drink was 41.16 billion yuan, an increase of 27.3%; Sugar-free beverage market size reached 40.16 billion yuan, an increase of 101.2%, with the health consumption trend highlighted, tea beverage related products market size will further expand, is expected to 2025 new tea market size of 374.93 billion yuan. In 2024, 49.3% of Chinese tea beverage consumers learned about packaged tea brands through content sharing platforms, and 46.9% of consumers preferred zero-sugar, zero-calorie and zero-fat packaged tea drinks. With the prominent trend of healthy consumption, sugar-free and low-sugar products are favored by many consumers, and sugar-free tea will further expand the market capacity and provide new additions to the tea beverage industry.

艾媒咨询｜2024年中国即冲即食山药片市场产品创新专题研究报告

居民健康饮食意识提升，这极大地推动了山药制品的市场需求。山药作为一种营养丰富、具有保健功效的食材，其制品因食用便利和健康价值，受到了越来越多消费者的青睐。山药粉长时间的高需求吸引了众多参与者，加之行业增长缓慢导致对市场份额的争夺激烈，山药粉赛道内部竞争加剧，竞争者数量较多且竞争力量大抵相当，以及竞争对手提供的产品或服务大致相同，难以体现明显差异，在山药粉激烈的竞争下，即冲即食山药片新赛道开始崛起。
The rising awareness of healthy eating among the population has greatly boosted the market demand for yam products. As a nutritious ingredient with health benefits, yam products are favored by more and more consumers due to their ease of consumption and health value. The high demand for yam powder for a long period of time has attracted many participants, coupled with the slow growth of the industry leading to intense competition for market share, increased competition within the yam powder track, a larger number of competitors with roughly equal competitive forces, as well as competitors offering roughly the same products or services, making it difficult to reflect significant differences, the new track of instant yam slices has begun to rise in the face of intense competition in the yam powder track.

艾媒咨询｜2022年中国中秋月饼营销热点及标杆案例研究报告

2022年，月饼在电商平台和海外市场整体销售情况较好，各大领域品牌纷纷布局下沉市场，取得不错的效果，月饼在下沉市场存在较大成长潜力，预计2022年中国月饼销售额达到243.8亿元。2022年，在政策监管下，月饼回归行业本质，瘦身包装材质，强化设计、玩法来吸引消费者。