艾媒咨询 | 2025年中国口腔医疗行业发展状况与消费行为调查数据

随着口腔健康科普的推广，居民对口腔健康的重视程度不断提高，中国口腔医疗服务行业正处于快速发展阶段，未来将在技术、政策、市场需求等多因素驱动下，呈现出数字化智能化发展、医保与监管优化、需求分层细化等趋势。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年中国口腔医疗行业发展状况与消费行为调查数据》显示，2024年中国口腔医疗服务市场规模为2498亿元，预计2030年将突破4300亿元，说明居民生活水平提高，健康意识增强，不再仅满足于“有病治病”，对预防保健、高端医疗服务等需求增加。中国消费者中，85.64%的消费者表示会定期进行口腔健康检查的情况中，只有14.36%的消费者表示“否”；在接受的口腔医疗类型中，健康维护类占比最高，达到72.50%，美容类占比为53.90%，疾病类和修复类占比分别为41.86%和21.07%，反映出中国消费者在口腔健康方面的自我保健意识较强，且大多数健康维护和美容类口腔医疗服务更受消费者青睐。
艾媒咨询分析师认为，在消费升级与老龄化背景下，口腔行业市场规模持续扩大，需求从基础治疗向美容修复、预防保健延伸，推动行业从“疾病治疗”向“健康管理”转型。未来，行业将向“专业化、数字化、连锁化”深度融合方向发展，头部企业通过整合资源、优化服务模式构建竞争壁垒。政策协同、人才培育与技术创新成为破局关键，率先实现生态整合与价值提升的企业将主导行业变革。
With the promotion of oral health science popularization, residents' awareness of oral health has been continuously increasing. China's oral medical service industry is currently in a stage of rapid development. In the future, driven by multiple factors such as technology, policy, and market demand, it will present trends such as digital and intelligent development, optimization of medical insurance and supervision, and stratification and refinement of demands. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's Oral Healthcare Industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of oral healthcare services in China will be 249.8 billion yuan in 2024. It is expected that by 2030, it will approach 430 billion yuan, indicating that residents' living standards have improved and their health awareness has strengthened. They are no longer content with merely "treating diseases when they are ill", and the demand for preventive health care and high-end medical services has increased. Among Chinese consumers, 85.64% of them said they would have regular oral health check-ups, while only 14.36% said "no". Among the types of oral medical care received, health maintenance accounts for the highest proportion, reaching 72.50%, beauty care accounts for 53.90%, disease care and restoration care account for 41.86% and 21.07% respectively, reflecting that Chinese consumers have a strong self-care awareness in terms of oral health. Moreover, most health maintenance and beauty oral medical services are more favored by consumers.
Analysts from iiMedia Research pointed out that under the background of consumption upgrade and aging, the market size of the dental industry has continued to expand, and the demand has extended from basic treatment to beauty restoration and preventive health care, driving the industry to transform from "disease treatment" to "health management". In the future, the industry will develop in the direction of deep integration of "specialization, digitalization and chain operation", and leading enterprises will build competitive barriers by integrating resources and optimizing service models. Policy coordination, talent cultivation and technological innovation will be the key to breaking the deadlock. Enterprises that take the lead in achieving ecological integration and value enhancement will lead the industry transformation.

艾媒报告 |2019全球及中国个人洗护用品品类分析及电商市场研究报告

本报告研究涉及企业/品牌/案例：Amazon，eBay，walmart，OTTO，速卖通，天猫，淘宝，京东，Flipkart，snapdeal，Rakuten，Lazada，kakaku，Shopee，mymall，joom，资生堂，欧莱雅，宝洁，联合利华，霸王、章华，舒肤佳，玉兰油，Amway 安利，LUX 力士，蔻露薇

个人洗护电商市场在全球保持稳定发展。2019全球个人洗护电商市场销售额已达1182.6亿美元，预计至2023年这一规模达到1816.0亿美元。特别是中国方面，iiMedia Research（艾媒咨询）数据显示， 2018年中国个人洗护电商市场规模达到1881.9亿元人民币，增幅同比增长14.5%，其中，面部护理、身体清洁和口腔护理三类的贡献比例达到81.5%。艾媒咨询分析师认为，由于海淘、跨境电商和电商渠道的崛起，以及个人卫生支出增长、全民洗护卫生意识增强，共同推动中国个人洗护发展。企业方面，如拉芳、百雀羚等积极开拓电商渠道，联合天猫双十一、京东618等节日造势。产品方面，如牙齿美白、护发防脱洗发水等功能性洗护用品的销量增加，洗护用品的包装、气味等也都成为用户选择的主要依据。用户方面，男性个人洗护细分受到更多关注，00后、05后等开始成为个人洗护用品的新群体。

The personal care e-commerce market has maintained steady growth throughout the world. The global consumer care market in 2019 has reached US$118.26 billion, which is expected to reach US$181.60 billion by 2023. In particular, in China, iiMedia Research (Ai Media Consulting) data shows that in 2018, China's personal care and e-commerce market reached 188.19 billion yuan, an increase of 14.5%, including facial care, body cleansing and oral care. The contribution ratio reached 81.5%. Ai Media Consulting analysts believe that due to the rise of Haitao, cross-border e-commerce and e-commerce channels, as well as the growth of personal health expenditures and awareness of national health care, we will jointly promote the development of personal care in China. In terms of enterprises, such as Lafang and Baique Ling, they are actively exploring e-commerce channels, and jointly launching festivals such as Tmall Double Eleven and Jingdong 618. In terms of products, sales of functional toiletries such as tooth whitening, hair care and anti-hair shampoo have increased, and the packaging and smell of toiletries have become the main basis for users' choice. On the user side, the male personal care subdivision has received more attention, and after 00, 05, etc., it has become a new group of personal care products.

艾媒报告| 2019中国化妆品电商行业监测分析及消费者行为全面调查报告

相关企业：欧莱雅、Cosmax、娇兰、强生、丝芙兰、雅诗兰黛、如涵、千色店、丽人丽妆、诺米家居、美图公司、玉兰油、自然堂、百雀羚、一叶子、SK-Ⅱ、韩束、兰芝、佰草集、美迪惠尔、肌肤之钥、兰蔻、科颜氏、海蓝之谜、丸美、欧珀莱、迪奥、MAC、YSL、TOM FORD、香奈儿、纪梵希、美宝莲、阿玛尼、古驰、宝格丽、博柏利、祖玛珑、联合利华、资生堂、上海家化、珀莱雅、伽蓝集团、抹茶美妆、唯品会、小红书、豌豆公主

利好政策和市场需求驱动下，全球化妆品行业高速发展，中国成为全球第二大化妆品消费国。iiMedia Research（艾媒咨询）分析认为，目前中国化妆品行业有四大趋势：（1）“他经济”时代的到来，男士化妆品成为新兴蓝海市场；（2）社交电商的兴起将进一步带动化妆品消费的增长，61.0%的消费者表明社交媒体平台成为他们“种草”化妆品的重要阵地，其中95/00后受到“种草”的概率为76.6%；（3）跨境电商的发展成为化妆品消费的增长动力，在海淘购买商品品类调查中，洗护用品和美容彩妆分别占比50.6%、45.3%，持续受到用户欢迎，小红书、豌豆公主等跨境电商为化妆品消费提供动力支持；（4）高端化妆品市场发展前景良好，iiMedia Ranking（艾媒金榜）数据显示，雅诗兰黛是最受消费者青睐的面膜品牌和眼霜品牌，迪奥则是口红和女士香水品牌中最受消费者欢迎的。

Driven by favorable policies and market demand, the global cosmetics industry is developing at a high speed, and China has become the second largest consumer of cosmetics in the world. iiMedia Research analysis believes that China's cosmetics industry has four major trends: (1) the arrival of the “He Economy“ era, men's cosmetics become the emerging blue ocean market; (2) the rise of social e-commerce will further drive the growth of cosmetics consumption, 61.0% of consumers indicates that the social media platform has become an important position for their “grass” cosmetics, and the probability of being “grassed” after 95/00 is 76.6%; (3) the development of cross-border e-commerce has become the growth engine of cosmetics consumption. In the survey of the consumption of goods purchased by cross-border online shopping, toiletries and beauty cosmetics accounted for 50.6% and 45.3% respectively, which continued to be welcomed by users. Cross-border e-commerce companies such as Xiaohongshu and Wandougongzhu provided support for cosmetics consumption. (4) The high-end cosmetics market has good development prospects. iiMedia Ranking data shows that Estee Lauder is the most popular mask brand and eye cream brand, and Dior is the most popular among lipstick and women's perfume brands.