艾媒咨询 | 2026-2027年中国鲜花市场消费趋势研究报告

随着居民收入水平的提高，鲜花消费的门槛不断降低，越来越多的消费者愿意为美好的生活体验买单。大众消费逐步跳出基础温饱刚需约束，悦己消费、情感消费、品质消费等新兴需求加速落地，持续带动鲜花、礼物、情绪经济等细分赛道扩容。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《2026-2027年中国鲜花市场消费趋势研究报告》数据显示，2025年中国鲜花电商市场规模为1644.1亿元，同比增长11.2%；预计到2030年有望达到2437.6亿元。2026年中国消费者购买鲜花的意愿较高，超96%消费者都有购买鲜花的经历。鲜花消费在中国市场的普及度较高，拥有广阔的市场前景。
鲜花价格较高（30.29%）、产品同质化严重（27.16%）和鲜花质量不好（26.03%）从价格、个性和质量三个维度制约了鲜花市场的健康发展。消费者对鲜花电商的产品质量（30.16%）和运输配送（29.41%）最为不满，鲜花电商在供应链管理和售后服务方面存在较大改进空间，亟需提升鲜花品质和配送效率，优化售后体验。
艾媒咨询分析师认为，依托悦己消费与仪式感消费持续升温，鲜花消费场景从节日礼赠向日常消费延伸。叠加冷链物流与即时零售的完善赋能，线上购花便捷优势凸显，推动市场持续渗透扩容，行业将保持稳健向好的增长态势。
With the rise in residents 'income levels, the threshold for flower consumption continues to decline, and an increasing number of consumers are willing to pay for a better quality of life experience. Mass consumption is gradually moving beyond basic subsistence needs, with emerging demands such as self-care consumption, emotional consumption, and quality-oriented consumption gaining momentum, continuously driving the expansion of niche segments like flowers, gifts, and the emotional economy. According to "Research Report on Consumption Trends of China's Fresh Flower Market from 2026 to 2027" by iiMedia Research, a world-leading third-party new economy data research institution, the scale of China's flower e-commerce market reached 164.41 billion yuan in 2025, representing a year-on-year increase of 11.2%, and is projected to reach 243.76 billion yuan by 2030. In 2026, Chinese consumers demonstrated strong willingness to purchase flowers, with over 96% having done so. Flower consumption enjoys high popularity in the Chinese market and holds significant growth potential.
High flower prices (30.29%), severe product homogeneity (27.16%), and poor flower quality (26.03%) hinder the healthy development of the flower market across three dimensions: price, uniqueness, and quality. Consumers express the greatest dissatisfaction with product quality (30.16%) and transportation/delivery services (29.41%) on flower e-commerce platforms, indicating significant room for improvement in supply chain management and after-sales service. There is an urgent need to enhance flower quality, improve delivery efficiency, and optimize the customer experience post-purchase.
Analysts at iiMedia Research believe that, driven by the sustained growth in self-care consumption and ritualistic consumption, flower purchasing scenarios have expanded from festive gifts to daily consumption. Coupled with the enhanced capabilities of cold chain logistics and instant retail, the convenience of online flower purchases has become increasingly prominent, driving continuous market penetration and expansion, and ensuring the industry maintains a steady and positive growth trajectory.