艾媒咨询｜2024-2025年中国羊奶粉市场消费趋势洞察报告

因羊奶粉拥有小分子、易吸收、不易致敏、不易长胖的天然优势，越来越多消费者开始将目光转向营养丰富的羊奶粉产品。在居民健康营养观念升级、羊奶粉市场监管规范化、以及银发一族的需求日益增长的大背景下，羊奶粉市场发展迅速升温，各大乳企龙头纷纷布局欲抢占先机。iiMedia Research（艾媒咨询）数据显示，2023年中国羊奶粉市场规模为167.1亿元，同比增长12.7%；预计2028年将突破350亿元。各年龄段羊奶粉消费类型呈现差异化，成人羊奶粉消费者中，41-60岁的中老年消费者占比更高，为69.9%；而婴幼儿配方羊奶粉消费者更多为23-40岁的中青年，占比37.5%。矿物质、维生素多与营养丰富成羊奶粉产品优势共识，54.4%消费者认为羊奶粉优势在于富含矿物质和维生素，47.9%消费群体看中羊奶粉的营养丰富。羊奶粉赛道市场扩张迅速，行业竞争激烈，产品全年龄段覆盖率加深，品类逐渐多元化。在中国老龄化已成趋势、消费者品质需求升级大背景下，奶源地的建设与供应链的完善，是企业在未来羊奶粉市场的竞争中领先致胜的关键与核心。
Due to the natural advantages of goat milk powder, such as small molecules, easy absorption, low allergenicity, and low likelihood of causing weight gain, an increasing number of consumers are turning their attention to nutrient-rich goat milk powder products. Against the backdrop of an upgrade in residents' health and nutrition concepts, standardization in the goat milk powder market regulation, and a growing demand from the elderly population, the goat milk powder market is rapidly heating up. Leading dairy enterprises are actively positioning themselves to seize first-mover advantage.According to data from iiMedia Research , the size of China's goat milk powder market was 16.71 billion yuan in 2023, representing a year-on-year growth rate of 12.7%. It is projected to exceed 35 billion yuan by 2028. Consumption patterns for goat milk powder vary across different age groups: among adult consumers, those aged between 41-60 account for a higher proportion at 69.9%, while young and middle-aged consumers aged between 23-40 make up 37.5% of consumption.Minerals and vitamins are widely recognized as key strengths contributing to the nutritional richness of goat milk powder products; with approximately 54.4% of consumers acknowledging its mineral and vitamin content as advantageous factors while around 47.9% value its overall nutritional richness.The rapid expansion in the competitive landscape within the goat milk powder market has led to fierce industry competition with product coverage expanding across all age groups and categories gradually diversifying.In light of China's aging population trend and rising consumer demands for quality upgrades, it is imperative that companies focus on establishing dairy sources and enhancing supply chains as critical components for leading future competition within the goat milk powder market.

艾媒咨询｜2022-2023年全球养老产业发展及中国市场趋势研究报告

人口老龄化已经成为全球共同面对的不可逆现象，国家积极部署“十四五”期间的老龄事业和养老服务发展任务，其中上海、北京、重庆等城市的养老产业发展迅速。iiMedia Research（艾媒咨询）数据显示，2021年中国养老产业的市场规模达8.8万亿元，预计2022年市场规模或将达到10.3万亿元。

艾媒咨询|2021中国银发经济行业调研报告

本报告研究涉及企业/品牌/案例：汤臣倍健，善诊

随着社会福利保障机制和养老金融体系不断完善，老年群体的可支配收入来源不断增加，特别是子女付费正在撬动更大的银发市场，iiMedia Research(艾媒咨询)数据显示，2021年中国银发经济接近6万亿元。因此，养老产业的产业结构正在逐步完善，特别是健康消费产业中，形成了阿里健康、平安好医生、善诊等数字新势力。
With the continuous improvement of the social welfare guarantee mechanism and pension financial system, the disposable income sources of the elderly are increasing, especially the children's payment is inciting a larger silver hair market. According to iiMedia Research data, China's silver hair economy will reach 6 trillion yuan in 2021. Therefore, the industrial structure of the old-age care industry is gradually improving, especially in the health consumption industry, which has formed new digital forces such as Ali's health, safety, good doctors and good diagnosis.

艾媒咨询|2021Q1中国保健品及NMN市场研究报告

本报告研究涉及企业/品牌/案例：汤臣倍健,健合集团,同仁堂,雅本化学,金达威

iiMedia Research (艾媒咨询)数据显示，随着国家人均GDP的提升，消费者在保健食品消费理念和消费意愿上都发生了根本性的转变，保健食品在消费属性上将逐渐从可选消费品向必选消费品转变，预计2021年中国保健品市场规模将增至2708亿元。在新冠疫情影响下，国民保健意识加速觉醒，居民消费观念升级，对保健品需求增加，为保健品行业带来长期利好。此外，市场对抗衰老产品需求的提升推动了NMN成分产品的走俏，预计到2023年将会以近70.25%的增速攀升至270.13亿元。
As the data of iiMedia Research showed, with the increase of the country's per capita GDP, consumers' consumption concept and willingness of health food have undergone fundamental changes. The consumption attribute of health food will gradually change from optional consumer goods to compulsory consumer goods. It is estimated that the market scale of health food in China will increase to 270.8 billion yuan in 2021. Under the influence of COVID-19, the awareness of national health care has been speeded up, the consumption concept of residents has been upgraded, and the demand for health products has increased, which has brought long-term benefits to the health care products industry. In addition, the increasing demand for anti-aging products in the market has promoted the popularity of NMN products, which is expected to rise to 27.013 billion yuan with a growth rate of nearly 70.25% by 2023.

艾媒咨询|2020年7-8月中国母婴行业运行及上市公司双月报告

本报告研究涉及企业/品牌/案例：汤臣倍健，巴拉巴拉，星辉娱乐。

在疫情影响下，母亲保健品的线上销量明显增强，2020年天猫618，孕产妇营养品同比增长了206%，叶酸同比增长了97%，如叶酸、燕窝等产品的需求市场将不断扩大。而在婴儿用品方面，家长越来越关注儿童的身心发育，重视玩具产品的益智功能，关注其趣味性和教育性。

Under the influence of the epidemic, online sales of maternal health products have increased significantly. In 2020, Tmall 618, maternal nutrition products increased by 206% year-on-year, and folic acid increased by 97% year-on-year. The demand for products such as folic acid and Edible Nest will continue to expand
. In terms of baby products, parents are paying more and more attention to the physical and mental development of children, paying attention to the educational functions of toy products, and paying attention to their fun and education

艾媒咨询|2020年5-6月中国母婴行业运行状况及企业商情动态双月度报告

本报告研究涉及企业/品牌/案例：贝因美、飞鹤、英式、健合集团。

2019年中国婴幼儿配方奶粉进口34.55万吨，同比增长6.5%。艾媒咨询分析师认为，婴幼儿奶粉及辅食基本是刚性需求，特别是在电商、跨境电商和直播带货等形式的普及下，中国婴幼儿奶粉及辅食行业受到的疫情冲击不大。

In 2019, China imported 345,500 tons of infant formula milk powder, a year-on-year increase of 6.5%. IiMedia Research believes that infant milk powder and complementary foods are basically rigid demands. Especially under the popularization of e-commerce, cross-border e-commerce and live streaming, China's infant milk powder and complementary food industries are not affected by the epidemic.

艾媒咨询|2020年H1中国自行车产业市场趋势与头部企业布局研究报告

本报告研究涉及企业/品牌/案例：中路股份、信隆健康。
其他企业/品牌：永安行、美利达、永久、凤凰、喜德盛、捷安特、邦德富士达、阿米尼、捷马、UCC环球、崔克、飞鸽。

2020年6月23日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020年H1中国自行车产业市场趋势与头部企业布局研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国自行车产业进行了全面分析，通过对中路股份、信隆健康等品牌的典型案例分析，以及新冠疫情期间自行车的出口发展热点解读，判断2020-2021年中国自行车产业的发展趋势。总体来看，中国自行车行业的需求规模越来越大，且大众对自行车也有个性化的需求，这对于中国自行车整车制造销售、以及其他衍生品和衍生服务(维修和租赁)的发展，都具有很大的促进作用。
Under the influence of the new crown epidemic, due to the needs of epidemic protection, leisure and fitness, local governments encourage citizens to travel by bicycle, China's bicycle industry exports become a hot spot. iiMedia Research believes that China has a complete bicycle production chain, with a very high competitive advantage. In particular, online shopping during the outbreak has become an important mode of consumption, cross-border e-commerce timely expansion of overseas warehouses, improve distribution efficiency, so that overseas consumers to obtain a better consumption experience.

艾媒报告|2019-2020中国保健品行业研究报告

本报告研究涉及企业/品牌/案例：无限极，汤臣倍健，康宝莱，Swisse；其他提及企业/品牌：安利，东阿阿胶，合生元，完美，同仁堂，新时代健康，惠氏

iiMedia Research (艾媒咨询)数据显示，过去6年保健品行业市场规模保持两位数的增速，至2019年，市场规模约达2227亿元，2021年有望突破3300亿元。随着健康消费观念提升，养生需求从“银发一族”逐渐往“年轻一代”扩散。此外新兴科技与行业融合将推动产品和服务升级，为行业发展带来利好。消费者方面，超四成的受访者将产品品牌作为其购买时首要考虑因素，其中43.8%的消费者是自发购买保健品的，另外消费者对保健品行业的信心逐渐恢复，五成受访者看好保健品行业发展，超七成受访消费者认为保健品行业合规性有所提高。艾媒咨询分析师认为，目前保健品行业呈较好发展态势，但与此同时保健品行业同质化竞争激烈，在消费人群的扩大化、细分化的趋势下，企业需要通过加强品牌建设和精细化管理，提升产品及服务品质，更好适应市场变化。

According to the data of iiMedia Research，in the past 6 years, the market size of the health products industry has maintained a double-digit growth rate. By 2019, the market size will be approximately 222.7 billion yuan, which is expected to exceed 330 billion yuan in 2021. With the upgrading concept of healthy consumption, the demand for health care has gradually spread from the “silver-haired people” to the “younger generation”. In addition, the integration of emerging technologies and industries will promote the improving of products and services, bringing benefits to the development of the industry. In terms of consumers, over 40% of the interviewees regard product brand as their primary consideration when purchasing. 43.8% of consumers purchase health products spontaneously. In addition, consumer confidence in the health care product industry has gradually recovered. Nearly 50% of the respondents are optimistic about the development of the health care product industry, and over 70% of the consumers believe that the compliance of the health care product industry has improved. Besides, consumer confidence in the health care product industry has gradually recovered. Nearly 50% of the respondents are optimistic about the development of the health care product industry, and over 70% of the interviewed consumers believe that the compliance of the health care product industry has improved. iiMedia Consulting analysts believe that the current health care industry is showing a good development trend, but at the same time, under the trend of expanding and subdividing consumer groups ,the homogenization of the health care industry is fiercely competitive. Enterprises need to enhance the quality of products and services by strengthening brand building and refined management to better adapt to market changes.

艾媒报告|2020中国“新冠疫期”消费者行为大数据监测报告

本报告研究涉及企业/品牌/案例：盒马鲜生，杭州华集，碧桂园千玺机器人餐厅；其他提及企业/品牌：滴露，舒肤佳，威露士，蓝月亮，花王，隆力奇，狮王，妈妈壹选，圣瑞奇，健之素

iiMedia Research(艾媒咨询)数据显示，新冠疫情对中国网民消费产生了较大的负面影响。仅在春节期间，中国零售与餐饮就预计将损失超10000亿元，旅游收入损失将超5000亿元，电影票房损失将超70亿元。iiMedia Research(艾媒咨询)数据显示，67.4%的受访者认为疫情对个人消费行为、观念、偏好等有所影响。适度消费、理性消费是疫情期间主流消费观念，七成网民增强对医疗卫生用品消费偏好。由于海外疫情影响，五成以上中国网民消费者表示出对国货品牌的消费偏好，疫情为国货品牌抢占市场提供了契机。

As the data of iiMedia Research showed, the novel coronavirus epidemic has a greater negative impact on the consumption of Chinese netizens.During the Spring Festival, China ’s retail and catering are predicted to lose more than RMB 1 trillion, tourism losses will exceed RMB 500 billion, and movie industry losses will exceed RMB 7 billion. As the data of iiMedia Research showed, 67.4% of Chinese netizens believe that the epidemic has an impact on their personal consumption behaviors, perceptions, and preferences. Moderate and rational consumption became the mainstream consumption concepts during the epidemic, 70% of netizens have increased their preference for medical and health products. Due to the impact of the overseas epidemic, more than 50% of Chinese netizens have expressed their preference for domestic product brands. The epidemic provides an opportunity for domestic product brands to seize the market.

艾媒报告|2019-2020年中国移动游戏行业年度报告

本报告研究涉及企业/品牌/案例：三七互娱，多益网络，腾讯游戏；其他提及企业/品牌：网易游戏，巨人网络，盛趣游戏，37游戏，紫龙游戏，bilibili，完美世界，虎牙直播，斗鱼直播

iiMedia Research（艾媒咨询）数据显示，中国移动游戏行业整体保持稳定提升的发展态势，2019 年中国移动游戏市场规模达1660.3亿元，预计2020年移动游戏行业市场规模将超过1800亿元。玩家以90后、95后为主，以年轻玩家为主导的移动游戏行业场景进一步拓展， 游戏+直播、游戏+视频、游戏+音乐、游戏+新文创等形式不断创新。得益于边缘计算、音视频解码等技术发展，5G浪潮下，云游戏将迸发巨大发展潜力，而围绕游戏展开的泛娱乐场景也将进一步开拓。艾媒咨询分析师认为，当前中国移动游戏凭借新技术、新人群的迭代发展而呈现较好发展态势，与此同时，在版号政策、内容管控之下，中国移动游戏厂商也要加强行业自律，注重移动游戏的正向价值，在游戏开发、运营上都需重点考虑未成年人的健康成长问题。

iiMedia Research data shows that China's mobile game industry as a whole maintains a stable development trend, with the market size of mobile game in China reaching 166.03 billion yuan in 2019, and the actual sales revenue of mobile game industry is expected to exceed 180 billion yuan in 2020. The mobile game industry scene, dominated by young players, has been further expanded. Game + live broadcast, game + video, game + music, game + new cultural and creative forms have been constantly innovated. Thanks to the development of technologies such as edge computing and audio and video decoding, cloud games will unleash huge development potential under the 5G wave, and the pan-entertainment scenes around games will be further explored. Ai media consulting analysts believe that the current China mobile games with the iterative development of new technology, new presents the good development trend, at the same time, under the policy, content control plate number, China mobile game makers also want to strengthen industry self-discipline, pay attention to the positive value of mobile games, needs to consider in game development and operation problem of the healthy growth of minors.