艾媒咨询 | 2026年中国凉茶饮料消费趋势洞察白皮书

当前中国凉茶饮料行业正处于从传统快消品向健康饮品生态转型的关键窗口期，作为承载中医“治未病”理念与岭南饮食智慧的国家级非物质文化遗产，这一品类已成功从区域性民间饮品升级为全国性普及的健康消费品，尽管相较于行业增长高峰期，当前整体增速已有所放缓，但在宏观经济波动加剧及新兴饮品品类激烈竞争的双重压力下，凉茶行业依然展现出较强的市场韧性与抗风险能力。
根据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《2026年中国凉茶饮料消费趋势洞察白皮书》数据显示，2025年中国凉茶饮料市场规模达255.0亿元，行业已从跑马圈地的爆发期进入精耕细作的存量博弈期。83.4%的凉茶饮料消费是以自饮为核心，其中76.3%为强功能驱动。消费者购买凉茶饮料产品的首要决策因素为“清热降火”（54.2%），其次为“口感偏好”（46.3%）；重点关注产品的功效宣称及认证（46.1%）、口感试饮体验（45.0%）和配料表成分（43.6%），整体呈现“功效优先、体验为核、成分敏感”的特点。同时，消费者对不同包装有着非常理性的场景认知，根据不同需求精准选择适配的包装形态。
艾媒咨询分析师认为，存量博弈背景下，凉茶行业的竞争逻辑已从规模扩张转向价值提升，消费者的需求特征将成为驱动行业产品创新、渠道优化与品牌升级的核心导向。在产品层面，“清热降火”的传统核心需求仍将长期存在，但消费者需求正从单一功能向多元化延伸，低糖、无糖产品及添加益生元等功能性成分的创新产品，将成为破解行业增长瓶颈的关键。未来，只有精准把握消费者需求变化，持续推进产品创新、渠道升级与品牌赋能，将传统凉茶文化与现代健康消费理念深度融合，才能推动凉茶行业突破存量瓶颈，实现可持续增长，进一步巩固其在植物饮料领域的核心地位。
China's herbal tea beverage industry is currently in a critical window period of transitioning from traditional fast-moving consumer goods to a health beverage ecosystem. As a national intangible cultural heritage that embodies the traditional Chinese medicine concept of "preventive treatment" and Lingnan dietary wisdom, this category has successfully upgraded from a regional folk drink to a nationally popular health consumer product. Although the overall growth rate has slowed compared to the industry's peak growth period, the herbal tea industry continues to demonstrate strong market resilience and risk resistance despite the dual pressures of intensified macroeconomic fluctuations and fierce competition from emerging beverage categories.
According to the latest "White paper on China herbal tea beverages consumption trend insights in 2026" released by iiMedia Research, a global new economy industry third-party data mining and analysis institution, China's herbal tea beverage market reached 25.50 billion yuan in 2025, and the industry has entered a refined stock competition phase from the explosive expansion period. 83.4% of herbal tea beverage consumption is centered on personal consumption, of which 76.3% is driven by strong functional needs. The primary decision-making factor for consumers purchasing herbal tea beverage products is "heat-clearing and fire-purging" (54.2%), followed by "taste preference" (46.3%); consumers focus on product efficacy claims and certifications (46.1%), taste trial experience (45.0%), and ingredient list components (43.6%), presenting overall characteristics of "efficacy priority, experience as core, and ingredient sensitivity." Meanwhile, consumers have very rational scenario perceptions of different packaging formats, precisely selecting suitable packaging forms based on different needs.
iiMedia Research analysts believe that under the background of stock competition, the competitive logic of the herbal tea industry has shifted from scale expansion to value enhancement, and consumer demand characteristics will become the core driver for industry product innovation, channel optimization, and brand upgrading. At the product level, the traditional core demand for "heat-clearing and fire-purging" will continue to exist in the long term, but consumer demand is extending from single functions to diversification. Innovative products such as low-sugar, sugar-free products, and those with added functional ingredients like prebiotics will become the key to breaking through industry growth bottlenecks. In the future, only by precisely grasping changes in consumer demand, continuously advancing product innovation, channel upgrading, and brand empowerment, and deeply integrating traditional herbal tea culture with modern health consumption concepts, can the herbal tea industry break through stock bottlenecks, achieve sustainable growth, and further consolidate its core position in the plant beverage field.

艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。根据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《2025年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.