艾媒咨询 | 2025年中国淋浴房消费者行为调查数据

淋浴房，作为现代家居卫浴空间的重要组成部分，是指单独的淋浴隔间，由房体及相应结构件组成，将淋浴范围划分出相对独立的洗浴空间。淋浴房主要在我国沿海地区盛行，随着居民生活水平的提高以及卫生意识的增强，其市场需求快速增长。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年中国淋浴房消费者行为调查数据》数据显示，51.31% 的消费者倾向购买品质好的淋浴房，凸显出高端品质愈发成为影响购买决策的核心因素，消费者不再单纯追求价格优势，而是愿意为优质产品买单，这意味着高品质淋浴房市场潜力巨大。质量耐用性以 39.20% 的高占比位居首位，表明消费者对产品长期使用性能的高度关注，产品耐用与否直接关联其使用体验与后续成本，这也促使企业需在材料选择、工艺制作上更下功夫，提升产品耐用性。高科技配置因 41.57% 的占比成为消费者对舒适体验的首要追求，意味着智能、便捷等功能正成为淋浴房产品的新卖点，消费者期望通过科技赋能，让淋浴过程更舒适惬意。艾媒咨询分析师认为，随着互联网技术的发展，线上销售渠道对淋浴房行业的重要性日益凸显。众多淋浴房企业通过电商平台开设官方旗舰店，实现产品在线销售和信息沟通，拓展市场空间。
Shower room, as an important part of the modern home bathroom space, refers to a separate shower compartment, composed of the room and the corresponding structural parts, the shower range is divided into a relatively independent bath space. Shower room is mainly popular in the coastal areas of our country, with the improvement of residents' living standards and the enhancement of health awareness, its market demand is growing rapidly. According to the latest "Consumer behavior survey data of China shower room in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 51.31% of consumers tend to buy good quality shower rooms, highlighting that high-end quality has increasingly become the core factor affecting the purchase decision. Consumers are no longer simply pursuing price advantages, but are willing to pay for quality products, which means that high-quality shower room market potential is huge. Quality durability ranked first with a high proportion of 39.20%, indicating that consumers are highly concerned about the long-term use performance of products, product durability is directly related to its use experience and subsequent costs, which also prompts enterprises to work harder on material selection and process production to improve product durability. High-tech configuration because 41.57% of the proportion has become the primary pursuit of consumers for comfortable experience, which means that intelligent, convenient and other functions are becoming the new selling point of shower room products, consumers expect through technology to enable, make the shower process more comfortable. Analysts from Imedia Consulting believe that with the development of Internet technology, the importance of online sales channels to the shower room industry has become increasingly prominent. Many shower room enterprises open official flagship stores through e-commerce platforms to achieve online product sales and information communication, and expand market space.

艾媒咨询 | 2023-2024年全球及中国个人洗护用品品类分析及电商市场研究报告

数据显示，2022年全球个人洗护电商市场规模达1731.4亿美元，增长率达7.5%，在电商整体行业红利期已过及增速下降的背景下，预计2023年市场规模将增长至1816.0亿美元，增长率下降至4.9%。随着国民整体洗护卫生意识的增强，中国消费者个人护理用品消费需求逐渐增加。

艾媒咨询 | 2024年中国白酒行业发展状况及消费行为调研分析报告

中国白酒行业近年来经历了显著的变革与调整，不仅承载着深厚的文化内涵，也逐渐现代化和全球化。随着全球化进程的推进，白酒这一极具中国特色的酒类产品正逐步走向世界。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年中国白酒行业发展状况及消费行为调研分析报告》数据显示，在消费者了解白酒相关信息渠道调查中，电商平台（淘宝、京东等）占比最高，达到54.22%，艾媒咨询分析师认为，电商平台作为白酒销售和信息传播的重要渠道影响力日益增强，对白酒的推广和市场营销具有重要作用。中国白酒行业在传承中发展，在挑战中寻求机遇，展现出前所未有的生机与活力。Chinese liquor industry has undergone significant changes and adjustments in recent years, which not only carries profound cultural connotations, but also gradually modernizes and globalizes. With the advancement of globalization, liquor, a very Chinese characteristic wine product, is gradually going to the world. According to the latest "2024 China baijiu industry development status and consumer behavior research and analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, e-commerce platforms (Taobao, Jingdong, etc.) account for the highest proportion of consumers in the survey of baijiu related information channels. It reached 54.22%. Analysts of IIMedia Consulting believe that the influence of e-commerce platforms as an important channel for liquor sales and information dissemination is increasing, which plays an important role in the promotion and marketing of liquor.

艾媒咨询｜2024年中国有机燕麦行业发展及消费需求洞察报告

随着经济的不断发展，消费者对食品安全和健康饮食的关注度日益提升，多元化的营养健康需求为中国有机燕麦行业的发展提供了巨大的机遇。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年中国有机燕麦行业发展及消费需求洞察报告》数据显示，2017-2021年中国有机食品行业市场规模稳步增长，2022年中国有机产品销售额达877.6亿元，境外生产加工的有机产品销售额为72.3亿元。2024年，有71.8%的燕麦消费者会专门购买经过有机认证的燕麦产品，超九成会购买品牌燕麦产品；66.0%的消费者在购买燕麦产品时会选择少量囤货，52.1%的消费者更愿意购买独立小包装类型的有机燕麦产品。随着互联网积极的快速发展与线下商超连锁化程度加深，有机燕麦产品的销售渠道全面拓宽，呈现线上为主、线下为辅、同步发力的趋势。未来，价高质优的“高端性价比”燕麦产品将逐渐提升其市场地位，以产品创新打造的“品牌差异化”将成为企业提高市场竞争力的强有力方式。
With the continuous development of the economy, consumers are increasingly concerned about food safety and healthy diet, and diversified nutrition and health needs provide great opportunities for the development of China's organic oats industry. According to the latest Research Report on the Development of China organic oat industry development and consumer Demand insight report in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the market scale of China's organic food industry has grown steadily from 2017 to 2021. In 2022, the sales volume of organic products in China reached 87.76 billion yuan, and the sales volume of organic products produced and processed overseas reached 7.23 billion yuan. In 2024, 71.8% of oat consumers will exclusively buy organic certified oat products, and more than 90% will buy branded oat products. 66.0% of consumers will choose to stock up in small quantities when buying oat products, and 52.1% of consumers are more willing to buy organic oat products in small standalone packages. With the rapid development of the Internet and the deepening of the chain degree of offline business, the sales channels of organic oat products have been broadened comprehensively, showing a trend of mainly online, supplemented by offline, and synchronous power. In the future, the "high-end cost-effective" oat products with high price and high quality will gradually enhance its market position, and the "brand differentiation" created by product innovation will become a powerful way for enterprises to improve their market competitiveness.

艾媒咨询 | 2025年中国黑松露食品市场发展趋势研究

随着国民消费水平提升，消费者对黑松露的价值认知持续加深，对健康和高品质食材需求的增长，黑松露食品市场消费规模持续扩张，未来发展可期。iiMedia Research（艾媒咨询）数据显示，2024年黑松露概念食品市场营收为655.7亿元，预计到2029年将进一步增长至1056.4亿元。锦华食品集团于2019年首创“黑松露流心奶黄月饼”率先打破了黑松露与高档餐厅的传统绑定。这一创新不仅为月饼增添了丰富的口感层次，还引领烘焙行业中黑松露的添加潮流，让黑松露的应用范围从餐桌上的精致佳肴扩展至包装食品领域。
With the improvement of national consumption level, consumers' awareness of the value of black truffle continues to deepen, and the demand for healthy and high-quality ingredients increases, the consumption scale of black truffle food market continues to expand, and the future development is promising. iiMedia Research data show that the black truffle concept food market revenue in 2024 was 65.57 billion yuan, and it is expected to further grow to 105.64 billion yuan by 2029. In 2019, KAMWAH FINE CAKE Group pioneered the " Melanosporum Flowing Heart Milk Yellow MoonCake ", which took the lead in breaking the traditional bond between black truffles and high-end restaurants. This innovation not only adds a rich texture layer to the mooncake, but also leads the trend of adding black truffles in the baking industry, extending the application of black truffles from delicate dishes on the table to packaged foods.

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｜2024年中国生活美容及轻医美市场研究报告

随着居民生活水平的提高和审美观念的转变，美容行业逐渐形成一个庞大的产业链，从基本的护肤、化妆到整形、微整形等，美容行业的服务范围越发广泛。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年中国生活美容及轻医美市场研究报告》数据显示，2023年中国美容行业市场规模已达2804.0亿元，预计2025年市场规模有望达到3816.0亿元。未来，科技美容将成为美容行业的一个重要发展方向。数据显示，2017-2023年间中国轻医美市场用户规模不断增长，2023年其用户规模达2354万人，预计到2025年将达3105万人。用户规模的持续增长，表明中国轻医美市场呈现快速发展趋势，整个市场仍有巨大的发展潜力。
With the improvement of residents' living standards and the change of aesthetic concepts, the beauty industry has gradually become a huge industrial chain, from basic skin care, makeup to plastic surgery, micro-plastic surgery, etc., the service range of the beauty industry is more and more extensive. According to the latest "China Life Beauty and light Medicine Beauty Market Research Report 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 beauty industry has reached 280.04 billion yuan in 2023. It is expected that the market size is expected to reach 381.60 billion yuan in 2025. In the future, science and technology beauty will become an important development direction of the beauty industry. Data show that the user scale of China's light medical beauty market continues to grow between 2017 and 2023, with the user scale reaching 23.54 million in 2023 and is expected to reach 31.05 million in 2025. The continuous growth of the user scale indicates that China's light medical beauty market is showing a rapid development trend, and the entire market still has huge development potential.

艾媒咨询 | 2023年中国鲍鱼食品消费市场研究报告

2023年中国水产预制菜行业规模为1237亿元，同比增长18.1%，2026年水产预制菜市场规模有望达2576亿元。随着消费者饮食多元化，消费结构升级，水产预制菜市场将持续扩大规模。作为水产预制菜的一种，鲍鱼食品富含营养价值，满足居民当下的消费需求。2015-2022年中国鲍鱼海水养殖总产量逐年增加，涨幅近一倍，这为鲍鱼食品行业搭建完整的产业链和产业体系奠定了基础，产品价值不断增值放大，鲍鱼食品行业极具发展前景。为抓住行业发展风口，鲍鱼食品企业不断拓宽销售渠道，除传统电商平台外，还抢占直播、短视频等新兴渠道蕴藏的增量空间。未来，鲍鱼零售市场将会呈现出多元化和个性化的趋势。商家需加快多渠道平台的铺设，提高销售效率和覆盖范围，以抢占更多市场份额。
In 2023, the scale of China's aquatic prefabricated vegetable industry is 123.7 billion yuan, an increase of 18.1%, and the scale of aquatic prefabricated vegetable market is expected to reach 257.6 billion yuan in 2026. With the diversification of consumers' diet and the upgrading of consumption structure, the aquatic prepared vegetable market will continue to expand its scale. As a kind of aquatic prepared dishes, abalone food is rich in nutritional value to meet the current consumption needs of residents. From 2015 to 2022, the total output of abalone mariculture in China has increased year by year, nearly doubling, which lays the foundation for the abalone food industry to build a complete industrial chain and industrial system, and the value of products continues to increase and expand, and the abalone food industry has great development prospects. In order to seize the development of the industry, abalone food enterprises continue to expand sales channels, in addition to traditional e-commerce platforms, but also to seize the incremental space of emerging channels such as live broadcasting and short video. In the future, the abalone retail market will show a diversified and personalized trend. Merchants need to speed up the laying of multi-channel platforms, improve sales efficiency and coverage, in order to seize more market share.

艾媒咨询｜2024年中国防晒化妆品行业消费趋势洞察研究报告

防晒不仅关乎肌肤健康，更是预防光老化、抵御皮肤癌等严重肌肤问题的关键措施，其重要性在现代美容护肤领域日益凸显。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年中国防晒化妆品行业消费趋势洞察研究报告》数据显示，中国防晒化妆品市场呈现出稳健增长态势，2023年市场规模已达148亿元，且预计到2028年将进一步扩容至224亿元。消费者对防晒化妆品的期待日益精细化和多元化，iiMedia Research（艾媒咨询）调研数据显示，消费者最关注产品的长效防护能力（71.4%），以及功效的细分化和专业化（47.0%）。中国防晒化妆品市场在户外消费热潮、消费者对长效防护与精细化护肤需求的双重驱动下持续扩大，未来将沿着精准防晒和个性化定制的路径深度发展，以多元化、多功能的产品创新迎合消费者日益提升的护肤期望与审美标准。
Sun protection is not only related to skin health, but also a key measure to prevent photoaging and prevent serious skin problems such as skin cancer, and its importance is increasingly prominent in the field of modern beauty and skin care. According to the latest "Insights on Consumption Trends in China's Sunscreen Cosmetics Industry in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, China's sunscreen cosmetics market has shown a steady growth trend, and the market size has reached 14.8 billion yuan in 2023. And it is expected to further expand to 22.4 billion yuan by 2028. Consumers' expectations for sunscreen cosmetics are increasingly refined and diversified. According to iiMedia Research's survey data, consumers are most concerned about the long-term protection ability of products (71.4%), as well as the segmentation and specialization of efficacy (47.0%). Driven by the boom in outdoor consumption and consumers' demand for long-term protection and refined skin care, China's sunscreen cosmetics market will continue to expand along the path of precision sunscreen and personalized customization in the future, and cater to consumers' increasing skin care expectations and aesthetic standards with diversified and multi-functional product innovation.

艾媒咨询 | 2023年全球及中国淋浴房行业发展白皮书

随着人口老龄化加剧和人们以健康、舒适为核心的消费观念提升，人们越来越重视个人健康和舒适度，淋浴房因能够提高人们的洗浴体验和心情，市场需求不断提升。iiMedia Research（艾媒咨询）数据显示，2022年全球淋浴房行业市场规模2258.9亿元，2026年有望达2975.3亿元，预计未来中国继续成为全球淋浴房的主要增量市场。数据显示，产品的质量和安全性是消费者购买淋浴房的重要考虑因素。未来高端品质的淋浴房需求将有所增加，吸引更多的购买人群。目前，简约的装修风格凭借其简洁、大方、实用的特点，成为了当下的时尚选择。随着现代人对简约、精致的生活追求不断提高，极窄边框淋浴房、全景门这一类极简风格的家装市场前景也将更加广阔。
With the intensification of population aging and the improvement of people's consumption concept centered on health and comfort, people are paying more and more attention to personal health and comfort. As shower rooms can improve people's bathing experience and mood, market demand is constantly increasing. According to data from iiMedia Research, the global shower room industry market size was 225.89 billion yuan in 2022, and is expected to reach 297.53 billion yuan in 2026. It is expected that China will continue to become the main incremental market for global shower rooms in the future. Data shows that product quality and safety are important considerations for consumers when purchasing shower rooms. The demand for high-end quality shower rooms will increase in the future, attracting more buyers. At present, the minimalist decoration style has become a fashion choice due to its simplicity, generosity, and practicality. With the increasing pursuit of simplicity and delicacy in modern life, the market prospects for minimalist style home decor such as narrow frame shower rooms and panoramic doors will also be broader.