艾媒咨询 | 2025年中国中药茶饮行业发展状况与消费行为调查数据

　　在健康消费的浪潮下，中药茶饮这一“健康+饮品”的跨界赛道强势崛起。根据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年中国中药茶饮行业发展状况与消费行为调查数据》显示，2024年中国养生茶饮市场规模为512.8亿元，预计2028年中国养生茶饮市场规模将达到1189.5亿元。随着现代生活节奏加快和健康理念深入人心，养生茶饮凭借其天然、健康的特性日益受到消费者青睐。在中医药文化复兴和“药食同源”理念的影响下，市场涌现出越来越多创新产品，持续推动了中国养生茶饮市场规模显著增长，显示出强劲的发展动力与广阔的市场前景。

　　中国消费者饮用中药茶饮的方式中，“个人熬煮”占比最高（67.10%），反映出对传统制备方式的显著偏好；线下门店现制消费亦占相当比例（47.56%），显示现制茶饮市场具备良好基础。在饮用场景方面，“身体不适时”占比达74.45%，表明中药茶饮在缓解症状方面的功能性认知深入人心；而“疲劳困乏时”饮用比例也达43.91%，说明其在提神醒脑方面亦具市场需求。整体来看，中药茶饮消费仍高度依赖“药食同源”的文化认同，既被视作缓解特定症状的功能饮品，也逐步融入日常，成为调节身心的健康生活方式。

　　艾媒咨询分析师认为，中国中药茶饮行业未来将呈现以下三大发展趋势。一是产业现代化与标准化。行业竞争将向上游延伸，推动中药材原料的规范化种植与可追溯体系建设。同时，依托现代萃取技术与生产工艺升级，实现风味与功效的稳定输出，为规模化扩张奠定坚实基础。二是产品功能精准化与多元化。中药茶饮企业将针对睡眠管理、体重控制、情绪舒压等细分需求，开发成分与靶向更明确的精准化产品，满足多元化的健康消费场景。三是消费体验日常化与时尚化，中药茶饮将持续淡化“药感”，强化“时尚养生”标签，深度融入年轻人的日常办公与社交生活，完成从功能性饮品到生活方式品牌的进化。（《艾媒咨询 | 2025年中国中药茶饮行业发展状况与消费行为调查数据》完整高清PDF版共44页，可点击文章底部报告下载按钮进行报告下载）

　　Under the wave of health consumption, the cross-border track of traditional Chinese medicine tea, which combines "health" and "beverages", has risen strongly. According to the latest "2025 Development Status and Consumer Behavior Survey Data of Traditional Chinese Medicine Tea Industry in China" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of health-preserving tea in China was 51.28 billion yuan in 2024, and it is expected to reach 118.95 billion yuan in 2028. With the acceleration of modern life pace and the deepening of health concepts, health-preserving tea, with its natural and healthy characteristics, is increasingly favored by consumers. Under the influence of the revival of traditional Chinese medicine culture and the concept of "food and medicine sharing the same origin", more and more innovative products have emerged in the market, continuously driving the significant growth of the market size of health-preserving tea in China, demonstrating strong development momentum and broad market prospects.

　　Among the ways Chinese consumers drink traditional Chinese herbal tea, "personal brewing" accounts for the highest proportion (67.10%), reflecting a significant preference for traditional preparation methods; consumption at offline stores also takes up a considerable share (47.56%), indicating a solid foundation for the market of freshly made herbal tea. In terms of consumption scenarios, "when feeling unwell" accounts for 74.45%, demonstrating that the functional perception of traditional Chinese herbal tea in alleviating symptoms is deeply rooted in people's minds; while "when feeling tired and sleepy" also has a consumption ratio of 43.91%, suggesting that there is also market demand for its ability to refresh and invigorate. Overall, the consumption of traditional Chinese herbal tea still highly relies on the cultural recognition of "food and medicine sharing the same origin", being regarded not only as a functional drink for specific symptoms but also gradually integrating into daily life as a healthy lifestyle for regulating the body and mind.

　　Analysts from iiMedia Research believe that the traditional Chinese medicine tea industry in China will present the following three major development trends in the future. First, industrial modernization and standardization. Industry competition will extend to the upstream, promoting the standardized planting of traditional Chinese medicinal materials and the construction of traceability systems. At the same time, relying on modern extraction technology and production process upgrades, stable flavor and efficacy output will be achieved, laying a solid foundation for large-scale expansion. Second, product function precision and diversification. Traditional Chinese medicine tea enterprises will develop more precise products targeting specific needs such as sleep management, weight control, and stress relief, to meet diverse health consumption scenarios. Third, daily and fashionable consumption experience. Traditional Chinese medicine tea will continue to reduce the "medicinal taste", strengthen the "fashionable health preservation" label, and deeply integrate into the daily office and social life of young people, completing the evolution from a functional drink to a lifestyle brand.(“iiMedia Research | Survey data on the development status and consumer behavior of the Chinese herbal tea industry in China in 2025” full version has 44 pages, please click the download button at the bottom of the article to download the report)

　　2022-2028年中国养生茶饮市场规模及预测

　　iiMedia Research（艾媒咨询）数据显示，2024年中国养生茶饮市场规模为512.8亿元，预计2028年中国养生茶饮市场规模将达到1189.5亿元。随着现代生活节奏加快和健康理念深入人心，养生茶饮凭借其天然、健康的特性日益受到消费者青睐。在中医药文化复兴和“药食同源”理念的影响下，市场涌现出越来越多创新产品，持续推动了中国养生茶饮市场规模显著增长，显示出强劲的发展动力与广阔的市场前景。

　　2025年中国消费者对中药茶饮的了解程度

　　数据显示，超过一半的中国消费者（57.57%）对中药茶饮有一定了解，知道个别茶饮的功效和禁忌。约五分之一的消费者（20.26%）非常了解中药茶饮，清楚不同茶饮的功效和禁忌。19.53%的消费者一般了解，知道一些热门中药茶饮。只有2.64%的消费者不太了解中药茶饮，仅听说过。总体来看，大部分消费者对中药茶饮有一定程度的了解。

　　2025年中国消费者偏好的中药茶饮功效

　　数据显示，在2025年中国消费者偏好的中药茶饮功效中，占比最高的是“补益气血，提高免疫力”，达到60.94%，显示出消费者对增强身体免疫力的强烈需求。其次是“安神助眠，缓解焦虑”，占比48.31%，反映出现代人对改善睡眠质量和减轻压力的关注。“提神醒脑，舒缓熬夜压力”以41.70%的占比位列第三，说明在快节奏生活中，消费者希望通过茶饮来缓解疲劳和压力。“美容养颜，抗衰老”和“健脾祛湿，调理消化”分别以32.60%和27.90%的占比紧随其后，显示出消费者对健康和美容的重视。而“缓解三高”的功效占比最低，仅为8.37%，这可能与消费者对中药茶饮在治疗慢性病方面的认知有关。

　　2025年中国消费者购买中药茶饮的关注点

　　数据显示，在2025年中国消费者购买中药茶饮的关注点中，保健功效以66.16%的占比高居首位，显示出消费者对中药茶饮的保健效果最为重视。其次是价格，占比46.53%，说明价格因素对消费者的购买决策也有很大影响。味道占比44.67%，位列第三，表明消费者对茶饮口感的要求也较高。原料品质和产品创新性分别以37.90%和36.72%的占比紧随其后，反映出消费者对产品创新和原料品质也较为关注。而品牌和包装美观度的影响力相对较小，分别只有21.15%和8.46%。

　　2025年中国消费者对目前市场上的中药茶饮各方面满意度

　　数据显示，在2025年中国消费者对中药茶饮的满意度调查中，品牌“非常满意”的比例最高，为35.70%。其次是原料品质，占比35.19%。价格的“非常满意”比例为30.12%，而“非常不满意”的比例最低，为2.37%，显示出消费者对价格的总体满意度较高。包装美观度、味道和产品创新性的“非常满意”比例均在30%左右，而“非常不满意”的比例均低于5%，表明消费者对这些方面的满意度较为均衡。整体来看，消费者对中药茶饮的满意度较高，尤其是品牌和原料品质方面。

　　2025年中国消费者认为当前中药茶饮最应该改良的方面

　　数据显示，在2025年中国消费者对中药茶饮改良的期望中，原料品质以57.36%的占比成为最突出的方面。价格以46.53%的占比位列第二，反映出价格因素对消费者选择的影响。味道的占比为45.18%，显示出消费者对产品感官体验的重视。保健功效的占比为38.75%，说明消费者对中药茶饮的健康益处有较高期待。包装设计的占比为35.03%，方便程度和产品创新的占比相对较低，分别为25.55%和16.58%，表明这两方面并非消费者的主要关注点。

本文内容节选自艾媒咨询发布的《艾媒咨询 | 2025年中国中药茶饮行业发展状况与消费行为调查数据》，完整版报告共44页，点击下方链接可直达完整版报告。点击这里即刻探索艾媒报告中心，更多行业报告解码商业趋势，助您精准决策！