中国月饼产业正在经历深刻变革。2026年中国月饼行业市场规模稳定在300亿元左右1，其中健康化产品成为第一增长赛道。低糖月饼销量增长38.6%，无糖月饼增长42.3%，低脂月饼增长25.7%1。健康类月饼市场占比突破26.8%，同比提升8.4个百分点1。全网"低糖月饼"搜索量同比飙升320%1，73%的消费者购买月饼时会主动查看配料表1，反映出消费者对产品成分的高度关注。
月饼从传统节令食品向日常零食的转变也成为行业新趋势。62%的消费者会在非中秋节点购买月饼作为日常零食1，这一转变推动了小份装产品的热销，小份装月饼销量同比增长65.8%1。截至今年9月，月饼相关企业超1.78万家，其中广东省超2200家1。
与此同时，月饼出海步伐明显加快。前8个月广州海关监管出口月饼货值4976.5万元，同比增长42.7%1。截至9月中旬，上海海关已监管月饼出口40.6吨、货值372.9万元人民币1。出口产品品类也在创新拓展，从传统款式扩展至流心、冰皮等新式创新品类1。
China's mooncake industry is undergoing significant transformation in 2026, transitioning from a traditional seasonal delicacy to an everyday snack while simultaneously accelerating international expansion. The sector maintains a market scale of approximately 30 billion yuan, experiencing robust growth in health-oriented product categories and innovative export models.1
Health-conscious formulations have emerged as the primary growth driver, with low-sugar mooncakes recording a 38.6% sales increase and health-focused products now commanding 26.8% of the market share—a gain of 8.4 percentage points compared to the previous period.1 Online search volume for "low-sugar mooncakes" surged 320% year-over-year, reflecting intensified consumer interest.1 More specifically, sugar-free variants grew 42.3% in sales, while low-fat options increased 25.7%.1 This shift in consumer preferences is evident in purchasing behavior, with 73% of consumers actively reviewing ingredient labels when selecting mooncakes.1
The industry is also witnessing structural changes in product format and seasonality. Small-portion packaging variants experienced a 65.8% sales jump, while 62% of consumers now purchase mooncakes outside the Mid-Autumn Festival period as casual snacks.1 Meanwhile, mooncake exports are accelerating rapidly, with Guangzhou Customs recording 49.765 million yuan in export value during the first eight months—a 42.7% year-over-year increase.1 Shanghai Customs documented an additional 40.6 tons valued at 3.729 million yuan exported by mid-September.1 Export products have expanded beyond traditional varieties to include innovative styles such as liquid-filled and ice-skin mooncakes.1 As of September, the mooncake industry comprised over 17,800 registered enterprises nationwide, with Guangdong Province accounting for more than 2,200 operations.1
评论
还没有评论，欢迎留下第一条。