“与我相关”时代开启：2026年中国消费趋势与行业启示

Core Insights - The Chinese consumer market is at the beginning of a new transformation driven by consumer mindset changes, characterized by "steady progress, generational differentiation, and diverse demands" by 2026 [2] Group 1: Consumer Behavior Changes - There is a fundamental shift in consumer logic from "cost-performance ratio" to "value-price ratio," with consumers focusing on personal investment and well-being [3] - 50% of respondents expect their financial situation to improve by early 2026, indicating a rise in consumer confidence [3] - Over 80% of consumers prioritize product safety and quality as their primary purchasing considerations [3] Group 2: Implications for Health and Fast-Moving Consumer Goods (FMCG) Industries - Products must convey unique value beyond basic functions, emphasizing health benefits, convenience, and emotional experiences [4] - Trust is crucial, with 95% of global consumers stating it is a key factor in brand selection; transparency and scientific backing are essential for health products [5] Group 3: Generational Demand Differentiation - The market is segmented into four generational groups, each with distinct preferences that provide differentiated growth paths for brands [6] - The Baby Boomer generation values health and premium quality, while Generation X is cautious and prefers local, natural products [7] - Millennials favor transparency and trustworthiness in product ingredients, while Generation Z seeks personalized expression and identity alignment [7] Group 4: Industry Outlook - The market is entering a "dual-track new normal," where brands must balance rational product quality with emotional connections [8] - Effective strategies for 2026 include integrating products into specific health management and family life scenarios, enhancing brand trust throughout the entire supply chain, and adopting agile organizational structures to respond to changing consumer needs [9][10][11][12]