报告概要 《通往2026：中国消费者趋势前瞻报告》由尼尔森IQ发布，深入剖析了中国消费市场在未来几年的演变路径与核心动力。报告指出，中国经济呈现稳中有 进态势，消费对GDP增长的贡献持续提升，但消费者信心仍需加强。尽管在政策推动下经济逐步复苏，仍有约四成消费者持谨慎支出态度，显示出对个人财 务状况"乐观但审慎"的复杂心态。 当前，中国消费者的核心诉求已从单纯物质满足，转向对"经济繁荣"与"内心幸福"的双重追求，"过好自己的日子"成为普遍心声。在消费行为上，呈现"功 能质量奠基、健康便捷乘势、体验终成归途"三位一体的特征。消费者不仅关注产品基础功能与价格促销，更愿意为健康、便捷及优质体验支付溢价，这标 志着消费决策正向更综合的价值评价体系演进。 报告特别聚焦不同世代的消费差异，描绘出一幅清晰的代际消费图景： 报告预览 婴儿潮一代正从"基础型养老"迈向"享受型养老"，乐于为丰富生活体验、科技适老产品买单。品牌需以针对性、专业化产品与其建立信任，赋予其"魅 力化"的晚年生活定义。 X世代作为"务实担当"，崇尚精简高效与长期主义。他们青睐品质扎实、回归本质的产品，并注重品牌文化内涵与本土情怀，例如百雀羚的"科技新草 ...

Core Insights - The report highlights the steady progress of China's economy, emphasizing the increasing role of consumption in driving GDP growth, supported by various government policies [1][5][6] - The analysis outlines the overall performance of the consumer market, consumer sentiment, core consumption demands, and generational consumption characteristics, providing a clear picture of the Chinese consumer market by 2026 [1] Consumer Market Performance - Consumption's contribution to GDP is on the rise, with retail sales across all channels continuing to grow; durable goods saw a growth rate of 12.5%, significantly higher than the 4.7% for fast-moving consumer goods [1] - Despite a generally optimistic perception of personal financial situations, 40% of consumers remain cautious in their spending [6][7] Consumer Sentiment and Concerns - Consumers' primary concerns revolve around economic downturns and their own and their families' welfare and happiness, with health issues also ranking high among worries [9][10] - The perception of financial status has improved, with 50% of consumers feeling their financial situation is better than last year, and 41% expecting it to improve further [7][8] Consumption Demands and Trends - Key consumer demands are characterized by a focus on product safety and quality, with 81% prioritizing these factors; consumers are willing to pay more for health-beneficial and convenient products [1][10] - There is a noticeable decline in reliance on price promotions, with more consumers preferring to shop during brand sales or at discount stores [10] Generational Consumption Characteristics - The Baby Boomer generation, despite being 19.9% of the population, shows strong consumption willingness, with 70% eager to spend on health and high-end products [2] - Generation X, making up 31.0% of consumers, tends to be more pragmatic, with 37% adopting a cautious spending approach, favoring local brands and health-oriented products [2] - Millennials are financially capable and willing to spend, with 70% favoring products with transparent ingredients and valuing sustainability [2] - Generation Z, accounting for 23.3% of the population, focuses on community identity and is less influenced by celebrity endorsements, with a significant market for niche cultural products expected to exceed 200 billion [2] Market Development Trends - The overall trend in the Chinese consumer market is moving towards quality, personalization, and community-oriented consumption, necessitating brands to align their value propositions with the diverse needs of different generations [2]