中国避孕用具市场的发展重心正由基础防护需求逐步转向体验提升与价值多元化升级。在宏观层面，随着中国城镇居民人均可支配收入与消费支出持续增长，居民消费结构由“生存型”向“品质型”升级，为两性健康相关消费提供了稳定且扩大的购买力基础。在此背景下，社会观念逐步开放及性健康教育的普及，推动避孕行为由隐性需求向常态化需求转变，为市场渗透率提升营造了有利的社会环境。
在行业层面，避孕套作为非激素类避孕用具中的核心品类，受益于避孕需求的刚性存在及消费升级趋势，市场规模保持稳健增长，并逐步成为全球避孕用具市场的重要增长来源。随着消费结构升级，市场需求由单一防护功能向舒适度、功能性与情感价值并重转变，推动产品持续迭代与价值提升。与此同时，线上线下渠道体系的完善提升了消费触达效率，行业竞争重心逐步由规模扩张转向品牌力、技术差异化及渠道运营能力。未来增长机遇将主要集中于品牌价值重塑、下沉市场拓展、女性消费决策权重提升及绿色健康产品创新方向。
Demand patterns in China's contraceptive products market are shifting, with consumer preferences moving beyond basic protection toward improved user experience and varied value propositions. From a macroeconomic perspective, sustained growth in urban disposable income and consumer spending has driven a transition from subsistence-oriented consumption toward higher-value and experience-driven spending, supporting stronger underlying demand for sexual health–related products. In parallel, greater social acceptance of sexual health topics and the wider adoption of sexual health education have helped normalize contraceptive behavior, supporting deeper market penetration.
At the industry level, condoms remain the core segment within non-hormonal contraceptive products. Supported by inherently stable demand and continued premiumization, the segment has maintained steady growth and has become an increasingly important contributor to global market growth. As consumer preferences extend beyond basic protection toward comfort, functional enhancement and emotional value, product innovation continues to accelerate and lift overall industry value. Meanwhile, the integration of online and offline channels has improved consumer access and reshaped competitive dynamics, with competition shifting toward brand strength, technological differentiation and channel management capabilities. Future growth is likely to be shaped by brand value building, penetration into lower-tier markets, the growing influence of female consumers, and innovation in sustainable and health-oriented products.
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沙利文 蔡先生
E-mail: austin.cai@frostchina.com
