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在当前市场扩张与消费需求变革的背景下，中国西式快餐行业正经历从规模化复制向高质量增长的转型。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年中国西式快餐行业发展状况及消费行为调查数据》显示，2025年中国西式快餐市场规模为4996.5亿元，2027年中国西式快餐市场规模有望达到5870.9亿元。在生活节奏加快与消费升级的双重推动下，西式快餐行业通过产品健康化创新、场景延伸与数字化运营持续挖掘增长潜力。下沉市场渗透与“餐饮+”模式融合，进一步拓宽了西式快餐的发展空间，未来市场仍具备强劲增长动能。
在2025年中国消费者偏好的西式快餐菜品中，汉堡以55.03%的占比稳居首位，小食（49.10%）与饮料（43.94%）共同构成核心消费组合。此外，消费者认为影响个人选择西式快餐的前三个因素分别是食品安全（45.36%）、食品种类（42.65%）和口味（41.49%）。这表明，汉堡作为西式快餐的核心品类，依然是消费者的首选。同时，食品安全已超越口味和品类，成为消费者决策的首要考量，反映出市场已进入品质与信任驱动的发展阶段。这要求企业在优化产品矩阵的同时，需将食品安全管控与透明化运营纳入战略核心。
艾媒咨询分析师认为，中国西式餐饮行业未来将呈现以下发展趋势。一是本土化与健康化深度融合，产品研发将更贴合中国消费者口味与营养需求；二是场景拓展与体验升级同步推进，“快餐正餐化”与“全时段运营”成为增长引擎；三是数字化与供应链协同增效，智慧门店与预制菜技术提升运营效率；四是下沉市场渗透加速，区域口味适配与性价比战略驱动规模化扩张。整体行业将从“高速扩张”转向“精耕细作”，通过品质提升与模式创新持续挖掘存量与增量市场价值。
Under the current backdrop of market expansion and changes in consumer demand, the Western fast food industry in China is undergoing a transformation from scale replication to high-quality growth. According to the latest "2025 China Western Fast Food Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of China's Western fast food industry is expected to reach 499.65 billion yuan in 2025 and 587.09 billion yuan in 2027. Driven by the acceleration of life pace and consumption upgrade, the Western fast food industry is continuously exploring growth potential through product health innovation, scene extension, and digital operation. The penetration of the lower-tier market and the integration of the "food + " model have further broadened the development space of Western fast food, and the market still has strong growth momentum in the future.
Among the Western fast food items preferred by Chinese consumers in 2025, hamburgers hold the top position with a 55.03% share, while snacks (49.10%) and beverages (43.94%) form the core consumption combination. Additionally, the top three factors influencing consumers' choice of Western fast food are food safety (45.36%), food variety (42.65%), and taste (41.49%). This indicates that hamburgers, as the core category of Western fast food, remain the top choice for consumers. Meanwhile, food safety has surpassed taste and variety to become the primary consideration for consumers' decisions, reflecting that the market has entered a stage driven by quality and trust. This requires enterprises to incorporate food safety control and transparent operation into their strategic core while optimizing their product matrix.
Analysts from iiMedia Research believe that the Western fast food industry in China will present the following development trends in the future. First, localization and health will be deeply integrated, and product development will better meet the taste and nutritional needs of Chinese consumers. Second, scene expansion and experience upgrade will be advanced simultaneously, with "fast food becoming a main meal" and "all-day operation" becoming growth engines. Third, digitalization and supply chain will work in synergy to enhance efficiency, with smart stores and pre-prepared food technology improving operational efficiency. Fourth, the penetration of the lower-tier market will accelerate, driven by regional taste adaptation and cost-performance strategies for large-scale expansion. The overall industry will shift from "high-speed expansion" to "intensive cultivation", continuously exploring the value of both existing and new markets through quality improvement and model innovation.