艾媒咨询 | 菜品同质化严重——2026年粤港澳大湾区餐饮行业消费者行为调研报告

近年来，粤港澳大湾区餐饮行业持续受益于湾区融合、夜经济、数字化点餐、预制菜供应链及文旅消费的全方位赋能，其消费形态已从单一堂食延伸至外卖、团餐、预制零售与体验式餐饮等多场景融合。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《菜品同质化严重——2026年粤港澳大湾区餐饮行业消费者行为调研报告》数据显示，2016年至2025年中国餐饮市场规模由3.58万亿元增长至5.56万亿元，期间虽于2020年、2022年分别回落至3.95万亿元、4.39万亿元，但2023年强势复苏并预计2027年将达5.93万亿元。餐饮市场整体扩容，为湾区餐饮消费升级提供了坚实支撑。
从消费者改进诉求看，菜品丰富与口味选择多样（31.06%）、原料新鲜及口味还原度高（30.64%）、等位与出餐速度更快（29.47%）位列前茅，消费者对菜品创新、食材品质与用餐效率的期待显著提升。与此同时，粤港澳大湾区消费者认为餐饮行业的痛点主要集中在菜品同质化严重、缺乏创新（49.26%）、出餐速度慢与等位时间长（47.34%）、性价比偏低（41.06%）及卫生条件参差不齐（38.40%）等方面，同质化与效率问题尤为突出。
艾媒咨询分析师认为，当前湾区餐饮消费转入品质与效率并重的存量博弈阶段，消费者诉求正从“吃饱”向“吃好、吃新、吃值”深度跃迁，菜品同质化与服务效率短板已成为制约行业高质量发展的关键瓶颈。建议商家加快推进后厨数字化改造与智能排号系统以压缩等餐时长，同时通过菜品微创新、透明化厨房建设及差异化定价策略重塑性价比感知与卫生信任，从而有效破解同质化困局与效率焦虑。未来，随着湾区消费融合深化与数字化运营能力提升，餐饮行业仍具备强劲的结构性增长与品牌突围空间。
In recent years, the catering industry in the Guangdong-Hong Kong-Macao Greater Bay Area has continuously benefited from comprehensive empowerment driven by regional integration, the night economy, digital ordering, the pre-prepared dish supply chain, and cultural tourism consumption. Its consumption patterns have evolved from single-dining formats to integrated multi-scenario models encompassing food delivery, group dining, pre-prepared dish retail, and experiential dining. According to data from iiMedia Research—a globally leading third-party data mining and analysis firm for new economic industries—published in its latest report titled "Severe Dish Homogenization: 2026 Consumer Behavior Research Report on the Catering Industry in the Guangdong-Hong Kong-Macao Greater Bay Area," the size of China's catering market grew from CNY 3.58 trillion in 2016 to CNY 5.56 trillion in 2025. Although it declined to CNY 3.95 trillion in 2020 and CNY 4.39 trillion in 2022, the market staged a strong recovery in 2023 and is projected to reach CNY 5.93 trillion by 2027. This overall expansion of the catering market has provided solid support for upgrading consumption in the Greater Bay Area.
Regarding consumer demands, diverse dish offerings and a wide range of flavor options (31.06%), fresh ingredients and high flavor fidelity (30.64%), as well as faster table service and faster food delivery (29.47%), rank among the top priorities, reflecting significantly heightened consumer expectations for dish innovation, ingredient quality, and dining efficiency. Meanwhile, consumers in the Guangdong-Hong Kong-Macao Greater Bay Area identify several key pain points within the catering industry: severe dish homogenization and lack of innovation (49.26%), slow food preparation speeds coupled with prolonged wait times (47.34%), relatively low value for money (41.06%), and inconsistent hygiene standards (38.40%), with homogenization and efficiency issues being particularly prominent.
Analysts at iiMedia Research contend that the catering sector in the Greater Bay Area has now entered a stage of competitive equilibrium—one where quality and efficiency are equally prioritized—where consumer expectations are undergoing a profound shift from merely "having enough to eat" to "eating well, eating novel experiences, and gaining greater value." Consequently, dish homogenization and shortcomings in service efficiency have become critical bottlenecks hindering the high-quality development of the industry. The analysts recommend that operators accelerate digital transformation of their kitchens and implement intelligent queue management systems to reduce dining wait times; simultaneously, they should leverage subtle dish innovations, establish transparent kitchen operations, and adopt differentiated pricing strategies to reshape perceptions of value for money and build trust in hygiene standards—thereby effectively overcoming the challenges of homogenization and efficiency concerns. Looking ahead, as consumer integration within the Greater Bay Area deepens and digital operational capabilities are enhanced, the catering industry still possesses robust potential for structural growth and strategic brand differentiation.

艾媒咨询 | 深夜与工位的慰藉——2025年快销食品行业消费者认知研究报告

近年来，快销食品行业持续受益于夜经济、即时零售、情绪消费、碎片化办公及通勤差旅等多元场景的全方位赋能，其消费价值已从传统的充饥饱腹延伸至深夜慰藉、工位续航、旅途陪伴与情绪代偿等多场景融合。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《深夜与工位的慰藉——2025年快销食品行业消费者认知研究报告》数据显示，2010-2025年中国休闲零食市场规模由4100亿元增至11804亿元，2030年预计13330亿元，行业规模持续扩容，为快销食品多场景渗透提供了坚实支撑。
2025年中国快销食品消费者购买烘焙食品用于替代正餐（如早餐）的占比达69.17%，用于充饥和当零食的分别占58.30%和54.15%，而以送礼为目的的仅占16.40%，烘焙食品的“正餐替代”属性突出。与此同时，2025年中国消费者因宵夜（61.11%）、熬夜加班（54.88%）、解馋（52.02%）及长途旅行（51.18%）选购方便食品的占比均突破五成，而作为正餐替代仅占34.68%。方便食品消费已深度嵌入夜间与碎片化非正餐场景，正餐化渗透仍有明显缺口。
艾媒咨询分析师认为，当前方便食品消费已深度嵌入夜间经济、情绪慰藉及碎片化办公等非正餐场景，其核心价值正从传统饱腹功能向即时满足与情感代偿跃迁，正餐化渗透仍存在明显缺口。建议行业商家紧抓“深夜食堂”与“工位续命”两大高频场景，针对性研发低负罪感、强口味记忆的宵夜及加班专线产品，并通过绑定通勤差旅、追剧解馋等细分情境开展场景化内容营销，以情绪价值驱动品类溢价与复购转化。
In recent years, the fast-moving consumer goods (FMCG) sector has continuously benefited from comprehensive empowerment across diverse scenarios—including the night economy, instant retail, emotional consumption, fragmented work arrangements, and commuting and travel—expanding its consumer value from traditional hunger satisfaction to multi-scenario applications such as late-night comfort, workstation energy replenishment, travel companionship, and emotional compensation. According to data from iiMedia Research, a globally leading third-party data mining and analytics firm for new economic industries, in its latest report titled "Late-Night and Workstation Comfort: 2025 FMCG Consumer Perception Research Report," China's leisure snack market size grew from CNY 410 billion in 2010 to CNY 1,180.4 billion between 2010 and 2025, with projections reaching CNY 1,333 billion by 2030. This sustained expansion of the industry has provided solid support for the multi-scenario penetration of FMCG products.
In 2025, among Chinese FMCG consumers, 69.17% of baked goods purchases were made to replace main meals (e.g., breakfast), while 58.30% were for hunger satisfaction and 54.15% for snacking; purchases for gifting accounted for only 16.40%, highlighting the prominent "main meal replacement" attribute of baked goods. Concurrently, in 2025, the proportion of Chinese consumers purchasing ready-to-eat foods for late-night snacks (61.11%), staying up late for overtime work (54.88%), satisfying cravings (52.02%), and long-distance travel (51.18%) all exceeded 50%, whereas purchases for main meal replacement accounted for only 34.68%. The consumption of ready-to-eat foods has become deeply embedded in nighttime and fragmented non-main meal scenarios, yet its penetration in main meal contexts still faces a significant gap.
Analysts at iiMedia Research contend that the consumption of convenience foods has now become deeply integrated into non-traditional dining scenarios—such as the nighttime economy, emotional solace, and fragmented work environments. The core value of these products is shifting from the traditional function of providing physical satiety toward offering instant gratification and emotional compensation; however, there remains a significant gap in their penetration into formal dining contexts. The researchers recommend that industry players focus on two high-frequency scenarios— "late-night dining" and "workplace sustenance" —by developing late-night snack products and dedicated "overtime" product lines that minimize guilt and enhance flavor recall. Furthermore, they suggest leveraging specific contextual scenarios—such as commuting and business travel, or satisfying cravings while binge-watching series—to execute scenario-based content marketing, thereby harnessing emotional value to drive category premiumization and increase repeat purchase rates.

艾媒咨询 | 2025-2026年中国流动小吃摊消费趋势研究报告

近年来，流动小吃摊行业持续受益于夜经济、文旅融合、数字化支付、供应链标准化及短视频内容生态的全方位赋能，其效能已从单一的街头餐饮售卖终端延伸至城市烟火气营造、灵活就业承载、文旅体验消费、社区便民服务等多场景融合。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《2025-2026年中国流动小吃摊消费趋势研究报告》数据显示，2014年至2025年中国速冻小吃市场规模从75.4亿元增长至353.0亿元，整体呈持续快速扩张态势，预计2030年有望攀升至697.6亿元。流动小吃摊作为城市烟火气与新市井商业的重要入口之一，有望持续受益于供应链标准化与整体消费生态扩容。
2025年中国流动小吃摊消费者去消费的主要原因中，尝试不同的地方特色占比最高，达43.41%；其次是小吃摊食物好吃，占41.62%；价格便宜位列第三，占38.46%。这反映出消费者对流动小吃摊的需求正从“便宜果腹”向“特色体验+口味满足+性价比”多元驱动升级。与此同时，2025年中国消费者不吃流动小吃摊食物的主要原因中，食品卫生问题占比最高，为33.33%；其次是小吃摊容易被灰尘污染（29.41%），第三是食品类型不健康（23.53%）。卫生防护、清洁保障与健康化仍是制约消费转化的核心痛点。
艾媒咨询分析师认为，夜经济政策、文旅融合、供应链标准化与数字化传播是行业增长的核心驱动力。年轻消费群体崛起带动地方特色小吃打卡与市井文化体验需求释放，移动支付、短视频种草与本地生活平台持续优化消费链路。未来，随着规范化经营、品牌化升级与健康化产品创新推进，流动小吃摊将从“烟火气”走向“新市井”，市场仍具备强劲的增长潜力。
In recent years, the mobile snack stall industry has continuously benefited from the comprehensive empowerment provided by the night-time economy, the integration of culture and tourism, digital payment systems, supply chain standardization, and the short-video content ecosystem. Its scope has expanded beyond being merely a standalone street-based food sales terminal to encompass diverse scenarios—including fostering urban vibrancy, supporting flexible employment, facilitating cultural and tourism experiences, and providing community convenience services. According to data from the latest "2025–2026 China Mobile Snack Stall Consumption Trend Research Report," published by iiMedia Research—a globally leading third-party data mining and analysis firm specializing in new-economy industries—the Chinese frozen snack market size grew from RMB 7.54 billion in 2014 to RMB 35.30 billion by 2025, demonstrating a sustained and rapid expansion trend; it is projected to reach RMB 69.76 billion by 2030. As one of the key entry points for urban vibrancy and the emerging street-level commerce sector, mobile snack stalls are poised to continue benefiting from supply chain standardization and the overall expansion of the consumer ecosystem.
Among the primary reasons cited by Chinese mobile snack stall consumers for engaging in consumption activities by 2025, trying different local specialties accounted for the highest proportion at 43.41%; followed by the delicious taste of the snacks at 41.62%; and affordable pricing at 38.46%. This reflects a shift in consumer demand for mobile snack stalls—from simply "affordable sustenance" to a more diversified approach driven by "unique experiences + flavor satisfaction + value for money." Meanwhile, among the primary reasons why Chinese consumers avoid eating food from mobile snack stalls in 2025, food hygiene concerns accounted for the highest proportion at 33.33%; followed by the susceptibility of such stalls to dust contamination (29.41%); and thirdly, the unhealthy nature of the food offerings (23.53%). Hygiene protection, cleanliness assurance, and health-oriented considerations remain the core pain points hindering the transformation of consumer behavior.
Analysts from iiMedia Research believe that nighttime economy policies, the integration of culture and tourism, supply chain standardization, and digital communication are the key drivers of industry growth. The rise of younger consumer demographics has fueled demand for experiencing local specialty snacks and engaging in street culture activities, while mobile payments, short-video-driven product recommendations, and local lifestyle platforms continue to optimize the consumer journey. Moving forward, as standardized operations, brand upgrading, and innovative health-focused product development advance, mobile snack stalls will evolve from being mere "livelihood hubs" into "new urban spaces," and the market still possesses strong growth potential.

艾媒咨询|2021-2022年中国夜间经济监测及典型城市案例分析

本报告研究涉及企业/品牌/案例：抖音，美团点评，小红书，淼鑫猪肚鸡，淼福猪肚鸡，海底捞，陈记顺和，传记潮发牛肉店，大龙焱，八合里海记，谭鸭血火锅，福鑫猪肚鸡，贤合庄卤味火锅

夜间经济的消费者不仅有助于拉动本地居民的内需，还能延长外地游客、商务办公者等的留存时间，带动当地经济发展。疫情期间，欧洲、美洲等地的大型活动基本取消，夜间经济活动几乎停滞。中国方面，在疫情防控常态化下，全国各地纷纷出台政策鼓励夜间经济的发展，推动夜间消费供应和消费需求的增长，预计2021年中国夜间经济发展规模将增至36万亿元。其中，北京、上海、广州等城市大力推进夜间经济的发展，通过夜间消费提质升级挖掘消费潜能，成为发展夜间经济的标杆城市。虽然受制于气候等因素，中国夜间经济整体呈现“南强北弱”的特点，但线上经济的繁荣为高纬度城市发展夜间经济带来了机遇。
The consumers of night economy not only help to stimulate the domestic demand of local residents, but also extend the retention time of foreign tourists and business office workers, and promote the development of local economy. During the epidemic period, large-scale activities in Europe, America and other places were basically cancelled, and economic activities at night almost stopped. On the Chinese side, under the normalization of epidemic prevention and control, various parts of the country have issued policies to encourage the development of night economy and promote the growth of night consumption supply and consumption demand. It is estimated that the development scale of China's night economy will increase to 36 trillion yuan in 2021. Among them, Beijing, Shanghai, Guangzhou and other cities vigorously promote the development of night economy, tap the consumption potential through the upgrading of night consumption, and become benchmark cities for the development of night economy. Although constrained by climate and other factors, China's night economy is "strong in the South and weak in the north" as a whole, the prosperity of online economy has brought opportunities for the development of night economy in high latitude cities.

艾媒咨询|2019-2020中国新经济行业热点解读及趋势分析

本报告研究涉及企业/品牌/案例：团贷网，熊猫直播，网利贷，嗨家网，成长保，瑞幸咖啡，云集，新氧，小红书，知乎，豆瓣，淘宝，京东，天猫，拼多多，快手，抖音，微信，微博，腾讯QQ，今日头条等。

12月30日，由iiMedia Research(艾媒咨询)主办的“艾媒之夜暨2019-2020全球新消费品牌盛典”于广州盛大举办。现场，艾媒咨询CEO兼首席分析师张毅带来了一场“毅见”跨年演讲，通过客观的数据还原新经济、新消费等行业现状，并对行业未来趋势进行预判。这场年终秀到底有多少“干货”？
On December 30th, the “Ai Media Night and 2019-2020 Global New Consumer Brand Festival”hosted by iiMedia Research was held in Guangzhou. At the scene, Zhang Yi, CEO and chief analyst of Aimedia Consulting, brought a “Yijian ”New Year's Eve speech to restore the current status of industries such as the new economy and new consumption through objective data and predict the future trends of the industry. How many “dry goods”are there in this year-end show?
（以下为节选页，完整版共84页）

艾媒报告 |2019-2022年中国夜间经济产业发展趋势与消费行为研究报告

本报告研究涉及企业/品牌/案例：滴滴出行，驴妈妈，携程，京东，大众点评，里昂灯光节，悉尼灯光节，北京路步行街，天河路商圈，珠江琶醍，广州灯光节，长隆欢乐世界，珠江夜游，黄浦江游览，重庆两江夜游，武汉夜游长江，夜游三亚湾，鹭江夜游，闽江夜游，钱塘江夜游，千岛湖夜游，蓝色港湾，世贸天阶，簋街，合生汇，朗园，食宝街，荟聚，中粮·祥云小镇，奥林匹克公园，上地，五道口，常营，方庄，鲁谷，梨园，永顺，回龙观，天通苑，三里屯，五棵松

夜间经济的消费者不仅有助于拉动本地居民的内需，还能延长外地游客、商务办公者等的留存时间，带动当地经济发展。目前如英国伦敦、美国纽约等已经将其夜间经济发展打造为一项文化地标。中国方面，线上及线下的夜间消费需求逐渐丰富，夜间消费比例约占总体零售消费的六成，预计2020年中国夜间经济规模将突破30万亿元。因此，北京、上海、广州、西安、成都等大力推进夜间经济发展。艾媒咨询分析师认为，夜间消费市场将成为近几年的重要发力领域，但是，目前提供的夜间消费产品形态相对较少，部分投资开发仍处于初期阶段；特别是公共交通设施、夜间安全隐患、夜间服务人员被配等需要进一步加强，以适应和推动夜间经济的健康发展。

Consumers of the night economy not only help to boost the domestic demand of local residents, but also extend the retention time of foreign tourists, business office workers, etc., and promote local economic development. At present, such as London, New York, The United States has its night economic development as a cultural landmark. On the Chinese side, with the development of e-commerce industry, takeaway industry and so on, night consumption demand is gradually enriched, the proportion of night consumption accounts for about the overall retail consumption process, therefore, Beijing, Shanghai, Guangzhou, Xi'an, Chengdu and so on vigorously promote night economic development. Ai media consulting analysts believe that the night consumer market will become an important area of power in recent years, but the current provision of night consumer products in a relatively small form, some investment and development is still in the early stage; to adapt to and promote the healthy development of the night economy.