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.