艾媒咨询 | 2025年中国小程序电商用户消费行为调查数据

小程序电商的发展与移动互联网及社交媒体的普及紧密相关。随着平台对小程序电商的扶持政策不断出台，如开放更多流量入口、优化支付体系等，服饰品牌开始纷纷入驻小程序电商平台。从最初简单的商品展示与销售，逐渐发展到如今融合直播带货、社交互动、会员管理等多元功能的综合性电商平台，小程序电商在服饰行业的影响力日益扩大。根据全球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年中国小程序电商用户消费行为调查数据》数据显示，在众多社区团购平台中，美团买菜以 34.92% 的占比一骑绝尘，荣登榜首之位，成为消费者最为青睐的社区团购平台。而在商品品类方面，生鲜蔬果的占比高达 37.24%，拔得头筹，这一数据直观且有力地彰显出消费者对于新鲜食品的强烈渴求。艾媒咨询分析师认为，服饰行业小程序电商竞争激烈，呈现多元化态势。在产品方面，品牌不断推陈出新，以满足消费者日益多样化的需求。快时尚品牌通过小程序快速上新，保持产品的新鲜感和时尚度，吸引追求潮流的消费者。
The development of small program e-commerce is closely related to the popularity of mobile Internet and social media. With the continuous introduction of the platform's support policies for small program e-commerce, such as opening more traffic entrances, optimizing the payment system, etc., clothing brands have begun to enter the small program e-commerce platform. From the initial simple commodity display and sales, it has gradually developed to a comprehensive e-commerce platform integrating live delivery, social interaction, member management and other functions, and the influence of small program e-commerce in the clothing industry is expanding. According to the latest "Consumer behavior survey data of China's small program e-commerce users in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Meituanmai topped the list with 34.92% of the many community group-buying platforms. Become the most popular community group-buying platform for consumers. In terms of product categories, the proportion of fresh vegetables and fruits is as high as 37.24%, winning the first place, which intuitively and powerfully demonstrates the strong desire of consumers for fresh food. Ai media consulting analysts believe that the apparel industry small program e-commerce competition is fierce, showing a diversified trend. In terms of products, brands are constantly innovating to meet the increasingly diverse needs of consumers. Fast fashion brands through small programs to quickly new, to maintain the freshness and fashion of products, to attract the pursuit of fashion consumers.

艾媒咨询 | 2024-2025年中国预制菜产业发展蓝皮书

2025年7月18日，第三届中国国际（佛山）预制菜产业大会在广东佛山隆重开幕。来自全球近40个国家和地区的客商、超千家预制菜全产业链企业及采购商参会，共襄产业盛事。本次大会由广东省农业农村厅、佛山市人民政府主办，广东省农业对外经济与农民合作促进中心、佛山市农业农村局、佛山市顺德区人民政府承办，围绕“高质量发展、融合创新、品牌赋能”等关键词，聚焦预制菜产业最新成果，总结发展经验，探讨未来方向，为产业升级注入新动能。
活动现场，《2024-2025年中国预制菜产业发展蓝皮书》（以下简称“《蓝皮书》”）正式发布。《蓝皮书》由第三届中国国际（佛山）预制菜产业大会组委会指导，艾媒咨询、南方农村报共同编写，是系统反映2024-2025年中国预制菜产业发展状况的权威年度报告。
《蓝皮书》内容翔实、逻辑清晰，涵盖七大核心板块：产业发展评价从政策环境、经济环境、社会环境、科技环境四大维度，全面解析预制菜产业发展的支撑体系；产业链与商业模式分析通过梳理产业链上游、中游、下游的全链路格局，剖析商业模式创新；消费市场研究通过大数据分析消费需求特征，并聚焦广东、山东、河南、江苏、湖北等重点省份，解读区域消费差异；园区发展研究通过调研全国预制菜产业园区的规划布局、政策支持、特色产业集群，总结园区发展经验；企业发展研究通过分析企业分布特征、上市企业表现，并选取重点企业进行案例解读；细分领域研究则深入探讨水产、肉禽类、酸菜鱼预制菜、预制鸡排、春节预制菜等细分市场的发展现状与潜力；未来趋势预判从政策引导、数字化转型、消费升级、可持续发展等方面，预判产业未来方向。
《蓝皮书》采用市场调研、大数据分析、深度访谈、案例研究等方法，系统性阐释了中国预制菜产业的发展背景、当前现状与未来趋势，构筑了“政策-产业-企业-消费”多维立体的产业图景。
数据显示，2024年中国预制菜产业延续稳健增长态势，市场规模达到4850亿元，同比增长33.8%，预计2026年市场规模将突破7490亿元。预制菜产业作为农村一二三产业融合的重要载体，对促进农业增效、农民增收、推动餐饮行业标准化、满足消费者便捷化需求具有重要意义。
《蓝皮书》的核心亮点之一是《2024年年度中国各省预制菜产业发展水平排行榜》。该榜单基于预制菜产业传播声量、企业数量和规模、产业园区建设、重点企业平台销量、政策扶持力度、高水平产业交流、分析师评价七大维度指标，对全国31个省（自治区、直辖市）进行综合评分。其中，广东省作为预制菜的“策源地”，在政策、经济等多方面具备发展优势，2024年依然占据排行榜第一位。《蓝皮书》还选取了排行榜中发展水平较高的五个省份进行客观分析与评价。
报告全文内容共计363页、210561字、316个图表。

艾媒咨询 | 2025年中国速冻食品行业市场消费行为洞察报告

速冻食品作为一种经过急速低温冻结处理的预包装食品，凭借其方便快捷、易于储存、品类丰富等特点，在全球食品市场中占据着重要地位。随着生活节奏的加快、消费观念的转变，以及冷链物流技术的发展，速冻食品市场近年来呈现出快速增长的态势。根据全球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年中国速冻食品行业市场消费行为洞察报告》数据显示，在消费者行为方面，高达 60.99% 的消费者经常购买速冻食品，这一比例表明速冻食品已深度融入中国消费者的日常生活，有着较高的接受度和频繁的消费频次，其方便快捷的特性契合了大众快节奏的生活方式。从产品品类偏好来看，其他速冻米面制品独占鳌头，占比达 43.24% ，其中速冻水饺、煎饺这类传统米面制品深受消费者喜爱，这既体现出传统美食的强大吸引力，也反映出消费者对熟悉口味和品类的依赖。这对速冻食品行业而言，在持续扩大市场份额时，一方面要巩固传统米面制品的优势，不断优化品质和口味；另一方面，可基于消费者对速冻食品的高接受度，拓展更多创新品类。艾媒咨询分析师认为，速冻食品市场作为食品行业的重要细分领域，具有广阔的发展前景和巨大的市场潜力。尽管目前面临着一些挑战，但随着技术的进步、市场的成熟，以及行业的规范发展，速冻食品市场将迎来新的发展机遇。速冻食品企业应抓住机遇，积极应对挑战，通过不断创新产品、提升品质、优化渠道、加强品牌建设等方式，提高企业的市场竞争力，实现可持续发展。
Quick-frozen food, as a kind of pre-packaged food that has undergone rapid cryogenic freezing treatment, occupies an important position in the global food market by virtue of its convenience, easy storage and rich categories. With the acceleration of the pace of life, the change of consumption concept and the development of cold chain logistics technology, the frozen food market has shown a rapid growth trend in recent years. According to the latest "Insight report on China frozen food industry market consumer behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, as high as 60.99% of consumers often buy frozen food in terms of consumer behavior. This proportion indicates that frozen food has been deeply integrated into the daily life of Chinese consumers, with high acceptance and frequent consumption frequency, and its convenient and fast characteristics fit the fast-paced lifestyle of the public. In terms of product category preference, other frozen rice and noodle products take the lead, accounting for 43.24%, among which frozen dumplings and fried dumplings such traditional rice and noodle products are favored by consumers, which not only reflects the strong appeal of traditional food, but also reflects consumers' dependence on familiar tastes and categories. This for the frozen food industry, in the continuous expansion of market share, on the one hand to consolidate the advantages of traditional rice products, constantly optimize the quality and taste; On the other hand, more innovative categories can be expanded based on consumers' high acceptance of frozen foods. Imedia Consulting analysts believe that the frozen food market, as an important segment of the food industry, has broad development prospects and huge market potential. Although it is currently facing some challenges, with the progress of technology, the maturity of the market and the standardized development of the industry, the frozen food market will usher in new development opportunities. Frozen food enterprises should seize opportunities, actively respond to challenges, through continuous product innovation, improve quality, optimize channels, strengthen brand building and other ways to improve the market competitiveness of enterprises, to achieve sustainable development.

艾媒咨询 | 2025年中国消毒消杀产品市场环境分析与消费者调查数据

在大健康理念深入人心的背景下，公众的健康防护意识已显著提升，对公共场所与居家环境的卫生标准提出了更严格、更常态化的要求。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年中国消毒消杀产品市场环境分析与消费者调查数据》显示，2024年中国家清产品行业的市场规模为583.9亿元，2028年预计达到700.3亿元。此外，2024年中国消毒剂市场产值为254.6亿元，预计2025年将达到255.7亿元。随着消费理念不断升级，个人与家庭健康安全日益成为公众关注的核心，消毒消杀产品也逐渐从应急储备物资，转向日常生活的高频刚需品。这一转变将持续拓宽市场边界，为相关企业带来广阔的市场机遇与发展空间。
在2025年中国消费者购买消毒剂的调查中，93.20%的消费者表示会购买消毒剂，而6.80%的消费者表示不会购买。数据显示，绝大多数消费者对消毒剂有较高的购买意愿，占比超过九成。此外，在2025年中国消费者购买过的消毒产品品种中，消毒液的购买占比最高，达到43.40%；免洗洗手液和酒精的购买占比相近，分别为41.80%和39.60%。这表明中国消费者对个人卫生和健康防护的重视程度持续提高，消毒产品市场已进入更加成熟和细分的阶段。
艾媒咨询分析师认为，中国消毒消杀市场将步入精细化、理性化的发展新阶段。消费者对产品的需求将从“广谱消毒”转向“精准防护”，驱动产品与技术持续创新。具备高安全性、能针对特定场景（如母婴、宠物）的细分品类潜力巨大。同时，随着健康意识深化，兼具便捷性、环保可降解特性的产品将成为主流，智能消毒设备如自动感应喷雾器等也将加速普及。
In the post-pandemic era, public awareness of health protection has significantly increased, leading to stricter and more regular requirements for hygiene standards in public places and home environments. According to the latest report "2025 China Disinfection and Sanitization Products Market Environment Analysis and Consumer Research Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the output value of China's disinfectant market was 25.46 billion yuan in 2024 and is expected to reach 25.57 billion yuan in 2025. With the continuous upgrading of consumption concepts, personal and family health and safety have increasingly become the core of public concern. Disinfection and sterilization products have gradually shifted from emergency reserve materials to high-frequency and essential items in daily life. This transformation will continue to expand the market boundaries and bring broad opportunities and growth potential to related enterprises.
In the survey of Chinese consumers' purchase of disinfectants in 2025, 93.20% of consumers indicated that they would purchase disinfectants, while 6.80% said they would not. The data shows that the majority of consumers have a high willingness to purchase disinfectants, with a proportion exceeding 90%. Additionally, among the types of disinfection products purchased by Chinese consumers in 2025, disinfectant liquid had the highest purchase proportion, reaching 43.40%. The purchase proportions of hand sanitizer and alcohol were similar, at 41.80% and 39.60% respectively. This indicates that Chinese consumers' attention to personal hygiene and health protection is continuously increasing, and the disinfection product market has entered a more mature and segmented stage.
Analysts from iiMedia Research believe that China's disinfection and sanitization market will enter a new stage of refined and rational development. Consumers' demands for products will shift from "broad-spectrum disinfection" to "precise protection", driving continuous innovation in products and technologies. Segmented categories with high safety and specific scene targeting (such as for infants, pets) have huge potential. At the same time, as health awareness deepens, products that are both convenient and environmentally friendly and biodegradable will become mainstream, and intelligent disinfection devices such as automatic sensor sprayers will also accelerate their popularization.

艾媒咨询 | 2025年H1中国调味品行业运行数据监测半年报

随着中国居民消费水平提升，消费者对饮食多元化和便捷性的追求不断升级，饮食场景不断细分，中国调味品市场呈现出“品牌众多、品类多元”的特征。iiMedia Research（艾媒咨询）数据显示，2024年中国调味品的整体市场规模达6871亿元，预计2027年将增长至10028亿元；2024年中国菜谱式调味品市场规模达522亿元，预计2027年市场规模将增长至1033亿元。2025年4-5月多部门发布文件强化食品监管、规范包装等，未来食品相关企业要明示预制菜使用，包装后续避用“不添加”类用语。
With the improvement of Chinese residents' consumption levels, consumers' pursuit of diversified and convenient diets is constantly upgrading, and the dining scenarios are increasingly segmented. As a result, the Chinese condiment market is characterized by "numerous brands and diverse categories". iiMedia Research data shows that the overall market size of condiments in China reached 687.1 billion yuan in 2024 and is expected to grow to 1,002.8 billion yuan by 2027. The market size of cook-based condiments in China reached 52.2 billion yuan in 2024 and is expected to grow to 103.3 billion yuan by 2027. From April to May 2025, multiple departments issued documents to strengthen food supervision and standardize packaging, etc. In the future, food-related enterprises should clearly indicate the use of ready-to-eat meals and avoid using terms like "no additives" in packaging.

艾媒咨询 | 2025年中国夜间用药市场发展状况与消费者行为调查数据

在消费观念升级与健康意识觉醒的双重驱动下，中国夜间用药市场正迎来结构性变革。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年中国夜间用药市场发展状况与消费者行为调查数据》数据显示，2024年人均医疗保健支出为2547元。未来，随着科技进步带来医疗服务与产品的升级，中国人均医疗保健支出有望继续保持增长趋势。在2025年中国夜间用药消费者夜间购药药品种类中，感冒发烧药品占比31.22%，是所有药品中占比最高的。肠胃消化药品夜间购药占比第二，达到25.04%。整体来看，夜间购药以感冒发烧和肠胃消化等常见病症药品为主。在2025年中国夜间用药消费者夜间线上买药原因中，“夜间外出买药不安全”，达到63.51%。其次是“有些药品不好意思直接买/保护购药者隐私”，占比43.24%，说明夜间线上买药的安全性和隐私保护是夜间用药消费者的主要考虑因素。艾媒咨询分析师认为，未来中国夜间用药市场将呈现三大趋势：一是产品向天然成分、低副作用方向迭代，中药夜间用药市场潜力有望进一步释放；二是渠道融合加速，线上线下一体化的 “夜间健康服务圈” 将成为主流；三是智能化服务深化，通过 AI 问诊、智能药盒等技术提升用药安全性与便利性。企业需聚焦细分场景需求，加强产品创新与服务赋能，推动夜间用药市场向规范化、专业化方向发展。
Driven by the dual impetus of the upgrading of consumption concepts and the awakening of health awareness, the night-time medication market in China is undergoing a structural transformation. According to the latest "iiMedia Report | Survey data on the development status and consumer behavior of China's nighttime medication market in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the per capita healthcare expenditure in 2024 was 2,547 yuan. In the future, with the upgrading of medical services and products brought about by technological progress, China's per capita healthcare expenditure is expected to continue to grow. In 2025, among the types of medicines purchased by Chinese consumers at night, cold and fever medicines accounted for 31.22%, which was the highest proportion among all medicines. The proportion of night-time purchases of gastrointestinal digestion drugs ranked second, reaching 25.04%. Overall, when purchasing medicine at night, the main focus is on common conditions such as colds, fevers, and gastrointestinal disorders. Among the reasons why Chinese consumers purchase medicine online at night in 2025, "It is not safe to buy medicine outside at night" accounted for 63.51%. The second is "Some medicines are too embarrassing to be purchased directly/protecting the privacy of the purchasers", accounting for 43.24%, indicating that the safety and privacy protection of online medicine purchases at night are the main considerations for consumers taking medicine at night. Analysts from iiMedia Research believe that the future night medicine market in China will present three major trends: First, products will evolve towards natural ingredients and low side effects, and the potential of the traditional Chinese medicine night medicine market is expected to be further released; Second, the integration of channels is accelerating, and the "nighttime health service circle" that integrates online and offline will become the mainstream. Third, intelligent services have been deepened, and the safety and convenience of medication have been enhanced through technologies such as AI consultation and smart medicine boxes. Enterprises need to focus on the demands of specific scenarios, enhance product innovation and service empowerment, and promote the development of the night medication market towards standardization and professionalization.

艾媒咨询 | 2025-2026年中国水产行业现状及消费趋势洞察报告

中国水产行业正处于转型发展的关键阶段，传统养殖模式逐步向绿色化、智能化、数字化方向转变，循环水养殖、深远海养殖等新技术应用日益广泛。随着消费升级，市场对高品质、高附加值水产品的需求增长明显，预制菜等加工产品成为新增长点。行业同时面临环保压力加大、养殖成本上升等挑战，绿色可持续发展成为共识。产业链整合加速，龙头企业通过技术升级和品牌建设提升竞争力。国际贸易环境复杂多变，出口企业积极开拓新兴市场。整体来看，水产行业正从规模扩张向质量效益转型，科技创新和产业融合将成为未来主要发展方向。
全球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年中国水产行业现状及消费趋势洞察报告》数据显示，消费者对水产品的需求呈现鲜明特征：超七成消费者偏好粗加工及生鲜/冷冻产品，反映出市场对食材新鲜度和原汁原味的追求，这要求企业必须强化冷链物流建设并规范加工标准；与此同时，即食零食类深加工产品凭借便捷性、口感和营养优势，以70.9%的占比成为最受欢迎的品类，充分契合现代快节奏生活方式的消费需求。
艾媒咨询分析师认为，中国水产行业需把握消费升级与技术变革的双重机遇，在保障传统产品品质的同时，加快深加工产品的创新研发。随着Z世代成为消费主力，个性化、健康化的水产零食及预制菜品将迎来更大发展空间。行业应通过构建从养殖到销售的数字化全链路，提升产品溯源能力和供应链效率，在满足多元化消费需求中实现高质量发展。
China's fishery industry is at a critical stage of transformation and development. Traditional aquaculture models are gradually shifting toward greener, smarter, and more digital approaches, with technologies like recirculating aquaculture systems (RAS) and deep-sea farming seeing increasing adoption. As consumption upgrades, demand for high-quality, high-value-added aquatic products has grown significantly, with processed items like ready-to-eat meals emerging as a new growth driver. However, the industry also faces challenges such as rising environmental pressures and increasing farming costs, making green and sustainable development a shared priority. Supply chain integration is accelerating, with leading companies enhancing competitiveness through technological upgrades and brand building. Amid a complex and volatile global trade environment, exporters are actively exploring emerging markets. Overall, the sector is transitioning from scale expansion to quality-driven growth, with technological innovation and industrial integration set to shape its future direction.
According to the latest “2025-2026 China's Fishery Industry Status and Consumption Trend Insight Report” released by iiMedia Research, a third-party global new-economy industry data mining and analysis firm, consumer preferences for aquatic products exhibit distinct characteristics: over 70% favor minimally processed or fresh/frozen products, reflecting a market demand for freshness and original flavor—prompting companies to strengthen cold-chain logistics and standardize processing practices. Meanwhile, ready-to-eat snack-type deep-processed products, valued for their convenience, taste, and nutritional benefits, dominate as the most popular category at 70.9%, aligning well with modern fast-paced lifestyles.
iiMedia Research analysts suggest that China's fishery industry must seize the dual opportunities of consumption upgrades and technological transformation. While maintaining the quality of traditional products, it should accelerate R&D in deep-processed innovations. As Gen Z becomes the core consumer base, personalized and health-oriented aquatic snacks and prepared dishes will gain further traction. The industry should establish a fully digitalized supply chain—from farming to sales—to enhance traceability and operational efficiency, achieving high-quality development by meeting diverse consumer demands.

艾媒咨询 | 2025年中国小炒类餐饮行业发展状况及消费行为调查数据

在预制菜技术与标准化供应链的双重驱动下，中国小炒类餐饮行业正从规模扩张转向品质深耕，进入“效率与体验并重、细分与创新并行”的产业升级新阶段。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年中国小炒类餐饮行业发展状况及消费行为调查数据》显示，2024年中国餐饮行业市场规模为55718亿元，同比增长7.4%，预计2025年市场规模将达59284亿元。此外，2024年中国预制菜市场规模已经达到4850亿元，预计2026年预制菜市场规模达到7490亿元。这表明预制菜正成为推动餐饮业标准化与规模化的重要力量，也为小炒品类在保持“锅气”与实现效率平衡方面提供了产业基础。
在中国消费者最常消费的小炒类型中，湖南小炒（如小炒黄牛肉）以53.40%的占比高居榜首，成为2025年消费者最常消费的小炒类型。川渝江湖菜（如辣子鸡）以49.75%的占比紧随其后。江西小炒（如余干辣椒炒肉）和闽菜小炒分别以25.44%和25.06%的占比位列第三和第四。与此同时，在消费者了解小炒类餐饮的信息渠道方面，大众点评以52.77%的占比领先，小红书以39.80%的占比位居第二，显示本地生活平台与内容社区已成为影响消费者决策的关键入口。这表明，中国小炒类餐饮市场已呈现“辣味主导、区域集中”的品类格局，且消费决策正深度依赖数字化内容平台，未来具备地域特色与线上运营能力的品牌将更具竞争优势。
艾媒咨询分析师认为，中国小炒类餐饮行业将呈现以下发展趋势：一是区域风味细分化，湘川菜系继续领跑，但区域性小众口味将借助预制菜技术实现标准化突围；二是运营模式双轨化，连锁品牌依托供应链优势加速市场整合，同时“明档现炒+社区小店”模式持续深耕体验经济；三是技术驱动智能化，AI火候控制与智能点餐系统提升出餐效率，数字平台成为引流主阵地；四是消费场景多元化，从单一正餐向“家庭厨房+轻食简餐+户外露营”多场景渗透。
Driven by the dual forces of pre-prepared food technology and standardized supply chains, China's stir-fry restaurant industry is shifting from scale expansion to quality deepening, entering a new stage of industrial upgrading characterized by "efficiency and experience in balance, and coexistence of segmentation and innovation". According to the latest "2025 China Stir-Fry Restaurant 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 scale of China's catering industry in 2024 was 5,571.8 billion yuan, with a year-on-year growth of 7.4%. It is expected that the scale will reach 5,928.4 billion yuan in 2025. Additionally, the scale of China's pre-prepared food market has reached 485 billion yuan in 2024, and it is expected to reach 749 billion yuan in 2026. This indicates that pre-prepared food is becoming an important force driving the standardization and scale of the catering industry, and also provides an industrial foundation for small stir-fry categories to maintain "wok hei" and achieve efficiency balance.
Among the most frequently consumed stir-fry types by Chinese consumers, Hunan stir-fry (such as stir-fried yellow beef) leads with a 53.40% share, becoming the most frequently consumed stir-fry type in 2025. Sichuan and Chongqing street food (such as spicy chicken) follows closely with a 49.75% share. Jiangxi stir-fry (such as Yu Gan chili and pork) and Fujian stir-fry rank third and fourth with 25.44% and 25.06% shares respectively. Meanwhile, in terms of information channels for consumers to learn about stir-fry restaurants, Dianping leads with a 52.77% share, followed by Xiaohongshu with a 39.80% share, indicating that local life platforms and content communities have become key entry points influencing consumer decisions. This shows that the Chinese stir-fry restaurant market has presented a "dominance of spicy flavors and regional concentration" category pattern, and consumer decisions are deeply dependent on digital content platforms. In the future, brands with regional characteristics and online operation capabilities will have greater competitive advantages.
Analysts from iiMedia Research believe that the Chinese stir-fry restaurant industry will present the following development trends: first, regional flavor segmentation, with Hunan and Sichuan cuisines continuing to lead, but regional minority flavors will achieve standardized breakthroughs with the help of pre-prepared food technology; second, dual-track operation models, with chain brands accelerating market integration by leveraging supply chain advantages, while the "open kitchen + community small store" model continues to deepen the experience economy; third, technology-driven intelligence, with AI heat control and intelligent ordering systems improving meal delivery efficiency, and digital platforms becoming the main attraction; fourth, diversified consumption scenarios, from single formal dining to "home kitchen + light meals + outdoor camping" multi-scenario penetration.

艾媒咨询 | 2025年中国预制鸡排消费行为调查数据

随着冷链物流技术的逐渐成熟，预制鸡排的储存和运输难题得到缓解，其市场范围开始从餐饮端向零售端拓展。在消费升级的大背景下，消费者对方便食品的品质、口味和营养要求不断提高，促使预制鸡排企业在产品研发、工艺优化和质量把控上持续投入，推动了预制鸡排市场的快速发展。根据全球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年中国预制鸡排消费行为调查数据》数据显示，57.04% 的受访者将方便快捷置于首位，凸显出在快节奏生活模式下，消费者对预制食品便捷特性的高度依赖。在预制鸡排关注因素方面，安全因素以 58.88% 的高占比拔得头筹，远超其他选项，充分体现出消费者对食品安全问题的深切关注。在食品质量问题频发的当下，消费者对入口食品的安全性格外谨慎，预制鸡排作为加工食品，其原料来源、加工工艺、添加剂使用等安全相关方面，都直接影响消费者的购买决策。艾媒咨询分析师认为，虽然预制食品市场近年来发展迅速，但仍有部分消费者对预制鸡排的品质和营养存在疑虑，认为其不如新鲜制作的鸡肉健康。此外，一些消费者对预制食品的烹饪方式和口味不够熟悉，影响了他们的购买意愿。因此，提高消费者对预制鸡排的认知和接受度，是行业发展面临的一个重要挑战
With the gradual maturity of cold chain logistics technology, the storage and transportation problems of prefabricated chicken cutlet have been alleviated, and its market scope has begun to expand from the catering end to the retail end. In the context of consumption upgrading, consumers' requirements for the quality, taste and nutrition of convenience foods continue to improve, prompting prefabricated chicken cutlets enterprises to continue to invest in product research and development, process optimization and quality control, and promote the rapid development of the prefabricated chicken cutlets market. According to the latest "Consumption behavior survey data of prepared chicken steak in China in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 57.04% of the respondents put convenience and convenience in the first place, highlighting that under the fast-paced life mode, Consumers rely heavily on the convenience of prepared foods. In terms of concern factors, safety factors topped the list with a high proportion of 58.88%, far exceeding other options, fully reflecting consumers' deep concern about food safety issues. In the frequent occurrence of food quality problems, consumers are extremely cautious about the safety of imported food, prepared chicken steak as a processed food, its raw material source, processing technology, additive use and other safety-related aspects directly affect consumers' purchasing decisions. Analysts from Imedia Consulting believe that although the prepared food market has developed rapidly in recent years, there are still some consumers who have doubts about the quality and nutrition of prepared chicken chops, believing that it is not as healthy as fresh chicken. In addition, some consumers are not familiar enough with the cooking methods and tastes of prepared foods, affecting their purchase intentions. Therefore, improving consumer awareness and acceptance of prepared chicken chops is an important challenge for the development of the industry.

艾媒咨询 | 2025年中国方便粉面市场消费行为调查数据

随着消费需求升级，方便粉面食用场景持续扩展，覆盖以居家速食、户外旅行为核心的便捷餐饮领域，以健康低卡、区域风味为亮点的产品创新领域，以及预制浇头、自热技术等多元化解决方案场景。根据全球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年中国方便粉面市场消费行为调查数据》数据显示，56.40%的中国消费者每周食用方便粉面1-3次，高频消费集中于居家速食与校园场景。在消费习惯变迁方面，50.91%的消费者食用频率较以往增长10%以内，显示方便粉面正逐步融入常态化饮食结构。消费者偏好呈现多维特征：47.90%的购买者以满足日常充饥需求为主，其中学生群体贡献显著，学校宿舍场景消费占比达50.05%。产品选择标准中，50.59%的消费者优先关注配料质量，白象以38.21%的品牌偏好度领跑市场，红烧牛肉味以31.43%的占比成为最受欢迎口味。尽管58.33%的消费者对现有产品满意度较高，但行业痛点仍存：45.86%的消费者对食品安全保障提出改进诉求，同时，产品创新滞后问题凸显，同质化风味与单一功能属性制约消费潜力释放。艾媒咨询分析师认为，行业需构建“安全+创新”双轮驱动模式，通过强化原料溯源体系、开发低卡健康配方、融合地域特色风味提升产品竞争力。建议企业深化预制浇头、自热技术等多元场景解决方案，并依托电商大数据洞察年轻群体细分需求，以差异化策略巩固市场地位。
With the upgrading of consumer demand, the convenient noodle eating scene continues to expand, covering the convenient catering field with home fast food and outdoor travel as the core, the product innovation field with healthy low calorie and regional flavor as the highlight, and the diversified solution scene such as prefabricated toppings and self-heating technology. According to the latest "Survey data of consumption behavior of instant noodle market in China in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 56.40% of Chinese consumers eat instant noodles 1-3 times a week, and the high-frequency consumption is concentrated in home fast food and campus scenes. In terms of changes in consumption habits, the consumption frequency of 50.91% of consumers increased by less than 10%, showing that instant noodles are gradually integrating into the normal diet structure. Consumer preference presents multi-dimensional characteristics: 47.90% of buyers mainly meet the daily hunger needs, among which the student group makes a significant contribution, and the consumption of school dormitory scenes accounts for 50.05%. In terms of product selection criteria, 50.59% of consumers gave priority to ingredient quality, White Elephant led the market with 38.21% brand preference, and braised beef flavor became the most popular taste with 31.43%. Although 58.33% of consumers have a high degree of satisfaction with existing products, the industry pain points still exist: 45.86% of consumers put forward improvement demands for food safety and security, at the same time, the problem of lagging product innovation is prominent, and homogenized flavor and single functional attributes restrict the release of consumption potential. iiMedia Research believe that the industry needs to build a "safety + innovation" two-wheel drive model, by strengthening the raw material traceability system, the development of low-calorie health formula, and the integration of regional characteristics to enhance product competitiveness. It is recommended that enterprises deepen multi-scenario solutions such as prefabricated pouring and self-heating technology, and rely on e-commerce big data to gain insight into the segmented needs of young groups, and consolidate their market position with differentiation strategies.