艾媒咨询 | 2025年中国西式快餐市场发展状况及消费行为调查数据

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.

艾媒咨询 | 2024-2025年中国外卖行业下沉消费市场研究报告

iiMedia Research（艾媒咨询）数据显示，2024年中国在线餐饮外卖行业市场规模为16357亿元，预计2027年达19567亿元。随着一二线城市外卖市场的逐渐饱和，众多餐饮品牌开始将目光投向下沉市场，寻求新的增长点和发展机遇。外卖正在逐步融入下沉市场消费者的日常生活，超六成的下沉市场外卖消费者每周点外卖的频率在3次以上，工作日（38.4%）和节假日聚餐（34.6%）是外卖消费的主要场景。平台信誉（50.5%）和用户评价（45.7%）是下沉市场消费者选择外卖平台时最关注的因素，其次是外卖产品丰富度（42.5%）和配送费（38.7%）。随着互联网普及程度的提高和移动支付的便捷性提升，下沉市场的外卖用户数量呈现出快速增长的态势，下沉市场有望成为外卖行业规模增长的新动力源。
According to iiMedia Research, the market size of China's online food delivery industry in 2024 is 1,635.7 billion yuan, and it is expected to reach 1,956.7 billion yuan in 2027. With the gradual saturation of the take-out market in first - and second-tier cities, many catering brands have begun to look to the sinking market to seek new growth points and development opportunities. Take-out is gradually integrating into the daily life of consumers in the sinking market, and more than 60% of take-out consumers in the sinking market order take-out more than 3 times a week, and weekdays (38.4%) and holidays (34.6%) are the main scenes of take-out consumption. Platform reputation (50.5%) and user evaluation (45.7%) are the most concerned factors for consumers in sinking markets to choose delivery platforms, followed by delivery product richness (42.5%) and delivery costs (38.7%). With the improvement of the popularity of the Internet and the convenience of mobile payment, the number of take-out users in the sinking market has shown a rapid growth trend, and the sinking market is expected to become a new power source for the scale growth of the take-out industry.

艾媒咨询｜2023-2024年粤港澳大湾区餐饮消费洞察报告

粤港澳大湾区具备丰富的美食文化，在全国美食里占据重要地位。在人工智能、大数据等技术不断进步的情况下，湾区餐饮行业获得技术红利，各大餐饮企业通过供应链数字化、SaaS、会员管理、数字化营销、服务机器人等方面加快数字化转型。调研数据显示，近五成大湾区消费者表示注重健康饮食，超九成消费者习惯于查看餐饮软件和餐饮平台的测评及客户评价，餐厅人气度逐渐成为消费者就餐决策的重要依据之一。
艾媒咨询分析师认为，餐饮行业市场竞争较为激烈，餐饮企业拥有独特的品牌定位和特色更容易在市场中脱颖而出。
The Guangdong Hong Kong Macao Greater Bay Area has a rich culinary culture and occupies an important position in national cuisine. With the continuous advancement of technologies such as artificial intelligence and big data, the catering industry in the Bay Area has gained technological dividends. Major catering enterprises are accelerating their digital transformation through supply chain digitization, SaaS, member management, digital marketing, service robots, and other aspects. Research data shows that nearly 50% of consumers in the Greater Bay Area emphasize healthy eating, while over 90% of consumers are accustomed to viewing evaluations and customer reviews from catering software and platforms. Restaurant popularity has gradually become an important basis for consumer dining decisions.
iiMedia Research analysts believe that the competition in the catering industry market is relatively fierce, and catering enterprises with unique brand positioning and characteristics are more likely to stand out in the market.

艾媒咨询 | 2023年中国鲍鱼食品消费市场研究报告

2023年中国水产预制菜行业规模为1237亿元，同比增长18.1%，2026年水产预制菜市场规模有望达2576亿元。随着消费者饮食多元化，消费结构升级，水产预制菜市场将持续扩大规模。作为水产预制菜的一种，鲍鱼食品富含营养价值，满足居民当下的消费需求。2015-2022年中国鲍鱼海水养殖总产量逐年增加，涨幅近一倍，这为鲍鱼食品行业搭建完整的产业链和产业体系奠定了基础，产品价值不断增值放大，鲍鱼食品行业极具发展前景。为抓住行业发展风口，鲍鱼食品企业不断拓宽销售渠道，除传统电商平台外，还抢占直播、短视频等新兴渠道蕴藏的增量空间。未来，鲍鱼零售市场将会呈现出多元化和个性化的趋势。商家需加快多渠道平台的铺设，提高销售效率和覆盖范围，以抢占更多市场份额。
In 2023, the scale of China's aquatic prefabricated vegetable industry is 123.7 billion yuan, an increase of 18.1%, and the scale of aquatic prefabricated vegetable market is expected to reach 257.6 billion yuan in 2026. With the diversification of consumers' diet and the upgrading of consumption structure, the aquatic prepared vegetable market will continue to expand its scale. As a kind of aquatic prepared dishes, abalone food is rich in nutritional value to meet the current consumption needs of residents. From 2015 to 2022, the total output of abalone mariculture in China has increased year by year, nearly doubling, which lays the foundation for the abalone food industry to build a complete industrial chain and industrial system, and the value of products continues to increase and expand, and the abalone food industry has great development prospects. In order to seize the development of the industry, abalone food enterprises continue to expand sales channels, in addition to traditional e-commerce platforms, but also to seize the incremental space of emerging channels such as live broadcasting and short video. In the future, the abalone retail market will show a diversified and personalized trend. Merchants need to speed up the laying of multi-channel platforms, improve sales efficiency and coverage, in order to seize more market share.

艾媒咨询｜2022年全国预制菜产业发展竞争状况与年度百强企业研究报告

随着国家、地方政策的颁布，预制菜成为地方政府搞活经济，助力农产品深加工的重要抓手。大量的社会资源和社会资本涌入预制菜产业，行业业态逐渐呈现多元化发展态势。数据显示，2022年中国预制菜市场规模达4196亿元，同比增长21.3%，预计未来中国预制菜市场保持较高的增长速度，2026年预制菜市场规模将达10720亿元。

艾媒咨询|2021年中国餐饮行业投融资研究报告

8月31日，艾媒新消费大讲堂第1期将在广州举行。活动由艾媒咨询主办，北京奥琦玮信息科技有限公司联合主办，艾媒餐饮研究院承办，将以“资本化浪潮下餐饮行业的发展机遇”为专场话题。艾媒咨询集团CEO兼首席分析师张毅先生将在论坛现场首发《2021年中国餐饮行业投融资研究报告》，报告围绕中国餐饮行业发展现状、投融资数据、消费者行为等进行全面分析，透过数据看未来餐饮行业的发展趋势，以及新消费趋势下餐饮业面临的机遇与挑战等问题。
On August 31, the first phase of AI media's new consumption lecture hall will be held in Guangzhou. Sponsored by AI media consulting, jointly sponsored by Beijing aoqiwei Information Technology Co., Ltd. and undertaken by AI media catering Research Institute, the event will focus on "development opportunities of catering industry under the wave of capitalization". Mr. Zhang Yi, CEO and chief analyst of AI media consulting group, will launch the Research Report on investment and financing of China's catering industry in 2021 at the forum. The report will comprehensively analyze the development status of China's catering industry, investment and financing data and consumer behavior, and see the development trend of the catering industry in the future through the data, And the opportunities and challenges faced by the catering industry under the new consumption trend.