3 6 Ke·2025-11-20 10:54Core Insights - The pizza category has evolved into a distinct dining segment, combining casual dining and fast food attributes, with a market size approaching 500 billion yuan [1][2] - The "casual dining" and "fast food" segments dominate the pizza market, with a notable decline in per capita consumption [9][15] Market Overview - The national pizza market is projected to reach 480 billion yuan in 2024, with a year-on-year growth of 10.3%, and is expected to exceed 500 billion yuan in 2025 [2] - The total number of pizza stores in China is expected to fluctuate between 40,000 and 45,000 from 2023 to 2025, peaking at 44,000 in July 2024 before declining to 41,000 by October 2025 [4] Regional Distribution - The East China region has the highest number of pizza stores, accounting for 37% of the total, followed by South China, Southwest, and Central China [5] - The proportion of pizza stores in third-tier cities and below has increased from 43.8% in 2023 to 46.3% in 2025 [5] Consumer Behavior - The average consumption per capita in pizza stores is declining, with 48.1% of stores having prices below 30 yuan, reflecting a shift towards more affordable options [15][18] - The market is characterized by a high concentration of brands, with major players like Pizza Hut and Domino's expected to capture 51% of the market share by 2025 [14] Brand Strategies - Pizza brands are focusing on product innovation, with over 310 new products launched by 16 brands from January to October 2025, led by Pizza Hut with 100 new items [20][23] - Brands are increasingly targeting lower-tier markets, with over 60% of new Pizza Hut stores in 2024 located in third-tier cities and below [27][30] Marketing and Sales Channels - The pizza delivery market has become a significant sales channel, with delivery services accounting for 51.1% of total sales by October 2025 [35] - Brands are employing diverse marketing strategies, including cross-industry collaborations and promotional activities, to enhance consumer engagement and brand loyalty [31][34]