Core Insights - The fried chicken segment is experiencing rapid growth driven by the young consumer demographic, with a market size projected to increase significantly by 2025 [2][9]. Market Overview - The fried chicken market in China has evolved since the introduction of Western fast food in the 1980s, becoming a significant player in the restaurant industry [2]. - The market has diversified into various subcategories, including American, Korean, Chinese, and Japanese fried chicken, catering to different consumer tastes and cultural experiences [5]. Growth Factors - Four key factors contributing to the rapid growth of the fried chicken segment include standardization ease, mature supply chains, light investment models, and the rise of street food economies [8]. - The compound annual growth rate (CAGR) for the fried chicken market from 2019 to 2024 is projected at 9.4%, with an expected year-on-year growth rate of 11.7% by November 2025 [9]. Brand Landscape - As of November 2025, there are approximately 98,800 fried chicken-related enterprises in China, with an increase of nearly 4,000 from the end of 2024 [11]. - The market remains fragmented, with several brands like Zhengxin Chicken and emerging players rapidly expanding their store counts [12][15]. Consumer Demographics - The primary consumer base for fried chicken consists of young individuals aged 18 to 35, accounting for 79% of the market, with a notable frequency of purchase among this group [18][20]. - Fried chicken is popular across various consumption scenarios, including afternoon tea, late-night snacks, and social gatherings [20]. Product Innovation and Differentiation - Brands are focusing on fresh and transparent cooking processes, with many adopting open kitchen formats to enhance consumer experience [22]. - There is a trend towards local flavor adaptations and innovative product offerings, with brands exploring diverse chicken parts and regional tastes [26][27]. Store Formats and Strategies - Many fried chicken brands utilize small store formats (10-30 square meters) to optimize operational efficiency and adapt to various locations [29][32]. - The low investment requirement for small stores facilitates rapid expansion and market penetration [32]. Delivery and Marketing Strategies - The fried chicken segment has seen a significant shift towards online delivery, with over 50% of sales coming from this channel, indicating a growing trend [33][34]. - Brands are employing diverse marketing strategies to engage young consumers, including social media interactions and cultural themes [35][36]. Supply Chain Development - The growth of the fried chicken segment is supported by an increasingly robust supply chain, with partnerships between brands and leading suppliers ensuring quality and consistency [37][41]. - Some brands are investing in their supply chain capabilities to enhance operational efficiency and product quality [41][44]. Conclusion - The fried chicken segment is poised for continued growth, driven by young consumer preferences, product innovation, and supply chain enhancements, indicating a promising future for the industry [45].
炸鸡品类发展报告2025：地域风味与年轻客群助力赛道持续扩容
3 6 Ke·2025-12-22 09:09