红餐：炸鸡品类发展报告2025

Core Insights - The fried chicken market in China is experiencing rapid growth, with the market size expected to reach 105 billion yuan by 2025, up from 60 billion yuan in 2019, reflecting a compound annual growth rate (CAGR) of 9.4% [11][13] - The market is characterized by a fragmented landscape, with nearly 90% of fried chicken brands operating 50 stores or fewer, indicating significant room for consolidation and growth in chain operations [16][19] - The primary consumer demographic for fried chicken is young adults aged 18-35, who account for 79% of the market, highlighting the importance of targeting this age group in marketing strategies [26][29] Market Overview - The fried chicken market is projected to exceed 100 billion yuan by 2025, driven primarily by the young consumer base [3] - The number of fried chicken outlets in China is expected to reach 164,000 by November 2025 [13] - The market's growth is supported by a low investment threshold, attracting many individual operators, which contributes to a lower chain rate compared to other countries [19] Development Highlights - Brands are innovating through fresh frying techniques and regional flavors to differentiate themselves in a competitive market [28][30] - The fried chicken sector is increasingly leveraging social media and cultural elements in branding to appeal to younger consumers [56] Consumer Behavior - The average frequency of fried chicken purchases among consumers is high, with 32.8% purchasing at least once a week, indicating strong market penetration [29] - Fried chicken is popular across various consumption scenarios, including late-night snacks, social gatherings, and casual dining [29] Brand Innovation - Brands are focusing on product innovation by exploring different chicken parts and flavors, including local and regional specialties [41][42] - The trend of "freshly fried" offerings is becoming a key selling point, with many brands adopting transparent cooking processes to enhance consumer trust [37][38] Supply Chain and Investment - The fried chicken supply chain is becoming more mature, with established suppliers for chicken and seasonings, facilitating standardization and quality control [57][59] - The rise of street food and night markets is providing new growth opportunities for fried chicken brands, particularly in lower-tier cities [9] Market Segmentation - The fried chicken market is diversifying, with various styles including American, Korean, and Chinese fried chicken catering to different consumer preferences [7] - The majority of fried chicken brands operate small outlets, typically ranging from 10 to 30 square meters, optimizing for high foot traffic locations [50][51] Marketing Strategies - Brands are employing diverse marketing strategies, including social media engagement, celebrity endorsements, and cultural events to enhance brand visibility and consumer connection [56] - The use of data analytics to optimize product offerings and promotional strategies is becoming increasingly common among fried chicken brands [55]