Chan Ye Xin Xi Wang·2026-01-06 01:30Core Insights - The fried chicken industry in China is experiencing significant growth, with the market size expected to reach 94 billion yuan in 2024, representing a year-on-year increase of 17.5% [1][10] - The rise in health consciousness among consumers is prompting brands to innovate cooking methods and optimize ingredient ratios, leading to the introduction of healthier products [1][10] Industry Overview - Fried chicken is defined as a food product made from chicken that is processed and deep-fried, characterized by a crispy exterior and tender interior [2] - It can be categorized based on bone presence, flavor profiles, and regional styles, including American, Korean, Japanese, and Chinese fried chicken [2][3] Development History - The evolution of the fried chicken industry in China has transitioned from being a niche product to a mainstream leisure food, with a focus on profitability and brand recognition since 2023 [4] - The industry is witnessing a shift towards health, digitalization, and supply chain collaboration, with leading brands enhancing upstream integration and central kitchen development [4][6] Policy Environment - The Chinese government has implemented various policies to support the development of the restaurant industry, including guidelines for food safety and quality control [6] - Regulations have been established to ensure the safety of chicken production, processing, and distribution, promoting a more standardized and high-quality industry [6] Industry Chain - The upstream of the fried chicken industry includes suppliers of chicken, flour, starch, and seasonings, while the midstream consists of production and brand operators [6][7] - The downstream encompasses various sales channels, including restaurants, retail, and e-commerce platforms, catering to consumer preferences for convenience [6] Consumer Insights - The majority of fried chicken consumers in China are female (52.1%), with over 70% aged between 18-35 years, indicating a strong preference for personalized and convenient dining experiences [8][9] - Afternoon tea is the most popular consumption scenario, followed by late-night snacks and meals, with a significant portion of consumers purchasing fried chicken weekly [8][9] Competitive Landscape - The fried chicken market is highly fragmented, with approximately 9.88 million related enterprises as of November 2025, indicating intense competition [10][11] - Notable brands include Zhengxin Chicken, Linyu Fried Chicken, and various others, with Zhengxin Chicken ranked as the top brand in a recent survey [10][11] Future Trends - The industry is expected to focus on value-driven operations rather than mere expansion, with leading brands optimizing store models and enhancing customer engagement [14] - There will be a shift towards deep innovation in Chinese flavors, with local tastes becoming a central theme in product development [14] - Health-conscious trends will drive brands to adopt new cooking technologies and healthier ingredients, moving away from high-fat perceptions [15] - Supply chain collaboration and digital transformation will become essential, with leading brands establishing strong ties with suppliers and enhancing logistics efficiency [16]