千亿烤肉江湖变天！2026 报告揭秘：人均消费下滑自助成年轻人新宠

Core Insights - The barbecue market has evolved into a significant segment of the restaurant industry, driven by the social and relaxed atmosphere it provides, particularly appealing to young consumers [3][6] - The market size for barbecue reached 1,060 billion yuan in 2025, marking a steady growth trajectory [6][8] Market Growth - The number of barbecue-related enterprises in China increased from 86,000 in 2020 to 112,000 by the end of 2025 [5] - The total number of barbecue restaurants reached 205,000 in 2025, a 34.4% increase from the previous year [6] Consumer Trends - There is a noticeable shift in consumer spending, with a growing proportion of barbecue brands priced between 60 to 80 yuan, rising from 26.6% in Q1 2023 to 28.5% by Q4 2025 [8] - Brands with an average price above 100 yuan saw their market share drop below 20%, a decrease of 11 percentage points over two years [8] Innovation and Differentiation - The barbecue sector is experiencing a trend of specialization, with unique regional styles gaining popularity, such as Northeast and Guizhou barbecue [10][11] - Self-service barbecue models are becoming increasingly popular, with brands like 古鲁特 and 姜胖胖 expanding their presence [10] Industry Support and Development - The China Culinary Association is actively promoting the barbecue industry, with initiatives for standardization and the development of composite business models [13][15] - Local governments are also investing in training programs for barbecue chefs to enhance industry standards [15] Competitive Landscape - The competitive environment is reshaping the barbecue market, with brands that lack unique offerings or competitive pricing facing decline [16] - Brands focusing on affordability and local specialties are experiencing growth, while high-cost brands struggle [16] Supply Chain Evolution - The barbecue industry's growth is driving upgrades in the supply chain, with companies like 翠宏食品 and 李锦记 providing comprehensive solutions for flavor innovation [18] - The successful strategies in the barbecue sector are being recognized as applicable across the broader casual dining market [20]