2026烤肉品类发展报告

Core Insights - The Chinese barbecue market is undergoing significant transformation, with a projected increase in the number of barbecue outlets to 205,000 by the end of 2025, representing a year-on-year growth of 34.4% and a stable market size of approximately 106 billion yuan [1][21][18] - Consumer preferences are shifting towards fresh ingredients and diverse menu options, with emotional value and cost-effectiveness becoming key factors for brands to differentiate themselves in a competitive landscape [1][3][5] Market Overview - As of December 2025, the total number of barbecue outlets in China is expected to reach 205,000, with a market size of around 106 billion yuan, reflecting a 1.6% year-on-year growth from 105 billion yuan in 2024 [5][21][18] - The barbecue sector is characterized by a strong emphasis on high cost-performance self-service models and the rising popularity of "beautiful meals" that focus on aesthetic presentation and immersive dining experiences [5][3] Consumer Trends - The report highlights a shift in consumer behavior from merely seeking flavor to prioritizing overall emotional value in dining experiences, particularly among younger consumers [3][20] - Brands are increasingly adopting innovative strategies, such as themed store designs and interactive performances, to create memorable experiences and emotional connections with customers [3][5] Competitive Landscape - The barbecue market is becoming increasingly competitive, with the number of related enterprises growing from 86,000 in 2020 to 112,000 by the end of 2025, marking a 30.2% increase [20][21] - Notable brands are emerging in niche segments, such as regional specialties and international flavors, which are gaining traction on social media platforms [2][5] Regional Insights - The East China region has the highest concentration of barbecue outlets, accounting for 27.5% of the total, followed by Northeast and North China regions [22][24] - Major cities like Beijing, Chengdu, and Shenyang are leading in barbecue outlet numbers, reflecting strong local dining cultures [25][24]