2024年中国烘焙类休闲食品行业：烘焙类休闲食品发展迅速，传统糕点抢占市场（摘要版）

Industry Overview - The Chinese bakery food industry has experienced rapid growth, with over 20,000 bakery companies registered annually, showing an upward trend [3] - Capital injection has been a significant driver of the industry's development, with 10 investment and financing events occurring in 2023, mostly at the Series A stage [3] - The market size of bakery snack foods in China increased from RMB 2,496 billion in 2019 to RMB 3,454 billion in 2023, and is projected to grow from RMB 3,734 billion in 2024 to RMB 5,214 billion in 2028, with a compound annual growth rate exceeding 8% [4][8][9] - Bread is the dominant category in the bakery market, expected to account for over 45% of the market by 2028 [4][9] Market Trends - The per capita annual consumption of bakery products in China is approximately 7 kg, significantly lower than in Western countries, indicating substantial growth potential [4][9] - The rise of "national trend" (Guochao) has accelerated the growth of Chinese-style desserts and other categories [4][9] - The integration of bakery products with various scenarios, such as tea drinks, camping, bookstores, supermarkets, and fitness centers, has become increasingly common [6] - Bakery brands are intensifying marketing efforts to capture the young consumer market [6] Regional Distribution - Bakery shops are concentrated in Guangdong, Shandong, Henan, and Jiangsu provinces, with Guangdong having over 40,000 shops and the other three provinces each having over 20,000 shops [12] - Bakery shops show a preference for lower-tier markets, with 24% located in townships, indicating a trend towards tapping into the consumption potential of these areas [12] Industry Drivers - Frozen bakery products are a rapidly growing segment, supported by the development of cold chain logistics [13][14] - Investment in cold chain infrastructure reached RMB 58.55 billion in 2023, an 8.2% increase from the previous year, with cold storage capacity also growing by 8.3% [14] - The demand for cold chain logistics in 2023 was approximately 360 million tons, with fruits and dairy products, key ingredients for bakery products, accounting for 23.5% and 7.1% of the demand, respectively [14] Industry Challenges - Despite 93,692 new bakery shops opening in the past year, the net increase was only 4,030 shops, reflecting intense competition and market adjustments [16][18] - High operating costs, with raw materials accounting for 60-80% of total costs, and high product prices have led to difficulties in profitability for some brands [18] - Some traditional bakery brands have struggled to innovate, making them vulnerable to competition from newer entrants [18]