2025年生鲜消费新趋势

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The fresh food consumption landscape in China is evolving, with a notable shift towards out-of-home consumption and a focus on premium products and health-oriented choices [6][17][23] - Consumer spending on fresh food is becoming more diversified, with families adjusting their purchasing habits based on age and lifestyle [26][29][30] - The growth of online-to-offline (O2O) services is significantly impacting fresh food purchasing behaviors, especially in urban areas [50][51] Summary by Sections Economic Overview - China's economy is projected to grow steadily in 2024, with urban disposable income increasing by 4.6% and retail sales of consumer goods rising by 3.4% [6][7][13] - The GDP growth rate is expected to be 5.0%, slightly lower than the previous year's 5.2% [11][12] Consumer Behavior Trends - In 2024, in-home consumption of fresh food has decreased, while out-of-home food and beverage consumption has seen a significant increase of 6.1% [17][18] - The average weekly purchase frequency of fresh food per urban household is 2.9 times, reflecting a slight decline of 0.9% year-on-year [21] Family Dynamics and Spending - Families with children are maintaining stable fresh food consumption, while older households are reducing spending but remain key in cooking [26][29] - The average spending on fresh food per household has decreased by 4.6%, with a notable increase in the purchase of meat and egg products [30][33] Health and Quality Focus - There is a growing demand for high-quality, health-oriented products, with consumers willing to pay more for perceived value and quality [41][67] - The trend towards natural and additive-free products is becoming more pronounced, with brands emphasizing transparency in sourcing and production [38][39] Channel Dynamics - The fresh food market is experiencing fragmentation, with a shift towards near-field channels and a decline in the concentration of large retailers [44][45] - O2O services are increasingly popular, with 64% of urban households using these services for fresh food purchases [51] Emerging Consumption Scenarios - The report highlights the importance of understanding diverse consumer needs across different life scenarios, emphasizing convenience and emotional connection in product offerings [66][69] - The growth of social and entertainment consumption scenarios is outpacing traditional dining experiences, indicating a shift in consumer priorities [63]