（来源：消费日报官方平台） 转自：消费日报官方平台 有媒体记者实地走访发现，薛记炒货售价的确不菲，多款蔬果类炒货价格突破100元每斤，多款去壳坚果炒货价格更是逼近200元每斤。 2026年春节临近，社交媒体上不少网友吐槽高端炒货价格过高。 记者走访某品牌炒货门店发现，瓜子、花生等基础现制炒货卖到23.8元/斤，手剥松子价格更是高达218元/斤。而截至目前，猪肉每斤均价在10元左右。炒 货凭什么卖这么贵？ 在社交媒体上，薛记炒货因其定价被网友戏称为"薛记珠宝店""炒货界的爱马仕""炒货刺客"等。社交媒体平台上，有消费者吐槽，自己买了3片猪肉脯， 竟花了50元。 我将永远不再踏入薛记炒货 #薛记炒货 #价格刺客 画三片50块钱,肉疼了一 不止薛记炒货，习惯在商场中岛开店的琦王花生定价也不遑多让，其坚果单价几乎在100元/斤以上。 高端炒货屡现轻奢价背后，到底什么原因？首先是消费升级带来的变化，高端炒货品牌进驻商场后，租金、装修等成本转嫁到售价上。其次是原料和工艺 升级，像薛记炒货宣称每斤瓜子严格控制在2000粒。还有春节供需因素，瓜子作为年货刚需短期需求暴增。 炒货的火爆不仅局限于春节期间，如今已经逐渐渗透到日常 ...

高端炒货屡现轻奢价背后，到底什么原因？首先是消费升级带来的变化，高端炒货品牌进驻商场后，租 金、装修等成本转嫁到售价上。其次是原料和工艺升级，像薛记炒货宣称每斤瓜子严格控制在2000粒。 还有春节供需因素，瓜子作为年货刚需短期需求暴增。 艾媒咨询数据显示，超80%的消费者购买坚果炒货的月均花费集中在20-100元，且每月购买一次及以上 的消费者占比最高。2024年，中国坚果炒货市场规模已突破3000亿元，预计到2029年将进一步攀升至 4283亿元，5年间将形成超千亿的市场增量。 格隆汇1月31日｜据21财经，"炒货已经比炒股还可怕了""这是薛记珠宝店，还是炒货店？"2026年春节 临近，社交媒体上不少网友吐槽高端炒货。 1月28日，记者走访薛记炒货发现，瓜子、花生等基础现制炒货卖到23.8元/斤，开心果、现烤腰果、开 口松子等坚果类现制炒货均接近100元/斤，手剥松子价格更是高达218元/斤。而截至目前，猪肉每斤均 价在10元左右。 ...

Core Insights - The rising prices of snacks, particularly in the context of "light luxury" experiences, have led to a perception that everyday snacks are becoming unaffordable, with brands like "薛记炒货" and "么凤士多" exemplifying this trend [1][11][19] - The shift from a focus on taste and value to brand recognition and high pricing has created a disconnect between consumer expectations and actual product value, leading to a decline in "snack freedom" [2][5][10] Industry Evolution - The snack market has evolved from a diverse selection of local and unbranded products to a more concentrated market dominated by well-known brands like 良品铺子 and 三只松鼠, which have changed consumer purchasing habits [2][4] - The initial price wars among snack brands led to significant consumer benefits, but as brands established themselves, they began to increase prices, often without clear justification [4][5] Consumer Behavior - Consumers have increasingly associated brand names with quality, leading to a willingness to pay more for branded snacks, but this has also resulted in a backlash as prices have escalated beyond reasonable limits [5][10][18] - The emergence of "平价白牌" snack stores has highlighted a shift back towards value-driven purchasing, with these stores rapidly gaining market share by offering competitive pricing [8][10] Financial Performance - The financial performance of traditional snack brands has declined, with 三只松鼠 and 良品铺子 experiencing significant revenue drops, indicating a potential market correction as consumers seek better value [10][11] - 良品铺子 has initiated a major price reduction strategy in response to declining sales, but the effectiveness of this strategy remains uncertain as consumer perceptions of high pricing linger [10][11] Market Trends - The snack industry is witnessing a trend where high pricing is often mistaken for high quality, leading to a "high-end disease" where brands fail to provide tangible value for their elevated prices [12][19] - The industry's focus on high pricing without corresponding value has led to a growing consumer demand for transparency and justification of costs, indicating a shift towards more rational purchasing behavior [18][19]