新京报讯（记者王萍）9月19日，新京报记者从近日发布的《2025年中国披萨行业研究及消费趋势报 告》（以下简称《报告》）中了解到，中国披萨市场规模在2024年已达480亿元，预计到2027年将突破 771亿元，2022年至2027年年均复合增速高达15.5%。 其中，43.9%的消费者希望在一份披萨中获得食材自由搭配的选择与味觉递进的体验；36%的消费者将 食材的"稀有属性"视为衡量披萨的重要标准；还有31.5%的消费者追求"口味新奇，突破想象边界"，对 于传统披萨风味给予了颠覆式的期待。 《报告》还显示，"一人食"正成为披萨消费的新增长点。47%的消费者尤为期待小尺寸/一人食披萨单 品，80后（57.3%）和00后（52.4%）对一人食披萨的期待显著高于其他代际人群。以必胜客为例，在 经历了本土化探索之后，在2020年后的年轻化与体验式创新阶段，必胜客开始拥抱"一人食"并推出新 品。2025年，必胜客已经进入中国35周年，其再度推出新·10寸手作薄底披萨，意在满足年轻人对"配料 丰富感"的追求。 编辑 王琳 校对 赵琳 《报告》显示，中国消费者对披萨的需求正从"新奇尝鲜"转向"质感与健康并重"。面对以90后 ...

近日，36氪研究院发布的《2025年中国披萨行业研究及消费趋势报告》显示，中国披萨市场规模在2024 年已达480亿元，预计2027年将突破771亿元，2022年至2027年的年均复合增速高达15.5%。值得一提的 是，必胜客作为中国披萨行业的典型研究案例，在这份第三方研究报告中被重点提及。 报告显示，中国消费者对披萨的需求正从"新奇尝鲜"转向"质感与健康并重"。始终以消费者为中心的必 胜客，也顺应这一趋势，于今年8月份推出"新·10寸手作薄底披萨"，其采用24小时慢发酵工艺，饼底轻 盈酥韧、芝士量更丰厚，不仅满足了年轻群体对健康饮食的期待，也切中了他们对配料丰富感的追求。 面对以90后与00后为代表、多聚集于一到三线城市的核心消费群体，中国披萨市场也呈现出高度集中化 趋势，行业连锁化进程加速，下沉市场潜力显著。披萨行业的创新正在通过全渠道融合与智能供应链来 提升效率。 2000年到2010年，必胜客开启本土化探索阶段。随着欢乐餐厅的加速转型，必胜客的菜单快速迭代，推 出"缤纷异国行""环宇搜奇""节日特选"等系列，把德国香肠、挪威红鳟等特色食材，以及春节团圆等文 化元素都融入披萨。以北京烤鸭披萨为代表的经典 ...

Core Viewpoint - The article explores the evolution of Pizza Hut in China over 35 years, highlighting its expansion strategy, adaptation to consumer trends, and the importance of innovation and digital transformation in the competitive restaurant industry [5][34]. Group 1: Historical Context and Expansion - Pizza Hut opened its first store in Beijing in 1990 and has since expanded to 3,864 stores by Q2 2023, adding 95 stores in a single quarter [5][8]. - The brand initially targeted first and second-tier cities, aligning with the urban migration trend where urban population increased from 26.41% in 1990 to nearly 50% by 2010, adding approximately 360 million people to urban areas [8][9]. - By 2013, Pizza Hut reached its 1,000th store in Deyang, a fourth-tier city, marking a strategic shift towards expanding into lower-tier cities [15][16]. Group 2: Consumer Trends and K-Shaped Recovery - The article discusses the K-shaped recovery post-pandemic, where some consumers seek high-quality products while others prioritize cost-effectiveness [21][23]. - Pizza Hut has adapted its store formats to cater to these diverse consumer needs, introducing three main store types: Standard, WOW, and PIZZERIA [23][24]. Group 3: Store Formats and Strategies - The Standard store offers a wide variety of menu items, while the WOW store targets budget-conscious consumers with affordable pricing [23][28]. - The PIZZERIA format focuses on high-quality, artisanal pizzas, appealing to consumers looking for premium dining experiences [26][27]. Group 4: Digital Transformation and Supply Chain - Pizza Hut has implemented a comprehensive digital transformation strategy since 2015, utilizing AI for operational efficiency, food safety, and inventory management [29][30]. - The company has also localized its supply chain, sourcing ingredients from local producers to enhance quality and support local agriculture [30][31]. Group 5: Financial Performance and ESG Commitment - The article notes that Pizza Hut's profit margins have improved, with Q1 2025 reaching 14.4% and Q2 at 13.3% [31][32]. - The company is committed to ESG initiatives, reporting a 9% reduction in indirect carbon emissions per store in 2024 [32].

Core Viewpoint - The article emphasizes that Pizza Hut is an undervalued brand in the restaurant industry, highlighting its unique approach to pizza and customer engagement, which has allowed it to thrive in the Chinese market for over 35 years [3][7][8]. Group 1: Brand History and Strategy - Pizza Hut was founded based on advice from family and friends, showcasing its grassroots origins and adaptability to market demands [7]. - The brand has successfully positioned itself as a symbol of Western dining in China, catering to local tastes by introducing innovative menu items like Peking Duck Pizza [8][9]. - The company has maintained a focus on family dining experiences, which has resonated with Chinese consumers who were unfamiliar with Western cuisine when Pizza Hut first entered the market in 1990 [8][9]. Group 2: Product Innovation - Over the past five years, Pizza Hut has introduced various new products, including hand-tossed pizzas and unique crust options, demonstrating its commitment to innovation [10]. - The latest offering, the "New 10-inch Handmade Thin Crust Pizza," is highlighted for its quality and the complexity involved in its preparation, showcasing the brand's culinary expertise [10][11]. - The article describes the meticulous process of creating the perfect pizza, emphasizing the importance of ingredient selection and cooking techniques [11]. Group 3: Cultural Integration and Marketing - Pizza Hut has effectively integrated cultural elements into its marketing strategy, collaborating with popular franchises and nostalgic themes to attract a diverse customer base [15]. - The brand's ability to adapt and incorporate various cultural influences into its menu has kept it relevant and appealing to consumers over the years [15]. - The article suggests that despite the introduction of new items, Pizza Hut has remained true to its core mission of providing enjoyable dining experiences [15].

Group 1 - The article highlights a shift in consumer behavior among young professionals, particularly those around 35 years old, who are increasingly prioritizing quality in their food choices, reflecting a broader trend towards a balanced lifestyle [3][8][26] - The pizza market in China is experiencing significant growth, with the market size reaching 37.5 billion yuan in 2022 and projected to grow to 77.1 billion yuan by 2027, indicating a compound annual growth rate of nearly 15% [9] - The evolution of pizza in China mirrors the upgrade in consumer recognition, as consumers demand more complex and diverse food experiences, moving away from simplistic notions of quantity to a focus on quality and satisfaction [9][10] Group 2 - Pizza brands are now engaged in a competitive landscape that emphasizes product quality and innovation, moving away from price wars to focus on the craftsmanship of ingredients and preparation methods [10][12] - Pizza Hut, as a pioneer in the Chinese market, has adapted its offerings over 35 years to meet changing consumer preferences, introducing new products that reflect local tastes while maintaining the essence of pizza [12][22] - The introduction of the new 10-inch handmade thin crust pizza by Pizza Hut represents a significant innovation, showcasing the brand's commitment to quality and consumer satisfaction through meticulous research and development [12][18][26]

Core Viewpoint - The article discusses the evolving consumer preferences in the pizza market, particularly among the younger generation, emphasizing a shift towards quality and a balanced lifestyle rather than quantity [9][10]. Group 1: Consumer Behavior and Market Trends - The first batch of 90s generation will turn 35 by 2025, marking a significant life transition that influences their consumption patterns [9]. - Consumers are increasingly prioritizing the quality of food and its impact on their well-being, leading to a more nuanced understanding of what constitutes a "good life" [9][10]. - The pizza market in China reached a size of 37.5 billion yuan in 2022, projected to grow to 77.1 billion yuan by 2027, with a compound annual growth rate of nearly 15% [10]. Group 2: Product Innovation and Quality Focus - The competition in the pizza market has shifted from price wars to a focus on product quality, including ingredient sourcing and preparation techniques [11][13]. - Pizza brands are innovating in their core elements, such as dough texture and ingredient combinations, to meet the sophisticated demands of consumers [13][18]. - The new 10-inch handmade thin crust pizza from Pizza Hut represents a significant innovation, balancing thinness with a soft texture and rich flavor profiles [18][25]. Group 3: Brand Evolution and Cultural Significance - Pizza Hut has adapted to changing consumer preferences over its 35 years in China, evolving from market education to localizing flavors and innovating product structures [20][23]. - The introduction of the new thin crust pizza reflects a deeper understanding of consumer needs and a commitment to quality, aligning with the lifestyle aspirations of the new middle class [25][26].