Group 1: Frozen Food Market - In Q2 2025, the frozen food category was the only segment to achieve positive growth, with sales increasing by over 1% year-on-year, amidst a decline in beverages, snacks, and dairy products [1][5][14] - Frozen sausages saw remarkable performance, with sales soaring over 30% year-on-year, maintaining growth for four consecutive quarters and capturing a market share exceeding 6% [1][29] - The pizza category experienced explosive growth, with sales skyrocketing over 50% year-on-year, particularly in the small-sized pizzas priced between 10 to 15 yuan [1][34] Group 2: Instant Food Market - The overall instant food market declined by 10.1%, but instant noodles emerged as the best-performing subcategory, leveraging price increases to enhance category value [2][10] - Korean-style spicy noodles dominated the flavor segment with an absolute market share of nearly 48%, significantly outpacing other flavors [2][23] - Brands like Bai Xiang and Samyang showed strong performance, with Bai Xiang achieving six consecutive quarters of market share growth and Samyang's sales in the spicy noodle segment increasing by over 20% [2][20] Group 3: Consumer Trends and Innovations - The report highlights a "kitchen efficiency revolution" driving product innovation and brand changes, focusing on convenience, taste, and personalization [2][10] - The rise of air fryers, with cumulative sales surpassing 100 million units, is reshaping the competitive landscape for frozen foods [1][26] - New product adaptations, such as the collaboration of traditional foods with modern branding and the restructuring of pizza specifications, reflect changing consumer preferences [2][10]

Core Insights - The overall trend in the food, beverage, and alcohol categories shows that frozen food sales increased by over 1% year-on-year in Q2 2025, making it the only growing category, with hot pot meatballs and frozen sausages leading the growth [1] Frozen Food Category - Hot pot meatballs are positioned in the star quadrant, holding the second-largest market share, and experienced a year-on-year growth of 20% [1] - Frozen sausages saw a year-on-year sales increase of 30%, entering the star quadrant [1] - Pizza recorded the highest year-on-year sales growth of over 50%, placing it in the potential quadrant [1] Convenience Food Category - Instant noodles have been performing the best within the convenience food category, with the price index surpassing 100 since August 2024, leading to an overall price index for convenience foods exceeding 100 in October 2024 [1] - Sales of instant noodles, room temperature ham sausages, and low-temperature sausages are experiencing a year-on-year decline of approximately 8%, positioned at the intersection of the star and mature quadrants [1] - Snail noodles are the best-performing category in the star quadrant, with a year-on-year decline of 3% [1]

Core Insights - The offline retail market in Q3 2025 is under significant growth pressure, with sales down 12.26% year-on-year, indicating a return to double-digit declines. This is primarily driven by reduced consumer budgets and declining prices, leading to a shift towards lower-tier products [3][4]. Overall Quarterly Overview - The analysis covers four major categories: food, beverages, alcohol, and daily chemicals, using a continuous store model to assess performance [2]. Sales Performance - In Q3 2025, the overall sales performance shows a significant decline, with order numbers down 4.45% and average order spending down 8.18%. The decline in average spending is nearly double that of order numbers, suggesting heightened consumer sensitivity to price [3][4]. Price Levels - The WPI (Winning Price Index) indicates that the price levels for food, beverages, and daily chemicals remain under pressure, with all three categories maintaining a price index below 100, reflecting a year-on-year decline [5][7]. Key Category Insights - In the food category, the top three increasing segments are ice cream, soy sauce, and hot pot balls, while the top three declining segments are pure milk, puffed snacks, and jerky [10]. - For beverages, the notable decline in the dairy beverage segment is attributed to a high base from the previous year, while packaged water shows the largest year-on-year increase [14][18]. Consumer Behavior Trends - The trend towards convenience and health is evident, with increased demand for ready-to-eat and frozen foods, reflecting a shift in consumer preferences towards time-saving and healthier options [17][23]. - The snack category is experiencing a decline, driven by a growing health consciousness among consumers, leading to reduced demand for traditional high-sugar and high-fat snacks [17][23]. SKU and New Product Dynamics - The analysis of top SKUs reveals significant shifts in market share, with new entrants and established brands competing aggressively in the convenience food and beverage segments [45][46].