艾瑞咨詢-中國方便速食行業(yè)研究報告-2023.11

o?y?速?行業(yè)研究報^?y?í費一?研究?t?2023

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Inc.CONTENTS目錄01

o?y???ì業(yè)ó]概?02

o?y???ì業(yè)ó]ā狀0304o?y???ì業(yè)í費?洞察o?y???ì業(yè)總結(jié)2引言?

隨w活?奏的ò??í費???wg的追求，à?gy???ì業(yè)ó]??2l_，??o的à用1[?產(chǎn)品的è出以?í費?u?o?的提升?ì業(yè)ó]_產(chǎn)了Y影響2?

本報^V÷了o?y???ì業(yè)的ó]概?1^ó]ā狀1í費?ì~?_}1ì業(yè)÷臨的問題P挑z以?未gó]?勢等，D產(chǎn)業(yè)ó]和í費?需求的YY???y???ì業(yè)進ì了剖÷，^?y???ì業(yè)tˉ的讀?p?ó，\÷l?產(chǎn)業(yè)}t?Pq們q\交mP??23行業(yè)概述?D需求側(cè)，t居?_s比提升1活?奏??懶宅?o?活?w化需求等èúy???ì業(yè)ó]āD??側(cè)，?àt的p熟1產(chǎn)yú和?o的進m，èú了y???產(chǎn)品[????°?提升āy???ì業(yè)??了品W一r[元化競爭和產(chǎn)品[?升?，~wu?化和[元化y向ó]2ABSTRACT摘

?行業(yè)現(xiàn)狀??了p熟和?ty???企業(yè)，_÷?品企業(yè)1??t品牌/?t?àt企業(yè)紛紛u局，^參P?_[，玩?背o[元化āó]_，品牌y通~以某一打品Wu^，集oítè，之在^o形p競爭`勢ā在積累了一定的^?額和品牌÷]度^，品牌y通~會_始j向擴]產(chǎn)品線，以滿?í費?O\oQ的需求，提升^?額2消費?洞察??wg和提ú÷?m率oí費?選?y???的???慮?}ā購~n道P，線P以傳統(tǒng)電商ā~，線Q?{店和商?在y???的購~o\樣soY?O置āí費??產(chǎn)品{的選??yox_需求和o?定，pn~的o化特àāí費????產(chǎn)品O滿où集o在`惠活ú1產(chǎn)品°?1物m?度和?°等y÷2?勢及總結(jié)?y???ì業(yè)÷臨進uy檻P1^\°化，w域口w?_?_Xì業(yè)競爭等OY挑zāy???wu?1[樣和ú端化轉(zhuǎn)型，口w將?g??àZ?ā企業(yè)à結(jié)合?目標t?的深uv?1c?的產(chǎn)品[?，以?靈活[樣的n道拓]策u，以à?y???^日益增?的競爭壓?和í費?需求的[樣化2401o?y?速?行業(yè)ó]概況5ì業(yè)定O?研究范?y???o指k?化的?包裝?品，}xg?比和?wg，滿?í費?的k?化需求y???沒p統(tǒng)一定O，本報^將l概?定O~k?化的?包裝?品，??òyv]v^，?Vv?y熟v，?需額_×_配y1_?，?需簡Wò熱1ó?1?煮}能?用的?品，?省烹飪和o潔÷?，省÷省?，滿?ā???奏活Qí費???品需求2y?速?PwT品對比y?速?V產(chǎn)品?g?標準化，服ó^性?g弱品_÷?品y????v?時?成本即÷產(chǎn)品~富度?|Pk產(chǎn)品{劃Vúoó泡?煮自熱3-15min5-20min20-40min20-60min15-45minoPoúoúoPoúoúúk?}y式劃V_Xo式面??式面?螺螄y自熱火鍋日式拉面y?面?ì烹飪_出Z?ú自熱yúPwT品t比，y???}xg?比1省÷省?的`勢，滿?í費??k?化的需求y等y速凍面?gt?|_íy，_?à?，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.6y???P?v?的區(qū){y???P?v?n?的qgo~í費?提?了t?P的?{，Ow在×_{度1?`yy1目標?w和產(chǎn)品{Ppn~區(qū){?v?^??v?品范u，更?à<?肴=的概???=?=2?v?以?肴產(chǎn)品~，Pn通òy?品t比，?v?的òy?í~t的一日O?，

本°?~<?=，?w以B端?t企業(yè)~āy???[~y÷?，通~āy溫?`，?y?÷1螺螄y，?針?C端í費?2預(yù)制?Vy?速?和預(yù)制?的區(qū){即配{×_{度?`y?速?預(yù)制??

定O???o洗1VW等_mòy的肉1鮮??等，需???烹飪和?wo能?用的[p品?需額_×_配y1_?，?V品需?m配wT配y?p烹飪?{，?需_?額_的烹飪yx需?_?額_的烹飪yx÷蔬????V???品_，[數(shù)y??品ā~溫?`?

?°?7y以?通~需?÷藏v÷?÷藏產(chǎn)品?°?，在7y以?ā÷?產(chǎn)品?°?，10-18no即烹?°

?°??，6-12no目標?w

C端í費?~?

定O???t?深òy(ò熟vm油?)的[p品?肴，ā以立即u鍋，òP?w品進ì?v的?品B端?t企業(yè)~，疫情èúC端?率提升?

?°?÷藏7y以?ā÷?v肉v品[~y÷?，?y?÷1螺螄以?肴產(chǎn)品~，?包?Xy?產(chǎn)品{?10-18noy1?熱y等?1yv包1?v肉v品等gt?|_íy，_?à?，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.7ì業(yè)ó]?{y???ì業(yè)??了品W一r[元化競爭和產(chǎn)品[?升?，

~wu?化和[元化y向ó]y???ì業(yè)D?m階段的產(chǎn)品W一，??了城鎮(zhèn)化t{和íkmút口帶g的ú?ó]，r_Xì業(yè)競爭和ì業(yè)負÷輿?帶g的?u，再r_Xì業(yè)P?í?風(fēng)潮?^和y???的轉(zhuǎn)型升?帶g的ì業(yè)T升，目_\ā[元化的競爭業(yè)態(tài)2在unó]?{o，?型y???產(chǎn)品O斷涌ā，品進ì了升?[?，隨wí費?需求的升?，未gì業(yè)將wu?化1[元化和品°化ó]2o?y?速?行業(yè)ó]階段ā示T升調(diào)u隨w_Xì業(yè)í?高速ó]風(fēng)潮~?以?y???產(chǎn)品升???，o?y???^_始T升ā?_Xì業(yè)的í?競爭ò劇以?<Ou?1沒營養(yǎng)=負÷輿?等?}影響，ì業(yè)進u了?u，|wy?÷2018??_始萎2企業(yè)_始進ì產(chǎn)品[?和?_化競爭在城鎮(zhèn)化t{1íkmút口背oQ??ó]，以y?÷~?è的y???ì業(yè)，在2000??_r2010??_?àā了ú?ó]2020???疫情以g，在?播和居?的影響Q，線Pí費??增?2y???

mDy?÷ó]r?熱{鍋1螺獅y等[品，產(chǎn)品y更ò~富，y???ì業(yè)向u?化1[元化?品°化ó]起步y(tǒng)???ì業(yè)?m，產(chǎn)品品?oy?÷產(chǎn)品{]1口W一1990?2013?2018?2020?gt?|_íy，_?à?，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.8ì業(yè)ó]?ú?-需求側(cè)t居?_s比提升1活?奏??懶宅?o?活?w化需求等èúy???ì業(yè)ó]y???產(chǎn)品滿?了í費?追求?w1úm活y式的需求2隨w活?奏的ò?，í費?更~向?選?y?1?w的t?yh2y???產(chǎn)品?省了??的÷?，P?輕í費?的宅?化t合2l_，隨wwu的增ò，í費?一定{度Po~購~?{oóoT額_的費用，以??省÷?并提ú活°?2消費?-買y?速?的原?/動機o?消費?居P現(xiàn)狀79.4%í費?購~y?????慮y?1?省÷?76.5%?

??規(guī)?？s小?2020?o???wW2.62t267.4%?

<一人戶=占比提升?2020?<一tw=??數(shù)??1.25?，s比??25%251.2%50.2%37.8%

37.5%21.2%W身人口比?擴?2020?20-45YW身t口數(shù)??1.49?2??2020?未婚÷86%對比2015?20-24Y25-29Y5%9%?用y

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Inc.9ì業(yè)ó]?ú?-??側(cè)?àt的p熟1產(chǎn)yú和?o的進m，èú了y???產(chǎn)品[????°?提升D?àtPg，??[??y?驗，型產(chǎn)商O?xpgyòy產(chǎn)能?，?xp產(chǎn)品研ó能?，?àt的p熟?P了產(chǎn)品的P^|?_[|?的進uy檻，p{?~?Q游品牌商??進ì產(chǎn)品[?和??2D產(chǎn)?og，Dgí的油?y?÷，r??的?~?o1?熱?o，?o的升?????y???的產(chǎn)品°?和口?r了?提升2供Tt的成熟和ù技的進步推動行業(yè)ó]?速響T^ù化提高產(chǎn)品-?和口?

p熟的?àtā以更?w響à^ù化，??產(chǎn)品????和[?，`í費??的需求ù化和出ā÷，p熟的?àt?è企業(yè)ā以??è出?產(chǎn)品，滿?^需求2?

通??的±水?o，能_在±水?{o?}更[的?物?p的口和營養(yǎng)，比?×用÷?~燥?o的y?÷，口更?à?鮮÷g，提ú產(chǎn)品°?2~富產(chǎn)品{?O進uy檻?

?熱包裝?o的à用，??熱y1?熱{鍋等?產(chǎn)品的出āp~ā能，~富了y???的品2?

ā?p熟的?àt_?和OEM?yk式~?品牌提?了??產(chǎn)的會2?品牌O再需?花費數(shù)?÷?t立?y的y廠，?P了_[|?的進uy檻2提高產(chǎn)品的安y性?

?型}菌?o??照}菌1?ú壓}菌，提ú了產(chǎn)品的安yg，延?了產(chǎn)品的?°2gt?|_íy，_?à?，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.

10ì業(yè)ó]?ú?-??側(cè)wT?道P^|?í}進uy????道，?~?增?曲線{鍋à?品牌海á撈1?燚1_?_和?T等?zw在?tì業(yè)的?驗，_始??y???ì業(yè)2?ty頭通~{用w品牌影響?和āp的?àt`勢，??so^?額和打響品牌22018-2022??立?品O\業(yè)ó?塊營w占比?

2021?，]合?w品定v企業(yè)?立?品w購y?o÷空{(diào)?品?|?廚阿?75%的股權(quán)，p~|??股[|?，2021?4o納u7%12%15%12%24%16%6%25%3%|?合并報è2?

??益于空{(diào)o面???速增?，公司輕烹解?y案貢營w占比逐?提高，2022?s50%，?2018?提升à47pct250%79%72%73%64%44%20182019202020212022空{(diào)o÷]合?w品輕烹??yht品甜ù配ygt?|?|^，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.

1102o?y?速?行業(yè)ó]現(xiàn)狀12產(chǎn)業(yè)tā譜y?速??品產(chǎn)業(yè)t及ā譜P游?原材料供T及耗材o游?研ó1產(chǎn)及品牌?營Q游??售渠道毛{率通~在10%以Q，?V定v?yā?r30%???品產(chǎn)商毛{率20-30%ā?牌?y毛{率15%ā?t1í}1T?網(wǎng)品牌?y產(chǎn)品毛{率25+%ā?t產(chǎn)能毛{率ā更ú傳統(tǒng)??一批毛{12%，?批毛{20%，ā端毛{20-30%ā?品n道毛{20%+，ā端40%+?材y?à商產(chǎn)商品牌商蔬?/?y等??商零售商合\產(chǎn)委z研óP產(chǎn)?研óP產(chǎn)?y包/÷等??p品牌產(chǎn)品包裝消費

原材料及包裝供T商零售商產(chǎn)商品牌商線Pn道?t??企業(yè)p熟??企業(yè)?t企業(yè)線Qn道wTo持產(chǎn)業(yè)?物流服ó1金融服ó1法?法規(guī)服ó1u商代?營1ú介營?等gt?|_íy，_[?券，_?à?，t瑞í費研究??研究?tv2注??以P?~?V企業(yè)]{，企業(yè)ó]OV先^2?2023.11iResearch

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13^參P?型?了p熟和?ty???企業(yè)，_÷?品企業(yè)1??t品牌/?t?àt企業(yè)紛紛u局，^參P?_[，玩?背o[元化p熟品牌憑_深?的品牌積累和^?驗，通?提升產(chǎn)品°?和口，è出?品牌以滿?í費?[樣化需求ā?t品牌則÷產(chǎn)品[?和營?策u，捕捉^ù化，滿?í費?追求ng化的需求ā_÷?品和?t企業(yè)_??身的品牌`勢和^ít，í}u局，拓]?的產(chǎn)品線，提升^影響?2玩?背景及^參P?ó]特點玩?背景及特點及優(yōu)勢^參P?舉??

在w打產(chǎn)品的?xP，è出?的[品牌，通?提升產(chǎn)品°?和口，滿?í費?[成熟y?速?品牌?^傅1統(tǒng)一樣化的需求ā?

憑_[?的品牌積累和^?驗，擁p的í費??_和soú^?額ā在品牌影響?1?àt等y÷pw~著的`勢2?

通?產(chǎn)品[?和營?k段，?t特的口1[?的包裝?計1pˉ的營?活ú等，?ty?速?品牌莫小仙1自嗨鍋抓Q^的ù化，滿?í費?[樣化的需求ā?

^og?，Tà?度?，能_??捕捉r^ù化2休÷?品企業(yè)O只鼠1良品t子?

_?wtp的品牌`勢和^ít，進uy???ì業(yè)，ó]?的產(chǎn)品線，擴^影響?ā?t及?t供Tt企業(yè)?海?撈1小?_1?立?品?

擁p^?x1?àt1品牌影響??用w?_，ā以_?tp的品牌`勢gè?產(chǎn)品2gt?|_íy，_?à?，t瑞í費研究??研究?tv2?2023.11iResearch

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14y???Vóí1?煮1?熱y??品Xx特色，滿?O\oQí費?的需求P口_驗y?速?O\品特點{ó泡?煮自熱O需?額_的熱t(yī)，打_包裝ò水}能?úò熱產(chǎn)品特àv作簡W，?需?òu熱水即ā需?進ì烹飪，v作÷?u?y?÷1螺螄y等yo式/?式/日式÷?~é產(chǎn)品{?W?y?÷1酸辣y?熱y/煲Ty1?熱{鍋通~在10元以P，t??ú_化，?V在10元以?，o等?格，通~比óí的產(chǎn)品??一些?格oPT|y1w_活ú1??出ì1宵]1熬]ò?等[yo，O需?_?熱水?在w_活ú1T營1??旅ì等沒p熱t(yī)的合，?需_?額_的yx，?o?vP需?_?額_的熱t(yī)和烹飪yx，用op?v，[適合在?o烹飪à用oo?v`ùo_口~富，品y[樣，比óí產(chǎn)品更?àZ?口y??w，口w[樣，p本Py?w用，?需額_熱t(yī)營養(yǎng)pVā能t??P，ú溫油?v

需?_?烹飪?_，O?óí1?熱那?度òyā能影響u?

樣?wù?格t??ú，ò熱包ā能`在安y風(fēng)?gt?|_íy，_?à?，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.

15tV品-óí-概?以油?y?÷~?ù，品P

~向y拓]1產(chǎn)品向ú端化營養(yǎng)化拓]óíy???產(chǎn)品以w簡?的v作y式?rí費?喜s，?需倒u熱水即ā?p，w簡?的v_y式?óí?品適à_[合2Oùo，口P??難以?rZ?水，更[w被í費??~??充饑之選，??~了口w的??2ày定Ow在?格P的??空?t?p?，ò之產(chǎn)產(chǎn)品的y檻t??P，^P的競爭激烈2}戶u商原聲?}y式??需?òu熱水即ā，5V鐘_水óí<份??=<y??w=<劃算=<y??w，TV鐘即ā，p熱水}ì，湯?}喝2=常見產(chǎn)品{?y?÷1酸辣y等好?消費景??o?v_，O需?×_額_的熱水?W??通~在10元以?<?格劃?，V?__，O打?Zy的÷Y，v\煮一包?y?2=<包裝O好=<口味Y=<紙?[包裝z軟，??rk_包裝pù|，影響óí2=o差?<口wpùY，ê?òRz[2=gt?|_íy，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.

16tV品-óí-產(chǎn)品h?突出?材}1y?1口w~富1v作簡??u?等產(chǎn)品特ù酸辣yy?面?

產(chǎn)品]稱???t酸辣y?

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推出時??2018??

推出時??2018??

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X點ü傳?6y口w1^{y醬包，?用ú湯包1o湯慢熬1爽?}÷?

X點ü傳?酸辣激爽，一口u魂1純kt薯y1yy0脂肪，Q_爽?1?油?更u?1鮮湯óí，?材~富16包y更?癮1Z??口配料~富1湯好1產(chǎn)品口味[樣1健?1還原堂?口gt?|_íy，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.

17tV品-?煮-概?需簡W烹煮，口w更`，O需?_?額_烹飪yx，í費即÷gP?煮產(chǎn)品t???熱?óí產(chǎn)品，āv?品口?}，Oo需?_?額_的熱t(yī)?烹飪yx，?用P?wg?P，?í費op一定?求2}戶u商原聲?}y式?需?_?額_的熱t(yī)和烹飪yx，需?o洗?x，5-15V鐘?用<?值在線=<口味道好=<湯?好喝=<料?=常見產(chǎn)品{?y?÷1螺螄y/y等y1o式/?式/日式÷?<懶?出?W?÷，}~g?y在?煮，比?y?，w道_O?2=好?消費景??í費op一定?求，需?在ā以烹飪的?境o進ì，<÷}W，òy_?2=~é的?居?o<?yò了一些蔬?一?煮，湯y???~}W2=?W??通~O??10元，一些?型的打u?1用y~富的產(chǎn)品?格?ú<添òR[=<Ozy?=<?用Ozy?，íwW÷O熟，?須?煮wW，w道o更}2=o差?<ê配y?òRpù[，w道zY2=gt?|_íy，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.

18tV品-?煮-產(chǎn)品h???w道的口w1ú°?的?材P湯á1u??鮮等Xù拉面螺螄y?

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推出時??2017??

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Inc.

20tV品-?熱-產(chǎn)品h???O?合隨÷W1y??w1配y~富1口w[樣等Xù自熱火鍋自熱y?

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Inc.

21產(chǎn)品[?品[樣1配yu?1口??度ú1ˉw_驗?吸引w的包裝?計，滿?í費??產(chǎn)品[元化和u?的需求品[樣化?O\?g_以油?y?÷~，目_y???\ā出~富的品選?，比??熱?品和X風(fēng)w_W2à些[?O?拓?了產(chǎn)品的品，\÷通?ā?化}

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22^玩??產(chǎn)品???1/4ā品牌y通~以某一打品Wu^，集oèt立品牌影響?，^j向[n品，~富產(chǎn)品線，滿?í費?O\oQ的需求，提升^?額ó]_，品牌商的ó]策u通~以一y特色v打的產(chǎn)品Wu^，集oít打

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23^玩??產(chǎn)品???2/4ā品牌y通~以某一打品Wu^，集oèt立品牌影響?，^j向[n品，~富產(chǎn)品線，滿?í費?O\oQ的需求，提升^?額y?速?品牌品牌]稱產(chǎn)品{?}y式?熱，?煮即?，?熱，?煮?熱，?煮，即??熱，?煮，óíóí，?煮?煮熱?W品?熱{鍋酸辣yW?29.8元/?9.8元/桶海á撈_{鍋，牛肚y_?_

?熱{鍋，酸辣y，熱~÷，?y?熱{鍋，?熱y，?辣?，?燚y?÷炒yí?粥15.9元/袋5元/碗海福盛??粥，?÷，t油÷t阿?

y?y，y_，酸辣y，o式y(tǒng)÷t油÷t番茄肉醬o÷螺螄y3.7元-5元/袋19.8元/?11.9元/袋12元/袋空{(diào)o÷O?松?酸辣y，牛油{鍋，螺螄y?煮，?熱?煮良品t[

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Inc.

24^玩??產(chǎn)品???3/4ā品牌y通~以某一打品Wu^，集oèt立品牌影響?，^j向[n品，~富產(chǎn)品線，滿?í費?O\oQ的需求，提升^?額y?速?品牌品牌]稱產(chǎn)品{?}y式?煮熱?W品煲TyW?40元-45元/?6元/袋煲Ty，梅?c肉，醬，?v?，粥y乎巴÷o式口wy/÷，柳?螺螄y1?煮1óíóí，?熱，?煮?煮柳?螺螄y酸辣yYe鴨èy_1酸辣y嗨W??÷Z?嗨鍋李[柒莫_仙o式y(tǒng)÷，湯t，÷t涼RZ÷，擔(dān)擔(dān)÷6.7元/?RZ÷30元/??熱y1?熱{鍋1o式y(tǒng)÷螺螄y，÷t，y，醬，酸辣y?熱{鍋1?熱yāo式y(tǒng)÷?熱1óí1?煮?熱y柳?螺螄y?熱{鍋8.8-16.8元/?12.9元/袋11元-16元/??煮，óí，?熱?熱1óí1?煮gt?|_íy，t瑞í費研究??研究?tv2?2023.11iResearch

Inc.

25^玩??產(chǎn)品???4/4ā品牌y通~以某一打品Wu^，集oèt立品牌影響?，^j向[n品，~富產(chǎn)品線，滿?í費?O\oQ的需求，提升^?額y?速?品牌品牌]稱產(chǎn)品{?}y式óí，?熱?煮熱?W品桶裝yW?5元-7元/桶8.3元-16.2元/袋19.8/???to式y(tǒng)÷，酸辣y，

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Inc.

2603o?y?速?行業(yè)消費?洞察27人群畫?28t?特à-用w畫?用w???V_在18-35Y，t婚p{居[，本ù?~本ù歷~18-35歲o力人群??結(jié)構(gòu)V_W衡5.9%úo?以QPv?居Q24.8%t?居Q{妻/情侶?tP[女居QO?\Z17.4%19.4%_ù32.1%47.6%21.7%24.6%70%本ù18-25Y26-35Y11.0%??結(jié)??%ā4.4%碩?/MBA

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34購~n道線P以傳統(tǒng)電商ā~，線Q?{店和商?在y???的購~o\樣soY?O置í費???Xy線P購物ā的??度?ú，|wo淘?和e^等傳統(tǒng)電商āāl_，抖音1?k等交ú_ā_so了一定的?額ā?{店和商?oí費?購~y???產(chǎn)品的?線Qn道2線P線Qn道Xp`勢，企業(yè)需m配用并{用交ú_和店t策u提升?售2V??段g，商?1e^?y貓÷艦店在36-40Y用w?_o~著ú?u_水，抖音在à?V用wo則~著P?u_|ā拼[[在18-25Y的?輕?_oèā突出2-買渠道57.0%55.8%51.7%50.7%50.0%49.6%42.0%24.3%21.2%20.0%17.4%14.5%淘?nt

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59.2%31-35歲

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購~n道?%ā樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

35s注?}在購~y???÷，用w的s注?}?集o在產(chǎn)品y÷āl_，g?比_o用wYùs注的?}2?用y式1產(chǎn)品{1g?比1口?打折??o用w在購~y???÷g~s注的āl_，品牌營?o的品牌口碑?÷]度_o用w?~s注的?}2s注?}V_品牌/營??|/渠道產(chǎn)品57.7%52.8%48.6%46.0%39.1%38.1%36.7%35.0%34.2%31.3%29.7%28.4%20.1%18.0%18.8%15.0%9.0%g?比

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Inc.

36產(chǎn)品s注?}y??w和g?比úoí費?購~產(chǎn)品÷gs注的?}āl_，35Y以Q用w?包裝}??os注度?úí費?在購~y???產(chǎn)品÷，Y?v作÷??，ā???用?53.8%ā和?用y式，O?合隨÷W，?需_?額_的烹飪yx?51.7%ā，再k說n了í費???y???產(chǎn)品的?{g和÷?m率的Y?2s注的產(chǎn)品?}總體18-25歲26-30歲52.5%53.8%47.1%47.5%45.7%48.0%41.3%40.8%37.7%34.1%30.9%20.6%21.5%31-35歲52.3%51.4%45.0%43.6%47.2%44.5%45.4%41.3%39.4%29.4%33.5%17.4%19.7%36-40歲48.3%52.6%60.3%46.6%52.6%44.0%44.8%47.4%39.7%33.6%32.8%9.5%41-45歲56.9%40.3%54.2%47.2%47.2%41.7%51.4%47.2%33.3%37.5%26.4%5.6%v作÷??，ā???用?需_?額_的烹飪yxg?比ú53.8%

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產(chǎn)品?}?%ā樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

37?用y式和÷?í費?在追求?wy?的\÷，_o~提升口T出額_的烹飪ü?[數(shù)í費?o用額_的烹飪yxv物y?38.1%ā，v?會yoO\的用og定，Oó斥用?58.8%ā，說ní費??y???的烹飪?{p一定的靈活g，o~了更}的口?_?額_的烹飪yx2D?用÷?Pg，[數(shù)í費?^在6-10V鐘?ā以WPy????62%ā，T?了í費??y???的?——?wy?2?}時，o否o}?_的烹飪工x?}時，^望[?時?吃P5V鐘以?6-10V鐘11-15V鐘16-20V鐘21-30V鐘??謂30.8%27.9%38.1%58.8%o62.0%yoO\的用og定，Oó斥用7.3%1.8%1.5%O?āNoyOo，z??3.1%s比?%ā樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

38?用頻k用w?y???的?用}xú頻?隨g?Ví費??38.2%ā?2-3y?用一ky??品，說n用w?y???的í費頻率?úāl_，?Vt?20.6%ā沒pt定的頻率，y??品的í費×??x_情?，說ní費??y???的í費xp隨g2W?}頻次6.7%38.2%28.3%5.6%20.6%總計41-45Y

4%22.2%33.3%13.9%29.2%36-40Y

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5.7%31.0%28.4%6.9%26.7%42.2%28.0%7.8%14.7%3.6%42.2%28.3%15.2%39.1%27.3%3.0%24.6%?y?用?%ā2-3y?用1k?%ā1no?用1k?%ā?|?用1k?%ā幾no?用1k?%ā情?，沒pt定的頻k?%ā樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

39?用o需??省÷?和??wg?求ú的情oQo?用y???的?o，|w在30Y以Q用woèā突出í費??在懶?/沒÷?/OóZy÷?81.6%ā和在?v?T|y沒÷?/懶?_出}?÷?72.1%ā?用y???，說ní費??在需??省÷?的oQ?用，ā以出y???的?{g和?省÷?的特ùo滿?í費?需求的s鍵ā?途出行及戶_T?在36歲以P的o?}戶o表現(xiàn)~著高于u體水2??}景26-30Y31-35Y總_18-25Y36-40Y41-45Y84.3%87.5%75.7%79.3%70.8%在?懶?/沒÷?/OóZy÷81.6%72.6%77.4%66.1%75.0%62.5%在?v?T|y沒÷?/懶?_出}?÷

72.1%54.3%60.6%52.3%46.6%33.3%53.2%52.6%OóW_X÷T|y熬]ò???出ì÷53.8%46.8%61.5%54.3%52.6%58.6%43.1%39.1%33.7%41.7%51.4%56.9%55.6%45.7%42.2%47.2%43.7%w_T?/露營÷樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

40O\o需求_}í費??產(chǎn)品{的選??yox_需求和o?定，pn~的o化特àāy?÷在T|yò????出ìèā突出，?熱則在w_活ú÷Xy???產(chǎn)品在O\的oo?l?{度?_?，說ní費?會yox_的需求和情境g選?g適合的產(chǎn)品??

y?面?在<T|y熬]ò?=?41.1%ā和<??出ì÷=?36.6%ā的oog?l?，y?÷w?~帶，適合需?????y?問題的o2?

自熱y/煲Ty和自熱火鍋?在<w_T?/露營÷=的oog?l?，V{s比20.7%和24.0%，à產(chǎn)品?帶ò熱yx，O需?額_的烹飪?_，適合w_?境2?

速凍水餃/餛飩等速凍面面??在<在?懶?/沒÷?/OóZy÷=的oog?l?，s比21.6%，à產(chǎn)品需?烹飪，適合居?烹飪2?

螺螄y和熱~面/RZ面/小面/面皮等o式面??在<OóW_X÷=的oot??l?，V{s比9.1%和11.8%，à些產(chǎn)品的口和風(fēng)w比?t特，一定{度Pā??_?V_X需求2O\景Qy?速?-買偏好自熱y/煲Ty速凍水餃等

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?式面?等yo式面?雞蛋湯11.1%17.5%20.7%7.9%4.5%4.5%9.6%21.6%2.3%3.8%6.7%6.4%8.6%7.4%6.4%2.6%10.2%24.0%7.7%7.3%10.9%9.8%9.0%8.6%8.1%6.2%7.2%6.0%2.4%w_T?/露營÷2.5%2.0%在?懶?/沒÷?/Oó18.1%11.8%2.8%Zy÷在?v?T|y沒÷?/21.6%12.0%5.7%9.1%10.6%10.6%9.7%8.9%13.8%15.6%5.5%6.9%13.9%12.0%9.3%6.1%8.3%3.7%4.9%懶?_出}?÷OóW_X÷11.8%樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

41用痛ùí費?O滿owy集o在`惠活ú1產(chǎn)品°?1物m?度和?°等y÷í費?在購~和?用y???÷，g的O滿g???]打折和??活ú?41.5%ā，說n?格ogú的í費?à更[的??活ú以提ú購~oāwk，產(chǎn)品°?Pü傳O?30%ā和線P物m?度慢?28.2%ā_oí費?的?O滿，說n消費?注Y產(chǎn)品的à際效果和-買體驗，提升品-和服ó對提高消費?滿o度有較?進作}ā÷_，?°?1g?比P和?材O?鮮_oí費?s注的問題，oy???需?在產(chǎn)品和oóP}進的y向2O滿owytop10?]p打折/??活ú線P物m?度慢?°?，?w?g?比P產(chǎn)品°?Pü傳O30%27.3%26.2%41.5%28.2%包裝?計Oy?，Ow打_v作??，v作÷??購~???材O?鮮~帶Oy?19.6%18.6%17%23.9%18.8%樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

42P潛在競爭品的s?y???P_X1_出}?在O\oQtTí充í費?會將產(chǎn)品的?格Pù_X的\產(chǎn)品?格?56.7%ā和_出Z?的\產(chǎn)品?格?47%ā進ì比?，說n消費?會?慮y?速?產(chǎn)品PwT?t服ó的性?比2DX品的??gg，[數(shù)í費??89%āˉ~y???P_X1_出}?Xp用?，在O\oQtTí充，O`在??的s?，說n消費?面對O\的?ty式，會yox體的需求和景g選擇最適合的正?產(chǎn)品2-買y?速?產(chǎn)品時，?|?}?慮y?速?P_X1_出就?的s?0.8%10.3%PwT品牌\產(chǎn)品的?72.5%格比?31-35Y用w的èāú?wT??段用w，TGI=114Pù_X的\產(chǎn)品?格比?56.7%P_出Z?的\產(chǎn)品?格比?31-35Y用w的èāú?wT??段用w，TGI=11147.0%89.0%以PyO會6.4%Xp用?，在O\oQtTí充，O`在??的s?ātT??Oo楚s比?%ā樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

43未g購~情?í費??y???的需求和T費o?計將?c穩(wěn)定`p一定增??勢在購~頻kP，62%的消費?預(yù)計-買頻次將在未g一?內(nèi)增?，wo5%的消費?預(yù)計-買頻次將增?50%以P，T?出í費??y???產(chǎn)品需求的增??勢2在購~Wk金額P，45%的í費??計購~金額將在未g一??增ò，46%的í費??計購~金額會c，àèní費??y???產(chǎn)品的T費ot?穩(wěn)定2未g一?內(nèi)，-買頻次預(yù)計未g一?內(nèi)，-買W次金?投u預(yù)計增?50%?以P增?30%-50%增?10%-30%增?10%以?P目_頻kc比`_頻k減]O~定5.0%12.9%26-30Y用w的èāú?wT??段用wTGI=14524.2%20.1%?計會增ò?計會減]?本c44.6%4.2%45.9%30.2%2.3%5.4%?計購~頻ks比?%ā?

26-30Y用w購~金額?計會增ò的èāú?wT??段用w，TGI=123?

36-40Y用w購~金額?計c的èāú?wT??段用w，TGI=114

樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

44?息·×n道í費?·×?息???網(wǎng)絡(luò)ā，ü購??和tüèó_xp一定的影響?í費?·×y???ts產(chǎn)品?息的?n道ot合電商ā?63.3%ā1??頻/?播ā?60.6%ā和交ú_ā?45%ā，說ní費?在選??品÷，更~向?通?在線ā·×?息āt比?在線ā，電?^?23.4%ā1電梯^?14.2%ā和w_牌^?17.8%ā的影響?t??_，T?了在?息·×y式P，í費?的_}D傳統(tǒng)ú_向網(wǎng)絡(luò)ú_的轉(zhuǎn)ù2|?一提的o，w性}戶對對?聞資訊臺1搜引擎及戶_廣^的偏好~著高于女性群體2信息·×渠道女性w性總體t合電商ā(e^1y貓1淘?1拼[[等)??頻/?播ā(抖音1?k1?瓜1÷魚等)交ú_ā(_tn1?[等)63.3%60.6%66.3%63.2%60.0%57.8%45.0%54.2%42.9%35.3%43.8%43.1%31.7%商?ü購??(商?1?^1?{店等)??ā(??|_÷1oü圈1???等)電?劇/tú?目/電影等^?]v植u即÷電商ā(?t1??1?咚等)身?的t戚oü??(v?1t戚1oü等)÷?ā(÷乎1簡n1?度÷道1?w等)?聞í°ā(騰°?聞1?日頭g等)電?^43.3%41.8%36.1%33.5%40.6%40.2%34.9%32.4%32.4%31.9%29.7%28.6%29.7%24.8%26.1%20.5%18.1%17.9%31.1%30.6%23.8%23.4%21.4%17.8%15.1%14.2%18.2%22.2%16.9%傳統(tǒng)|引?(?度13601?à等)w_牌^15.3%?úu身ā(KDDP1?日瑜伽1t?舞等)電梯^12.3%10.7%

?息·×n道s比?%ā樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

45s注的ú_?息u_?言，X??段???s注度?úāV??段g，?輕?__s{樂1÷^??，o??_更s?u?1÷?和ù??息O\??段的í費?在ú_?息s注ùP`在一定?_，T?了用wO\的活需求1tˉs}的ù化2ā以yoO\??段的ú_s注?_進ì更精×w定Ow??和營?策u2s注的ú體信息TOP10總體18-25歲26-30歲31-35歲36-40歲41-45歲??影?劇tú~笑u?養(yǎng)旅游67.3%46.8%71.4%47.1%49.5%32.7%70.9%48.4%48.4%38.1%61.0%42.2%69.0%53.4%36.2%55.6%43.1%26.4%59.7%41.7%19.4%54.2%16.7%43.1%12.5%42.7%41.1%38.9%36.2%44.0%34.9%30.7%34.4%28.4%28.4%51.7%47.4%38.0%42.4%38.6%{樂{卦?聞í°÷^35.9%34.7%30.1%29.4%25.9%40.4%30.2%58.6%25.0%43.1%16.4%24.6%32.3%23.6%36.0%29.6%35.9%ù?26.5%ú漫游o28.3%19.3%

s注的ú_?息s比?%ā樣本?N=1000，?2023?10o通?t瑞智研ā-í費洞察數(shù)o??研·?2?2023.11iResearch

Inc.

46y?的y式oü的V?和安{在?p??段ogx影響?ā?輕í費?更w??ú_營?的吸引，??í費??官y?息?電商ā??_}度úí費?g?w被oü的V?和安{?56.7%ā1交ā}t的用_驗èó?45.3%ā以?官y產(chǎn)品^1ü傳w?43.5%ā?影響，說ní費?在選?y???產(chǎn)品÷，更~向???nt?驗和官y?息，?r營?策u的{o，ā以通??ó用wV?和èó，v?v作p吸引?的官y^和ü傳w，g提升產(chǎn)品的影響?和?進?售轉(zhuǎn)化2?w被y草的信息內(nèi)?總體18-25歲67.0%45.5%41.4%36.0%33.7%41.4%28.3%36.0%26-30歲55.2%48.4%45.3%43.5%36.8%33.6%40.8%31.8%31-35歲45.4%43.1%40.8%44.0%36.7%33.9%35.8%32.1%36-40歲55.2%45.7%46.6%48.3%39.7%22.4%31.0%27.6%41-45歲55.6%40.3%50.0%47.2%38.9%19.4%27.8%19.4%oü的V?和安{交ā}t的用_驗èó官y產(chǎn)品^1ü傳w電商ā的??56.7%45.3%43.5%42.1%36.3%_業(yè)ú_/

營養(yǎng)^èó[/UP的èó/^?播?播èó33.7%33.4%31.8%喜l的n?言

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