
随着冷链物流技术的逐渐成熟,预制鸡排的储存和运输难题得到缓解,其市场范围开始从餐饮端向零售端拓展。在消费升级的大背景下,消费者对方便食品的品质、口味和营养要求不断提高,促使预制鸡排企业在产品研发、工艺优化和质量把控上持续投入,推动了预制鸡排市场的快速发展。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2025年中国预制鸡排消费行为调查数据》数据显示,57.04% 的消费者将方便快捷置于首位,凸显出在快节奏生活模式下,消费者对预制食品便捷特性的高度依赖。在预制鸡排关注因素方面,安全因素以 58.88% 的高占比拔得头筹,远超其他选项,充分体现出消费者对食品安全问题的深切关注。
在食品质量问题频发的当下,消费者对入口食品的安全性格外谨慎,预制鸡排作为加工食品,其原料来源、加工工艺、添加剂使用等安全相关方面,都直接影响消费者的购买决策。艾媒咨询分析师认为,虽然预制食品市场近年来发展迅速,但仍有部分消费者对预制鸡排的品质和营养存在疑虑,认为其不如新鲜制作的鸡肉健康。此外,一些消费者对预制食品的烹饪方式和口味不够熟悉,影响了他们的购买意愿。因此,提高消费者对预制鸡排的认知和接受度,是行业发展面临的一个重要挑战。(《艾媒咨询 | 2025年中国预制鸡排消费行为调查数据》完整高清PDF版共35页,可点击文章底部报告下载按钮进行报告下载)
With the gradual maturity of cold chain logistics technology, the storage and transportation problems of prefabricated chicken cutlet have been alleviated, and its market scope has begun to expand from the catering end to the retail end. In the context of consumption upgrading, consumers’ requirements for the quality, taste and nutrition of convenience foods continue to improve, prompting prefabricated chicken cutlets enterprises to continue to invest in product research and development, process optimization and quality control, and promote the rapid development of the prefabricated chicken cutlets market. According to the latest “Consumption behavior survey data of prepared chicken steak in China in 2025” released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 57.04% of the respondents put convenience and convenience in the first place, highlighting that under the fast-paced life mode, Consumers rely heavily on the convenience of prepared foods. In terms of concern factors, safety factors topped the list with a high proportion of 58.88%, far exceeding other options, fully reflecting consumers’ deep concern about food safety issues. In the frequent occurrence of food quality problems, consumers are extremely cautious about the safety of imported food, prepared chicken steak as a processed food, its raw material source, processing technology, additive use and other safety-related aspects directly affect consumers’ purchasing decisions.
Analysts from Imedia Consulting believe that although the prepared food market has developed rapidly in recent years, there are still some consumers who have doubts about the quality and nutrition of prepared chicken chops, believing that it is not as healthy as fresh chicken. In addition, some consumers are not familiar enough with the cooking methods and tastes of prepared foods, affecting their purchase intentions. Therefore, improving consumer awareness and acceptance of prepared chicken chops is an important challenge for the development of the industry.(“iiMedia Report | Consumption behavior survey data of prepared chicken steak in China in 2025”full version has 35 pages, please click the download button at the bottom of the article to download the report)
2025年中国消费者购买预制鸡排情况
数据显示,2025年中国消费者购买预制鸡排的意愿非常强烈。其中,有96.57%的消费者选择购买预制鸡排,占比极高,表明预制鸡排在消费者中具有很高的接受度和市场潜力。仅有3.43%的消费者选择不购买,占比极低,说明预制鸡排的市场需求强劲。整体来看,预制鸡排在中国消费者中具有很高的受欢迎程度十大品牌网,市场前景广阔。
2025年中国消费者购买预制鸡排的原因
数据显示,方便快捷以57.04%的比例占据首位,显示出消费者对预制鸡排的便捷性有极高的需求。美味可口以51.89%紧随其后,表明口味也是消费者选择的重要因素。烹饪技能有限和体验尝鲜分别以39.29%和32.65%位列第三和第四,说明消费者对烹饪便捷性和新鲜体验敏感。价格实惠和安全卫生分别以32.53%和30.47%位列第五和第六,反映出消费者对价格和食品安全的关注。比外卖健康以28.06%的比例排在第七,而不想外出就餐以15.58%的比例最低,说明外出就餐的需求相对较小。
2025年中国消费者购买预制鸡排产品的渠道
数据显示,电商平台(如淘宝、京东)占比最高,达到45.25%,表明消费者更倾向于在线购物。超市/便利店占比38.95%,位列第二,显示线下购物仍是重要渠道。直播电商新型渠道(如抖音、快手)和预制菜专卖店分别以37.46%和35.40%的占比紧随其后,社区团购和餐饮店外卖占比相对较低,分别为30.47%和28.87%,菜市场占比最低,为27.15%。整体来看,线上渠道更受欢迎,线下渠道如超市/便利店和预制菜专卖店也占有重要地位。
2025年中国消费者对预制鸡排产品各项指标满意度
数据显示,在2025年中国消费者对预制鸡排产品的满意度中,味道得分最高。其中,39.98%的消费者给予5分,33.10%给予4分,显示消费者对味道的满意度最高。其次是新鲜度,31.28%的消费者给予5分,35.74%给予4分,说明消费者对产品的新鲜度较为满意。第三是制作时间,29.90%的消费者给予5分,42.61%给予4分,说明消费者对产品的制作便捷性较为满意。色泽的5分比例最低,仅为25.54%,表明消费者对色泽的敏感度较高。
2025年中国消费者对预制鸡排改进方面的建议
数据显示,原料新鲜,口味还原度高占比最高,达到35.85%,说明消费者对食品的新鲜度和口味有较高要求。减少添加剂,融入健康元素紧随其后,占比34.94%,显示出消费者对健康饮食的重视。加强食品卫生安全管控占比32.53%,位列第三,表明食品安全是消费者关注的重点。升级包装,增强防潮、防氧化功能占比32.07%,适当延长产品保质期并保证品质占比28.98%,说明消费者对产品包装的便利性和产品的品质有一定需求。丰富产品种类扩展市场占比25.09%,口味多元化占比24.97%,这些建议的占比相对较低,但仍是消费者关注的重要方面。
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