艾媒咨询 | 2025年中国速冻食品行业市场消费行为洞察报告

　　速冻食品作为一种经过急速低温冻结处理的预包装食品，凭借其方便快捷、易于储存、品类丰富等特点，在全球食品市场中占据着重要地位。随着生活节奏的加快、消费观念的转变，以及冷链物流技术的发展，速冻食品市场近年来呈现出快速增长的态势。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年中国速冻食品行业市场消费行为洞察报告》数据显示，在消费者行为方面，高达 60.99% 的消费者经常购买速冻食品，这一比例表明速冻食品已深度融入中国消费者的日常生活，有着较高的接受度和频繁的消费频次，其方便快捷的特性契合了大众快节奏的生活方式。

　　从产品品类偏好来看，其他速冻米面制品独占鳌头，占比达 43.24% ，其中速冻水饺、煎饺这类传统米面制品深受消费者喜爱，这既体现出传统美食的强大吸引力，也反映出消费者对熟悉口味和品类的依赖。这对速冻食品行业而言，在持续扩大市场份额时，一方面要巩固传统米面制品的优势，不断优化品质和口味；另一方面，可基于消费者对速冻食品的高接受度，拓展更多创新品类。艾媒咨询分析师认为，速冻食品市场作为食品行业的重要细分领域，具有广阔的发展前景和巨大的市场潜力。尽管目前面临着一些挑战，但随着技术的进步、市场的成熟，以及行业的规范发展，速冻食品市场将迎来新的发展机遇。速冻食品企业应抓住机遇，积极应对挑战，通过不断创新产品、提升品质、优化渠道、加强品牌建设等方式，提高企业的市场竞争力，实现可持续发展。（《艾媒咨询 | 2025年中国速冻食品行业市场消费行为洞察报告》完整高清PDF版共32页，可点击文章底部报告下载按钮进行报告下载）

　　Quick-frozen food, as a kind of pre-packaged food that has undergone rapid cryogenic freezing treatment, occupies an important position in the global food market by virtue of its convenience, easy storage and rich categories. With the acceleration of the pace of life, the change of consumption concept and the development of cold chain logistics technology, the frozen food market has shown a rapid growth trend in recent years. According to the latest "Insight report on China frozen food industry market consumer behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, as high as 60.99% of consumers often buy frozen food in terms of consumer behavior. This proportion indicates that frozen food has been deeply integrated into the daily life of Chinese consumers, with high acceptance and frequent consumption frequency, and its convenient and fast characteristics fit the fast-paced lifestyle of the public.

　　In terms of product category preference, other frozen rice and noodle products take the lead, accounting for 43.24%, among which frozen dumplings and fried dumplings such traditional rice and noodle products are favored by consumers, which not only reflects the strong appeal of traditional food, but also reflects consumers' dependence on familiar tastes and categories. This for the frozen food industry, in the continuous expansion of market share, on the one hand to consolidate the advantages of traditional rice products, constantly optimize the quality and taste; On the other hand, more innovative categories can be expanded based on consumers' high acceptance of frozen foods. Imedia Consulting analysts believe that the frozen food market, as an important segment of the food industry, has broad development prospects and huge market potential. Although it is currently facing some challenges, with the progress of technology, the maturity of the market and the standardized development of the industry, the frozen food market will usher in new development opportunities. Frozen food enterprises should seize opportunities, actively respond to challenges, through continuous product innovation, improve quality, optimize channels, strengthen brand building and other ways to improve the market competitiveness of enterprises, to achieve sustainable development.(The complete high-definition PDF version of "iiMedia Report | Insight report on China frozen food industry market consumer behavior in 2025" is 32 pages long. You can click the report download button at the bottom of the article to download the report.)

　　2025年中国消费者购买速冻食品情况

　　数据显示，经常购买速冻食品的消费者占比最高，达到60.99%，显示速冻食品在中国消费者中具有较高的接受度和消费频率。偶尔购买的消费者占比为33.94%，说明还有相当一部分消费者会根据需要选择购买速冻食品。很少购买的消费者占比最低，仅为5.07%，这部分消费者可能更偏好新鲜食品或对速冻食品有其他偏好。整体来看，速冻食品在中国市场上具有较大的消费基础。

　　2025年中国消费者购买速冻食品的类型

　　数据显示，其他速冻米面制品占比最高，为43.24%，说明速冻水饺、煎饺等传统米面制品受欢迎。速冻火锅料紧随其后，达到41.83%，显示消费者对火锅料需求旺盛。传统主食类和小吃类分别以38.73%和37.18%位列第三和第四，反映出消费者对传统食品和小吃的偏好。海鲜类速冻食品占比33.38%，地方特色小吃和早餐速食类分别占32.54%和30.56%，表明消费者对多样化速冻食品有较高需求。西式快餐类和儿童专享类分别占26.90%和26.20%，非传统主食最低，仅占23.94%，显示西式食品和非传统主食在速冻食品市场中占比较低。

　　2025年中国消费者了解速冻小吃方式

　　数据显示，短视频平台（快手、抖音等）以65.91%的占比高居榜首，成为消费者了解速冻小吃的主要渠道。社交媒体（微信、微博等）和美食博主/网红推荐（小红书、B站等）分别以51.52%和55.68%的占比紧随其后，显示出社交媒体和KOL的影响力。电商平台商品详情页（淘宝、拼多多等）和线下促销活动（超市试吃、商场展览等）占比分别为37.12%和40.91%，表明线上线下渠道同样重要。搜索引擎广告（百度、谷歌等）和电视/广播广告占比分别为40.15%和32.20%，朋友/家人推荐占比39.02%，网络论坛/社区（知乎、豆瓣等）占比最低，仅为26.14%。

　　2025年中国消费者购买速冻小吃时考虑的因素

　　数据显示，口味和新鲜度是消费者考虑的最重要因素，分别占56.44%和53.03%。保质期紧随其后，分别占52.65%。价格和成分/配料和价格并列第四，均为46.21%。烹饪便捷性和营养价值分别占45.45%和43.56%。品牌和口碑的影响较小，分别占40.15%和37.50%。包装和售后服务的影响最小，分别占34.09%和29.17%。

　　2025年中国消费者对速冻小吃市场发展前景的看法

　　数据显示，57.58%的消费者认为速冻小吃市场发展前景很好，市场需求大，是市场的主流观点。34.85%的消费者持中立态度，认为市场一般，需要进一步拓展。4.55%的消费者对市场前景持悲观态度，认为需求量小。3.02%的消费者认为市场前景无法估量，需要更多时间观察。总体来看，超过一半的消费者对速冻小吃市场持乐观态度，市场前景看好。

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