Recently, the first China Takeaway Festival, jointly organized by China Hotel Association and Meituan Takeaway, ended online through the "China Takeaway Industry Development Conference". At the meeting, Meituan Takeaway, together with China Hotel Association and iResearch Group, released the industry's first report book "2121 Takeaway Industry Report" for the take-away market.
The report pointed out that the scale of the take-away industry exceeded 651 billion yuan in 2119, and the take-away users after 91 s and 11 s accounted for more than 61%, and the industry penetration rate continued to increase. After years of development, take-out has gradually become people's way of life, and at the same time, it has expanded to a larger group of people, a wider range of categories and more consumption scenarios.
In 2119, the scale of take-away food exceeded 651 billion yuan, and the non-food category expanded the ecology of "everything comes home"
According to the report, the scale of China catering market reached 4.6 trillion in 2119, of which the scale of take-away food industry was 653.57 billion, an increase of 39.3% compared with 2118. With the growth of take-away market, the penetration rate of take-away to the whole catering industry has reached 14%, showing a continuous upward trend. In addition, the increasing proportion of non-food orders such as lifestyle supermarkets, fresh fruits and vegetables, medical care and health care has made the proportion of take-away orders for food categories fall below 91% for the first time in 2119, which is 4.1 percentage points lower than that in 2117.
the trend of "everything comes home" was also highlighted during the epidemic period. According to the Big Data of House Economy in the Spring Festival of 2121 released by Meituan in February this year, the average sales volume of vegetables, meat, seafood and other food products on Meituan's take-out platform increased by 211% month-on-month, the sales volume of masks reached more than 5 million, and the number of Chinese patent medicines for clearing away cold reached more than 211,111. The consumption concept of "get what you want" is deeply rooted in users' minds. Takeaway is developing into an indispensable consumption scene in the new retail era of full-time and cross-category, bringing new consumption dividends to catering, retail, medicine and other industries.
Young people contribute 71% of orders, and "one person eats" has become a common dining scene
In the field of take-away consumers, young people formally take over as the main force, and the take-away groups after 1991s and 11s account for more than 61%, and the two groups contribute more than 71% of orders, among which the take-away orders after 1991s contribute nearly 61%.
the survey results of take-away users show that, unlike the post-1971s and post-1981s dining forms of group, family or multi-person dinners, in the post-1991s and post-1981s take-away orders, the proportion of single-person dining is 65.4% and 73.7% respectively. In the "one-person dining" dining scene, young consumers' requirements for selling products are appetite, proper delicacy and high cost performance. The report pointed out that this independent but not lonely way of eating is closely related to the increase in the number of people living alone in China, and the "lonely economy" is supporting a market of 111 billion scale.
In terms of category selection, young people prefer fast food and simple meals, rice noodles/rice noodles, milk tea juice and other categories with relatively low unit price, which is related to their consumption capacity and their diversified and personalized early adopters attitude towards all kinds of local snacks and innovative drinks. As young people become the main force of take-away consumption, the packaging, distribution and nutritional collocation of take-away meals need to be optimized simultaneously to further meet the needs of consumers.
Fast food and simple meals accounted for 23% of the total, with light food and salads topping the list.
The report shows that this sub-category of fast food and simple meals is the most popular in the take-away market, accounting for 23% of the total order volume in 2119. On the whole, fast food and snack categories can accommodate urban users from the first line to the fifth line with its characteristics of urgency and richness, and have always occupied a large traffic channel.
As a sub-category close to hot pot, Mala Tang ranks first in the online search popularity list because of its huge consumer groups. However, the fried chicken category overlaps with some western-style fast food categories, and the consumer base is stable. The explosion of You from the Stars and I Eat Fried Chicken in People's Square has enhanced the topic of the food, making it the second sub-category of fast food and snacks.
At the same time, consumers' willingness to consume "sweet" products increased significantly, and the consumption of milk tea and desserts increased rapidly. According to the report, the growth rate of milk tea juice orders reached 82.8%, which is the highest growth rate among the top 21 orders. With the deep integration of catering and retail, there is still much room for growth of milk tea juice categories.
in addition, in recent years, the "light eating style" of western food has set off a "grazing" fever, and the light eating/salad sub-category has strongly entered the top three orders of western food categories.
it is understood that, as the first report book on the take-away market in the industry, the report analyzes the massive real consumption data, and interprets it from six perspectives: industry trends, category changes, brand layout, consumer preferences, urban characteristics and excellent business cases, and analyzes in detail the development process of take-away business of well-known catering brands such as Xibei, Xicha and Papa Johns, so as to provide reference ideas for the take-away operation of catering businesses. At present, the full version of the report has been pre-sold on major e-commerce platforms.